It is also worth noting changes in consumer preferences, as people are scrutinizing product ingredients more closely and deliberately choosing sweets that won’t disrupt their diets while offering additional benefits, such as being enriched with protein or minerals. So, what kinds of sweets are Poles looking for?
The situation in the cocoa market – after the turbulent years of 2023–2024 – is finally beginning to stabilize, and 2025 proved to be a clear turning point for it. Experts note that following historically high prices in previous seasons, the cocoa market is slowly beginning to regain its balance1. It is worth remembering that 2024 was exceptionally unfavorable for the market – weather-related issues led to poor harvests in Africa, which in turn affected the price of the raw material. Although cocoa prices currently remain significantly higher than the average of the past decade, all signs point to a recovery in supply and even a slight surplus of the raw material.
“The most significant development in 2025 is the cocoa market’s transition from a phase of acute shortage to a stage of limited but stabilizing supply. Forecasts for 2026 point to a gradual recovery in production, especially outside West Africa, and a moderate normalization of prices, though they are likely to remain above the levels of the past decade. “The baseline scenario assumes that global consumption will grow at a rate of several percent annually, while market value will grow faster due to persistently high raw material costs and growth in the premium segment,” reads Foodcom’s Global Reports.
Experts have also observed the growing importance of chocolate – and thus cocoa – in new applications, such as “better-for-you” snacks, high-protein products, functional beverages, and dietary supplements. High cocoa prices are prompting manufacturers to modify recipes and downsize products, which simultaneously drives premiumization. Consumers are willing to pay higher prices for single-origin products, those with high cocoa content, and in the bean-to-bar segment.
Analysts at Foodcom have also observed a polarization in chocolate consumption: the “pure pleasure” segment is based on premium and high-cocoa-content products, while “conscious choices” focus on better ingredients, less sugar, and certifications. Between them, the “balance” segment is growing, combining taste satisfaction with improved ingredients, raising expectations regarding the quality and origin of raw materials.
Sweet treats for every occasion
Confectionery is one of the largest categories – Poles very often choose sweets as a little “treat” for themselves or give them as gifts. Given the country’s extraordinary love for sweets, it is no surprise that the confectionery market continues to grow and – according to NielsenIQ data2 – reached a value of 19.8 billion zlotys in 2024, which is 6.3% more than the previous year.
Analyses conducted by experts also show that Poles’ favorite sweets during the period in question were packaged cookies and biscuits, on which they spent the most (3.9 billion PLN). Tied for second place were pralines, which make excellent gifts, and chocolate bars – both categories reached 3 billion PLN, while all three accounted for half of the confectionery market.
The data also shows that all confectionery categories recorded an increase in sales value over the past twelve months, but chewing gum, muesli bars, and chocolate bars saw the largest growth. “Muesli bars also recorded the most significant increase in sales volume (in kg) compared to 2023 (+7.1%). Ready-made cakes and pralines were also “in the black,” albeit to a much lesser extent. In this respect, they stood out from other categories, which were stable or recorded a decline in volume,” comments Wojciech Rydzewski, Client Business Partner at NielsenIQ.
Dragees recorded a much worse result: -15.5% in terms of volume. The reason for this may be the increase in the average price per kilogram, which amounted to 18.6%. During the period in question, the most dynamic growth in the value of confectionery sales was seen in supermarkets and discount stores – each channel recorded 10%. In addition, they remained stable in terms of sales volume – unlike hypermarkets and small-format stores up to 300 sq. ft., which recorded declines of over 8% during the period in question. Expert analysis also shows that at that time, discount stores held a dominant position in the market, accounting for 43.7% of the value and 53.6% of the volume of confectionery sales in Poland.
Trends in the confectionery market
The confectionery category is very broad and diverse, and most importantly – it provides fertile ground for innovation, which manufacturers are taking advantage of. Poles greatly appreciate traditional flavors and classic offerings; however – especially younger generations – are eager for novelty, which is why they readily reach for unusual flavor combinations, different textures, or treats made from unconventional ingredients, such as carrot or zucchini cookies.
We must also not forget the ever-growing trend toward a healthy lifestyle, which extends to the confectionery category as well. Consumers expect lighter products – that is, those with reduced or zero sugar and fat content – as well as simple, natural ingredients. Many of them also seek additional functional benefits in sweets, such as increased protein content or the presence of minerals and vitamins that support health and well-being.
“New product launches remain a key driver of purchase interest. When considering the attributes that would encourage Polish consumers to purchase a new product in this category, the most important factors are unique flavor (52%), high cocoa content (39%), reduced sugar content (29%), low calorie content (27%), and functional benefits (24%). “A mix of pleasure-driven and health-promoting benefits therefore remains crucial from the consumer’s perspective,” comments Honorata Jarocka, Associate Director at Mintel.
