Chocolate Consumption

Participants were firstly asked to name the brands of solid milk chocolate that they eat regularly, and describe what it was that they particularly like about this brand. Brands given were those commonly seen in England, including Cadbury, Galaxy, Divine, Green & Blacks, Lindt, Milka, and Hershey, and participants in both groups also mentioned that they eat supermarket own-brand chocolate. Participants were then asked why this brand was their favourite. Reasons for liking this chocolate varied between individuals, but examples included those relating to taste such as creaminess, milky taste, smoothness and how well it melts, to the size of the bar, and the price.

One participant said that being Fair Trade was particularly important, whereas another thought a high cocoa content was important.

Participants were next asked where chocolate fits into their normal diet. Participants said chocolate is eaten as a snack, in the afternoon, the evening or after a meal. Whilst some said that chocolate consumption is related to energy intake, and is eaten when feeling low in energy, or to boost one’s energy before going to the gym, most gave emotional reasons for eating it. Reasons included being bored, such as on a journey, when feeling hormonal, in reaction to stress related to exams or studying, or after receiving bad news, when it is eaten for comfort:

“… if you are doing something you don’t really want to do, if you have a bit of chocolate it makes it so much easier to do. It

Most said they eat chocolate at celebrations, such as Christmas, birthdays or Easter, and some said that chocolate consumption is related to relaxation, and is eaten when watching films at the cinema or at home:

“I feel like it’s a treat. It’s something you couldn’t eat a lot of all the time. You couldn’t have chocolate as your staple diet, unfortunately.”

Chocolate also seemed to be related to social interaction, being eaten with partners or friends:

“In our house it’s quite a social thing. I live with 5 other girls and we’ll all be sat down doing our work, and someone will say ‘ooh, shall we go and buy some chocolate?’… and we will all go over to the shop… It’s like having a drink, but with chocolate… a treat, or foods you shouldn’t have. Or something naughty… It’s really indulgent.”

Others said that chocolate is eaten on impulse, and that it “just happens”.

Next, the participants were asked to think about whether they would eat chocolate as their evening meal. This question was asked to consider whether chocolate is consumed for its high calorific value, and so would be considered an appropriate way to gain energy, or whether it is considered inappropriate for eating as a meal. Most said that you would still be hungry after eating chocolate, even if a large quantity had

Chocolate was thought to be too rich to eat as a meal, and would make you feel sick.

Furthermore, participants said that meals are normally savoury, and not sweet, and chocolate is also not nutritious, balanced or fresh and contains the ‘wrong’ sort of calories. Participants also said that they would feel disgusted with themselves.

Furthermore, they described it as socially unacceptable, and so they would feel like others were judging them. For these reasons, participants thought they would feel guilty afterwards:

“You’d feel so guilty. You’d wake up the next day a stone heavier.”

Others said that it would spoil the fun of eating chocolate as a treat, and so they would no longer look forward to it. They said that eating it as a main meal would not be as pleasurable as eating it after the main meal.

“It spoils the fun. It’s a treat, so if you’re having it all the time you’d get bored of it.”

Next, participants were asked when they would choose a solid chocolate bar over a chocolate bar with a filling, such as a caramel, nougat or wafer. Their answers related to the size and quantity of chocolate: solid chocolate is bought in a larger quantity, and so it lasts for longer and more can be consumed. Solid bars of chocolate were thought to be more appropriate as gifts, and were thought to be ideal for sharing.

Furthermore, solid chocolate is thought to be more lavish, and more of a treat:

“If you are going to treat yourself I think solid chocolate is more luxurious.”

It was thought that solid chocolate is craved more than other bars.

“If you have a really bad chocolate craving you don’t want anything in it, you just want chocolate.”

Participants were asked when they would choose to eat chocolate over other snacks.

Chocolate would be eaten when one was not massively hungry. This choice also depended on the time of day, as chocolate is eaten mostly in the afternoons or evenings. Chocolate was thought to be craved more than other snacks, possibly because it is sweet, and therefore not eaten as much as savoury food, and because makes you feel happier. The choice to eat chocolate depended on the person’s mood:

chocolate would be chosen over other snacks if the person had had a bad day. Finally, chocolate was said to be eaten because it is naughty and rebellious.

“It’s naughty… you know you shouldn’t but you do anyway. And that makes it more fun.”

It is also thought that chocolate is marketed as an indulgence, and romantic.

