Research recently released by Roy Morgan shows that in the year to June 2015, 4.9 million Aussies bought at least one chocolate bar from a supermarket in any given four-week period – accounting for more than three-quarters (76%) of the chocolate-bar buying public.
“Since 2011, there has been a marginal decline in the proportion of Australians 14+ buying chocolate bars in an average four-week period, from 35% to 33%. This decrease is evident across most places of purchase, except for supermarkets, which are holding steady.” Andrew Price, General Manager – Consumer Products, Roy Morgan Research. Price went on to point out that convenience stores/petrol stations come a very distant second, accounting for 8% of all chocolate-bar buyers (or 498,000 people), but still well ahead of vending machines (a fraction over 1% or 86,000 people) and milk bars/corner stores (also just over 1%, or 81,000). Curiously, 13% of people who bought chocolate bars can’t say where they made their purchase.

“Of course, if we’re already at the supermarket doing the grocery-shopping, it’s easy and convenient to pick up a chocolate bar while we’re there. But that doesn’t explain why people who never do the groceries are almost as likely as main grocery-buyers to purchase chocolate bars at the supermarket! Of all non-grocery-buyers who purchase chocolate bars in an average four weeks, 75% buy them at the supermarket – only slightly behind those who usually do the groceries (77%). Even considering how much cheaper chocolate is at the supermarket, it seems unlikely that such a large proportion of non-grocery-buyers would make a special trip to the supermarket simply for a chocolate bar. However, even these people must presumably need to visit a supermarket for the occasional item” Mr. Price commented.
Mr. Price also pointed out that the research revealed that Given that a higher proportion of women than men are their household’s main grocery-buyer, it makes sense that women are slightly more likely than men to buy chocolate bars at the supermarket: 78% of total female chocolate-bar buyers make their purchase at the supermarket, compared with 74% of their male counterparts. However, men outnumber women when it comes to buying chocolate bars just about everywhere else: from milk bars/corner stores and newsagents, to cafes/takeaways/sandwich bars, vending machines and sporting grounds. Cadbury 50mg bars (eg. Dairy Milk, Top Deck etc) are the most popular brands purchased at supermarkets and milk bars/corner stores, but are practically deadlocked with Kit Kats for top spot at convenience stores. Meanwhile, Snickers is the hands-down number-one chocolate bar purchased from vending machines.