Around three months before Christmas, production in the chocolate factories is already in full swing. It is still unclear how deep consumers will have to dig into their pockets for St. Nicholas, Santa Claus and the like. However, an initial trend is emerging when it comes to prices.
St. Nicholas, Advent calendars, Christmas bears, sweet Christmas trees: the Ruth chocolate factory in Bochum diligently produces figures in all conceivable variations for the Christmas business almost three months before Christmas Eve. Mostly done by hand, with the help of all kinds of molds and brushes. The production hall has been smelling of chocolate and fillings since the summer, which will later be found as little pieces of jewelry in Santa's boots or under the Christmas tree.
“For us, 70 percent of production is done manually and only 30 percent is supported by machines,” explains managing director Max Ruth. So it also takes creativity and a steady hand. Sample: Christmas teddy Chris. The little guy is created in a shape with a front and back. To do this, employee Jana first paints the spot for the hat on the front with red chocolate, the pom-pom becomes white. This is called “make-up removal”.
In the next step, liquid chocolate is poured in and the top is placed on top. The bears then ride on a carousel on a suspension until they have hardened. Snowmen are also created in a similar way. “There’s a bit of a Christmas spirit,” says colleague Gaby a few work tables away. Christmas trees are powdered and "varnished" - i.e. covered with shine. Or Santa Claus heads. “A top seller,” says managing director Ruth.
“The Christmas business is traditionally an important seasonal business for the chocolate industry,” reports a spokeswoman for the Federal Association of the Confectionery Industry. And that's why it starts early. The food trade plans the Christmas business several months in advance: “The order dates for seasonal products are often in spring or early summer,” says Alina Thieme from the Federal Association of the German Food Trade. As early as September, many people's anticipation of the winter and Christmas season increases and with it the demand for seasonal confectionery.
Manufacturer plans price cuts
The prices for some chocolate products are rather bitter because they have been trending upwards for years - especially due to the extremely high cost of cocoa raw materials. According to the industry, a reliable forecast for consumer prices in the (pre-)Christmas period of 2026 is not yet possible, but there are initial indications.
Individual brand manufacturers have announced price reductions, says Thieme from the trade association, referring to Lindt. The manufacturer is planning reductions for a number of products; for some Santa Claus varieties they should fall by more than a fifth, as the company recently announced according to media reports.
It is also a fact: “In the Easter business this year, demand for branded items tended to be weakened due to high prices,” says Thieme. There were increased discount campaigns. And sales of Christmas chocolate had already shrunk considerably in 2025, by a total of twelve percent, according to the market research company NIQ.
Raw material price crisis continues
“In general, retailers across the board are feeling a great deal of reluctance to buy. Citizens are holding on to their money,” reports Thieme. However, holidays are always an opportunity to have a good time. Retailers have “diverse and reasonably priced offers” ready for this Christmas season.
The industry emphasizes that the raw material price crisis continues. The relaxation in the spring did not continue. There would also be cost burdens for energy and other raw materials. According to the Federal Statistical Office, chocolate overall was almost 10 percent more expensive in April 2026 than a year earlier - in January 2026 it was even 21.0 percent more expensive than in the same month of the previous year.
Meanwhile, business is booming for Ruth. The company boss sees his offer as being in the middle range in terms of price. Diversity is important. Over 600 products leave the factory. Advent calendars are also currently being prepared. 60 to 70 percent are produced for other brands, the significantly smaller part is sold under the own name Ruth, reveals the managing director. Customers include specialist retail chains, some supermarkets, delicatessens or individual companies; there is a store with a café and a rapidly growing online business. Food colors are also produced. “My grandfather cooked them in large quantities and sold them to his colleagues in the industry.”
Heat becomes a challenge
In the middle of Christmas production there is no heat. That's what it was like for Ruth in the last hot summer for the 35 to 40 employees in production, as Ruth reports with regard to outside temperatures of up to 40 degrees. “From 23 degrees onwards, good processing is no longer possible in the hall, as there is no longer a nice shine on the chocolate and no good breakage,” he explains. Two new air conditioning systems are now being installed.
The confectionery industry association emphasizes that heat protection in summer is not unusual for manufacturers for such a temperature-sensitive product. "However, longer periods of heat can increase the technical and energy costs for cooling, storage and transport and can also influence working conditions in production." Which measures are needed depends on the location, production facilities and product range.
Max Ruth is also planning new summer products that are not quite as sensitive to heat. This isn't a burden for him because: "My heart belongs to chocolate."
