Market overview

The confectionery market is traditionally divided into sugar confectionery, chocolate confectionery, pastilles and chewing gum. Cloetta is active in all these categories, as well as nuts.


Cloetta’s products are sold in more than 50 countries worldwide with Sweden, Finland, Denmark, Norway, the Netherlands, Germany and the UK as the main markets. The market for confectionery in Cloetta’s main markets amounts to approximately SEK 60bn. The markets where Cloetta is active account for around 58 percent of Western Europe’s total confectionery consumption.

Mature market

The confectionery market is relatively insensitive to economic fluctuations and shows stable growth that is driven primarily by population trends and price increases. The market recession is affecting Cloetta mainly through general price pressure from the retail trade and increased competition from the trade’s own private labels. However, private labels account for a relatively small share of confectionery compared to other grocery products.

Because growth takes places almost exclusively through the development of existing strong confectionery brands, the continuous launch of new flavours and products is a critical success factor.

In terms of value, sugar confectionery accounts for around 24 per cent, chocolate confectionery for around 57 per cent, pastilles 10 per cent and chewing gum for around 9 per cent of the total market in Cloetta’s home markets.

Competitive market

The global market for confectionery is dominated by international companies like Mars/Wrigley, Mondelez, Nestlé, Ferrero, Perfetti, Haribo, and Lindt & Sprüngli. But in the local markets these meet tough opposition from players with locally established brands such as Cloetta, Fazer, Orkla and Toms. No player has a strong position across all European markets.

Consolidation of the confectionery industry is taking place gradually. The industry as such has a long history and the rate of technological change is low.

The nut market

Since 2014 Cloetta is also active in the nut market following the acquisition of Nutisal. The total market is worth around SEK 5bn in the Nordic region and is growing by 5–8 per cent annually in Western Europe. The retailer’s private labels account for around one third of the total market.



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