Denmark is the second largest market in the Nordic region, with around one fourth of the region’s total confectionery consumption. The Danish confectionery market was flat during 2015.
- Population: 5.6 million
- Size of market: Approximately SEK 9.4 billion at the consumer level
- Largest customers: Coop, Dansk Supermarked and Dagrofa
- Largest brands: Malaco, Läkerol, Nutisal, Center and Juleskum
Cloetta´s sales and competitors
Cloetta’s sales in Denmark accounted for 6 per cent (5) of Group’s total sales in 2015. Cloetta is the third largest player in the Danish market for sugar confectionery and pastilles, with a market share of around 16 per cent (15). The market leaders are Haribo with around 30 per cent (29) and Toms with approximately 18 per cent (17). The retail chains’ private labels have a market share of around 4 per cent (4) and 1 per cent (1), respectively, of the Danish pastilles and sugar confectionery markets.
The grocery trade in Denmark is moving towards greater centralization, but with a combination of centrally-driven chains and a more decentralized approach than in the other Nordic countries. Extensive efforts at the individual store level are therefore required to achieve distribution and sales of in-store display racks.
In Denmark there are around 35 employees at the office in Brøndby and in the sales organization.
Datamonitor and Mintel