The increase in chocolate production at the turn of the century occurred even though chocolate remained something of a luxury product. Although it is hard to estimate precisely, per capita consumption in Switzerland in 1905 was around one kilogram (two pounds) per year - less than one tenth of today's figure. Much of the advertising was targeted towards wealthy foreign visitors. Even the young ladies who came from all over the world to polish their social skills in the "finishing schools" of western Switzerland were a favourite target, for Lindt in particular. Such people were doubly desirable as consumers: not only were they rich enough to afford chocolate in the first place, they would also spread its fame in their own countries when they went home.

Hard times

At the end of the First World War, the chocolate industry found itself gripped by crisis: the export market for military chocolate had collapsed and global demand for Swiss chocolate plummeted during the Great Depression. Twenty years later, restrictions on the import of sugar and cocoa during the Second World War would lead to chocolate rationing (1943-1946).

A new golden age

Paradoxically, the war made chocolate more popular than ever. It stopped being regarded as a product for women and children, since men called up to guard the borders were given it in their rations. The competition between Swiss chocolate manufacturers was fierce, with each one trying to outdo the others by continually launching new products and lowering their prices. This was good news for consumers – before long there was a chocolate bar to suit every taste and budget! 

Military chocolate

One early customer for Swiss chocolate was the army, which included chocolate among its basic rations. Suchard first launched chocolate for the troops in 1876.
A century ago Swiss chocolate was much appreciated by Russian officers fighting the Japanese in Manchuria. "It often happens during campaigns that you have nothing to eat, and then a little bit of Gala picks you up straight away," wrote a Russian military nurse to Daniel Peter in 1905.
Swiss and Russian troops were not the only ones to enjoy it: it was sold to many armies.
Even today chocolate is part of the standard Swiss army rations.