Brand tracking platform Tracksuit has released insights into chocolate consumption in Australia ahead of World Chocolate Day on July 7th. The data, collected from April to June 2025, focuses on the chocolate bars and blocks category within the country.

According to the findings, 75% of Australian adults, equating to approximately 15 million people, have purchased chocolate in the past three months. The data reveals a notable trend among couples, with 27% of chocolate purchasers living alone with their partner. This figure surpasses those living alone, who account for 19%, families with primary school-aged children at 12%, and families with children under five at 10%.

Gender distribution among chocolate purchasers is nearly even, with women making up 51% and men 49% of the consumer base. However, a generational divide is evident, as younger Australians aged 18-24 are consuming less chocolate, with only 11% having purchased chocolate in the last three months. This contrasts with 20% of those over 65 who have made similar purchases.

Geographically, New South Wales leads with the highest percentage of chocolate purchasers at 31%, followed by Victoria at 29%, Queensland at 21%, Western Australia at 10%, South Australia at 6%, and Tasmania at 3%.

Income levels also play a role in chocolate purchasing habits. Middle-class Australians earning between $75,000 to $99,000 are less likely to purchase chocolate, with only 12% doing so. In comparison, 21% of those earning less than $50,000 and 21% of those earning more than $150,000 have bought chocolate.

"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," said CEO and Co-Founder of Tracksuit, Connor Archbold. "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?"

"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," he continued. "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."