Mintel data from 2024 also reveals that Poles are concerned about excessive sugar consumption in their daily diet, and nearly half of them admitted that health concerns related to this have led them to limit their consumption of sweets. The solution for manufacturers is not only to use natural sweeteners but also to create sweets in smaller formats that simultaneously satisfy the craving for a “little something” while allowing consumers to control their portions of sweets – and thus their sugar intake – without sacrificing traditional flavor.
“Mini-portions in the confectionery category align with the theme of portion control, which is an essential element of a balanced diet and the key to weight management. They also serve as an alternative to ‘better-for-you’ sweets, catering to the needs of consumers seeking indulgent products without the guilt,” explains the Mintel expert.
It is also worth noting that mini-portions of traditional sweets are sought after by consumers not only for health reasons or to control calorie intake, but also because of the price. The confectionery category primarily includes chocolate, pralines, various types of cookies, candy bars, biscuits, croissants, sweet wafers, jelly beans, as well as gum and lollipops – so manufacturers have plenty of room to adapt their offerings to consumer expectations.
The Market Monitoring Center examined how sales in the confectionery category fared in the first half of 2025. The analysis shows that discount stores accounted for the lion’s share, generating nearly half of the total value of confectionery sales during the period in question. Small-format stores up to 300 square meters also held a significant position, accounting for 30% of the value of confectionery sales during that period. Meanwhile, supermarkets and hypermarkets together generated 22% of the sales value – 15% and 7%, respectively.
“In the total panel (small-format stores, supermarkets, discount stores, and hypermarkets), the value of all confectionery sales in the first half of 2025 was 8.3% higher than in the first half of 2024. However, sales decreased by 4.5% in terms of the number of transactions. During the analyzed period, the confectionery market generated approximately PLN 11.5 billion. On average, 20% of this figure comes from cookies, 15% from chocolate, and approximately 10% each from pralines and chocolate bars. Furthermore, chocolate and chocolate bars increased their share compared to the previous period,” comments Julia Grzesik, a data analyst at CMR.
Specialists from the research institute also observed that in the first half of 2025, most confectionery categories recorded an increase in sales value: cookies +10%, chocolate +22%, and chocolate bars +12%. The exception was pralines, which maintained a stable level of sales value. The driving factor behind this situation was the rise in average confectionery prices, as CMR analysts noted that, in terms of the number of transactions, chocolate, pralines, and impulse wafers recorded the largest (among the top categories) decline of just under 10%.
As for the brands that recorded the largest value share in the first half of 2025 (taking into account all the aforementioned sales channels), products bearing private-label logos took first place (17%). The next spot – with a 15% share – was taken by Mondelez, while Ferrero rounded out the top three with a 12% value share. Just behind the podium were Wedel (7%) and Storck (6%).
Sweets in a “healthier” version
The evolving consumer awareness toward healthy products has not bypassed the sweets category either. In line with this health-conscious trend, customers are increasingly choosing cereal-based and fruit-based treats – with higher fiber and protein content and reduced sugar—as their go-to sweet snacks. Manufacturers thus have new opportunities to expand their offerings with “healthier” sweets.
Experts from CMR report that in the first half of 2025, two main categories of “healthier” treats stood out on the market: cereal and fruit bars. “They account for a negligible share of the vast confectionery market – in terms of value, both categories do not exceed 1%, while in terms of transaction volume, cereal bars accounted for nearly 2% in the first half of 2025 in the surveyed panel. The value of cereal bar sales increased by 5% compared to the same period a year earlier, while maintaining a stable market share of 60%,” explains Julia Grzesik, a data analyst at CMR.
During the analyzed period, private-label brands accounted for the largest share of cereal and fruit bar sales by value – 50%. Next came the manufacturer Nestlé, whose share of sales value was 20%, and FoodWeel (Bakalland) – 12%. Experts also emphasize that both manufacturers had a distribution rate of approximately 30% in the surveyed panel during the period in question.
“For fruit bars, a decline in sales value and transaction volume of approximately 20% was recorded in the period 01-06/2025 vs. 01-06/2024. This was linked to lower numerical distribution, which fell to 23%. In this category as well, private labels dominate in terms of sales value (due to the significant weight of discount stores) and account for 30% of the total. Next in line is Eco-Snack (23%) with the Bob Snail brand, followed by Hipp and Kubara, each with a value share of around 15%. Products from these brands are available in roughly one in ten stores in the surveyed panel,” explains the CMR expert.
Protein products, including sweets such as high-protein bars and cookies, are experiencing a renaissance in Poland, as confirmed by Streetcom’s March 2025 report “Protein Products – A Strong Trend or a Fleeting Fad?”3. Sales are growing thanks to increasing health awareness and demand for healthy snacks, where protein bars rank second after dairy products.
