A new global survey by YouGov has confirmed what many chocolate lovers have long suspected: Swiss chocolates are the world’s most preferred. According to the survey, 39% of respondents across 17 countries named Swiss chocolate as their top choice, followed by Belgian chocolates (28%), and British and Italian varieties (13% each).

German, French, and American chocolates saw similar levels of preference (12%, 12%, and 11% respectively), while only 5% of respondents favored local or handmade artisanal chocolates. Interestingly, 18% of global consumers said they do not have a strong preference, with women more likely than men to express neutrality (20% vs. 17%).

Milk and dark chocolate dominate global taste buds

Globally, milk chocolate (34%) and dark chocolate (33%) are nearly tied as the top choices, while 21% of people said they enjoy all types equally. Dark chocolate enjoys equal popularity among men and women, but women are more likely than men to prefer milk chocolate (36% vs. 32%).

Generational trends reveal a clear divide: Baby Boomers (40%) and Gen X (35%) favour dark chocolate, while Gen Z leans toward milk chocolate (38%) and shows a greater liking for white chocolate (10%) than older generations.

County-wise preferences vary widely

Country-specific tastes show notable variation. Milk chocolate is especially loved in Sweden, where 51% of respondents chose it as their favourite- the highest in any surveyed country. The UK (46%), Canada (41%), and the US (39%) also show strong preferences for milk chocolate.

Dark chocolate, on the other hand, is most popular in Italy (47%) and Singapore (44%), followed closely by France (41%), Hong Kong (40%), and India (39%).

Indonesians (31%) are the most likely to say they enjoy all types of chocolate, followed by Mexicans (28%), and Indians and Australians (25% each).

Swiss chocolates are the top choice among Italians (51%), Canadians, and the Spaniards (50% each). Meanwhile, Belgian chocolates are particularly popular among Canadians (41%), Singaporeans (38%) and Hong Kongers (36%).

What drives chocolate choices?

Across all regions, flavour is by far the most important factor influencing chocolate preferences (59%), well ahead of price (48%) and ingredients (32%).

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Health benefits (28%) and sugar content (25%) are also considerations for some buyers. Meanwhile, brand reputation influences 27% of respondents, and 20% say recommendations from friends and family sway their choices.

Methodology: YouGov Surveys: Serviced provides quick survey results from nationally representative or targeted audiences in multiple markets. The data is based on surveys of adults aged 18+ years in 17 markets with sample sizes varying between 500 and 2,044 for each market. All surveys were conducted online during May 2025. Data from each market uses a nationally representative sample apart from Mexico and India, which use urban representative samples, and Indonesia and Hong Kong, which use online representative samples. Learn more about YouGov Surveys: Serviced.