- Eating chocolate more than once a week is associated with an 8% decrease in risk of coronary artery disease when compared to those who consume the treat less, according to a new study from the European Journal of Preventative Cardiology. Findings were based on a synthesis of six studies with a total of 336,289 participants who reported their chocolate consumption.
- Researchers noted that there are limitations to the study, including the fact that it does not account for any particular type of chocolate or portion size. The study also does not control for the lifestyles of the participants.
- “Moderate amounts of chocolate seem to protect the coronary arteries but it’s likely that large quantities do not," study author Dr. Chayakrit Krittanawong of Baylor College of Medicine said in a release. "The calories, sugar, milk, and fat in commercially available products need to be considered, particularly in diabetics and obese people.”
These findings could be a sweet victory for chocolate, which has seen sales skyrocket during the pandemic. According to Nielsen data reported by MarketWatch, Americans spent $3.7 billion on chocolate in the 17-week period that ended June 27. That is up 6.3% from the same time period last year.
This surge in chocolate buying echoes a longer-term trend of a growing chocolate market. The U.S. market for chocolate was valued at about $22 billion in 2016. It is projected to eclipse $30 billion by 2021, according to TechSci Research.
Clearly, Americans are interested in integrating this traditional treat into their diets. Although the vast majority are still indulging in milk chocolate — Nielsen found that segment got $2.9 billion, or 78%, of the total spent on chocolate — a growing number of consumers are turning toward better-for-you options.
A variety of up-and-coming chocolate manufacturers are challenging traditional chocolatiers and the long-standing association between chocolate and guilt. From the low-glycemic coconut nectar in Blissfully Better’s bars to the all natural and non-GMO offerings with zero carbs from Innocent Chocolate, new producers are appearing and appealing to consumers' desire for healthy junk food.
The big chocolate companies have also long looked for ways to give their products a health halo. Major chocolate producer Barry Callebaut petitioned the Food and Drug Administration last year for a qualified health claim to tout the heart benefits of chocolate. The regulatory agency is still reviewing the request. This is the second time that the Swiss company has petitioned the FDA to use a health claim; the company’s first attempt in 2013 was denied.
The heart benefits of chocolate are reinforced with this latest study with researchers noting that chocolate’s flavonoids, methylxanthines, polyphenols and stearic acid components are associated with a reduction in inflammation and an increase in good cholesterol.
Nor is this the first time that chocolate has been linked to health. Last year, researchers said dark chocolate reduces the reports of depressive symptoms in individuals. The year before, a study found dark chocolate could boost creativity and cognitive function. Additionally, 2016 research looked at dark chocolate's links to heart health and found healthcare professionals could consider recommending a daily dose of dark chocolate because of its high levels of flavonoids, which are known for antioxidant and anti-inflammatory effects.
Companies may seek to leverage this growing dossier of evidence to support claims that chocolate has a place in a healthy diet. Featuring claims that are supported by science could give chocolate makers an edge in the growing better-for-you market. However, it could be difficult to persuade consumers that chocolate can stand in as a snack rather than an indulgence. Perhaps it would be more prudent for companies to frame these sweet morsels as a guilt-free treat rather than an everyday snack.