Mondelēz and Marshall's Second Law of Demand

Soaring cocoa costs prompted Mondelēz, the maker of Cadbury and Milka chocolate, to raise European chocolate prices by roughly 30%. Management anticipated a decline in sales. But consumers proved more price-sensitive than expected. Historically, the company had observed demand elasticities of approximately −0.4 to −0.5. Following the increases, elasticity rose in magnitude to roughly −0.7 to −0.8. On its October 2025 earnings call, CEO Dirk Van de Put noted that some chocolate bars had crossed important price thresholds, prompting consumers to reconsider their purchases. Competitors' decisions not to fully match Mondelēz's price increases also contributed to the disappointing sales response.

Marshall's Second Law of Demand says that demand tends to become more elastic as price rises. At a higher prices, more products are viable alternatives. Consumers may barely notice a price increase when chocolate is relatively inexpensive. But as prices climb, more consumers begin substituting. They may choose cheaper brands, purchase smaller packages, or forego chocolate altogether. Managers should be cautious about extrapolating historical elasticity estimates.  The response to a 30% price increase is likely "out-of-sample" from the historical context.