The percentage of cacao or chocolate liquor in the processed chocolate. In general, the higher the cacao content, the lower the amount of sugar used in making the chocolate; and the more intense the chocolate flavor. For people who like the flavour of pure cacao, fine bars of 100% cacao content, containing no sugar, are delicious to eat and also can be eaten by those who need to restrict sugar from their diets. A higher percentage is not an indication of higher quality, only of higher concentration of whatever quality of cacao was used to begin with.