Getting to Know Chocolate Consumers

Total Page:16

File Type:pdf, Size:1020Kb

Getting to Know Chocolate Consumers 2019 Getting to Know Chocolate Consumers Exploring consumer demographics, consumption preferences and shopping habits 1 Copyright© 2019 National Confectioners Association For questions or comments, please contact: . Larry Wilson | Vice President, Industry Affairs All rights reserved. This publication may not be reproduced, stored in any National Confectioners Association information or retrieval system or transmitted in whole or in part, in any [email protected] form or by any means — electronic, mechanical, photocopying, recording or otherwise — without the express written permission of the National . Bill Guyton| Executive Director Confectioners Association. Fine Chocolate Industry Association [email protected] Published by: Underwritten by: Conducted by: . Anne-Marie Roerink | President 210 Analytics, LLC [email protected] The National Confectioners Association is the trade organization that advances, protects and promotes chocolate, candy, gum and mints, and the companies that make these special treats. As the leading association for the $36 billion U.S. confectionery industry, NCA helps ensure the public understands and appreciates the unique role that chocolate and candy can play in a happy, balanced lifestyle. Confections are produced in all 50 states, creating jobs for approximately 54,000 workers in more than 1,300 manufacturing facilities across the country. For every job created in confectionery manufacturing, another ten are supported in related industries. In total, more than 607,000 American jobs are supported by the U.S. confectionery industry. America's leading chocolate and candy companies support the Always A Treat Initiative, a commitment to transparency, portion guidance and choice, and consumer education. Learn more at CandyUSA.com. Getting to Know Chocolate Consumers 2019© 2 TableTable of of Contents Contents Study Highlights. 4 Introduction. 7 U.S. Confectionery Overview . 8 Chocolate and Lifestyle . 9 Chocolate Consumer Segments . 11 Chocolate Preferences . 13 Cacao Sourcing and Chocolate Certifications. 19 Shopping for Chocolate . 24 The Fine Chocolate Consumer . 29 Food for Thought . .. 33 Methodology and Study Definitions. 47 Respondent Profile . 48 Getting to Know Chocolate Consumers 2019© 3 Study Highlights Chocolate represents 60 percent of the $35 billion U.S. confectionery industry. Ranging from iconic brands to products made by micro producers, chocolate is a consumer favorite — enjoyed across ages, incomes, ethnicities and regions. But much like food choices in general, chocolate habits and preferences are changing. For one, the very different confectionery preferences among Millennials is fueling a surge in demand for flavor, ingredient and texture innovation. Additionally, megatrends, such commitment to wellbeing, convenience and transparency are driving innovation in sourcing, packaging, branding and more. This study aims to help the chocolate industry better understand the varying wants and needs among U.S. chocolate consumers. Chocolate Size and Growth U.S. chocolate sales total more than $21 billion annually. The IRI measured universe, composed of multi-outlet chains, including grocery, drug, convenience, mass and other channels, represents about 70 percent of the total market. Based on these channels alone, household penetration for everyday chocolate is 91 percent and seasonal chocolate boasts an even higher household penetration, at 96 percent. Dollar gains in 2018 were slightly below those of non-chocolate, at +0.6 percent overall. However, premium chocolate, defined as items priced at $11 per pound or more, grew more than 19 percent. Chocolate Consumer Segments The consumer survey distinguished between three main Chocolate and Lifestyle types of chocolate and provided examples to help Consumer focus on wellbeing is increasingly influencing sales across the store as optimize the consumer understanding of each: more consumers make the connection between diet, sleep and exercise. Nine in . Mainstream chocolate, i.e. Hershey, Snickers or Baby 10 consumers believe they themselves are responsible for leading a balanced Ruth lifestyle, in which chocolate has a well-established role: . Premium chocolate, i.e. Lindt, Ghirardelli or Ferrero . Consumers enjoy chocolate as a treat, averaging 2-3 times/week; . Fine chocolate, made by small artisan chocolatiers, . 