Nowadays hyper- and supermarkets, which have been opening by the dozen, have been off ering various price ranges and fl avour categories of chocolate for customers. Apart from premium quality chocolate, they also off er their own brands. According to Hungarian manufacturers and retailers in the last couple of years a positi ve shift can be observed towards quality chocolates, fi rst of all chocolate fi gure products made from milk chocolate and exclusive desserts that are bought in large quanti ti es despite their high prices. What factors (price, fl avour, and brand) and to what extent infl uence our choice of products? The aim of my paper has been to reveal and analyse the chocolate buying habits of young people in their twenti es.