How to bite it?

Explore the confectionery market with this comprehensive monograph, analysing its consumer behaviour in Germany and Poland. The authors, both market practitioners and academics, combine the perspective of industry experts with scientific precision.
The book delves into the chocolate market, highlighting contrasts and parallels between the two neighbouring countries. Challenging stereotypes, it emphasizes taste as a key purchasing factor, often more important than price. It also explores generational consumption patterns, offering insights for cross-border marketing strategies. Moreover, the study examines global trends, showing a preference for familiar flavours and the rising importance of sustainability and ethical sourcing. With a focus on the entire production chain, it addresses sustainable practices, technological advancements, and digital platforms.
Essential for marketers, students, and researchers, this book—based on empirical research and literature analysis—guides you through the evolving confectionery market in Germany and Poland, framed by outlined global trends.