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April 17, 2006

Who really deserves the chocolate crown?

A recent study by Datamonitor apparently handed the chocolate crown to the Brits. According to the study, which compared consumption numbers among European countries, Britain leads in both total tonnage and per capita consumption. The British press picked up on the story and publications such as the Guardian Unlimited claimed the chocolate crown on behalf of its countrymen:

The people of Britain are Europe's top chocoholics, according to a survey published yesterday which shows average consumption of 10kg (22lb) a year, nearly five times the amount eaten by the more weight-conscious Italians.

Meanwhile, in Switzerland -- once the undisputed champion of chocolate consumption -- the local media was surprisingly silent about this seemingly devastating blow to national pride. In fact, several authoritative Swiss sources have resisted the reliquishment of their chocolate crown. Chocosuisse, the union on Swiss chocolate manufactures, steadfastly maintains its declaration of Swiss chocolate dominance on its website:

Another indication of the competitive strength of Swiss chocolate on domestic turf is the fact that at 12.3 kg Switzerland has the world's highest per capita consumption of chocolate.

Swissworld.org, a official government publication dedicated to promoting knowledge of Switzerland, also proudly mentions Swiss chocolate supremacy:

The Swiss eat more chocolate per head than anyone else in the world. Average consumption hit an all-time high in 2001 - 12.3 kg. In 2003 it stood at 11.3 kg, still rather more than their nearest competitors in Germany, who managed only 10.4 kg. (The British ate 9.3 kg each, the French 6.9, the Australians 4.4. In the US consumption was 5.3 kg, in Italy 3.8 and in Spain 3.4.)

Are the Swiss refusing to acknowledge that their reign as the world's chocolate gluttons has passed? While its possible that Switzerland is in a national state of denial, the more probable explanation for this dramatic difference in opinions is that the data is not complete -- it seems the Datamonitor research does not even include Switzerland in its dataset. Perhaps Switzerland should demand a re-count.

Last updated on April 17, 2006 08:13 PM

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