The research was conducted to identify the chocolate consumption habits and dark Rakhat chocolate preferences among international (n=126) and Hungarian (n=163) respondents, and the Rakhat company's potential performance in Hungary. The 15-minute questionnaire, consisting of three parts (general chocolate consumption behavior, Rakhat chocolate, and sociodemographic), helped identify popular chocolate types, brands, fillings, shopping locations, and purchase goals among participants. The questionnaire also helped determine an association between gender, age categories, education levels, as well as willingness to purchase and spend money on chocolate. The literature review was examined in terms of general chocolate consumption factors and the effects of sociodemographic aspects on chocolate preferences (age, gender, and education). Based on the survey and SWOT analysis, the Rakhat company has the potential to develop its market in Hungary. Still, customers might not be fully ready, and the required improvements might not be cost-efficient, demanding careful planning and financial assessment.