Most people enjoy a little chocolate now and then, but for some eating chocolate products is a daily undertaking. Latest data from TGI’s Republic of Ireland study of consumer behaviour reveals that 15% of adults (540,000 people) eat chocolate once a day or more. The figure is 17% in Northern Ireland, but only 11% in Great Britain. There is a clear age bias, with those in Ireland aged 25-34 years old 20% more likely to be in this chocoholic group, whilst those aged 65+ are 45% less likely.
These chocoholics are also 32% more likely to be in the ‘Fledglings’ TGI Lifestage group (aged 15-34, not married or living as a couple, do not live with son/daughter, live with parents). Clearly there is an age factor at play here, but youngsters living with their parents may also still slightly feel in ‘child mode’ psychologically, whilst at the same time having the independence and disposal income to satisfy all of their chocolate cravings.
These chocoholics are a confident and influential group. TGI data reveals they are 45% more likely than the average adult to believe they can influence others with their views on household products and 27% more likely to convince with their views on music. On the other hand, they are themselves very open to persuasion, being 45% more likely than the average adult to agree ‘I find that I am easily swayed by other people’s views’.
This is a group that wants to have fun. They are significantly more likely than the average adult to believe the point of drinking is to get drunk, that they don’t have time to spend preparing and cooking food (partly explaining all the chocolate they eat) and that they don’t want responsibility but would rather be told what to do.
When it comes to reaching chocoholics efficiently, TGI data reveals they are 28% more likely to agree that they cannot resist buying magazines, 23% more likely to agree that pop up ads help them find interesting things on the internet and 23% more likely to agree that on TV they enjoy the ads as much as the programmes.
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