Maltesers have been crowned Ireland’s favourite chocolate in the Celebrations tub, edging out Galaxy and confirming their status as the nation’s most-reached-for festive sweet, according to new research.
The study, carried out among 1,000 adults in Ireland, found that 48% named Maltesers as their top pick, placing them firmly at number one. Galaxy followed closely on 43%, while Galaxy Caramel ranked third with 36%. Snickers and Bounty were joint fourth, each selected by 32% of respondents.
The findings offer fresh insight into how Irish households enjoy one of Christmas’s most familiar traditions – the Celebrations tub – and which chocolates tend to disappear first once the lid comes off.
Rule-breaking around the tub is also widespread, the research suggests. More than a third of people (35%) admit to secretly eating their favourite chocolates before anyone else gets a chance, while the same number confess to opening the tub earlier than planned. Almost a quarter (24%) say they start picking before everyone is present, and 22% acknowledge leaving empty wrappers behind.
Beyond chocolate preferences, the research highlights shifting Christmas habits, with comfort now taking precedence over formality on the big day. Almost half of Irish people (47%) plan to wear casual clothing all day on Christmas Day, compared with just 15% who intend to dress up, while a further 29% expect to strike a balance between cosy and smart.
Celebrations has leaned into both trends – chocolate loyalty and relaxed festive style – by launching a limited-edition pyjama collection inspired by its most popular chocolates, including Maltesers and Galaxy. The range forms part of the brand’s wider Christmas campaign celebrating modern twists on tradition.
Sarah Stagg, Chief Christmas Officer at Celebrations, said the campaign reflects how people increasingly want to celebrate on their own terms. “We’re not saying ditch the festive traditions – we’re saying embrace them your way, whether that’s the playlist, the dinner menu, or the outfit for the big day,” she said. “With Christmas Day attire always causing debate in all households, we saw the perfect opportunity to bring our top chocolates to life in hybrid sleepwear.”
The research also found that while Christmas traditions remain important, one in five people say they are no longer sticking rigidly to them, choosing instead to adapt or abandon long-standing habits.
As the festive season gets underway, one thing appears certain: when it comes to Celebrations in Ireland, Maltesers reign supreme – and they’re unlikely to last long in the tub.
