This ‘World Chocolate Day’ (7 July), brand tracking platform Tracksuit has unwrapped who has Australia’s biggest sweet tooth.
As a date-night essential and older generation favourite, Tracksuit’s insights reveal ‘eye-opening’ trends about our shared love for chocolate.
*Source: Tracksuit, Chocolate bars and blocks category, AU, Apr’25 – Jun’25.
Australians have a clear sweet tooth: 75% of adults fall into this category (15 million people) meaning they have purchased chocolate in the past three months.
Chocolate is becoming the ultimate date night: Aussie couples are most likely to eat chocolate
- Over a quarter (27%) of Australian chocolate purchasers in the past three months were those living alone with their partner, which is:
- 8% higher than Aussies who live by themselves (19%).
- 15% higher than families with primary school-aged children (12%).
- 17% higher than families with children under the age of five (10%).
Aussie women are less likely to skip a sweet treat
- Over half (51%) of chocolate purchasers were Aussie women. Only 49% were men.
Younger Australians consuming notably less chocolate than older generations
- Only 11% of Australians who purchased a block of chocolate in the last three months were aged 18 to 24 years old. This is:
- 9% lower than Australians over the age of 65 (20%).
NSW takes the crown as Australia’s sweetest state
- 31% of chocolate purchasers in the last three months were from New South Wales, compared to 29% Victorians, 21% Queenslanders, 10% Western Australians, 6% South Australians, and 3% Tasmanians.
Middle class Aussies are less likely to grab a chocolate treat
- Only 12% of chocolate purchasers over the past three months were Aussies earning between $75,000 to $99,000. This is:
- 9% lower than Australians earning less than $50,000 (21%).
- 9% lower than Australians earnings more than $150,000 (21%).
Tracksuit CEO and co-Founder Connor Archbold says: “The common assumption is that almost everyone loves chocolate, right? And here in Australia we’re certainly not short on options. From amazing homegrown brands like Darrell Lea to chocolate giants such as Cadbury’s and Lindt, our supermarket shelves are plentiful. But it’s fascinating to see the real patterns behind who’s actually buying it.
“When we unwrap the data, it seems chocolate has become the new language of love, with Aussie couples indulging far more often than singles or even families. There’s also a real generational divide, posing a key question for the future: how will the Willy Wonka’s of Australia engage a younger Gen Z audience that seems less interested than their parents and grandparents?,” he said.
“These trends suggest that the biggest opportunity for chocolate brands isn’t just in marketing individual treats, but in positioning chocolate as part of a shared experience. And the way consumption varies so much by state, shows that a one-size-fits-all approach probably misses the mark in a country as diverse as ours.
“It all just goes to show that for a simple treat to land in baskets, it’s not always just about taste. It’s often the result of a complex and fascinating brand strategy happening behind the scenes.”
