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The UK's favourite Christmas chocolate box is finally revealed in the 2019 General Selection

You’ve heard the phrase; life is a like a box of chocolates, you never know what you’re gonna get. Well, now we do.

In a bid to uncover what chocolate box provides the most value and give the British public a view on what the likelihood is of pulling out their favourite treats, iProspect has analysed 1,299 individual chocolates to reveal the truth behind the four big Christmas boxes: Roses, Quality Street, Heroes and Celebrations.

To put a lid on the topic about which is the best, iProspect also surveyed almost 600 people across the UK to find out which box and chocolate is the country’s favourite.

The Results

Winners and Losers 

Let’s get straight to it. Our data reveals that the 2019 winner is Celebrations, which takes the official crown as the UK’s favourite tin. Coincidentally, it also has the most chocolate content, with an average quantity of 71 chocolates per tin. This compares to Quality Street’s 67, Heroes’ 63 and Roses’ 58.

Celebrations may be 2019’s winner but it’s highly contested between 2nd and 3rd with less than 1% in it.

  1. Celebrations - 36.98%
  2. Heroes - 23.88%
  3. Quality Street - 22.98%
  4. Roses - 16.43%

Different areas of the UK have different tastes. This map shows regional favourites from each tub.

UK map

Overall, in terms of the favourite chocolate across the 38 available to the British public, the winner by a clear distance is the Maltesers Teaser. It secured 49% of the vote, but as the fourth most common chocolate in a box of Celebrations, there is only a 11.5% of picking out a Maltesers Teaser first time.

If we’re talking about the chocolates that are usually left over at the end of Christmas, the UK has decided that Quality Street’s Coconut Éclair is the least favourite, with just 2.5% voting it as their number one. This is despite it being the fourth most common in the Quality Street collection.

Chocolate God tier

Talking About My Generation

When talking about votes, we’re after a majority, right? Well, although the UK have decided Celebrations is the overall winner, there is a quite a split when it comes to the different ages. The over-55s voted for Quality Street as their number one tin, and those Generation Zs (under 18) said Heroes are their favourite. Roses fare quite well with the over 65s, although they take joint 1st place with Heroes.

Rank

Under 18

18-24

25-34

35-44

45-54

55-64

65+

1st

Heroes

Celebrations

Celebrations

Celebrations

Celebrations

Quality Street

Roses & Heroes

2nd

Celebrations

Heroes

Heroes

Quality Street

Quality Street

Celebrations

Quality Street

3rd

Quality Street

Quality Street

Quality Street

Roses

Roses

Roses

Celebrations

4th

Roses

Roses

Roses

Heroes

Heroes

Heroes

 

Chocolate Improvements

Whilst everyone loves the current selection, there could be some tweaks made for future boxes. We received over 300 suggestions for both new and returning flavours, but it’s the old classics which people want to see make a return. The Top 10 most wanted flavours are:

  1. Coffee
  2. Mint
  3. Salted Caramel
  4. White Chocolate
  5. Truffle (most notably, the Galaxy Truffle in Celebrations)
  6. Dark Chocolate
  7. Nuts
  8. Praline
  9. Chocolate Orange
  10. Peanut Butter

What people want

Whatever your favourite, it’s easy to see there’s an obvious divide to whichever tin – and chocolate – you open on Christmas Day. Use our handy guide to discover the chances of getting your favourite variety during your chocolate tin adventures this Christmas, and best of luck in avoiding the leftover Bounty come Boxing Day.

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