Chocolate, the traditional comfort food, still has a place with the traditional middle American

If we were to draw a pen portrait of an average chocolate buyer, she would be an older, relatively traditional woman living in the Midwest or Southern regions of America. 65% of chocolate buyers are women; 52% are over the age of 50, and 66% live either in the Midwest or the South.

Their values and attitudes paint a picture of traditional middle America, but with a tendency to love shopping: 67% “enjoy grocery shopping”; 55% “enjoy clothes shopping”; and 39% agree they “were born to shop”. Further, 86 % like to try free samples in supermarkets and almost 77% say they will go out of their way in search of a bargain.