Macro- and Consumer trends

Genuine raw materials

There is a continued interest in natural and genuine raw materials. Additives of various types and artificially produced substances are being questioned in favour of natural materials. E numbers are being replaced with the name of the additive in plain language. Natural sugar or stevia are preferred over artificial sweeteners.

Treating ourselves

Many people live stressful lives and need an occasional break to take a moment for themselves, be happy, enjoy and treat themselves to something special.


More and more often, we are eating outside the home on our way to and from different activities. Greater availability and different solutions allow consumers to satisfy their needs immediately.

Responsibility for the environment and working conditions

One key trend is an interest in the effects of food production on the environment and social conditions. Suppliers and retailers have responded to consumer demand for information, above all about the raw materials’ origins, quality and cultivation methods, by introducing different types of labelling and certification.

Health and functional confectionery/snacks

People are increasingly seeking raw materials with positive health effects. Nuts and xylitol are examples of this in Cloetta´s product range.

Social media and e-commerce gaining importance

Direct communication with consumers via the social media is increasingly important for further developing the brands’ personalities and capturing trends. Many companies are also building up e-commerce capacity to sell their products online, either directly to consumers or in collaboration with partners.


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