Pralines market up by 300% in December

Praline producers are expecting 4 times higher sales in December against a regular month, after the first 9 months of 2007 brought them increases by over 80% against the same time in 2006. This is the peak season for producers of pralines, which saw sales worth almost 10 million euros in the first 9 months of the year, according to the market research company Nielsen. In the holiday period, premium pralines are the stars because, when it comes to making gifts, price is no longer the main criterion for the buyers. “In December, our praline sales increase 4 times compared with a regular month. Since this is the gift season, the premium segment of the market stands to gain the most,” says Nikos Anyfantis (photo), marketing & trade manager of Heidi Chocolats Suisse. The producer is in direct competition with international players such as Ferrero, Storck (Germany), Kraft Foods, on a market estimated at 730 tonnes in the first nine months of the year. The chocolates market increased 61% in the first 9 months of this year against the same time last year in terms of volume. Praline sales saw a higher growth rate than the chocolate tablet segment (25%) and the chocolate bar segment (17%) in the previously mentioned interval. This year’s growth rate is higher than the previous 50% rate, according to data from Kraft Foods Romania. “In December, Kraft Foods Romania’s praline sales increase by 80% against the full-year monthly average,” says Doina Cavache, corporate affairs manager of Kraft Foods Romania, the producer of Milka and Poiana de Lux pralines.