Protein bars and cookies are chosen by 40% of respondents very often or often, and by 43% from time to time, indicating dynamic consumer demand. Despite their growing popularity, 45% of respondents rate the availability of these treats in stores as insufficient (39% consider it sufficient, 2% too extensive), though the trend is confirmed by a high share of purchases and is driving mainstream growth thanks to reformulations by dairy brands.
Polish Chocolate Preferences
Chocolate is undoubtedly one of Poles’ favorite treats. No wonder – it stands out not only for its taste and the multitude of varieties available on the market, but also for the health benefits that come from consuming it. Chocolate is a rich source of magnesium, iron, polyphenols, and theobromine, which helps support heart function, lower blood pressure, and improve memory and concentration. This cocoa-based treat is also an excellent remedy for fatigue, stress, or low mood – it contains ingredients that support endorphin production and reduce tension.
Data compiled by YouGov shows that chocolate confectionery – defined by the institute as the sum of the categories of chocolate bars, pralines, candy bars, and chocolate figurines – enjoys immense popularity among Poles. During the twelve-month period ending in July 2025, each household purchased an average of 12.9 kg of chocolate products. It is also worth noting that spending on branded products dominates the chocolate confectionery market, while the value share of private-label items was relatively low during the aforementioned period, at 13.8%.
“Over the past three years, with a slight increase in branded products, we have observed a decline in the volume of private-label products purchased, and the number of households buying them is also falling. Private-label brands vary in popularity depending on the category: we see their highest share in chocolate bars and the lowest in pralines,” explains Anna Michalak, senior consultant at YouGov.
The expert also notes that the popularity of chocolate sweets is evidenced by the frequency with which Poles purchase them: on average, 43 times a year. The regularity of purchasing products in this category also depends on factors such as the size of the town or village where the household is located, as well as the age of its members. Analyses conducted by YouGov experts show that chocolate sweets are purchased most frequently by households with children and those in rural areas, and least frequently by households consisting of young people without children, retirees, and households in the largest cities.
When analyzing the chocolate candy market, it is worth noting that the number of buyers of “sugar-free” products is declining year over year – unlike in other candy categories, especially the “gluten-free” segment.
YouGov data also shows that chocolate candies were most frequently purchased at discount stores during the period in question. “Discount stores are the clear favorite when it comes to purchasing channels – we spend as much as 56% of our total budget on chocolate treats there, paying the least, at 48.67 PLN per kg for these products,” explains an expert from the research institute.
It is not surprising that consumers most often purchase chocolate sweets at discount stores – their steadily rising prices prompt Poles to seek out the most attractive deals, and these are most often found in this sales channel. “In recent years, we have observed an increase in the volume of the category purchased on promotion, and its share currently stands at as much as 50%. This is not surprising, considering that the average price per kilogram on promotion is nearly 30% lower than for products at regular price. The proportion of products sold on promotion varies by category: we observe the highest share for chocolate figurines and the lowest for chocolate bars,” comments Anna Michalak.
Experts from the Market Monitoring Center note, in turn, that in the chocolate confectionery category, the three most important segments are chocolate bars, chocolate sticks, and chocolate figurines. Their total sales value – that is, in small-format stores up to 300 sq. m., supermarkets, and hypermarkets – exceeded PLN 3 billion in the first half of 2025, thus accounting for nearly 30% of the total sales value of all confectionery (bars, chocolates, cookies, croissants, wafers, candies, and others).
“The value of chocolate confectionery sales was 18% higher than in the same period a year earlier, with a 5% decrease in the number of transactions. A strong growth driver was the average price, which grew by nearly 30%. The aforementioned growth in chocolate confectionery was most significantly influenced by sales of chocolate bars, which generate the highest value among the analyzed categories – nearly PLN 2 billion in the total panel in the first half of 2025 – and recorded the strongest growth rate – 23%, driven by the average price (+40% YTD as of June 2025 vs. YTD as of June 2024),” comments Julia Grzesik, data analyst at CMR.
Chocolate bars are available in each of the aforementioned sales channels, and their product range includes an average of 37 variants. The number of options depends on the size of the store. CMR data shows that during the period in question, Mondelez was the leader in chocolate bar sales with a 35% market share by value. Another strong player was Wedel, which achieved the same result as private-label products, i.e., 17%.
As for the second of the three most important players in the chocolate confectionery category – namely chocolate bars – their sales value during the period in question exceeded PLN 1 billion, thanks to a 13% increase in the total panel. Analyzing the number of product transactions, it remained stable compared to the same period a year earlier – the situation was different for chocolate bars, whose indicator recorded negative growth.
Chocolate bars – like chocolate bars – are available in every sales channel within the total panel, with approximately 29 variants per store. In terms of sales value, Ferrero and Mars lead the category, each holding a 30% share.
