WELLCOME Wijethunga R.R.D Department of Food Science & technology Postgraduate Institute of Agriculture Peradeniya.

Chocolate Consumption & Human Behavior

Objective When you eat chocolate, buy chocolate, got chocolate as gift, give chocolate as gift; Do it as well knowing.

Content 1.What is chocolate. 2.Chocolate consumption. 3.Human behavior. 4.Sri Lankan situation.

Chocolate Chocolate is a confectionary. Chocolate is a food product made from the seeds of cacao, roasted and often sweetened. Chocolate is a psychoactive food. It is made from the seeds of the tropical cacao tree, Theobroma cacao. The Greek term theobroma means literally "food of the gods". Cacao has been cultivated for at least three millennia in Mexico, Central and South America, with its earliest documented use around 1100 BC.

Share of countries in total cocoa beans production (2005/06 crop year forecasts) Source: UNCTAD based on the data from International Cocoa Organization, quaterly bulletin of cocoa statistics

Different Kind Of Chocolate White Chocolate Dark Chocolate Light Chocolate Unsweetened Chocolate Milk Chocolate

World's top 10 global chocolate manufacturers Company Mars Inc. Nestlé Hershey Foods Cadbury Schweppes Ferrero Kraft Foods Meiji Seika Kaisha Ltd Barry Callebaut Lindt & Sprungli Lotte Confectionery Co Total Sales 2002 US$ Billions 7,5 7,2 4,5 4,4 3,9 2,8 1,9 1,8 1,1 0,9 Source: Top 100 Global Confectionery Companies. Candy Industry, 168 (1): 35-39, January 2003.

Chocolate Consumption Today, people worldwide love sweetened chocolate as a drink and as a food. Stimulatory food/ psychoactive food. Although cocoa is largely produced in developing countries, it is mostly consumed in industrialized countries.

Income and Consumption Dynamics Note: Chocolate typlifies the enormous growth of consumption in Poland.

USA Distribution of Candy Consumption, 2007

2002 International Statistics of Cabisco/ICCO Chocolate consumption in kilograms per person and country

Share of main consuming countries in 2004/05 Source: UNCTAD based on the data from International Cocoa Organization, quaterly bulletin of cocoa statistics

Psychoactive Biochemical Anandamide Caffeine/ Theobromine Phenylethylamine Tryptophan

Phenylethylamine(PEA) “Love Chemical” PEA is a natural monoamine alkaloid, trace amine, and psychoactive drug with stimulant effects. The same chemical that is released in your brain when you fall in love. Phenylethylamine in turn causes the brain to release mesolimbic dopamine in the pleasure centers of the brain, another chemical where its presence is at peak during an orgasm.

It helps mediate feelings of 1) attraction, 2) excitement, 3) giddiness, 4) apprehension 5) euphoria

Anandamide This is an endogenous cannabinoid neurotransmitter found in animal and human organs, especially in the brain. These distinct effects are mediated primarily by cannabinoid receptors in the central nervous system & mainly involved in functions of the immune system.

Benefit of Anandamide Promote and prolong the feeling of well-being. Inhibits human breast cancer cell proliferation. Anandamide plays in human behavior, such as eating and sleep patterns, and pain relief.

Theobromine It is in the methylxanthine class of chemical compounds. Superior to opiates as a cough medicine. This is helpful in treating asthma, since it relaxes the smooth muscles.

Theobromine Item Mean theobromine content (mg/g) Cocoa Cocoa cereals Chocolate bakery products Chocolate toppings Cocoa beverages Chocolate ice creams Chocolate milks

Tryptophan This an essential amino acid. Its ability to increase brain levels of serotonin. Hence – 1) diminishes anxiety 2) mood-modulating

Sri Lankan Situation Two types of Chocolate 1)Original Chocolate 2)Immitate Chocolate Consumption Behavior

Now what you feel?

References Dakin, Karen; Wichmann, Søren (2000). "Cacao and Chocolate: A Uto-Aztecan perspective". Ancient Mesoamerica. "All About Chocolate: The Cacao Tree". Xocoatl. Retrieved 20 December Adams, Stuart J.. "A Critical Look at the Effects of Cocoa on Human Health.". Pabulum, 2004 Issue 61. Retrieved 3 March 2006.

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