Get ready for this bumper sticker: EAT CANDY. LIVE LONGER.
Here is another sweet spot in the US economy. Americans are buying more candy and that seems like a good decision. Financial insecurity is driving many people to candy, without regard to future health costs and risks associated with obesity and tooth decay. This gratification, stress relief strategy also occurred in the Great Depression. Apparently human behavior has not changed, despite the wide use of antidepressants and ready availability of all kinds of comfort foods. Candy is a relatively cheap and enjoyable fix for stress that even the financially strapped are willing to spend money on.
Here are some data made from the US Census Bureau: before the current economic crisis per capita candy consumption was 24.5 pounds in 2007, with over $20 billion spent. That's an average of about a half a pound a week, which is probably more than most of us consume. This means that many people are eating a whole lot more candy than that. Figures for 2009 will surely be much larger according to reports from candy stores and manufacturers.
Yes, candy really is dandy. To ward off any candy-driven guilt consider this finding. Despite rising obesity concerns, a widely cited 1998 medical research study from the Harvard School of Public Health found a health benefit from moderate candy consumption. Subjects were from the Harvard alumni health study, an long term study of men entering Harvard University as undergraduates between 1916 and 1950. Data for 7,841 men were analyzed. After adjusting for age and many kinds of health and behavior factors, the big conclusion was that consumption of candy was associated with greater longevity. Candy eaters lived almost a year longer, up to age 95, than did abstainers. Now you know: Healthy candy is not an oxymoron. Candy is a product that deserves more respect.
But greater consumption of candy was not associated with progressively lower mortality. Mortality was lowest among those consuming candy 1-3 times a month and highest among those eating candy three or more times a week. However, of particular significance, non-consumers of candy still had the highest mortality overall. Moderation was the key message. Besides, health and weight conscious have more choices than ever. People can look for sugar-free candy, organic candy, fat-free candy, gluten-free candy, low-carb candy, variations with healthy nuts, like almonds, and even candy fortified with vitamins or with cholesterol-lowering plant sterols. And dark chocolate definitely has some healthy features.
With a more negative view of candy consumption is Massachusetts Governor Deval Patrick who recently proposed lifting the state's 5 percent sales tax exclusion on soda, alcohol and candy "in order to encourage healthy choices and support critical programs that target the wellness of each Massachusetts resident." As for sweets, Patrick called the tax on candy and soda "a critical first step in discouraging the consumption of these empty calories." He noted that soda and candy consumption are on the rise and more than half the adults and one third of middle school and high school students in the state are overweight. Of course, indulging our sweet tooth may also contribute to tooth decay. The proposal received considerable criticism.
Here are some reports of high candy consumption in the current dismal recession climate. At Candyality, a store in the Lakeview neighborhood of Chicago , business has jumped by nearly 80 percent compared with this time last year. At Economy Candy in New York City the owner increased orders by 10 percent in January and February. At the Candy Store in San Francisco , orders for nostalgic candies like Necco Wafers and Mallo Cups have tripled in recent months. Owner, Diane Campbell reported that many of her customers tell her that even though they are living on less, they're setting aside money for candy. "They put candy in their actual budget," she said.
On the manufacturing side, Cadbury reported a 30 percent rise in profits for 2008, Nestl's profits grew by 10.9 percent, and Hershey saw profits jump by 8.5 percent in the fourth quarter. Eastern Sales and Marketing, a major candy representative for manufacturers, has reported "double digit growth" for Gummy Bears, Violet Gum and Jelly Bellies in recent times. According to Peter Liebhold, chairman of the Smithsonian Institution's work and industry division: "Candy companies are relatively recession-proof. During the Great Depression, candy companies stayed in business." Moreover, many entrepreneurs have successfully created candy businesses. Candy is an area where creativity can produce commercial success with just a home operation, something that many people who have lost jobs might pursue.
As to negative impacts of increased candy consumption, it will take time for national data on obesity, for example, to come in, but discovering the contribution of candy eating relative to other behaviors is unlikely and probably minor. However, Liz Josefsberg, who runs four Weight Watchers meetings a week in Manhattan , recently reported that talk of candy eating to reduce stress was taking up an increasing percentage of her meetings. "I'm hearing a lot about Skittles and Mary Janes," she said. Again, moderation is critically important.
Sweetness highs definitely offer a way to offset financial lows, at least temporarily. The thing to remember is the long term consequences of excessive candy compensation are bound to be significant. Besides moderation, substitution is another way to look at candy consumption. The latest big medical research news is that eating red meat regularly is the cause of major harmful health effects. A study of more than 500,000 Americans found that those who ate about four ounces of red meat a day were more than 30 percent more likely to die during the 10 years they were followed, mostly from heart disease and cancer. So a smart strategy seems to be to cut out the red meat and enjoy your candy treats. Replace fat calories with sugar calories. Doing this will also save money.
We all need a little hedonistic self indulgence in these precarious times to keep from going into depressive melancholy. Why not some candy? Better that than a double cheese burger with fries. And candy just might help you live a little longer. Treat yourself. Sometimes. A small amount of candy should be savored, relished and remembered. Until the next treat.
Joel S. Hirschhorn has succeeded as: a full professor, University of Wisconsin, Madison; a senior staffer, U.S. Congress (Office of Technology Assessment); head of an environmental consulting company; Director of Environment, Energy and Natural Resources, National Governors Association; now an author and consultant. Recent books are: Sprawl Kills - How Blandburbs Steal Your Time, Health and Money, and Delusional Democracy - Fixing the Republic Without Overthrowing the Government. He has published hundreds of articles in newspapers, magazines, journals and on many web magazine sites. He has given hundreds of talks at a wide range of conferences worldwide. He focuses on American culture, politics and government, and health issues.
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