84 percent of consumers agree chocolate is always a treat, never a meal who source the best quality cacao, create small- replacement; batch products with unique flavors and textures and . 83 percent believe chocolate can be part of a happy, balanced lifestyle. educate consumers about the product and process Not only do consumers feel chocolate belongs in a balanced lifestyle, it is also a Most consumers enjoy chocolate across the spectrum. beloved treat. Word associations are dominated by positive sentiment, such as In all, 90 percent of consumers enjoy mainstream yummy, tasty, delicious, good, decadent and heaven. chocolate, 70 percent premium and 27 percent consume fine chocolate. Getting to Know Chocolate Consumers 2019© 4 Switching from all chocolate types consumed to the one chocolate type consumers feel best describes their typical consumption provides insight into three vastly different consumer segments. Preferences for certifications, flavors, cacao sourcing, etc. are significantly different among the mainstream consumer segment versus the premium and core fine chocolate consumer. Chocolate Preferences Milk chocolate draws the highest outright preference, at 37 percent of consumers. Preference for dark rises with age, and fine chocolate consumers are the most likely to enjoy a mix of chocolate types. Among consumers who prefer dark, or all chocolate types equally, 36 percent say the cacao percentage has a significant influence on their purchase. Among core fine chocolate consumers, 73 percent believe the cacao percentage is important. Most consumers look for cacao shares between 66 and 80 percent, with core fine chocolate consumers leaning toward the higher cacao shares. Overall, peanut/peanut butter is consumers’ favorite added flavor, followed by caramel/toffee. Core fine chocolate consumers prefer almonds, followed by caramel/toffee and hazelnuts. Manufacturer brands are very important to mainstream and premium consumers, though one significant finding is the above-average preference for store brands among Millennials. While brand loyalty is high in the mainstream and premium segments, experimentation and trial is core to fine chocolate consumption — even if they have a favorite chocolatier. Across all chocolate consumers, 47 percent believe there is no difference in American-made versus European-made chocolate. Among the remaining 53 percent, Europe has a definite edge. Interestingly, core fine chocolate consumers are more likely to believe American-made chocolate is better, at 28 percent versus 19 percent of the total population. Cacao Sourcing and Chocolate Certifications The vast majority of chocolate consumers, 84 percent, are indifferent to where the cacao was sourced. Among fine chocolate consumers, this percentage is much lower, at 61 percent. These consumers lean more toward preferring cacao from South and Central America. Getting to Know Chocolate Consumers 2019© 5 Certifications are meaningful, in particular certifications in the areas of fair trade, The Fine Chocolate Consumer non-GMO and organic. In all cases, certifications are more meaningful to Forty-five percent of American consumers never or Millennials and of significant importance to fine chocolate consumers. However, rarely purchase fine chocolate, as defined by the when switching from the influence of the various certifications to the importance survey. An additional 41 percent do so just of actual corporate behavior in social and environmental responsibility, Boomers occasionally. Consumers who buy fine chocolate overindex. In other words, social and environmental responsibility matters to all frequently or almost exclusively make up the core generations, but the certifications to prove it are more important to Millennials. fine consumer segment. Ingredient claims, such as vegan, gluten-free or raw, also matter more to Millennials, as well as to premium and fine chocolate consumers. The core fine chocolate consumer is younger, more affluent, more likely to live in urban areas and greatly Shopping for Chocolate values social and environmental stewardship. They Supermarkets represent the primary store for groceries for about half of value both the behavior and the certifications that shoppers, but have not been able to capture the business of Millennials, who are come with it, and three-quarters are willing to pay more prone to shop at supercenters, specialty/organic stores and alternative more as a result. Experimentation is important. Fine channels. While most consumers purchase at least some chocolate at their chocolate consumers like dark, milk and white primary store, chocolate is purchased across a wide range of channels, led by chocolate equally, tend to try items from different convenience and drug stores and including festivals and farmers’ markets. chocolatiers (even if they have a favorite), and go Overall, 25 percent of shoppers have purchased chocolate online versus 60 out of their way to purchase it. They visit festivals, percent of fine chocolate consumers. Online consumers shop a variety of farmers’ markets and buy online far more often than websites to purchase chocolate, ranging from specialty
