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.