Indulgent snacking on the rise despite tough times

Treats help the Welsh relax and 42% don’t want to share (more than any other UK nation)

New data1 from Cadbury Crunchie Doughnuts has revealed more about the UK’s snack habits and one thing’s for sure, rising utility bills and interest rates won’t be getting in the way of the guaranteed ‘pick-me-up’ a sweet treat can bring, especially for people living in Wales.

74% of people in the country indulge in the same amount or more sweet treats than they did prior to the cost-of-living crisis – more than England, Scotland and Northern Ireland – and ‘That Friday Feeling’ has shifted into the weekend, with the majority (66%) devouring their sweet treat of choice on Saturday. Some treats though, don’t even make it home, with 30% devouring their treat of choice in the supermarket carpark.

Fresh bakery doughnuts and pastries are a preferred go-to for 32%, with 34% opting for cakes and buns, overshadowed somewhat by chocolate bars at 65%. Whichever treat we choose in Wales, 71% reach for a sweet treat as a way to unwind and relax – and 42% want to do this solo, unwilling to share their chosen delight – more than any other UK nation.

Thankfully, 56% of sweet treat eaters in Wales are willing to share, with 31% of those associating sweet treats with family time and 19% opting to share with others to avoid devouring everything themselves.

Michael Bancroft, spokesperson for Cadbury’s Crunchie Doughnuts says: “In a world of change, our love of sweet treats is a constant. We still love that Friday Feeling, but our new findings also show that a quarter (25%) of people in Wales are treating themselves to something sweet at least three times per week.”

Cadbury Crunchie Doughnuts hit fresh bakery shelves at Co-op stores on 10th August, with Morrisons stocking the duo packs from 4th September. RRP £1.75.