Recommended publications
  • Wendy A. Woloson. Refined Tastes: Sugar, Confectionery, and Consumers in Nineteenth‐Century America
    University of the Pacific Scholarly Commons College of the Pacific aF culty Articles All Faculty Scholarship Spring 1-1-2003 Wendy A. Woloson. Refined aT stes: Sugar, Confectionery, and Consumers in Nineteenth‐Century America Ken Albala University of the Pacific, [email protected] Follow this and additional works at: https://scholarlycommons.pacific.edu/cop-facarticles Part of the Food Security Commons, History Commons, and the Sociology Commons Recommended Citation Albala, K. (2003). Wendy A. Woloson. Refined Tastes: Sugar, Confectionery, and Consumers in Nineteenth‐Century America. Winterthur Portfolio, 38(1), 72–76. https://scholarlycommons.pacific.edu/cop-facarticles/70 This Book Review is brought to you for free and open access by the All Faculty Scholarship at Scholarly Commons. It has been accepted for inclusion in College of the Pacific aF culty Articles by an authorized administrator of Scholarly Commons. For more information, please contact [email protected]. 72 Winterthur Portfolio 38:1 upon American material life, the articles pri- ture, anthropologists, and sociologists as well as marily address objects and individuals within the food historians. It also serves as a vivid account Delaware River valley. Philadelphia, New Jersey, of the emergence of consumer culture in gen- and Delaware are treated extensively. Outlying eral, focusing on the democratization of once- Quaker communities, such as those in New En- expensive sweets due to new technologies and in- gland, North Carolina, and New York state, are es- dustrial production and their shift from symbols sentially absent from the study. Similarly, the vol- of power and status to indulgent ephemera best ume focuses overwhelmingly upon the material life left to women and children.
    [Show full text]
  • A Confectionery Map of Regional Specialties
    The Great North American Road Trip THE 2021 PETER’S® CHOCOLATE CALENDAR A Confectionery Map of Regional Specialties One of the great pleasures of domestic travel in North America is to see, hear and taste the regional differences that characterize us. The places where we live help shape the way we think, the way we talk and even the way we eat. So, while chocolate has always been one of the world’s great passions, the ways in which we indulge that passion vary widely from region to region. In this, our 2021 Peter’s Chocolate Calendar, we’re celebrating the great love affair between North Americans and chocolate in all its different shapes, sizes, and flavors. We hope you’ll join us on this journey and feel inspired to recreate some of the specialties we’ve collected along the way. Whether it’s catfish or country-fried steak, boiled crawfish or peach cobbler, Alabama cuisine is simply divine. Classic southern recipes are as highly prized as family heirlooms and passed down through the generations in the Cotton State. This is doubtless how the confection known as Southern Divinity built its longstanding legacy in this region. The balanced combination of salty and sweet is both heavenly and distinctly Southern. Southern Divinity Southern Divinity Sun Mon Tue Wed Thur Fri Sat Ingredients: December February 1 001 2 002 2 Egg Whites S M T W T F S S M T W T F S 17 oz Sugar 1 2 3 4 5 1 2 3 4 56 6 oz Light Corn Syrup 6 7 8 9 10 11 12 7 8 9 10 11 12 13 13 14 15 16 17 18 19 14 15 16 17 18 19 20 4 oz Water 20 21 22 23 24 25 26 21 22 23 24 25 26 27 1 tbsp Vanilla Extract 27 28 29 30 31 28 New Year’s Day 6 oz Coarsely Chopped Pecans, roasted & salted Peter’s® Marbella™ Bittersweet Chocolate, 003 004 005 006 007 008 009 3 4 5 6 7 8 9 for drizzling Directions: Beat egg whites in a stand mixer until stiff National Chocolate peaks form.
