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New research commissioned by Divine Chocolate, in time for Chocolate Week (12-18 October), demonstrates the depth of the British attachment to the nation's favourite treat, and what UK chocolate lovers think can be done to ensure chocolate never runs out. The research was partly prompted by reports earlier this year warning of a cocoa shortfall from 2020, putting at risk the supply and cost of treat we take for granted (Chocolate could run out in 2020 due to worldwide shortage of cocoa).
Divine, the chocolate company co-owned by cocoa farmers, has been a sponsor and supporter of Chocolate Week since it started nine years ago. Divine's Marketing Director, Charlotte Green commented:
“At Divine we have a real love for chocolate, so this was our opportunity to see if people share that love and all the emotions it inspires. We also wanted to take a closer look at what people would do to ensure it never ran out!”
How deep is my love
Nearly half of respondents said they “really loved” or “loved” chocolate and over a third (35%) strongly agreed or agreed with the statement “I couldn't live without chocolate”. Testing their love for chocolate even further, respondents were asked what they would be prepared to give up rather than chocolate to which 57% said “Facebook”, 53% said "alcohol", 50% said "tea" ... and 44% said “sex”.
Presented with the possibility that chocolate could run out, 63% expressed sadness – saying they would be “depressed”, “disappointed” or “worried”. Comments included “Devastated. Life wouldn't be worth living” and “I would just have to get used to it, but I would miss it terribly”.
What about the cocoa farmers?
Despite being devoted to chocolate, UK chocolate lovers are not sure where most cocoa comes from (51% thought Brazil was one of the top three producers, whereas around 70% comes from West Africa), but there was good awareness that most of the world's cocoa is grown by smallscale farmers (65%).
What can be done to stop cocoa from running out
Only 26% had heard about the cocoa shortages, compared to other food issues like decline in bees (68%) or horsemeat in the supply chain (63%). A surprising 47% said they were will to pay over 10p more on a £1 bar of chocolate “if it guaranteed that farmers would be paid enough money to keep producing cocoa”. Respondents also demonstrated that they felt there were things companies and retailers could do to tackle potential shortages of cocoa – 67% said they should “Pay cocoa farmers more for their cocoa” and 55% agreed they should “incentivise the next generation to keep farming cocoa.” 42% thought that enabling “cocoa farmers to have shares in companies that sell chocolate” was a good option.
Divine Chocolate is celebrating Chocolate Week with a series of partnerships and events all over the UK to celebrate and enjoy good chocolate, and will be exhibiting at The Chocolate Show at Olympia (16-18 October). They will be joined by Esther Mintah, a farmer from Kuapa Kokoo, the co-op in Ghana that owns 44% of the company.
ENDS
For further information please contact Charlotte Borger on charlotte@divinechocolate.com
Editors notes:
Distributed by Pressat
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