Chocolate sweetens the taste of recession

And although a world shortage of cocoa means prices are expected to rise, it appears Britons are not prepared to turn their back on sweet treats.

According to Mintel research commissioned for Chocolate Week chocolate sales in the UK are expected to reach an estimated 3.6b a year - with sales expected to grow to 4.1 billion by 2015.

Around the world new product launches have increased 16 per cent year on year.

The research found 90 per cent of Britons say they regularly eat chocolate - and almost half - 49 per cent, say they use it to give themselves a treat. More than nine out of ten women said they were regular chocolate eaters - but so did 87 per cent of men.

The survey showed fashions are switching from milk chocolate to dark, with just 35 per cent saying they preferred milk chocolate in 2009 - compared to 50 per cent in 2008. More than a third of those questioned said they believed dark chocolate was healthier.

Ron Morrison, director of Edinburgh-based company Robert Graham, which sells cigars, whisky and high end chocolate, agreed with the research, saying sales are up by 41 per cent on last year. "We've only sold it in the last two years but we are seeing the demand growing all the time."

Mr Morrison, a former hotel consultant who bought the business on Canongate ten years ago, decided to begin selling speciality chocolate after he discovered the original Robert Graham, a Glasgow merchant who founded the company in 1874, sold chocolate alongside cigars and whisky. "I did research on the best chocolates in the world. We looked for extremely credible chocolate makers that have a sustainable source of chocolate and trade ethically."

Ethical trade continues to be an issue for chocolate lovers - and 36 per cent said they looked for fair trade brands. Around 25 per cent of new chocolate products last year had an ethical selling point. Vivianne Ihekweazu, senior food and drink analyst at Mintel, said: "Chocolate performed strongly during the downturn, with consumers turning to it as a low cost comfort food.

"And the good news for National Chocolate Week is that the chocolate confectionery market is continuing to see growth, as UK consumers remain a nation of chocolate lovers. But challenges for the market are on the horizon.Issues such as rising commodity prices and the VAT price rise in 2011 will increase cost across all confectionery products and inevitably pass these onto the consumer."

Chocolate Week will see a host of chocolate-themed events taking place around the country. In Edinburgh Harvey Nichols are launching their own label chocolate while The Chocolate Tree in Bruntsfield will be holding tastings all week. In Perthshire Highland Chocolatiers will be holding a special chocolate themed banquet at the Inn on the Tay.