Chocolate is Personal - Survey Reveals Nearly Half of Americans Choose Different Chocolates Based on Mood

Two-Thirds of Women Believe Choosing their Chocolate is just as Personal of a Decision as Choosing their Lipstick or Make-Up

May 11, 2010, 10:35 ET from Lindt & Sprungli

STRATHAM, N.H., May 11 /PRNewswire/ -- Chocolate, like many things, is personal and often times the type of chocolate a person chooses to indulge in is influenced by their mood and personal situations.  According to a new survey by Lindt Chocolate, three out of five Americans choose a chocolate based on conditions such as their mood, the occasion, the time of day, and even the weather.  To help please any palate, Lindt Chocolate offers an extensive portfolio of chocolate bars, so there's something for any personality and every mood, from the richest dark to the creamiest milk, and everything in between.

The Lindt Chocolate survey asked 1,000 men and women nationwide about their chocolate eating habits and preferences.  Survey insights include:

  • Chocolate is personal!  Seventy percent of Americans agree choosing their own chocolate is just as personal of a decision as choosing their own menu choice.  
    • Two out of three women say chocolate is just as personal of a decision as choosing their own lipstick or make-up.
  • What are you in the mood for?  Three out of five (61 percent) Americans choose a chocolate based on conditions such as the time of day, the occasion, and even the weather.
    • Nearly half of Americans (46 percent) choose a different type of chocolate based on their mood.
  • Decisions, decisions. More than half of Americans (55 percent) eat creamy milk chocolate when they need an escape, followed by any type of chocolate with nuts (44 percent), intense dark chocolate (36 percent), and smooth white chocolate (23 percent).

"Personal taste preferences differ, and people aren't always drawn to the same type of chocolate," said Ann Czaja, Lindt Master Chocolatier.  "Eating premium chocolate is truly an experience to be slowly savored.  As an expert in all things chocolate, I encourage chocolate lovers to think outside their traditional chocolate choice and fully appreciate the different flavors found in each type of chocolate, to create a truly memorable chocolate experience."

No matter what the mood or occasion, Lindt is inviting consumers to take a deeper look into the company's premium chocolate bar collections, including the newest creation, Excellence 50% Cocoa.  The 50% Cocoa dark chocolate bar delivers a hint of intensity found in higher percentage dark chocolate bars combined with a sweetness found in milk chocolate bars, a great option for any chocolate craving.

All of Lindt's chocolate bars are crafted by the Lindt Master Chocolatiers and each is made with the finest cocoa beans and highest quality ingredients, yet each collection has something different to offer.  The various Lindt bar collections include:

  • Excellence offers a wide range of premium dark chocolate bars including high cocoa percentages and innovative flavor combinations
  • Classic Recipe delivers traditional, smooth and creamy milk, dark and white chocolate bars with or without nuts
  • Grandeur pairs premium chocolates with whole toasted nuts mixed with caramelized, crunchy nut slivers
  • Lindor offers indulgent, premium chocolate with a smooth-melting center in every bite-size piece

For more information on the Lindt Chocolate bar collections, visit

About Lindt & Sprungli

Founded in 1845, Lindt & Sprungli is a global leader in the premium chocolate category, offering high-quality products in more than 80 countries.  Lindt & Sprungli operates eight production facilities in Europe and the United States and employs 6,300 worldwide.  Lindt USA operates more than 70 retail stores throughout the country and maintains wide distribution through extensive retail and wholesale channels.  For more information on Lindt, visit

Survey Details

The 2010 Lindt Chocolate survey was conducted via the CARAVAN® omnibus survey by Opinion Research Corporation.  Results are based on telephone interviews conducted April 15-18, 2010 among a nationally projectable sample of 1,010 adults, 18 years of age and older.  Interviews were weighted by age, geographic region and race to ensure reliable and accurate representation of the total population.  The margin of error at a 95% confidence level was +/- 3.2 percent for the entire sample.

SOURCE Lindt & Sprungli