The last of the aforementioned segments – that is, chocolate figurines – accounted for the smallest share of chocolate confectionery sales during the period in question, yet it grew during that time in both value and number of transactions. It is also worth noting that this is a seasonal category, with sales peaks occurring during Christmas and Easter. The market share of chocolate figurines ranges from 40% during the off-season to 80% during peak months – at which time approximately 7 product variants can be found on store shelves. Value shares are fairly dispersed among several manufacturers, at around 10% each on a YTD (from the beginning of the year to the specified date) in June 2025.
Sweets: The Perfect Gift
Sweets are the most versatile gift, perfect not only for any occasion but also for anyone you want to give them to. They make an ideal present for both family and loved ones as well as distant acquaintances, and they also work well as business gifts. In addition, various types of sweets make a great gift for children and the elderly – after all, who can resist delicious pralines, cookies, colorful jelly beans, or chocolate?
No wonder, then, that sales of sweets surge around major events or holidays. The peak in sales occurs in the weeks leading up to Christmas or Easter, when Poles exchange small or large gifts with one another. Sweets are also very popular ahead of holidays such as Valentine’s Day, Women’s Day, Mother’s Day, and Children’s Day.
Listonic data confirms that consumer behavior regarding the purchase of sweets varies depending on the occasion. When it comes to sweets intended as gifts, classics have been leading the way for years. “Products that have been on the market for years – such as Raffaello, Ptasie Mleczko, Ferrero Rocher, and Merci – regularly see a significant increase in additions to shopping lists immediately before occasions like Valentine’s Day, Women’s Day, or Teacher’s Day,” comment analysts from the shopping app.
Experts from Listonic note that these trends were clearly visible on March 7 of this year, when Raffaello chocolates appeared on the app’s shopping lists eighteen times more often than the week before. “In the case of Ferrero Rocher and Merci, the increase exceeded 500%. This shows that when choosing sweets as a gift, a recognizable brand, a specific flavor, and a sense of quality remain key. There is also a certain cultural habit at play – for many people, giving a cheaper substitute for a well-known product is not fully acceptable,” explain the experts at Listonic.
Specialists also note that alternatives inspired by the most popular products regularly appear on the candy market. A good example is the so-called “mleczka,” which serve as alternatives to the original Ptasie Mleczko from Wedel. The Meltie brand, sold at Biedronka, released pralines in December that resemble Raffaello and Ferrero Rocher in both taste and appearance.
While consumers remain loyal to classics when it comes to gifts and choose well-known sweets from trusted brands, in their daily lives they are eager to try new products and seek an element of surprise – both in taste and texture. “A good example is last year’s trend for so-called ‘Dubai chocolate,’ which combined the flavor of pistachios with crunchy kadaif pastry. This was followed by other products based on unusual textures, such as Angel Hair chocolate with cotton candy. Although Dubai-style products are still on the shelves, this year more new products are appearing in the matcha trend,” summarize Listonic analysts.
Manufacturers closely monitor current trends and consumer needs, which is why they regularly respond to them and refresh their offerings. A good example of such practices is Wedel, which recently introduced Ptasie Mleczko in two new varieties: matcha-cherry and honey-raspberry, and previously expanded its lineup with a seasonal pumpkin version of the WW bar.
It is worth noting that not only manufacturers but also retail chains are experimenting with new products: Finnish Geisha chocolate with a crunchy nut filling has appeared on Żabka’s shelves, while at Lidl, consumers can purchase Czech Marlenka honey balls in various flavors, while Biedronka is expanding its Meltie brand, introducing, among other things, chocolates with matcha.
The confectionery market is growing rapidly, and new trends and consumer needs give manufacturers the opportunity to develop and expand their portfolios. Despite Poles’ growing interest in healthy eating – and consequently, reducing sugar or fat in their diets – the confectionery category remains secure: everyone needs a moment of indulgence now and then to enjoy a “sweet treat.” However, manufacturers are boldly expanding their offerings with “healthy” or sugar-free options, so everyone – regardless of the circumstances – will always find a sweet treat suited to them and tailored to their needs.
Katarzyna Kwaśna
Editor
1 source: https://foodcom.pl/rynek-kakao-dynamika-rynku-analiza/, accessed on March 10, 2026.
2 source: NIQ Market Track, All of Poland as the sum of the following markets: hypermarkets, supermarkets, discount stores, large, medium, and small grocery stores, newsstands, gas stations, Retail Trade Panel, sales value and volume, the last year being the 52 weeks ending December 29, 2024, compared to the same period a year ago, Confectionery market comprising the following categories: Sugar specialties, Chocolate Assortments, Dragees, Shortbread Cookies, Candy Bars, Halva and Sesame Bars, Pralines, Hard Candies and Lollipops, Ready-to-Eat Cakes, Impulse Wafers, Chocolate Bars, Muesli Bars, Chewing Gum.
