The Swiss ate a little less chocolate in 2009.

Bern, Switzerland (GenevaLunch) – You know the economy is in trouble when the Swiss cut back on their chocolate, and they did, in 2009: consumption fell by 700 grams per person. That’s the equivalent of seven of those 100 gram tablets for which the Swiss are particularly famous outside the country, the kind that fit neatly into the pocket of a ski jacket or backpack for Alpine and lakeside trips. The one growth area, up 3 percent, was small chocolate bars.

Domestic sales fell by 6.9 percent, says Chocosuisse, to 68,375 tons. An extended warmer than usual summer and a fall in the number of tourists played roles, but the Swiss were “cautious” and bought less chocolate, and cheaper products.

Domestic consumption was nevertheless 11.7kg per person, powdered chocolate and cocoa excluded, based on overall consumption of 91,330 tons of chocolate. Imports rose to one-third of total chocolate consumed: most imported chocolate is low-price products.

Chocosuisse, which is the association of the country’s 18 largest chocolate manufacturers issued its figures for 2009 Wednesday morning 10 February.

Domestic and export sales were both down in 2009, the first time in six years that chocolate-makers did not sell more than the previous year.

Turnover slipped slightly more than sales, 6.4 and 5.9 percent respectively, which the group says “indicates a shift in demand towards lower-priced products.”

Exports accounted for 60.7 percent of all sales but they were down nearly 6 percent due to a combination of lower purchasing power and a strong Swiss franc, says Chocosuisse. The export picture was mixed, with sales down nearly 10 percent in Germany, Switzerland’s largest export market.

Germany has 13.8 percent of Swiss chocolate exports, with the UK close behind, with 12.8 percent, followed by France, 10.8 percent and the US, 7 percent.

Belgium, a smaller buyer, increased its purchases by 31 percent, however, and “the industry was able to notch up impressive sales increases in Australia, the United Arab Emirates, Saudi Arabia, Kuwait and China,” says the group.

Swiss chocolate sales in 2009 were CHF1.7 billion. The industry employs 4,316 people.

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