Sector report
11-page PDF
Chocolate Insight Report 2026
What student research reveals about Gen Z’s chocolate habits, brand repertoires and the power of product trial.
What the report covers
The Chocolate Insight Report 2026 looks at how often UK university students eat chocolate, which brands and formats they choose and what drives that choice. It draws on 3,450 responses to the Dig In UK Chocolate Survey, reported in 2026. Respondents were mainly first-year students living in halls of residence. These are stated habits and influences, not confirmed sales.
Key findings
87.2% of students eat chocolate weekly or more, and 28.4% eat it every day.
73.2% name Cadbury as a go-to brand, but Galaxy, Kinder and KitKat each reach 45.8% or more.
47% cite previous trial as an influence on what they buy, ahead of availability, price and offers.
Only 12% cite an offer or promotion, the lowest of the four influences.
Small bars are the format students buy most. Boxed chocolates are bought least.
Inside the report
How often students eat chocolate
Brands and where students buy
Formats students choose
What drives choice
What it means for chocolate brands
2027 opportunities
Who it’s for
Brand and shopper marketing teams at chocolate and confectionery brands, from established leaders to challengers, premium and plant-based brands, and the agencies that plan for them.
How to cite it
Dig In, Chocolate Insight Report 2026. Please credit Dig In and link to this page when you quote it.
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Read next
Crisps Insight Report 2026
86.6%
of students eat crisps at least once a week (Dig In student survey, 2026, n=1,564)
Condiments Insight Report 2026
64.8%
of surveyed students use sweet chilli sauce at least weekly (Dig In student survey, 2026, n=781)
Soft Drinks Insight Report 2026
70%
of students have soft drinks a few times a week or more (Dig In student research, 2026, 4,012 respondents across two studies)