Finland is the third largest market in the Nordic region, with around one fifth of the region’s total confectionery consumption. The Finnish market was largely unchanged in 2015. In terms of value, sugar confectionery accounts for around 30 per cent, chocolate confectionery for around 32 per cent, pastilles for around 11 per cent, chewing gum for around 8 per cent and other products for around 19 per cent.
- Population: 5.5 million
- Size of market: Approximately SEK 8.3 billion at the consumer level
- Largest customers: SOK, Kesko and Tuko
- Largest brands: Malaco, Jenkki, Mynthon, Läkerol, Sisu and Tupla
Cloetta´s sales and competitors
Cloetta’s sales in Finland accounted for 18 per cent (18) of the Group’s total sales in 2015. Cloetta is the second largest player in the Finnish market, with a share of around 25 per cent (25) of packaged confectionery. The market leader is Fazer, with approximately 42 per cent (42) of the confectionery market. The retail chains’ private labels have a share of around 7 per cent (7) of confectionery sales in the Finnish market. Cloetta is the undisputed market leader in pick-and-mix.
The Finnish grocery retail trade is dominated by large players and is the market with the most centralized purchasing in the Nordic region. Thanks to centralized purchasing, new products can achieve wide distribution and become quickly available to consumers. In November 2015 the second largest grocery chain, Kesko, announced its intention to acquire the largest chain, Suomen Lähikauppa. Following a probable approval by the competition authorities, Kesko will have around 40 per cent of the retail market, with a strong second position overall and a clearly market-leading position in grocery stores.
In Finland there are around 160 employees at the office in Turku and in the sales organization.
Datamonitor and Mintel