Who has not been fascinated as a child, and why not say even now, with that famous magic land of chocolate created by the quirky Mister Wonka? Who has not dreamed to drink some chocolate from the river of the Willy Wonka Factory? How many of us have opened a chocolate expecting to find that famous ‘Golden Ticket’ that will open us the doors, to what my boyfriend likes to call, the ‘Fairy Tale of Chocolate’? How many of us in our poor attempt to get that ticket have actually asked their parents to take them to the Wonka Factory to see the Oompa Loompas? (My childish boyfriend did!). To all those Willy Wonka chocolate lovers, I would like to say that that their dreams are not far from reality as Heston Blumenthal is here to make our chocolate fantasies come true. According to the Daily mail, Heston Blumenthal has often been called “The Willy Wonka of the culinary world for his magical creations” (click here). Blumenthal and Channel 4 made it possible to recreate our childhood with the Willy Wonka and the Chocolate Factory Feast! You might be wondering, what is all that fuss about chocolate? How important has chocolate become in the market? Why are consumers engaged to have such a chocolate experience?
According to Speciality Food Magazine, the Chocolate Industry in the United Kingdom is estimated to be worth £3.6 billion in 2008 (click here). In fact, the World Atlas of Chocolate pointed out that the United Kingdom was considered to be number seventh in the rank of chocolate consumption in the world (click here). The average expenditure of chocolate per head in that year was fifty-seven pounds. Although the chocolate market expected a decrease in the figures of consumption due to recession, the economic situation did not affect drastically the passion that the British consumers have for the product. The product continued its growth on an average of 4% in 2008, with possible projections to expand each of the following years in 5% (click here). The chocolate market has also faced ethical issues in regards to child labour. The horrifying fact is that many British consumers are not aware where those delicious chocolate come from. Children from Ghana mainly have been exploited to collect the cocoa seeds from trees. Most of these children have been trafficked by their own relatives for money. The USA State department pointed out the alarming figure of 100,000 children exploit by the chocolate industry (click here). There have been efforts by chocolate companies to change this reality due to fact that consumers want purchase products from organizations that act ethically. Therefore, the largest chocolate companies in the world are currently engaging into fair business practices and investing in the protection of its employees (click here).
The chocolate Industry has given individuals such a pleasurable and indulgent experience which can be analysed from a psychological perspective. Previous connections have been done between chocolate and emotional changes. Macht and Dettmer (2006) suggested that the consumption of chocolate is related to the induction of positive emotions in the individual. (http://worldcocoafoundation.org/scientific-research/research-library/documents/Thamke2009.pdf). However, the induction of mood is more effective when the individual is currently experiencing negative emotions. Macht and Muller (2007) exposed woman and men to watching different types of films by which the result states that chocolate was more effective to improve the individual’s mood when they watched a sad film (click here). Even though scientists have tried to prove that the composition of chocolate is the reason for the consumer’s addiction to the product, we do not really feel attracted by the sweetness of the product but our cravings have been found to be based on fat (click here). Moreover, studies have proved that binge eating is actually related to depression. Individuals think that overeating is a way to avoid those negative emotions such as stress, anxiety and sadness. Chua, Touyz and Hill (2004) experimented with obese people to see if there was a relationship between food craving and emotions (click here). They found out that whenever the individual was exposing to a negative mood, there was a higher rate of food cravings.
The new tendency to supress depression has lead individuals to unconsciously increase their cravings for chocolate. Although eating chocolate can be the most enjoyable experience ever, we must make sure that we are eating it for the right reasons. It is not right for us to try to indulge our sadness on chocolates or other types of food; it may lead to other sickness such as obesity. Do you think you are eating chocolate for the right reasons?