    [Show full text]
  • Something Sweet Cupcake Flavor List 2017 Name Description
    Something Sweet Cupcake Flavor List 2017 Name Description (Some Flavors May Not Be Available All Year) Abigail Cream Cake, Vanilla Bean frosting, topped with a fondant flower Almond-Raspberry Almond Cake, Raspberry filling, Almond/Raspberry swirled frosting, topped w/sliced almonds Aloha Pineapple Cake, Pineapple frosting, topped with Macadamia nuts and toasted coconut AmaZING Yellow Cake, Vanilla filling, Raspberry frosting - Like a Hostess Zinger Apple Pie Apple Cake, Vanilla/ Cinnamon frosting, topped w/ Caramel sauce and a pie crust wafer Banana Cream Banana Cake, Vanilla frosting, topped w/vanilla wafers Banana Loco Banana Cake, Nutella filling, Chocolate/Nutella swirled frostong topped with yellow jimmies and a banana chip Banana Split Banana Cake, Vanilla frosting, topped w/ caramel, chocolate and strawberry sauce plus a cherry on top Beautifully Bavarian Yellow Cake, Chocolate frosting, Bavarian cream filling Better Than Heath Chocolate Cake, Caramel frosting, topped w/Caramel sauce and Heath toffee bits Birthday Cake Vanilla Cake with sprinkles, Tie-dyed Vanilla frosting, topped w/sprinkles Black Bottom Chocolate Fudge Cake filled and iced with Cream Cheese frosting, edged with black sugar crystals Black Forest Dark Chocolate Cake, Vanilla cream filling, Cherry frosting, cherry on top Blackberry Lemon Lemon Cake with Blackberries, Lemon/Blackberry frosting Blueberry Swirl Blueberry cake, blueberry vanilla frosting Boston Cream Pie Yellow Cake, Cream filling, covered with chocolate ganache Bourbon Pecan Bourban flavored chocolate
    [Show full text]
  • Candy Making Made Easy (Because It Is)
    05_597345 ch01.qxd 7/29/05 7:08 PM Page 9 Chapter 1 Candy Making Made Easy (Because It Is) Recipes in In This Chapter This Chapter ᮣ Gearing up to make candy ᮣ Dream Dates ᮣ Identifying some great confections ᮣ Checking out special uses for your candy-making skills ne point I stress throughout this book is that candy making is pretty Oeasy. After you learn a few basics and prepare yourself and your envi- ronment according to my simple guidelines, all you have to do is follow a few procedures. I hate to say this, but if I can make candy, you can make candy. When I train new staff members in my candy shop, I observe that, at first, they’re hesitant and overly careful about handling the product, as if it were very fragile. I assure them that they will not hurt the candy by being aggres- sive. I don’t want them to be afraid of the candy, and you shouldn’t be afraid, either. Most products you make are quite tolerant, and you can stir them hard, slap them, or just generally be rough with them. Don’t be afraid to get your hands a little messy, and don’t worry about making a bit of a mess. Have fun, because you’re in charge. To make a point, when someone observes that I have a spot of chocolate on my face, I dab even more on and ask, “Where, here?” Then I touch another spot withCOPYRIGHTED a big dab and ask, “Or was it here?” MATERIAL Before I finish, I have chocolate all over my face, but the new person is relaxed, confident that I am crazy and not worried about making a mess.
