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During Recession Chocolate Sales Are Up

Cadbury Chocolate Sales Soar in Recession

It's commonly thought that people turn to chocolate when times are stressful, and now the candy industry has proof that this is true.

As the recession has sunk deeper, consumers have turned to chocolate for consolation: Confectionery giant Cadbury has reported a 30 percent increase in its annual profits. According to Todd Stitzer, the company's CEO, the industry has benefited from the fact that more people have been eschewing going out in favor of spending more time at home. "Consumers seek to comfort themselves with brands they are familiar with," Stitzer said. He later added, "Chocolate sales are holding up well as people buy multipacks, stock up the larder, and stay at home."

The company has also been running a hugely successful ad campaign, entitled "Cadbury Eyebrows." The viral video, which features two children's eyebrows dancing to a soundtrack, has been viewed millions of times over the past three weeks.

While many of the changes in dining conduct caused by the recession — such as undertipping — seem predictable, I'm intrigued by how the recession has also affected buying behaviors. Are you surprised to hear that chocolate sales are up?


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