Scotland’s favourite Christmas chocolates has been revealed.
iProspect ran the research, that has resulted in the ultimate ‘tiered’ guide to chocolate box chocolates for the whole of the UK.
In a bid to uncover the best Christmas chocolate box on the they we counted, sorted and weighed almost 1,300 chocolates (12.9kgs) from the UK’s most popular Christmas tins, before asking the nation to determine – once and for all – which chocolates bring Christmas cheer, and which scrape the bottom of the Golden Barrel.
Survey data reveals that of the four market leaders, Celebrations is the UK’s favourite tin, and coincidentally, it’s also the best value in terms of chocolate content, with an average tin quantity of 71 chocolates (684g) per tin. This is compared to 67 chocolates in Quality Street (664g), 63 chocolates in Heroes (624g), and 58 chocolates in Roses (622g).
From the 38 different chocolate treats available, Celebrations’ Maltesers Teaser was by far the UK’s favourite chocolate choice (49% of the UK voted this number one). While it may be the most loved, the Malteser Teaser certainly isn’t the most abundant – with only 8 in the average Celebrations tin, there’s an 11.5% chance of picking a Maltesers Teaser out first time.
While Maltesers Teaser is the overall winner and Roses’ Golden Barrel takes a respectable second place, it’s Heroes that dominates the Top 10, with four of their collection in the line-up (Wispa, Dairy Milk, Twirl and Crunchie Bits, taking 5th, 6th, 7th and 9th place respectively).
At the other end of the scale, Quality Street’s Coconut Eclair had only 2.5% of respondents choosing this as their favourite. However, it’s the fourth most common chocolate in the Quality Street collection – with six in an average tin, there’s a 9% chance of pulling out a Coconut Eclair first time.
The chocolate you’re most likely to grab from Celebrations is the Milky Way, since this particular variety makes up for a fifth of the tin’s contents. This means those aged 18 and under are fully catered for – they‘re the only age group who voted the Milkyway as their favourite.
While the majority of the United Kingdom are united in their chocolate tin preferences, the same can’t be said for those aged 55+ and under-18. Respondents in these age brackets both agree that Celebrations isn’t deserving of the number one spot, but nor can they agree on which should take the crown.
Over-55s love Quality Street, while under-18s love Heroes. With the contents of the Heroes tub distributed relatively evenly between the nine flavours within, is their choice of a fair and equal box a sign of the times? Maybe.
Those over 65 are even more unsure – placing both Roses and Heroes in the joint first position, they’re the only age group to rate Roses higher than 3rd place.
When Scots were asked how the tins could be improved, the top suggestions included classic flavours such as coffee, mint, nuts, salted caramel and white chocolate.
Let’s say you’re a caramel fan: your best bet is a Celebrations tin as this selection has four different caramel varieties, and you have a 51% chance of grabbing this flavour when picking first time. Failing that, Heroes is your next best bet, with three varieties and a 31% chance of getting a caramel choc on your first dive in. Quality Street also has three caramel varieties, but there’s only a 20% chance of getting one first time.
Are you a non-conformist coconut fan? Then the Celebrations tin is still your best bet, with eight Bounty minis inside, versus a Quality Street’s seven Coconut Éclairs – but the remaining tins aren’t for you, with absolutely zero coconut options between them.
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