Confectionery is one of the most impulsedriven categories in the retail trade.
With over 80 per cent of purchasing decisions made at the point of sale, availability and product placement are significant success factors. The European confectionery market is characterised by strong consumer loyalty to local brands. The main aspects when buying are brand, flavour, quality and curiosity about new products.
Consumption patterns and taste preferences vary between the different markets, and compared to the rest of Europe, for example, the Nordic region has lower per capita consumption of chocolate but significantly higher consumption of sugar confectionery than the rest of Europe. Another example is the pick-and-mix category, which has a very strong position in the Nordic countries and accounts for a high share of total confectionery consumption, while consumption of pick-and-mix is considerably lower in Central Europe where packaged sugar confectionery and chocolate have a stronger position.
A more individualistic attitude among consumers is boosting demand for a high-energy snack between meals on when they’re on the run, which has led to growing demand for confectionery but also a wide range of competing snack products.