Chocolate sales have soared by almost half in the credit crunch
Sales of chocolate are up by 42% in the last 3 months. Scientists have found that chocolate stimulates
the same areas of the brain affected when we get money. Scans of volunteers revealed that, when given
cash, there was increased activity in the ventral stratium - the pleasure centres fired when eating chocs.
Previously, experts thought chocs simply released feel-good endorphins.
Nutritionist Anita Bean said: “Chocolate has a unique blend of qualities — sweetness, texture and
aroma — which activate our money pleasure centres.
“So while times are tough, eating chocolate can make us feel well-off and happy again.”
The study by the University of California explains why sales are up by such a large amount during the
second half of 2008.
Of 3,000 people surveyed by Aldi, 20 per cent are eating more chocolate than this time last year – and
spending on chocolate is likely to remain high as it is an ‘affordable treat’.
Seventy per cent of men admitted grabbing choc for a buzz, up 20 per cent on last year!