KitKat, Snickers, Twix, and Cadbury go head-to-head when it comes to being the most well-known chocolate brand in the UK. All these brands are recognized by 95 percent of respondents or more, with KitKat edging out a win at 96 percent. Brands like Green & Black's and Tony's Chocolonely, on the other hand, lie at the bottom of this list, being recognized by less than 72 percent of respondents in the United Kingdom.
For this study, brand awareness was surveyed employing the concept of aided brand recognition, showing respondents both the brand's logo and the written brand name.
Leading chocolate and candy bar brands ranked by brand awareness in the United Kingdom in 2024
Characteristic
Share of respondents
KitKat
96%
Cadbury
95%
Snickers
95%
Twix
95%
Galaxy
94%
Mars
94%
Aero
93%
Maltesers
93%
Milkybar
93%
Kinder
92%
Toblerone
91%
Lindt
90%
Wispa
88%
Created with Highcharts 7.2.2Share of respondents96%96%95%95%95%95%95%95%94%94%94%94%93%93%93%93%93%93%92%92%91%91%90%90%88%88%86%86%85%85%84%84%83%83%79%79%71%71%59%59%KitKatCadburySnickersTwixGalaxyMarsAeroMaltesersMilkybarKinderTobleroneLindtWispaYorkieThorntonsMilkaLionHershey'sGreen & Black'sTony's Chocolonely
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During the survey, the question was phrased as follows: "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."
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Statista. (November 6, 2024). Leading chocolate and candy bar brands ranked by brand awareness in the United Kingdom in 2024 [Graph]. In Statista. Retrieved February 20, 2025, from https://www.statista.com/statistics/1345451/most-well-known-chocolate-brands-in-the-uk/
Statista. "Leading chocolate and candy bar brands ranked by brand awareness in the United Kingdom in 2024." Chart. November 6, 2024. Statista. Accessed February 20, 2025. https://www.statista.com/statistics/1345451/most-well-known-chocolate-brands-in-the-uk/
Statista. (2024). Leading chocolate and candy bar brands ranked by brand awareness in the United Kingdom in 2024. Statista. Statista Inc.. Accessed: February 20, 2025. https://www.statista.com/statistics/1345451/most-well-known-chocolate-brands-in-the-uk/
Statista. "Leading Chocolate and Candy Bar Brands Ranked by Brand Awareness in The United Kingdom in 2024." Statista, Statista Inc., 6 Nov 2024, https://www.statista.com/statistics/1345451/most-well-known-chocolate-brands-in-the-uk/
Statista, Leading chocolate and candy bar brands ranked by brand awareness in the United Kingdom in 2024 Statista, https://www.statista.com/statistics/1345451/most-well-known-chocolate-brands-in-the-uk/ (last visited February 20, 2025)
Leading chocolate and candy bar brands ranked by brand awareness in the United Kingdom in 2024 [Graph], Statista, November 6, 2024. [Online]. Available: https://www.statista.com/statistics/1345451/most-well-known-chocolate-brands-in-the-uk/
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