Overview
- Mondelez confirmed Milka’s sales volumes fell in Germany in 2025 and said it will push new four- or five-bar multipacks to improve value perception.
- The company also plans coupons, in-store promotions, a Monopoly-style prize campaign, and a tie-up with Biscoff to pull shoppers back to the brand.
- Consumer frustration has built over higher shelf prices and shrinkflation, with Milka Alpenmilch voted “Deceptive Package of the Year 2025” by Hamburg’s consumer group with 66.7% of votes.
- Market data show the category strain: NIQ reported a 5.8% drop in chocolate packs sold in 2025 while manufacturer revenue rose 7.5% due to price increases, with Christmas items down 12%.
- Retailer brands gained ground as Circana put private‑label tablet chocolate at a 34.5% value share in 2025, and Edeka expanded its own ranges, while ICCO data show cocoa prices easing back toward 2023 levels.