Summer has often been perceived as a challenge for chocolate sales, but at E.Wedel, we believe it presents a unique opportunity to rethink, reinvent, and reinvigorate how consumers experience chocolate.

With over 170 years of tradition, iconic products like Ptasie Mleczko® and our signature E.Wedel chocolate bars, and a growing international footprint, E.Wedel is ideally positioned to turn warm-weather months into a season of indulgence, discovery, and growth.

Seasonality in chocolate sales – global patterns and consumer behavior

Chocolate, though loved universally and consumed year-round, exhibits strong seasonal fluctuations in sales. Globally, the highest peaks occur in the fourth quarter, driven primarily by Christmas and winter holidays, followed closely by Valentine’s Day and Easter in Q1 and Q2. In contrast, the summer months (Q3) tend to see a natural decline in volume, mainly due to warmer weather, melting risks, and a shift in consumer preferences towards  lighter and chilled products.

According to Euromonitor International and NielsenIQ data:

• In Western markets, up to 35–40% of annual chocolate sales are concentrated in the October–December period.

• The U.S. chocolate market, valued at over $20 billion, sees a significant surge around Halloween and Christmas, where gifting and impulse purchases drive volume.

• In Europe, countries like Germany, the UK, and Poland experience similar patterns, with a notable dip in July–August, followed by a strong rebound in early autumn.

• In warmer regions, such as Latin America or Southeast Asia, seasonality is often inverted or flattened. Chocolate is consumed more evenly throughout the year, but sales formats and product types shift – toward bite-sized, heat-resistant, or chilled products.

Interestingly, premium chocolate segments are less affected by seasonality. Consumers treat these products more as gifts or “affordable luxuries”, and their purchasing decisions are influenced more by emotions and occasions than by temperature alone.

In recent years, brands that invest in summer innovation – whether through frozen products, co-branding with ice cream makers, or creative marketing campaigns – have seen a reduction in seasonal dips and even a slight year-round growth trend.

Here are our brand-led recommendations on how E.Wedel can drive chocolate sales during the hot season, from product innovation and packaging to positioning and partnerships.

1. Celebrate chilled chocolate moments

E.Wedel products, especially our beloved Ptasie Mleczko®, lend themselves beautifully to chilled enjoyment. In summer, rather than positioning chocolate as a warm comfort, we can showcase it as a cool delight.

Our recommendations:

• Promote frozen enjoyment: Encourage consumers to enjoy Ptasie Mleczko® straight from the rezer – highlighting its creamy, refreshing texture when chilled.

• Frozen recipes: Launch easy-to-make recipes using E.Wedel chocolate products, such as:

  • Ptasie Mleczko® Ice Cream Pops

  • 5 Ptasie Mleczko® shakes

These recipes not only showcase versatility but drive product usage during warmer months.

• Content-led campaigns: Use reels, short videos, and influencer collaborations to demonstrate how E.Wedel can be enjoyed frozen, blended, or chilled.

2. Innovate with seasonal limited editions

Summer is a time for discovery and lighter indulgences. By tapping into seasonal flavors and textures, E.Wedel can attract both loyal consumers and new customers looking for something fresh.

Our recommendations:

• Launch fruit-forward editions: Limited flavors like Strawberry shake Ptasie Mleczko® or Blueberry shake Ptasie Mleczko®  align with summer cravings.

• Experiment with textures: Combine creamy centers with crispy elements – think frozen mousse with crunch, or layered chocolate bars with wafers and fruit gels.

• Summer-specific packaging: Bright, colorful designs with tropical or holiday themes will stand out on shelves and increase impulse purchases.

3. Position products for summer lifestyles

Summer is about movement, travel, and social connection. E.Wedel can meet consumers where they are – physically and emotionally – by positioning our products to suit these seasonal rhythms.

Our recommendations:

• On-the-go formats: Smaller portions 40g of our classic milk, dark and milk with hazelnuts chocolate bars for beach bags, picnics, or weekend getaways.

• Sharing packs: Family-size, variety-filled formats that are ideal for social settings – barbecues, road trips, or garden parties.

• Travel-friendly bundles: Create summer travel packs with a mix of E.Wedel snacks like small 40g chocolate bars or Bajeczny and Pierrot countlines are sturdy, heat-resistant, and snackable.

4. Expand frozen & refrigerated category presence

Chilled desserts are a major category in summer. E.Wedel can take advantage of this by entering freezer spaces through partnerships, innovation, and retail collaborations.

Our recommendations:

• Café presence: Co-create milkshakes or frozen hot chocolate drinks with leading cafés and restaurants featuring E.Wedel chocolate.

• POS merchandising: Place E.Wedel products near frozen or chilled aisles in stores with suggestions for frozen recipes, encouraging cross-category purchasing.

5. Communicate emotionally – not just functionally

Summer is emotional. People seek joy, escape, relaxation, and small indulgences. E.Wedel’s tone of voice should reflect these seasonal sentiments.

Our recommendations:

• Tell stories: Run campaigns that tap into nostalgia (childhood summer memories with chocolate), or show aspirational lifestyles (e.g., “Your sweet summer pause”).

• Influencer partnerships: Work with lifestyle creators to highlight how E.Wedel chocolates become part of their summer rituals – whether it’s a romantic picnic or a quiet moment in the shade.

• Highlight occasions: Position E.Wedel as the perfect companion for summer birthdays, weddings, picnics, and travel breaks.

6. Adapt logistics & packaging for heat resilience

To sustain quality and satisfaction during hot weather, our packaging and supply chain must adapt.

Our recommendations:

• Include cooling tips: On-pack messages such as “Tastes great frozen!” or “Store in a cool place – or the fridge!” guide consumers in warm climates.

• Summer-proof e-commerce: For online sales, implement thermal packaging, early-day deliveries, and clear temperature handling instructions.

 E.Wedel’s summer – a season of possibility

In conclusion, while chocolate remains a highly seasonal category, particularly in temperate markets, this pattern can be strategically managed – and even leveraged – through innovation, flexibility, and a deep understanding of consumer behavior in different climates and cultures.

Chocolate doesn’t melt in relevance during summer – it simply needs to evolve. At E.Wedel, we see summer not as a seasonal slowdown, but as an opportunity to engage differently. Through strategic innovation, emotional storytelling, and product adaptation, our goal is to create new habits, new moments, and new memories – one chilled bite at a time.

Let’s make summer a season of chocolate – with E.Wedel at the heart of it.