The latest research from Mintel revealed that for just more than half (51%) of all adult consumers, the favorite type of plain chocolate is milk chocolate, followed by 35% who favor dark chocolate and 8% who prefer white chocolate. In contrast, Mintel’s 2011 report found that 57% of consumers favored milk chocolate and 33% of consumers preferred dark chocolate.

Some 46% of men age 55+ and 48% of women over age 55 favor dark chocolate, followed by 38% of men that prefer milk and 40% of women that also prefer milk. These numbers are indicative of the trend toward the increasing favor for dark chocolate. Indeed, 73% of all chocolate consumers are aware that dark chocolate is healthier.

The chocolate confectionery market has fared seemingly well in a lagging economy, growing 19% from 2007 to 2012. This growth can be attributed to consumers’ demand for affordable luxuries or indulgence, as well as the foodie culture that has increased interest in premium, high-quality and artisanal varieties of chocolate. However, due to countering trends, Mintel predicted slow growth for the chocolate confectionery category in the next five years, with sales growing 15% from 2012 to 2017.

When deciding to purchase chocolate, some 89% of consumers buy chocolate as a treat or reward and 87% buy it as a snack option. Meanwhile, 83% of consumers look carefully at the size of chocolate candy packages to determine the best value for the money and 72% buy chocolate as a way to improve their mood or provide an energy boost.