A survey of 2,000 adults revealed that nearly half (49%) consider themselves 'superfans' of something, with 31% being die-hard supporters of a sports team. A quarter (24%) are crazy about a movie franchise, while one in five are devoted to a particular video game.

Consequently, 36% have watched every film or 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% pre-order the latest merchandise as soon as it's available online.

On average, Brits have splashed out £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 pop-up experience in Soho on Wednesday 22nd May.

Chocolate lovers will have the opportunity to meet the famous characters, create mini chocolate versions of themselves, and be among the first to try M&M'S Minis in the UK. When it comes to chocolate, a whopping 85% of the nation consider themselves fans, with 10% admitting they're 'completely obsessed'.

Half have visited a chocolate shop to indulge their sweet tooth, with 46% describing it as a fantastic family day out. Furthermore, 21% plan to visit one in the next 12 months.
M&M’S Minis - mini pop-up experience in Soho (
Image:
SWNS)

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 while interviewing for a sports presenter role. It was here that Robb offered Kathryn one of his M&M'S, sparking a friendship that flourished 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 brand
  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.