3 source: Report: “Protein Products - A Strong Trend or a Fleeting Fad?”, Streetcom Agency, March 2025
The situation in the cocoa market – after the turbulent years of 2023–2024 – is finally beginning to stabilize, and 2025 proved to be a clear turning point for it. Experts note that following historically high prices in previous seasons, the cocoa market is slowly beginning to regain its balance1. It is worth remembering that 2024 was exceptionally unfavorable for the market – weather-related issues led to poor harvests in Africa, which in turn affected the price of the raw material. Although cocoa prices currently remain significantly higher than the average of the past decade, all signs point to a recovery in supply and even a slight surplus of the raw material.
“The most significant development in 2025 is the cocoa market’s transition from a phase of acute shortage to a stage of limited but stabilizing supply. Forecasts for 2026 point to a gradual recovery in production, especially outside West Africa, and a moderate normalization of prices, though they are likely to remain above the levels of the past decade. “The baseline scenario assumes that global consumption will grow at a rate of several percent annually, while market value will grow faster due to persistently high raw material costs and growth in the premium segment,” reads Foodcom’s Global Reports.
Experts have also observed the growing importance of chocolate – and thus cocoa – in new applications, such as “better-for-you” snacks, high-protein products, functional beverages, and dietary supplements. High cocoa prices are prompting manufacturers to modify recipes and downsize products, which simultaneously drives premiumization. Consumers are willing to pay higher prices for single-origin products, those with high cocoa content, and in the bean-to-bar segment.
Analysts at Foodcom have also observed a polarization in chocolate consumption: the “pure pleasure” segment is based on premium and high-cocoa-content products, while “conscious choices” focus on better ingredients, less sugar, and certifications. Between them, the “balance” segment is growing, combining taste satisfaction with improved ingredients, raising expectations regarding the quality and origin of raw materials.
Sweet treats for every occasion
Confectionery is one of the largest categories – Poles very often choose sweets as a little “treat” for themselves or give them as gifts. Given the country’s extraordinary love for sweets, it is no surprise that the confectionery market continues to grow and – according to NielsenIQ data2 – reached a value of 19.8 billion zlotys in 2024, which is 6.3% more than the previous year.
Analyses conducted by experts also show that Poles’ favorite sweets during the period in question were packaged cookies and biscuits, on which they spent the most (3.9 billion PLN). Tied for second place were pralines, which make excellent gifts, and chocolate bars – both categories reached 3 billion PLN, while all three accounted for half of the confectionery market.
The data also shows that all confectionery categories recorded an increase in sales value over the past twelve months, but chewing gum, muesli bars, and chocolate bars saw the largest growth. “Muesli bars also recorded the most significant increase in sales volume (in kg) compared to 2023 (+7.1%). Ready-made cakes and pralines were also “in the black,” albeit to a much lesser extent. In this respect, they stood out from other categories, which were stable or recorded a decline in volume,” comments Wojciech Rydzewski, Client Business Partner at NielsenIQ.
Dragees recorded a much worse result: -15.5% in terms of volume. The reason for this may be the increase in the average price per kilogram, which amounted to 18.6%. During the period in question, the most dynamic growth in the value of confectionery sales was seen in supermarkets and discount stores – each channel recorded 10%. In addition, they remained stable in terms of sales volume – unlike hypermarkets and small-format stores up to 300 sq. ft., which recorded declines of over 8% during the period in question. Expert analysis also shows that at that time, discount stores held a dominant position in the market, accounting for 43.7% of the value and 53.6% of the volume of confectionery sales in Poland.
Trends in the confectionery market
The confectionery category is very broad and diverse, and most importantly – it provides fertile ground for innovation, which manufacturers are taking advantage of. Poles greatly appreciate traditional flavors and classic offerings; however – especially younger generations – are eager for novelty, which is why they readily reach for unusual flavor combinations, different textures, or treats made from unconventional ingredients, such as carrot or zucchini cookies.
We must also not forget the ever-growing trend toward a healthy lifestyle, which extends to the confectionery category as well. Consumers expect lighter products – that is, those with reduced or zero sugar and fat content – as well as simple, natural ingredients. Many of them also seek additional functional benefits in sweets, such as increased protein content or the presence of minerals and vitamins that support health and well-being.
“New product launches remain a key driver of purchase interest. When considering the attributes that would encourage Polish consumers to purchase a new product in this category, the most important factors are unique flavor (52%), high cocoa content (39%), reduced sugar content (29%), low calorie content (27%), and functional benefits (24%). “A mix of pleasure-driven and health-promoting benefits therefore remains crucial from the consumer’s perspective,” comments Honorata Jarocka, Associate Director at Mintel.
