Ferrero studies reveal family festive habits surrounding Christmas
A special seasonal survey from Ferrero of consumer habits has revealed key Christmas consumer habits including favouring chocolate over wine, and families permitting more indulgence over the holiday period, writes Neill Barston.
The study conducted on the company’s behalf by Golin in partnership with Dynata among 2,002 adults aged 18 and older, surveyed online from November 12-20, and showcased some of the lengths that people go to this time of year, including increased home baking activities.
As Ferrero, which is behind major brands including Rocher, Nutella, Kinder and Royal Dansk, noted, plans for this year’s celebrations yielded some interesting results.
Perhaps unsurprisingly, chocolate emerged as a classic favourite among adults as a gifting preference, but it was by far the only form of confectionery present that consumers typically indulge in.
Its latest survey comes as the business focuses on delivering its core range of confectionery including Ferrero Rocher, Royal Dansk cookie tins, or its new stocking filler Tic Tac Naught or Nice mints.
For those enjoying their baking, it has released its Nutella Holiday Glass Jars, Keebler Crusts or Mother’s Reindeer Games Cookies as the perfect topping. In addition, it has devised its holiday candy bowls for the Fannie May brand, Peppermint S’mores Chocolatiers Mix or seasonal items from Butterfinger, CRUNCH and Baby Ruth.
Ferrero unwraps holiday habits in new survey.
Survey results
According to the survey, 56% of adults prefer to gift and to receive holiday chocolates over wine
Adults say unwrapping presents (75%) and receiving homemade cookies or sweet treats (74%) are the two most enjoyable ways to celebrate the holidays, more than receiving holiday cards, watching holiday movies, decorating their Christmas tree, and attending holiday parties among others.
Meanwhile, 48% of people don’t always reveal when they are serving store-bought baked treats, leaving others to think they were home-made.
Some 64% of adults allow themselves more treats during the holiday season than at other times of the year, and 60% of adults will bake a treat for the holidays; just under 70% of that group will buy candy to mix into their recipes
In addition, a figure of 57% of adults bake extra holiday treats so they can have leftovers after the celebrations, and 72% of adults said that they would rather receive chocolate or candy in their stockings instead of gum
55% of adults said if they could only choose one to go with their holiday meal, that they would choose dessert over appetisers
65% of adults go to the grocery store more than usual during the holiday season
69% of adults repurpose Royal Dansk cookie tins for storage, DIY crafts, or holiday packaging
“The holiday season is synonymous with celebration and sharing, and our data reveals that sweet treats are a must-have item when it comes to the festivities for most Americans,” said Jim Klein, Chief Customer Officer, Ferrero USA.
“In particular, we’re seeing different buying occasions for chocolate around the holiday season, whether it’s gifting, hosting, or personal consumption. Ultimately, it’s not just about the celebrations – it’s about creating joyful moments that last far beyond the holidays. We’re proud to be a part of those traditions and offer products that bring extra delight to the season.”
