Shoppers loved chocolate bars

This article is available for reading in Trade magazin 2026/04

The skyrocketing chocolate prices of the past period were driven by the world market price of cocoa beans. It is really good news that this has moderated a little, thanks to improving harvest prospects.

Ágnes Kiss
brand manager
Nestlé Hungária

“In addition to high raw material costs, sales of chocolate bars and tablets on the Hungarian market are influenced by factors such as the strengthening premiumisation trend, sustainability expectations, and consumer price sensitivity”, says Ágnes Kiss, brand manager of Nestlé Hungária Kft. Demand for higher quality, high-cocoa-content, and single-origin products continues to grow.

Market volume may decline further this year

Szabina Redele
brand manager
Mondelez Hungária

Szabina Redele, brand manager of Mondelēz Hungária calls attention to another factor:

“In addition to raw material costs, chocolate bar and tablet sales are greatly influenced by energy prices, logistics and labour costs, as well as consumer purchasing power”.

Since the prices of milk derivatives, cocoa butter, and cocoa mass, have increased recently, a further decline in volume sales is likely.

Pál Molnár, commercial director of Szerencsi Bonbon Kft.:

Pál Molnár
commercial director
Szerencsi Bonbon

“Inflationary pressure is easing, but this doesn’t mean that prices will drop. On the contrary, currency depreciation continues, so prices are still rising. Only deflation can make prices lower, which requires a long-term and sustained reduction in both raw material and labour costs”.

Lower basket value, strong premium brands

While all market players raised prices last year, some consumers turned toward cheaper products. However, this didn’t necessarily mean a decline in manufacturer brand sales. On the one hand, manufacturer brands were able to respond more flexibly to rising production costs, and on the other hand, loyal consumers remained loyal to their favourite brands – even if their shopping baskets became smaller.

Attila Szende
marketing director
Stühmer

“In terms of consumer behaviour, we see that shoppers are price-sensitive, looking for bargains and moving away from the chocolate tablet segment to the chocolate bar category”, informs Attila Szende, marketing director of Stühmer Kft.

According to Mondelēz data, 94% of consumers buy chocolate as a small reward or mood booster. Perhaps this is why demand for chocolate bars remains fairly stable. Buying in promotion has become more common, and the role of smaller products and impulse purchases has strengthened.

Gyakoribbá váltak az akciós vásárlások, és felértékelődött a kisebb kiszerelések, valamint az impulzusvásárlásra szánt termékek szerepe

Brands going full gas

The premium segment has proven to be surprisingly resilient despite the price-sensitivity of shoppers, Ágnes Kiss points out. The brand manager of Nestlé Hungária explains that demand for higher value-added, special ingredients or artisanal products hasn’t decreased, in part thanks to younger consumers who are looking for novelty and are sensitive to sustainability. In January Nestlé launched the KitKat F1 car, the result of collaboration between their most important confectionery brand, 90-year-old KitKat and 75-year-old Formula 1. The company is also introducing a new KitKat Chunky for the occasion, a product with a racing car-inspired pattern. It is needless to say that they have also boosted the taste experience. Nestlés is responding to the growing demand for affordable multipack products with the other key brand, BALATON Trio: it will contain three uncoated wafer slices in popular flavours such as cocoa and hazelnut.

Exciting developments in the checkout zone

Réka Nagy
sales manager
Mars Magyarország

Mars Magyarország has seen diminishing demand for chocolate products, but the popularity of wafer and biscuit variations has grown, just like that of private label products.

Réka Nagy explains that multi-buy promotions, special offers, and larger packages are important. Since the company’s brands are primarily purchased on impulse, continuous presence at the checkout and its development are of utmost importance to them. This spring the Twix brand will be in the spotlight, with new flavours, new packaging, and in-store activities.

Successful new products

The development and commercial activity of chocolate tablets and bars plays a prominent role at Szerencsi Bonbon: countless new products have appeared in both the sugary and sugar-free product ranges in recent years. The sugar-free product range has been completed with the ZERO% sub-brand, and as demand driven by special dietary requirements continues to grow, it now covers all segments, including chocolate bars, dragées, pralines, and seasonal sweets, says Pál Molnár. Among these the 21g milk chocolate maltitol-filled chocolate bars (available in seven flavours) are real success stories. In 2026 the company will also launch ZERO tablet products in 3 flavours. Szerencsi introduced 19 new products in the tablet/bar segment between 2022 and 2025 in its sugar-based chocolate line. Last year they expanded their selection with 3 new premium bars and 7 new enriched 90g milk chocolate tablets. Their Retro 38g product continues to lead chocolate bar sales as a top sub-brand. However, the sales ratio of new products has increased 2.5-fold over the past two years and this trend continues.

A brand with a story

As a premium brand, Stühmer finds it important to keep communicating its most important values – innovation based on tradition and premium quality – to its consumers. They do this with colourful brand stories. This goal was perfectly served in 2025 by the Stühmer Pillanat “space chocolate” project, where the product met NASA’s strict requirements and was ultimately taken to the International Space Station by research astronaut Tibor Kapu, recalls Attila Szende. Stühmer will be introducing several new products this year, in the bar, tablet, and dessert segments.

Guest writer:
József Scheiling
business development
lead
YouGov CP Hungary

Hard candies – which account for a quarter of the market – showed a nearly 4% decline in volume, primarily due to fewer buyers compared to 2024. At the same time, the share of gummy and jelly candies increased from nearly 43% to 45%.

These products were purchased by more than 5% more people and slightly more often than in 2024.

Discounters are dominant on the candy market: their share grew from 46% in 2024 to 47% in 2025. Hypermarkets and supermarkets account for roughly 10-10% of volume sales – the share of both channels reduced.