Brits admit to being ‘superfans’ of TV reveals, bands and even chocolate manufacturers

A survey of 2,000 adults revealed that 49% consider themselves a ‘superfan’ of something with 31% being die-hard supporters of a sports team. Movie franchises have driven 24% into a frenzy, while a fifth are devoted to a particular video game title.

Consequently, 36% have watched every film and episode related to their interest, and 25% have attended as many matches, concerts, and performances as possible.

Additionally, 18% have queued for special events to celebrate their fandoms, and 16 per cent will pre-order the latest release as soon as it hits the internet. It was found that Brits have splashed out an average of £287 on their fandom in the past year.

The study was commissioned by M&M’S to celebrate the launch of its new M&M’S Minis and a mini pop-up experience in Soho on Wednesday 22nd May.

Chocolate lovers will have the opportunity to meet the famous chocolate characters, create mini chocolate versions of themselves, and be among the first to sample M&M’S Minis as they land in the UK.

When it comes to chocolate, 85% of the nation identify as fans, with 1 in 10 (10%) confessing to being ‘completely obsessed’.

Half have made a pilgrimage to a chocolate shop to indulge their sweet tooth, with 46% describing it as a fantastic family day out. Meanwhile, a fifth (21%) are planning to visit one in the coming 12 months.

Robb and Kathryn, hailing from London and Buckinghamshire respectively, are self-proclaimed ‘superfans’ of the sweet treat brand. Their paths crossed in a waiting room during an interview for a sports presenter role. It was here that Robb offered Kathryn one of his M&M’S, sparking a friendship that has endured despite neither landing the job.

Reflecting on their shared passion, Robb said: “When I think of M&M’S, it brings me back to when Kathryn and I first met years ago and how we naturally bonded over our shared love for them.”

“Whenever we are together, we always manage to find a way to enjoy them, whether that’s visiting the London store or snacking on M&M’S while watching a film.”

Here’s a rundown of the top 20 things Brits are superfans of:

1. TV shows or series.
2. Music bands or artists.
3. Sports teams (e.g. football).
4. Books or book series.
5. Movies or film franchises.
6. Chocolate.
7. Video games.
8. Celebrities or public figures.
9. Travel destinations.
10. Fictional universes (e.g. , Star Wars, Marvel Universe).
11. Hobbies or crafts (e.g. , knitting, woodworking, model building).
12. Food or cuisine (e.g. , specific restaurants, chefs, cuisines).
13. Cars or automotive brands.
14. Restaurants.
15. Sweets.
16. Crisps.
17. Historical figures or events.
18. Fashion brands or designers.
19. Technology products (e.g. smartphones, gaming consoles, computers).
20. Snacks.