(Originally posted on March 8th, 2010)
Durex in one of their studies just after the financial crisis reported that their sales had gone done and the average number of times people had sex reduced significantly. Around the same time, there was a report stating that the sales of chocolates had gone up. I told my friend then that a good sign that the world was in recession was when the sales of condoms decrease and that of chocolates go up. I view this as a sign of nervousness. The next step would be that the sales of condoms increases while the sale of chocolates begins to stabilise (rather than stagnate) This is a sign that the economy is improving. Then the final stage is when the sales of condoms increase at a significantly higher rate than that of chocolates. The sale of chocolates may actually decrease during this period. This I would equate with the economy being really good. People feel good about themselves. They feel happier. They go out more. Chocolate sales decrease because people no longer depend on it as a cure for depression. They avoid it so that they can get fit and look sexy again. I do not have any research yet to back my theory but I may be able to do it if I spend a few hours on Bloomberg.
If I can empirically prove my theory then I think this will be a better index than the Big Mac or iPhone because the number of people having sex and thereby using condoms is higher than people consuming either the Big Mac or the iPhone. The same with chocolates. The alternatives to both of these are limited. It is possible to make this index more accurate by calling it ” The Contraceptives and Confectionary Index (CONCON)” However that sounds too boring and not as exciting and naughty as “The Chocolate and Condom Index (CHOCO). Give me naughty and nice any day over formal and boring.