The United States is home to a significant population of chocoholics. Nearly half of Americans (46%) eat chocolate at least a few times per week, says a survey conducted by research bureau IPSOS for Zurich-based chocolate manufacturer Barry Callebaut.
Milk chocolate reigns supreme, with 81% of Americans saying they eat milk chocolate, compared with 58% of Europeans. However, the U.S. taste runs beyond a plain milk-chocolate bar: 70% also eat chocolate with nuts, raisins or nougat; 70% also like dark chocolate; 54% eat chocolate with a soft praline, fruit or creme filling; and 50% also go for white chocolate. In addition, 24% enjoy sugar-free chocolate, and 15% have consumed Fairtrade chocolate, products using raw materials from Fairtrade-certified manufacturers. These manufacturers receive an extra premium that is invested in social or economic development projects in developing countries where the chocolate is grown.
Americans are also developing a taste for more varieties with an exotic cachet. The survey, which queried 1,001 U.S. adults aged 18 and over, found that 38% say they eat single-origin chocolate, which is made from cocoa beans from a specific region instead of a blend of beans from different origins. This compares with just 10.8% of Europeans who look for single-origin chocolate.
The emerging health benefits of chocolate are also impacting its purchase. While only 12% of Americans currently eat functional chocolate, the survey found 43% would buy chocolate that promises health benefits, and 45% would be willing to pay more for “health enhancing” chocolate.
The survey shows many Americans are aware chocolate brings some well-researched benefits to health and well-being, and have incorporated a few concepts that science has yet to delve into. Respondents say chocolate:
• Boosts morale (52%);
• Revitalizes you (46%);
• Is good for the heart and cardiovascular system (31%);
• Contains anticancer ingredients (31%);
• Enhances the memory (16%);
• Enhances sexual performance (15%); and
• Helps prevent hair loss (5%).
Eating chocolate increases levels of serotonin in the brain, which elevates mood, plus provides moderate amounts of caffeine, which can stimulate the brain. Dark chocolate with a high cocoa content that maintains its flavanol content provides high levels of epicatechin, an antioxidant that studies show might exert a beneficial effect on cholesterol levels and heart health, as well as reduce blood pressure.