Mintel data from 2024 also reveals that Poles are concerned about excessive sugar consumption in their daily diet, and nearly half of them admitted that health concerns related to this have led them to limit their consumption of sweets. The solution for manufacturers is not only to use natural sweeteners but also to create sweets in smaller formats that simultaneously satisfy the craving for a “little something” while allowing consumers to control their portions of sweets – and thus their sugar intake – without sacrificing traditional flavor.
“Mini-portions in the confectionery category align with the theme of portion control, which is an essential element of a balanced diet and the key to weight management. They also serve as an alternative to ‘better-for-you’ sweets, catering to the needs of consumers seeking indulgent products without the guilt,” explains the Mintel expert.
It is also worth noting that mini-portions of traditional sweets are sought after by consumers not only for health reasons or to control calorie intake, but also because of the price. The confectionery category primarily includes chocolate, pralines, various types of cookies, candy bars, biscuits, croissants, sweet wafers, jelly beans, as well as gum and lollipops – so manufacturers have plenty of room to adapt their offerings to consumer expectations.
The Market Monitoring Center examined how sales in the confectionery category fared in the first half of 2025. The analysis shows that discount stores accounted for the lion’s share, generating nearly half of the total value of confectionery sales during the period in question. Small-format stores up to 300 square meters also held a significant position, accounting for 30% of the value of confectionery sales during that period. Meanwhile, supermarkets and hypermarkets together generated 22% of the sales value – 15% and 7%, respectively.
“In the total panel (small-format stores, supermarkets, discount stores, and hypermarkets), the value of all confectionery sales in the first half of 2025 was 8.3% higher than in the first half of 2024. However, sales decreased by 4.5% in terms of the number of transactions. During the analyzed period, the confectionery market generated approximately PLN 11.5 billion. On average, 20% of this figure comes from cookies, 15% from chocolate, and approximately 10% each from pralines and chocolate bars. Furthermore, chocolate and chocolate bars increased their share compared to the previous period,” comments Julia Grzesik, a data analyst at CMR.
Specialists from the research institute also observed that in the first half of 2025, most confectionery categories recorded an increase in sales value: cookies +10%, chocolate +22%, and chocolate bars +12%. The exception was pralines, which maintained a stable level of sales value. The driving factor behind this situation was the rise in average confectionery prices, as CMR analysts noted that, in terms of the number of transactions, chocolate, pralines, and impulse wafers recorded the largest (among the top categories) decline of just under 10%.
As for the brands that recorded the largest value share in the first half of 2025 (taking into account all the aforementioned sales channels), products bearing private-label logos took first place (17%). The next spot – with a 15% share – was taken by Mondelez, while Ferrero rounded out the top three with a 12% value share. Just behind the podium were Wedel (7%) and Storck (6%).
Sweets in a “healthier” version
The evolving consumer awareness toward healthy products has not bypassed the sweets category either. In line with this health-conscious trend, customers are increasingly choosing cereal-based and fruit-based treats – with higher fiber and protein content and reduced sugar—as their go-to sweet snacks. Manufacturers thus have new opportunities to expand their offerings with “healthier” sweets.
Experts from CMR report that in the first half of 2025, two main categories of “healthier” treats stood out on the market: cereal and fruit bars. “They account for a negligible share of the vast confectionery market – in terms of value, both categories do not exceed 1%, while in terms of transaction volume, cereal bars accounted for nearly 2% in the first half of 2025 in the surveyed panel. The value of cereal bar sales increased by 5% compared to the same period a year earlier, while maintaining a stable market share of 60%,” explains Julia Grzesik, a data analyst at CMR.
During the analyzed period, private-label brands accounted for the largest share of cereal and fruit bar sales by value – 50%. Next came the manufacturer Nestlé, whose share of sales value was 20%, and FoodWeel (Bakalland) – 12%. Experts also emphasize that both manufacturers had a distribution rate of approximately 30% in the surveyed panel during the period in question.
“For fruit bars, a decline in sales value and transaction volume of approximately 20% was recorded in the period 01-06/2025 vs. 01-06/2024. This was linked to lower numerical distribution, which fell to 23%. In this category as well, private labels dominate in terms of sales value (due to the significant weight of discount stores) and account for 30% of the total. Next in line is Eco-Snack (23%) with the Bob Snail brand, followed by Hipp and Kubara, each with a value share of around 15%. Products from these brands are available in roughly one in ten stores in the surveyed panel,” explains the CMR expert.
Protein products, including sweets such as high-protein bars and cookies, are experiencing a renaissance in Poland, as confirmed by Streetcom’s March 2025 report “Protein Products – A Strong Trend or a Fleeting Fad?”3. Sales are growing thanks to increasing health awareness and demand for healthy snacks, where protein bars rank second after dairy products.