    [Show full text]
  • Morkes Chocolates Offers Four Types of Chocolate
    OTHER CHOCOLATE FACTS Candy Molding Dipping Chocolate Melt according to directions, pour Use your fingers, household forks or into molds then tap on counter top any candy making dipping forks. Lay to spread the chocolate evenly. If dipped items on wax or parchment there is a lot of detail on the mold, paper for easy release. Cool in you can use a spoon, spatula or refrigerator or in front of a small fan. sucker stick to rub the inside of the mold to fill all the different levels. Water and Chocolate Then cool and release. Either a refrigerator or a freezer can be used, NEVER mix and there is no fixing the however with fragile molds (thin problem. Like burned chocolate, you areas), the freezer might cause more must throw it away. breakage because the chocolate cools so rapidly. If the molds do not release right away, simply cool for more time. chocolate care Storage Isolation We recommend that our gourmet Chocolate contains sugar and fat, chocolates (and your creations) not both of which have a tendency to be refrigerated or frozen, but rather absorb odors from things around stored in a cool, dry, odor free place, them, so be wary of what your away from direct light. If chocolate chocolate is stored next to whether is to be kept for a long period of it’s in or out of the refrigerator/ time (3-12 months). wrap in plastic freezer. and store in a zip-lock bag or other airtight container. When removing Shelf Life chocolates from the refrigerator or freezer, it is important to help When chocolate is stored under keep condensation from forming.
    [Show full text]
  • Make It Personal
    Presorted VALENTINE’S DAY 2014 Standard US Postage Paid 139 Mill Rock Road East, Suite 2 Old Saybrook, CT 06475 CURRENT RESIDENT OR: Customer Number Key Code Call 1.800.9.GODIVA (1.800.946.3482), 7am to Midnight ET Shop GODIVA BOUTIQUES & GODIVA.COM Make it personal A. NEW Hand-Packed Valentine's Keepsake Heart Only you know the way to her heart. Pick her favorite chocolates and truffles from our chocolate case and we’ll present them in our exquisite NEW satin, heart-shaped gift box. A 18 pcs $55 29 pcs $75 A A GODIVA Boutique Exclusive Valentine’s Day Delivery where heart-melting begins Order Items by 2/11 11pm ET Standard 2/12 1pm ET Two-Day 2/13 1pm ET Next Day Visit GODIVA.COM for our FREE Shipping Offers GODIVA.COM GODIVA A. NEW Valentine's Day Keepsake Heart What’s the essential ingredient for the perfect Valentine’s Day? . Make hearts melt with our 2014 Keepsake Heart, elegantly draped in a lush, satin sash. The quintessential Imagine a tie without a knot, or a birthday without cake. That's what gift of love, each luxurious heart contains limited edition, Valentine’s Day is without GODIVA. See the twinkle in her eye heart-shaped chocolates in milk praliné, dark chocolate ganache, and white praliné, as well as limited edition or the smiles on their sweet young faces as they open Valentine's Day truffles in delectable flavors like Milk Chocolate Mousse, Dark Chocolate Soufflé, and White their delectable gifts, and you know exactly why Chocolate Passion Fruit.
    [Show full text]
  • Candy Making Secrets
    C a n dy M a ki n g S e cr e t s by MARTIN A . PEASE In which y ou ar e taught to d uplicate AT H OME n ca the fi est ndies m ad e b y any one . C ontaining r ecipes never published r in this fo m b efore. Published by PEASE AND DENISON N ILLI O I ELGl , N S EM RY Of CO NGH QS S Um Games:ti ecesvaci MAY 23 1 908 Gawa i n ; u m : 2 3 f ee 3 CO PY RIGH T , 1908 . PEASE AND DENISON Th e News - Ad vocate n I in i Elgi , ll o s To My WIFE AND BABIES whose fondness of candy led m e to m ake such a success of Hom e Ca ndy M ak n th b k is i g , is oo RESPE CTFULL Y DEDI CA TED By the A uthor INTRODUCTION I I ns N G V N G you the recipes and i tructions contained herein , I have done wh at ~ n o other candym aker ever did to my w a kno ledge , as they always refuse to teach nyone to make candy at home . e m e Aft r teaching a few ladies , the incessant demands on for lessons led me to the writing of this book . It is diff erent from mo st oth er books on H ome Candy M — aking , as I teach you the same method as used by the finest s confectioners , with use of a thermometer , which enable you to always make your candy the same .
