KitKat brand profile UK 2023

During a survey in the summer of 2023, about 54 percent of responding chocolate consumers in the United Kingdom stated that they ate KitKat in the past twelve months.

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KitKat brand awareness, usage, popularity, loyalty, and buzz among chocolate eaters in the UK in 2023

Characteristic	Share of respondents
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Number of respondents

3,713 respondents

Age group

18-64 years

Special properties

Respondents who eat chocolate

Supplementary notes

During the survey, the questions were phrased as follows:

Brand Awareness: Do you know this brand, even if only by name? If you know the brand, please swipe right. If you do not know the brand, swipe left.
Brand popularity: When it comes to chocolate, which of the following brands do you like?
Brand usage: When it comes to chocolate, which of the following brands have you consumed in the past 12 months?
Brand loyalty: When it comes to chocolate, which of the following brands are you likely to use again in the future?
Brand buzz: Which of the following brands have you noticed in the media, on social media or in advertising in the past 3 months? Please think of news coverage, public discourse, sponsored content, and advertising.

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