Protein bars and cookies are chosen by 40% of respondents very often or often, and by 43% from time to time, indicating dynamic consumer demand. Despite their growing popularity, 45% of respondents rate the availability of these treats in stores as insufficient (39% consider it sufficient, 2% too extensive), though the trend is confirmed by a high share of purchases and is driving mainstream growth thanks to reformulations by dairy brands.
Polish Chocolate Preferences
Chocolate is undoubtedly one of Poles’ favorite treats. No wonder – it stands out not only for its taste and the multitude of varieties available on the market, but also for the health benefits that come from consuming it. Chocolate is a rich source of magnesium, iron, polyphenols, and theobromine, which helps support heart function, lower blood pressure, and improve memory and concentration. This cocoa-based treat is also an excellent remedy for fatigue, stress, or low mood – it contains ingredients that support endorphin production and reduce tension.
Data compiled by YouGov shows that chocolate confectionery – defined by the institute as the sum of the categories of chocolate bars, pralines, candy bars, and chocolate figurines – enjoys immense popularity among Poles. During the twelve-month period ending in July 2025, each household purchased an average of 12.9 kg of chocolate products. It is also worth noting that spending on branded products dominates the chocolate confectionery market, while the value share of private-label items was relatively low during the aforementioned period, at 13.8%.
“Over the past three years, with a slight increase in branded products, we have observed a decline in the volume of private-label products purchased, and the number of households buying them is also falling. Private-label brands vary in popularity depending on the category: we see their highest share in chocolate bars and the lowest in pralines,” explains Anna Michalak, senior consultant at YouGov.
The expert also notes that the popularity of chocolate sweets is evidenced by the frequency with which Poles purchase them: on average, 43 times a year. The regularity of purchasing products in this category also depends on factors such as the size of the town or village where the household is located, as well as the age of its members. Analyses conducted by YouGov experts show that chocolate sweets are purchased most frequently by households with children and those in rural areas, and least frequently by households consisting of young people without children, retirees, and households in the largest cities.
When analyzing the chocolate candy market, it is worth noting that the number of buyers of “sugar-free” products is declining year over year – unlike in other candy categories, especially the “gluten-free” segment.
YouGov data also shows that chocolate candies were most frequently purchased at discount stores during the period in question. “Discount stores are the clear favorite when it comes to purchasing channels – we spend as much as 56% of our total budget on chocolate treats there, paying the least, at 48.67 PLN per kg for these products,” explains an expert from the research institute.
It is not surprising that consumers most often purchase chocolate sweets at discount stores – their steadily rising prices prompt Poles to seek out the most attractive deals, and these are most often found in this sales channel. “In recent years, we have observed an increase in the volume of the category purchased on promotion, and its share currently stands at as much as 50%. This is not surprising, considering that the average price per kilogram on promotion is nearly 30% lower than for products at regular price. The proportion of products sold on promotion varies by category: we observe the highest share for chocolate figurines and the lowest for chocolate bars,” comments Anna Michalak.
Experts from the Market Monitoring Center note, in turn, that in the chocolate confectionery category, the three most important segments are chocolate bars, chocolate sticks, and chocolate figurines. Their total sales value – that is, in small-format stores up to 300 sq. m., supermarkets, and hypermarkets – exceeded PLN 3 billion in the first half of 2025, thus accounting for nearly 30% of the total sales value of all confectionery (bars, chocolates, cookies, croissants, wafers, candies, and others).
“The value of chocolate confectionery sales was 18% higher than in the same period a year earlier, with a 5% decrease in the number of transactions. A strong growth driver was the average price, which grew by nearly 30%. The aforementioned growth in chocolate confectionery was most significantly influenced by sales of chocolate bars, which generate the highest value among the analyzed categories – nearly PLN 2 billion in the total panel in the first half of 2025 – and recorded the strongest growth rate – 23%, driven by the average price (+40% YTD as of June 2025 vs. YTD as of June 2024),” comments Julia Grzesik, data analyst at CMR.
Chocolate bars are available in each of the aforementioned sales channels, and their product range includes an average of 37 variants. The number of options depends on the size of the store. CMR data shows that during the period in question, Mondelez was the leader in chocolate bar sales with a 35% market share by value. Another strong player was Wedel, which achieved the same result as private-label products, i.e., 17%.
As for the second of the three most important players in the chocolate confectionery category – namely chocolate bars – their sales value during the period in question exceeded PLN 1 billion, thanks to a 13% increase in the total panel. Analyzing the number of product transactions, it remained stable compared to the same period a year earlier – the situation was different for chocolate bars, whose indicator recorded negative growth.
Chocolate bars – like chocolate bars – are available in every sales channel within the total panel, with approximately 29 variants per store. In terms of sales value, Ferrero and Mars lead the category, each holding a 30% share.