“Chocolate is to do with Valentine’s day… romance. It’s a women thing. Women have chocolate. Women lie in baths and eat chocolate… It seems like an indulgent treat.”

Participants were asked about portion size, and how much they would consume in one sitting. There was thought to be no regularity, with portion size depending on many

already eaten or expect to be eating soon, whether you have exercised (i.e. whether you deserve it), whether something ‘naughty’ has already been eaten during the day and whether you are stressed or upset.

“It depends on how much exercise I have done in the day. If I have been to the gym and worked out then I will think about the calories I have worked off… so I deserve that much. I feel I can eat it. If I haven’t worked out I don’t feel I deserve it.”

“I don’t really have any routines. If I’m in the mood for chocolate I will eat it. Unless I am in a stressful situation, in which case I will buy a big [bar] and go to town!”

Participants described eating more than they know they should, and eating the whole packet to get it out of the way.

“I always find I eat more than I should do. I always have a little taste, and it’s good, so [I] just plough on through until it’s gone and [I] feel sick.”

When asked about their motivations for eating chocolate, participants said chocolate was eaten as a treat, or a reward. It was also eaten for comfort, or as a pick-me-up.

Others said it was out of routine, or boredom. Participants said eating chocolate makes them feel reminiscent and reminds them of childhood.

“Sometimes it’s a bit reminiscent… I pick up chocolate buttons because it reminds me of when I was little.”

Next, participants were asked when they would avoid chocolate. Most said they would avoid it before an occasion when it was important what they looked like, such as before the summer, or an event where photos of them will be taken, as chocolate causes bloating and bad skin. They also said they would avoid chocolate during a health kick, whilst on a diet, or after eating a salad. Similarly, if they had not done anything all day, chocolate should be avoided, as they do not deserve it.

“I won’t eat chocolate if I don’t feel like I have done anything productive with my day…. If I have achieved something… or just been out all day [I will eat it]… But if I’ve just sat in bed all day and done nothing I don’t want to eat chocolate.”

Participants thought that chocolate should be avoided before sport, as it does not give them enough energy or sustain them for long enough, and energy drinks were thought to be more beneficial before sport. Similarly, participants thought chocolate should be avoided on a long day, as it may cause an energy crash. Participants also said they avoid chocolate in the mornings, so would not eat it for breakfast, and when they have a headache or are feeling run-down.

Participants were asked if there were any downsides to eating chocolate. Many answers were given in relation to health, such as diabetes, weight gain, depressed

include no nutrients. Other downsides included guilt, cravings, temptation and addiction.

“The guilt you feel after eating it. It says in magazines not to eat chocolate.”

Finally, participants were asked what they feel like after eating chocolate. This was thought to depend on the quantity of chocolate eaten. Feelings can vary between feeling more relaxed, happy and satisfied, and on the contrary feeling guilty, sick, regretful, disgusted, bloated, lethargic, physically heavier and headachy.

“I think there is a fine line between satisfied and sick. You don’t want to go too far.”

“Happy whilst you are eating it, but then afterwards you think ‘oh no, I shouldn’t have done that.’”

“If I do eat the right amount, say I have a 5 o’clock lecture, it does give me an energy boost. And it makes me concentrate more… it makes me feel happier about the fact I have a 5 o’clock lecture. It makes it a bit easier.”

There was a split between those that are left wanting more, and those that hate the thought of consuming any more.

To conclude, the focus groups indicated that chocolate consumption is extremely complex, being consumed on many different occasions and for many different reasons. It is clear that chocolate is not eaten for its high energy content, or to sustain hunger, as it contains the ‘wrong’ sort of calories, and conversely, is eaten in the absence of hunger. Chocolate is highly related to mood, and its consumption provokes many emotional words such as ‘guilt’, ‘naughty’ and ‘rebellious’. A lack of control over its consumption also exists, with the words ‘craving’ and ‘addiction’ being used.

Whilst having many positive attributes, including pleasurable sensory attributes, a lot of downsides were recognised, including its high fat and sugar content, which were related to health issues and body consciousness (i.e. ambivalence). Similar conflicts of belief have been cited in the literature for sweet and fatty foods that have a high sensory appeal, but have implications for health and body image (Cartwright &

Stritzke, 2008; Rogers & Smit, 2000). Thus, many restricted their intake, especially when trying to ‘be careful’, supporting H4.