Toblerone brand profile U.S. 2023

How high is the brand awareness of Toblerone in the United States?
When it comes to chocolate & candy bar eaters, brand awareness of Toblerone is at 60 % in the United States. The survey was conducted using the concept of aided brand recognition, showing respondents both the brand's logo and the written brand name.

How popular is Toblerone in the United States?
In total, 19 % of U.S. chocolate eaters say they like Toblerone.

What is the usage share of Toblerone in the United States?
All in all, 10 % of chocolate eaters in the United States eat Toblerone.

How loyal are the customers of Toblerone?
Around 8 % of chocolate eaters in the United States say they are likely to use Toblerone again.

What's the buzz around Toblerone in the United States?
In August 2023, about 5 % of U.S. chocolate & candy bar eaters had heard about Toblerone in the media, on social media, or in advertising over the past three months.

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Toblerone brand awareness, usage, popularity, loyalty, and buzz among chocolate & candy bar eaters in the United States in 2023

Characteristic	Share of respondents
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Number of respondents

1,160 respondents

Age group

18-64 years

Special properties

respondents who have consumed chocolate & candy bars

Supplementary notes

During the survey, the questions were phrased as follows:

Brand Awareness: Do you know this brand, even if only by name? If you know the brand, please swipe right. If you do not know the brand, swipe left.
Brand popularity: When it comes to chocolate, which of the following brands do you like?
Brand usage: When it comes to chocolate, which of the following brands have you consumed in the past 12 months?
Brand loyalty: When it comes to chocolate, which of the following brands are you likely to use again in the future?
Brand buzz: Which of the following brands have you noticed in the media, on social media or in advertising in the past 3 months? Please think of news coverage, public discourse, sponsored content, and advertising.

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