The last of the aforementioned segments – that is, chocolate figurines – accounted for the smallest share of chocolate confectionery sales during the period in question, yet it grew during that time in both value and number of transactions. It is also worth noting that this is a seasonal category, with sales peaks occurring during Christmas and Easter. The market share of chocolate figurines ranges from 40% during the off-season to 80% during peak months – at which time approximately 7 product variants can be found on store shelves. Value shares are fairly dispersed among several manufacturers, at around 10% each on a YTD (from the beginning of the year to the specified date) in June 2025.
Sweets: The Perfect Gift
Sweets are the most versatile gift, perfect not only for any occasion but also for anyone you want to give them to. They make an ideal present for both family and loved ones as well as distant acquaintances, and they also work well as business gifts. In addition, various types of sweets make a great gift for children and the elderly – after all, who can resist delicious pralines, cookies, colorful jelly beans, or chocolate?
No wonder, then, that sales of sweets surge around major events or holidays. The peak in sales occurs in the weeks leading up to Christmas or Easter, when Poles exchange small or large gifts with one another. Sweets are also very popular ahead of holidays such as Valentine’s Day, Women’s Day, Mother’s Day, and Children’s Day.
Listonic data confirms that consumer behavior regarding the purchase of sweets varies depending on the occasion. When it comes to sweets intended as gifts, classics have been leading the way for years. “Products that have been on the market for years – such as Raffaello, Ptasie Mleczko, Ferrero Rocher, and Merci – regularly see a significant increase in additions to shopping lists immediately before occasions like Valentine’s Day, Women’s Day, or Teacher’s Day,” comment analysts from the shopping app.
Experts from Listonic note that these trends were clearly visible on March 7 of this year, when Raffaello chocolates appeared on the app’s shopping lists eighteen times more often than the week before. “In the case of Ferrero Rocher and Merci, the increase exceeded 500%. This shows that when choosing sweets as a gift, a recognizable brand, a specific flavor, and a sense of quality remain key. There is also a certain cultural habit at play – for many people, giving a cheaper substitute for a well-known product is not fully acceptable,” explain the experts at Listonic.
Specialists also note that alternatives inspired by the most popular products regularly appear on the candy market. A good example is the so-called “mleczka,” which serve as alternatives to the original Ptasie Mleczko from Wedel. The Meltie brand, sold at Biedronka, released pralines in December that resemble Raffaello and Ferrero Rocher in both taste and appearance.
While consumers remain loyal to classics when it comes to gifts and choose well-known sweets from trusted brands, in their daily lives they are eager to try new products and seek an element of surprise – both in taste and texture. “A good example is last year’s trend for so-called ‘Dubai chocolate,’ which combined the flavor of pistachios with crunchy kadaif pastry. This was followed by other products based on unusual textures, such as Angel Hair chocolate with cotton candy. Although Dubai-style products are still on the shelves, this year more new products are appearing in the matcha trend,” summarize Listonic analysts.
Manufacturers closely monitor current trends and consumer needs, which is why they regularly respond to them and refresh their offerings. A good example of such practices is Wedel, which recently introduced Ptasie Mleczko in two new varieties: matcha-cherry and honey-raspberry, and previously expanded its lineup with a seasonal pumpkin version of the WW bar.
It is worth noting that not only manufacturers but also retail chains are experimenting with new products: Finnish Geisha chocolate with a crunchy nut filling has appeared on Żabka’s shelves, while at Lidl, consumers can purchase Czech Marlenka honey balls in various flavors, while Biedronka is expanding its Meltie brand, introducing, among other things, chocolates with matcha.
The confectionery market is growing rapidly, and new trends and consumer needs give manufacturers the opportunity to develop and expand their portfolios. Despite Poles’ growing interest in healthy eating – and consequently, reducing sugar or fat in their diets – the confectionery category remains secure: everyone needs a moment of indulgence now and then to enjoy a “sweet treat.” However, manufacturers are boldly expanding their offerings with “healthy” or sugar-free options, so everyone – regardless of the circumstances – will always find a sweet treat suited to them and tailored to their needs.
Katarzyna Kwaśna
Editor
1 source: https://foodcom.pl/rynek-kakao-dynamika-rynku-analiza/, accessed on March 10, 2026.
2 source: NIQ Market Track, All of Poland as the sum of the following markets: hypermarkets, supermarkets, discount stores, large, medium, and small grocery stores, newsstands, gas stations, Retail Trade Panel, sales value and volume, the last year being the 52 weeks ending December 29, 2024, compared to the same period a year ago, Confectionery market comprising the following categories: Sugar specialties, Chocolate Assortments, Dragees, Shortbread Cookies, Candy Bars, Halva and Sesame Bars, Pralines, Hard Candies and Lollipops, Ready-to-Eat Cakes, Impulse Wafers, Chocolate Bars, Muesli Bars, Chewing Gum.
3 source: Report: “Protein Products - A Strong Trend or a Fleeting Fad?”, Streetcom Agency, March 2025
