The Netherlands is the sixth largest market in Western Europe, with just over 4 per cent of the region’s confectionery consumption. In 2015 the Dutch market for pastilles and chewing gum decreased for the second consecutive year while the market for sugar confectionery was on the same level as in the previous year.
- Population: 16.9 million
- Size of market: Approximately SEK 14.0 billion at the consumer level
- Largest customers: Albert Heijn, SuperUnie, Jumbo Supermarkten and Maxxam
- Largest brands: Sportlife, XyliFresh, King, Lonka, Red Band and Venco
Cloetta´s sales and competitors
Cloetta’s sales in the Netherlands accounted for 13 per cent (12) of the Group’s total sales in 2015. Cloetta is the second largest player in the Dutch sugar confectionery market, with a share of 18 per cent (18). The market leader is Perfetti with around 22 per cent (22). The retail chains’ private labels have a share of around 12 per cent (12) of total sugar confectionery sales in the Dutch market.
The grocery retail trade is concentrated around a few major players. With primarily centralized purchasing, it is possible to achieve wide and rapid distribution of the new products that are launched. The hard-discount retail chains with a high proportion of private labels have increased their market shares during the year. Cloetta is not represented in the hard-discount segment.
Cloetta has around 55 employees at the office in Oosterhout and in the sales organization.
Acquisition of Lonka
In July 2015 Cloetta acquired the Dutch company Lonka, which has significantly strengthened Cloetta’s position in the Dutch market. In 2015 Lonka was integrated into Cloetta Netherlands and a joint sales and marketing organization was created.
Datamonitor and Mintel