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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?


Join The Conversation
NatashaAlexis NatashaAlexis 8 years
Mmmm... tagalongs.
sandy82 sandy82 8 years
It makes sense. It's comfort food.
itsme3683 itsme3683 8 years
I read a while back that even luxury chocolate producers (Godiva) where expecting to make higher profits, too. It makes sense to me... I mean, people are looking for ways to feel like they still have some luxuries, and a pair of truffles for $4-5 sure beats a $400 haircut or a $100 bottle of wine. I haven't checked their profits or anything lately so I don't really know, but there's a Godiva shop in a mall down the street from me that seems to be doing well--I see people in it almost every time I pass--where at least four other stores in the mall have gone out of business.
gaucholoco gaucholoco 8 years
Makes sense: chocolate, like make-up, is a cheap mood enhancer--affordable even in a down economy
Fitness Fitness 8 years
makes sense to me!
Spectra Spectra 8 years
It could also be that a lot more people are turning to hobbies they can do at home, like baking. I know I've been entertaining myself by cooking and baking more than I used to and a lot of recipes call for chocolate, so it makes sense to me.
UrbanBohemian UrbanBohemian 8 years
This makes an example, a friend of mine on Facebook is looking for work, and currently has been reaping a LOT of pleasure from Cadbury Eggs! I think it's a familiar, happy pastime that's reasonably inexpensive.
cassedy04 cassedy04 8 years
i am a little surprised... i mean yes chocolate is def used for self-medicating (guilty as charged!) but its also a luxury item... i would think that extras like desserts, etc would be one of the first things a family cut out of their budgets
ilanac13 ilanac13 8 years
that's a story that hurts! it hits close to home since my agency was vying for the business (i'm in advertising) and alas we weren't successful. oh well. in any event, i guess that it makes sense that when you can't afford the high end products, you go with what you CAN afford and people have always thought that Cadbury was a good brand.
aimeeb aimeeb 8 years
mmmmm chocolate...
Smacks83 Smacks83 8 years
I think its more of a self-medicating type of thing. Chocolate makes most people feel better (well, short term I guess) and its not terribly expensive so you can buy a lot and not break the bank. On a side note, to me the best thing about Cabury and Easter coming up? Bunny Eggs!
skigurl skigurl 8 years
when i stay in for an evening in lieu of going out, i always make sure i have something delicious to enjoy....i plan on making buttery popcorn or buy myself a chocolate treat and make our favorite cocktail or buy some delicious ingredients to make a special i can understand that chocolate sales might be up if people are grabbing them from the video store when they rent a movie or choosing to buy chooclate for a sweet treat following dinner
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