It’s personal … choosing chocolate, that is. According to a new survey by Lindt Chocolate based in Stratham, N.H., three out of five (61%) Americans choose a chocolate based on conditions such as their mood, the occasion, time of day and even the weather. A national survey of about 1,000 men and women revealed the following about chocolate eating habits and preferences:
  • Seventy percent of Americans agree that choosing their own chocolate is just as personal of a decision as selecting an item from a menu.
  • Two out of three women say chocolate is just as personal of a decision as choosing their own lipstick or makeup.
  • Nearly half of Americans (46%) choose a different type of chocolate based on their mood.
  • More than half of Americans (55%) eat creamy milk chocolate when they need an escape, followed by any type of chocolate with nuts (44%), intense dark chocolate (36%) and smooth white chocolate (23%).
"Personal taste preferences differ, and people aren't always drawn to the same type of chocolate," says Ann Czaja, Lindt’s Master Chocolatier. "Eating premium chocolate is truly an experience to be slowly savored. As an expert in all things chocolate, I encourage chocolate lovers to think outside their traditional chocolate choice and fully appreciate the different flavors found in each type of chocolate, to create a truly memorable chocolate experience."
The 2010 Lindt Chocolate survey was conducted via the CARAVAN omnibus survey by Opinion Research Corp. Results are based on telephone interviews conducted April 15-18, 2010, among a nationally projectable sample of 1,010 adults, 18 years of age and older. Interviews were weighted by age, geographic region and race to ensure reliable and accurate representation of the total population. The margin of error at a 95% confidence level was +/- 3.2% for the entire sample.
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