Deluxe chocolate market enjoying 20% annual growth

The Leonidas franchise entered the Romanian market six years ago and sells pralines and deluxe sweets imported from Belgium. Chocolates qualify as deluxe on the basis of ingredient quality, such as 100 percent pure cocoa butter, and product freshness, which makes it necessary for Leonidas stores to renew their stock every two weeks.

Leonidas stores in Bucharest, Cluj-Napoca and Targu Mures sell 80 types of pralines, with one kilogram costing RON 168 (some €50). “The most expensive pralines are partially hand-made, like cherries in white or black chocolate, and alcohol cherries,” said M’Bei.

The stores sell several tons of pralines a year, with top sales in Bucharest, where M’Bei owns two stores and plans to open new locations, possibly in malls.

According to M’Bei, players on the Romanian deluxe chocolate market started their businesses 2-3 years ago. At present, no authentic Romanian products come close to deluxe chocolate standards.

The buyer profile is varied, but is made up mostly by people with above average incomes and by companies. Deluxe chocolate producer Leonidas has been selling over one hundred types of chocolate worldwide since 1913 and currently has 1,400 stores. Among competitors on the Romanian market are “A la Reine Astrid” and premium sweet shops Ana Pan, owned by businessman George Copos.