Chocolate makers
You own a large chocolate factory providing jobs for a
large number of people. Your mission is to persuade
people that the economic benefits of eating chocolate
far outweigh any health risks!
To accomplish your mission you will be required to;
1. Find out how important the confectionary industry is worldwide and to Cadbury in
particular. (involves some maths)
2. Find out about the ‘chocolate market’ – how much is sold and where? (involves
some maths)
3. Find out if chocolate is NOT bad for your health.
Then you need to do this:
 Use your evidence to put together a convincing argument to persuade people to
continue eating chocolate.
Where can you find information?:
Your group has access to this information pack and a computer so that you can do
extended research.
Chocolate makers – KS3
Page 1
1. Find out how important the confectionary industry is worldwide and to Cadbury in particular
The word ‘Confectionary’ is used to describe 3 basic products that you can buy – chocolate, candy and
gum. Across the world the human race buys and eats around £100,000,000,000 (£100 billion) of
confectionary each year. The demand for confectionary is growing steadily each year. Because of its
size, confectionary has become a vitally important industry to countries across the world. This is
because it employs large numbers of people and pays taxes every year that can be used by
governments to spend for the benefit of their people.
Cadbury operate in over 60 countries and sell around £5400,000,000 (£5.4 billion) of confectionary a
year. They have the leading brands in 20 of the countries that they sell to. Cadbury provides direct
employment (wages paid by Cadbury) to 47,000 across the world and there is probably about 10 times
this number that provide services and materials to the company. Cadbury’s sales to the main regions of
the world are set out in the table on the next page together with other information that is intended
to give you an idea of the size (and importance) of the company.
About 55% of Cadbury sales are of chocolate – the rest being candy and gum.
(information continued on next page)
Chocolate makers – KS3
Page 2
1. Find out how important the confectionary industry is worldwide and to Cadbury in particular
(continued)
Area of the
world
£ Annual
sales
% share of
the market
Main markets (where do Cadbury sell
most chocolate to)
No. of
factories
People
employed
Britain & Ireland
1.28 billion
24
Britain & Ireland
8
5,700
1.1 billion
20
France, Turkey, Russia, Poland, Spain,
Denmark, Greece, Portugal, Romania, Netherlands,
Switzerland, Sweden, Norway, Belgium
17
10,700
Middle East &
Africa
0.38 billion
7
South Africa, Botswana, Egypt, Swaziland, Namibia,
Kenya, Lebanon, Morocco, Nigeria & Ghana
13
5,700
North America
1.2 billion
22
Canada, USA, Mexico
5
8,700
South America
0.43 billion
8
Brazil, Argentina, Venezuela, Colombia
3
5,200
Asia
0.34 billion
6
India, Malaysia, Thailand & China
10
6,600
Pacific
0.67 billion
13
Japan, Australia, New Zealand
8
4,400
5.4 billion
/////////
///////////////////////////////////////////////
64
47,000
Europe
Total
Suggested tasks:
1) Cadbury used to say that they were trying to colour the world purple. Print off an outline map of the world
and colour in Cadbury’s main markets in purple. You can use this to show how big and important Cadbury is.
2) Produce a bar chart (or pie chart) showing how many people are employed in each part of the world to show
just how important Cadbury is – you will need to work out the number for Britain & Ireland from the total.
3) Produce a bar chart (or pie chart) showing how many factories there are in each part of the world to show
just how important Cadbury is – you will need to work out the number for Britain & Ireland.
4) Produce a bar chart (or pie chart) showing the annual sales in each part of the world to show just how
important Cadbury is – you will need to work out the number for Britain & Ireland.
Chocolate makers – KS3
Page 3
2. Find out about the ‘chocolate market’ – how much is sold and where
The chocolate market is:
…VERY BIG! It is also a very mature and competitive market.
In the World:
• Globally dominated by six companies.
• Global chocolate market worth £43 billion.
• Global cocoa market (the main raw material) is worth £5 billion.
In USA:
• The United States spends about $13 billion a year on cocoa related products.
In UK:
• In the UK three companies share 70% of the market: Cadbury’s, Mars and Nestle; (other
companies include Thorntons and Ferrero.)
• The top five main brands account for almost 90% of UK chocolate confectionery sales.
• The UK chocolate confectionery market is hard to measure. Estimates vary from £2.3 billion in
2009 to 3.6 billion in 2010.
• The average person in the UK now eats nearly 10kg each year which is one of the highest amounts
eaten per person in the world.
(information continued on next page)
Chocolate makers – KS3
Page 4
2. Find out about the ‘chocolate market’ – how much is sold and where
(continued)
The chart below shows you the chocolate consumption in kilograms per person in several European
countries and the USA in 2004.
Suggested tasks:
1) Find out how much British consumption of chocolate (average amount eaten per person per
year) has increased between 2004 and now.
2) Use some of the information to help you explain how much money would be lost if we
stopped eating chocolate.
Chocolate makers – KS3
Page 5
3. Find out if chocolate is NOT bad for your health
Is chocolate bad for you?
Migraine – it’s said that chocolate contains large quantities of tyramine, which may cause migraines,
but it only contains a small amount.
Obesity – people think that chocolate makes you fat. (Of course, if you eat too much of it, it will.)
But studies have shown that obesity is linked to eating a lot of sugar. Some chocolates, especially
the darker ones with more cocoa powder, have very little sugar in them.
Tooth decay - it’s said that tannin from chocolate counteracts an enzyme which protects teeth
against decay. It is true that inexpensive chocolate does contain some tannin. Red wine and tea
contain a lot more. But we can protect our teeth through regular, thorough brushing and
strengthen them with fluoride toothpaste and by eating enough calcium in the diet.
Allergy – allergy to chocolate is rare. (Some people who are allergic to nuts will have a problem if
there are traces of nuts in the recipe.)
Acne – no link between chocolate and acne has been proved.
Addiction – there is no evidence ‘chocolate addiction’ is real – many people find it delicious and eat
it often but, if they choose to stop eating it, they will suffer no physical symptoms.
Suggested tasks:
1) Produce a poster showing that the health worries about
chocolate have been overdone!
Chocolate makers – KS3
Page 6