In contemporary time, life and business habits, environment and concepts have been changing. Due that, consumers as fundamental stakeholders in the market also have been changed, their patterns of behavior, as well as factors of ultimate consumer satisfaction. The result of mentioned is the emergence of modern consumers, whose satisfaction is no longer based only on product quality and some basic product features, but also on the product brand, added value, environmental awareness of product manufacturers and the like. The chocolate market in Croatia is very dynamic. Contemporary trends result with continuous modification and enrichment of the offer, rich offer of these products and also different consumers’ preferences. Today in Croatia there are four dominated domestic brands of these products and a few foreign medium and higher prices brands. The research seeks to confirm two hypotheses: modern consumers are very sophisticated and complex; their satisfaction with the purchase of chocolate is influenced by a number of factors. Although the taste and quality of the product dominate, other elements, such as packaging, added value or brands, are gaining in importance.