Social Intelligence Reveals Consumer Perception On Two UK Treats

What could matter as much as taste when it comes to chocolate?

Social intelligence on UK chocolate consumer perceptions

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Using Crimson Hexagon’s social intelligence research platform, ForSight, we indulged in the Twitter conversation surrounding the two chocolate brands to analyze user opinions over the course of a sweet year.
Below are some key takeaways surrounding two example chocolate brands sold in the United Kingdom that are much more than taste to consumers:

  • Both brands have similar proportions of positive sentiment (58% KitKat, 59% Galaxy).
  • In KitKat’s case, 34% of monitored posts involved the general consumption and mention of the chocolate. Only 26% of Galaxy conversation regarded general mention and consumption.
  • Females provided two-third of Galaxy posts and only one-half of KitKat conversation. Galaxy also revealed 13% of conversation about cravings compared to the 10% of posts about craving KitKat chocolate.
  • Less than 5% of consumers commented how KitKat chocolate is unhealthy compared to the 8% that posted about the negative health effects of Galaxy chocolate. Overall, 15% of Galaxy conversation was negative.
  • Within the Galaxy conversation, there was the same proportion of positive posts about taste as there was about consuming the chocolate to relax or reward oneself.

Context

In the UK, wintertime is recognized for its loving and endearing tendencies. Valentine’s Day is a given, and the offering of chocolates and other sweets to those we love is essentially a custom at this time of the year. In this particular study, what is on the menu is not in question, but rather when the giving and receiving of chocolate is in order, which brand do people of the United Kingdom prefer and why?
The chocolate-covered wafer biscuit known as a “KitKat” originated in England, but is now produced all over the world, including the United States. Owned and operated by Nestle and The Hershey Company, KitKat chocolate has been in production since 1911. The classic KitKat comes in either 2 or 4 fingers, which consumers can “break” off from the rest of the bar and eat at any pace. In contrast, Galaxy chocolate has its highest reach in the United Kingdom. Galaxy is referred to as Dove in other parts of the world and is a much younger overall brand, founded in 1960.
Using Crimson Hexagon’s social intelligence research platform, ForSight, we indulged in the Twitter conversation surrounding the two chocolate brands from the 1st January 2013 to 8th March 2014 to analyze user opinions over the course of a sweet year.

Analysis

KitKat and Galaxy chocolate snacks are first and foremost successful for their taste…right? What we have captured amongst layers of online conversation is that there are indeed other reasons beyond taste that influence the sentiment felt toward both KitKat and Galaxy chocolate.

Social intelligence on UK chocolate proportion of posts
KitKat BrightView™

 
ForSight found over 104,000 relevant posts about KitKat chocolate in the United Kingdom over the past year, and just fewer than 13,000 posts about Galaxy. Both KitKat and Galaxy brands had overwhelming proportions of positive sentiment, boasting 58% and 59% of their total monitored posts, respectively. The positive sentiment is represented by the multiple shades of green in the ForSight Brightview graph above. Furthermore, by breaking down the positive sentiment into different categories, we learn that KitKat is enjoyed as a relaxing and rewarding snack (9%) less than it is appreciated for its taste (15%), while Galaxy ties for those categories at 14% each. An exciting statistic uncovered in Galaxy’s favor is how 13% of positive posts online express a want or craving for the chocolate in that very moment, as opposed to the 10% of posts expressing cravings for KitKat chocolates.
One potential reason behind the difference in the proportion of these posts may be that KitKat consumers may not need to tweet about cravings when the candy consistently sits in their pantries. Then again, perhaps these cravings are the result of a certain demographics’ contributions on Twitter.
Social intelligence on UK chocolate proportion of genderThe demographics of each monitor varied in gender proportions, which we can infer influenced the
analysis. For example, just over two-third’s of Galaxy’s monitored posts were made by females, in contrast to the even split between male and female posts in KitKat’s monitor. Some other data we can connect to this statistic is how under 5% of gender-identifiable posts in KitKat’s monitor mentioned how unhealthy the chocolate was to indulge in. This figure lines up against the 8% of health-concerned posts made about the consumption of Galaxy chocolate; Galaxy chocolate had a significant 15% of monitored posts reveal negative sentiment toward the brand.
Some consumers tweet about tendencies to eat a lot of chocolate in one sitting, or eating chocolate at the end of a day of counting calories. These tweets are often written with a sentiment of regret and whether they are in relation to weight gain, a stomachache, or it being uncommon practice, they were categorized as “Unhealthy” for both KitKat and Galaxy brands.

Other negative categories besides “Unhealthy” included poor taste and overall value.
Aside from gender, let’s take a look at the most popular affinities of people who posted about the two brands.

Social intelligence on UK chocolate consumer affinities
KitKat Affinities

13% of people who tweeted their sentiment about KitKat chocolate have also shown interest in BBC Radio on Twitter. Consumers who tweeted about KitKat were 37x more likely to be interested in BBC Radio.
Another popular affinity for the KitKat consumers was Edinburgh. An awareness of location-based affinities is essential when implementing certain marketing strategies.
As for the affinities that tweeted about Galaxy’s chocolate, BBC Radio was an even larger affinity. Consumers who tweeted about Galaxy chocolate were 45x more likely to be interested in BBC Radio. Other popular affinities for Galaxy chocolate consumers included “Made in Chelsea” and Sheffield. This affinity information helps us consider which audiences are paying the most attention to a product on social media.
When comparing the two chocolate brands, the overall positive versus negative conversation is quite different. The drivers of sentiment expressed on Twitter about the two brands significantly varied. An example of this is seen in how Galaxy was recognized for its flaws more often than KitKat, which steered clear of criticism. Consumers have expressed slightly more favorable experiences with KitKat chocolate, rarely regretting the experience of eating KitKat chocolate for health, taste, or value-related reasons.
Galaxy’s key area of differentiation over KitKat is its sophisticated perception. The chocolate brand had even proportions of monitored posts regarding the taste of the chocolate and its use to relax or to reward consumers. According to Twitter, Galaxy is a more of a special chocolate “treat”, defined by delicious, soothing recipes. By this standard, Galaxy is held to greater expectations than KitKat. This perception rivals KitKat’s fun, everyday-snack image and overall value. We’ll just call this an “overindulgence” of KitKat’s “Gimme a Break” campaign by consumers.

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