    [Show full text]
  • Collection 2016 - 2017
    COLLECTION 2016 - 2017 1 L’Univers Galler De Wereld van Galler The Galler Universe INVITATION À UNE UITNODIGING TOT INVITATION TO A GOURMET RENCONTRE GOURMANDE EEN OVERHEERLIJKE ENCOUNTER WITH GALLER AVEC LES CHOCOLATS ONTMOETING MET DE CHOCOLATES GALLER CHOCOLADES VAN GALLER Jean Galler, artisan chocolatier Jean Galler, chocolatier en auteur Jean Galler, artisan chocolatier et auteur des rencontres les plus van de meest gedurfde en lekkere and the man behind the most audacieuses et gourmandes… ontmoetingen… audacious gourmet encounters… où les meilleurs fourrages waar de beste vullingen zich where the best fillings are s’entourent du meilleur chocolat, hullen in de beste chocolade, coated with the best chocolate, où la sélection des meilleurs waar de keuze voor de beste where the selection of the best ingrédients règne en maître, où ingrediënten onmiskenbaar primeert, ingredients is the top priority, qualité et éthique ne sont pas de waar kwaliteit en ethiek geen where quality and ethics are not vains mots. holle woorden zijn. empty promises. Des recettes toujours meilleures, Steeds verfijndere recepten zonder Ever-exciting recipes that contain sans conservateurs, sans huile de bewaarmiddelen en zonder palmolie, no preserving agents, no palm oil palme, avec de moins en moins de waarin alsmaar minder suiker and less and less sugar, that only sucre et réalisées exclusivement gebruikt wordt en die uitsluitend include natural flavourings for avec des saveurs naturelles pour opgebouwd zijn rond natuurlijke ever more flavour. toujours plus
    [Show full text]
  • Chocolate Vs Compound
    BLOMMER CHOCOLATE COMPANY CHOCOLATE VS. COMPOUND CHOCOLAT E Chocolate is derived from the cocoa plant. It is mandated by law to follow a specific recipe or standard of identity. This can be found in 21CFR163. The ingredients and quantities required can be summarized in the following: Sweet Dark Chocolate: must contain greater than 15% chocolate liquor, less than 12% milk solids, and less than 1% emulsifier. Optional ingredients include sugar, flavoring, and additional cocoa butter. Semi-Sweet or Bittersweet Dark Chocolate: must contain greater than 35% chocolate liquor, less than 12% milk solids, and less than 1% emulsifier. Optional ingredients include sugar, flavoring, and additional cocoa butter. Milk Chocolate: must contain greater than 10% chocolate liquor, greater than 12% milk solids, greater than 3.39% milk fat, and less than 1% emulsifier. Optional ingredients include sugar, flavoring, and additional cocoa butter. White Chocolate: Must contain less than 55% sugar, greater than 20% cocoa fat, greater than 14% total milk, of which 3.5% or more must be milk fat, less than 5% whey products, and less than 1.5% emulsifier. Optional ingredients include vanilla. While only milk and dark chocolates must contain chocolate liquor, all chocolate including white chocolate must contain cocoa butter. Cocoa butter is a special fat. In order to retain good sensory qualities, including snap, mouthfeel, and gloss, it must be tempered. COMPOUND If chocolate does not meet the above standard of identity, it must be referred to as compound coating. Compound coating, also known as confectionary coating, is a mixture of sugar, vegetable fat, cocoa powder (in the case of chocolate flavored coating), lecithin, and flavor.
