PRICING NEWS
Dubai Chocolate – the hype in small luxury for everyday life
by Prof. Dr. Hans-Christian Riekhof
Dubai Chocolate has experienced an unprecedented hype in recent months and is now available in German supermarkets and online shops. This chocolate, originally developed by Fix Dessert Chocolatier in Dubai, has gained worldwide attention thanks to its extraordinary recipe and viral spread on social media. Why are consumers willing to pay a multiple for a bar of chocolate? What price spread do we find in the market? Where is it available in Germany?
Why do consumers pay a multiple for Dubai Chocolate?
The Dubai Chocolate differs from conventional chocolate through an exclusive recipe and special ingredients: oriental spices such as saffron, cardamom and cinnamon are combined with pistachio cream and fine Turkish dough threads, known as angel hair or Kadayif. This unusual mix of flavors and textures gives the chocolate an exotic, distinctive taste and also a visual refinement.
The exclusivity of the ingredients and the elaborate production contribute significantly to the pricing. Some consumers are willing to follow the hype and pay a high price for this exclusivity. The viral spread on TikTok and Instagram naturally plays a crucial role. Influencers and food bloggers have fueled the hype about Dubai Chocolate. This media success has significantly increased demand and enabled premium prices.
How high is the price spread for Dubai Chocolate?
The price spread of Dubai Chocolate is considerable and varies depending on the retailer and product variant. While some supermarkets offer Dubai Chocolate for 8 euros, some variants reach prices of 15 euros and more. However, there are also cheaper options, for example in a Spar market in Vienna for 3.49 euros.
From a pricing perspective, this wide price range is an interesting example of the emerging price differentiation. Manufacturers and retailers use the hype to cover different price levels and appeal to different target groups.
Where is Dubai Chocolate available in German stores?
Dubai Chocolate is now quite well available in the LEH, for example at Rewe and Edeka. Especially in independent Rewe branches, you can find Dubai Chocolate in prominent placements, such as near the cash register or in action areas, to promote impulse buying.
In addition to stationary retail, Dubai Chocolate is also available from online retailers, especially from specialized confectionery retailers and gourmet web shops. To mention here:
- Kikis Kitchen: This online shop, run by the well-known food influencer “Kikis Kitchen”, offers its own version of Dubai Chocolate. This is available both online and in some independent Rewe branches.
- Amazon: The wide reach of Amazon makes it an important platform for the distribution of Dubai Chocolate. Here, customers can find various variants of the chocolate, often with detailed product reviews and recommendations.
- Gourmet stores: Some specialized online gourmet stores have included Dubai Chocolate in their range. These shops often offer a larger selection of exclusive products and specifically target gourmet customers.
The “small luxury in everyday life”: what do we learn from the pricing example Dubai Chocolate?
Dubai Chocolate is more than just a viral trend – it shows how a hype, combined with exclusive product features, leads to a bar of chocolate not costing twice the usual brands, but a multiple. Consumers in the area of “small luxury in everyday life” obviously have a high willingness to pay. However, we should wait and see how the price level develops in the coming months and how long the hype lasts.
