10 stats on consumer attitudes towards vegan chocolate

In an exclusive survey for Food Spark, Streetbees asked over 1,000 Brits about their vegan chocolate consumption and their perceptions of the growing market.

14 February 2020

  • Of those surveyed, 58% said that milk chocolate was their preferred type, followed by dark (24%) and white (16%).
  • 42% said that they have never tried vegan chocolate, 53% said that they have and 5% said they weren’t sure.
  • Of those who said they hadn’t had vegan chocolate, 52% said they would be willing to try one day and 21% said they wouldn’t be.
  • When asked on flavour potential, only 15% of those who haven’t tried vegan chocolate said they expected it to taste as good as the dairy equivalent.  
  • Meanwhile, 43% of the total number surveyed said they believe vegan chocolate to be healthier than the dairy equivalent.
  • Interestingly, 40% said they consider vegan and non-vegan chocolate to be the same in terms of healthiness.
  • 73% of the total number surveyed said the quality and variety of vegan chocolate has improved over the years, with just 1% disagreeing with the statement.  
  • Only 53% said they knew that most dark chocolate is made without milk, making it vegan friendly.
  • And, of those who didn’t know that dark chocolate can often be considered vegan, 72% said knowing this changed their perception of vegan chocolate to varying degrees.
  • 61% think the release of big brand vegan products has increased the popularity of vegan chocolate.


* Streetbees is a global intelligence platform that reveals how people behave, and why, by analysing real-life moments collected from over 1 million users worldwide.

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