    [Show full text]
  • Tablet Press Tooling Press Tablet
    Copyright, CSC Publishing. T tablet press tooling Susan Brettingen A tooling vendor’s advice on ablets & Capsules senior editor avoiding common problems The idea to launch a product in tablet form begins in the market- ooks aren’t everything, but first impressions count. ing department, but you’re ultimately responsible for producing it. That’s why it’s important to consider the appearance of Our senior editor talks with a seasoned tooling vendor to identify the product that you plan to tablet. In fact, appearance plays such a vital role in consumer acceptance that the keys to specifying tablet press punches and dies. Much of selecting the tablet’s size, shape, and logo is typically left your success will depend on how well you communicate. toL people in the marketing department. Nonetheless, people in the production department bear the responsi- premature wear on tooling, premature press failure, and Copyright, CSC Publishing. T bility of actually manufacturing the product that the mar- improperly compressed tablets. keting people envisioned. Your ability to do that hinges For example, Natoli said, an engineering department on whether you have the right tooling. Without it, a may buy a tablet press that’s rated at a speed of 4,000 launch delay or cancellation is inevitable. tablets per minute but can only produce 2,700 tablets per That’s not to say that the marketing and production minute in actual production. A situation like this can put departments operate independently of each other. But the a company in a tough spot: Speeding up the press could communication between the two departments is often break the tooling, and investing in another tablet press is not as robust as it should be.
    [Show full text]
  • Chocolatiers and Chocolate Experiences in Flanders & Brussels
    Inspiration guide for trade Chocolatiers and Chocolate Experiences IN FLANDERS & BRUSSELS 1 We are not a country of chocolate. We are a country of chocolatiers. And chocolate experiences. INTRODUCTION Belgian chocolatiers are famous and appreciated the world over for their excellent craftmanship and sense of innovation. What makes Belgian chocolatiers so special? Where can visitors buy a box of genuine pralines to delight their friends and family when they go back home? Where can chocolate lovers go for a chocolate experience like a workshop, a tasting or pairing? Every day, people ask VISITFLANDERS in Belgium and abroad these questions and many more. To answer the most frequently asked questions, we have produced this brochure. It covers all the main aspects of chocolate and chocolate experiences in Flanders and Brussels. 2 Discover Flanders ................................................. 4 Chocolatiers and shops .........................................7 Chocolate museums ........................................... 33 Chocolate experiences: > Chocolate demonstrations (with tastings) .. 39 > Chocolate workshops ................................... 43 > Chocolate tastings ........................................ 49 > Chocolate pairings ........................................ 53 Chocolate events ................................................ 56 Tearooms, cafés and bars .................................. 59 Guided chocolate walks ..................................... 65 Incoming operators and DMC‘s at your disposal .................................74
    [Show full text]
  • The Devils' Dance
    THE DEVILS’ DANCE TRANSLATED BY THE DEVILS’ DANCE HAMID ISMAILOV DONALD RAYFIELD TILTED AXIS PRESS POEMS TRANSLATED BY JOHN FARNDON The Devils’ Dance جينلر بازمي The jinn (often spelled djinn) are demonic creatures (the word means ‘hidden from the senses’), imagined by the Arabs to exist long before the emergence of Islam, as a supernatural pre-human race which still interferes with, and sometimes destroys human lives, although magicians and fortunate adventurers, such as Aladdin, may be able to control them. Together with angels and humans, the jinn are the sapient creatures of the world. The jinn entered Iranian mythology (they may even stem from Old Iranian jaini, wicked female demons, or Aramaic ginaye, who were degraded pagan gods). In any case, the jinn enthralled Uzbek imagination. In the 1930s, Stalin’s secret police, inveigling, torturing and then executing Uzbekistan’s writers and scholars, seemed to their victims to be the latest incarnation of the jinn. The word bazm, however, has different origins: an old Iranian word, found in pre-Islamic Manichaean texts, and even in what little we know of the language of the Parthians, it originally meant ‘a meal’. Then it expanded to ‘festivities’, and now, in Iran, Pakistan and Uzbekistan, it implies a riotous party with food, drink, song, poetry and, above all, dance, as unfettered and enjoyable as Islam permits. I buried inside me the spark of love, Deep in the canyons of my brain. Yet the spark burned fiercely on And inflicted endless pain. When I heard ‘Be happy’ in calls to prayer It struck me as an evil lure.
    [Show full text]