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.