According to Mintel, 35% of adults said dark chocolate is their favorite, up from 33% in 2011, while milk chocolate is favored by 51%, down from 57% in 2011. "The progressively better understood health benefits of dark chocolate may be increasing its popularity as more consumers are looking for indulgent foods that can serve multiple functions such as nutrition or convenience,” said Sarah Day Levesque, a Mintel food analyst.

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