Norway is the smallest market in the Nordic region, with just under one fifth of the region’s total confectionery consumption. The Norwegian confectionery market grew in 2016. Largest customers are Coop, ICA, NorgesGruppen and Rema. Largest brands are Malaco, Läkerol, Pops and Ahlgrens bilar.
Cloetta´s sales and competitors
Cloetta is the third largest player in the Norwegian confectionery market, with a market share of 10 per cent (10). The market leaders are Mondelez with 39 per cent (39), Nidar (owned by Orkla) with 22 per cent (22) and Brynild with 6 per cent (6). In the market for sugar confectionery, Cloetta is the leading player with a market share of 22 per cent. In pastilles, Cloetta holds the number two position with a market share of 22 per cent. The retail chains’ private labels have a share of around 5 per cent (3) of confectionery sales in the Norwegian market.
The Norwegian grocery retail market is consolidated, with three dominant chains. In Norway the market is significantly more driven by product innovations compared to Sweden and Denmark. Norwegians want to try new products, which means that product innovation and relaunches are crucial for achieving better commercial positions.
In Norway Cloetta has around 40 employees at the office in Høvik and in the sales organization.
Datamonitor and Nielsen