AZE.US
A kilogram of chocolate priced at 222 manats – roughly $130 – has triggered debate in Azerbaijan after shoppers filmed the product at a Baku supermarket and shared it on social media.
The unusually high price quickly drew attention, with many users questioning how a confectionery product could cost more than half of the country’s monthly minimum wage. Azerbaijan’s current minimum salary stands at 400 manats, meaning the chocolate is priced at around 56% of that benchmark.
According to store representatives, the chocolate is imported from Russia and is positioned in the premium confectionery segment. It is not intended for everyday consumption but is typically purchased for weddings, engagement ceremonies and formal celebrations.
The product reportedly contains cream, almonds and specialty ingredients, which sellers cite as justification for the price. Store staff say the item has a niche but steady customer base and is close to selling out.
Still, the case has reignited broader discussions about consumer prices in Azerbaijan and purchasing power. While premium imported goods occupy a small segment of the market, their pricing often becomes symbolic in debates about the cost of living.
Retail analysts note that in the luxury food category, pricing reflects not only production costs but also brand positioning, packaging and target audience. High-end chocolates and confectionery items are frequently marketed as status or gift products rather than mass-market goods.
At the same time, the contrast between average household income levels and luxury retail pricing remains a sensitive issue in public discourse. Azerbaijan’s consumer market has seen noticeable price adjustments in various categories over the past two years, particularly in imported goods affected by logistics, currency dynamics and supplier pricing.
Whether the 222-manat chocolate represents an outlier or a sign of expanding premium segmentation in Azerbaijan’s retail market remains unclear. What is evident is that even a single supermarket shelf can ignite a wider conversation about affordability, consumer expectations and economic realities.