Denmark accounts for around one fourth of the Nordic region’s total confectionery consumption. Largest brands are MalacoLäkerol and Skipper´s pipe.

The danish confectionery market grew during 2018 and accounted for 9 per cent of Cloetta´s total sales. Average growth during 2013-2018 has been 1.0 per cent.

Cloetta´s sales and competitors

Cloetta is the second largest player in the Danish market for candy and pastilles, with a market share of around 19 per cent (16). Haribo is the market leader with around 24 per cent (29). The private labels of retail chains have a market share of around 6 per cent (6). Cloetta is the leading pick & mix player in Denmark and has strong positions in both candy and nuts.

Sales channels

The grocery trade in Denmark is moving towards greater centralization, albeit with a combination of centrally driven chains and a more decentralized approach than in the other Nordic countries. Extensive efforts are therefore required at an individual store level to achieve distribution and sales of in-store display racks. Growth in the discount channel has ceased and new channels such as non-food outlets and DIY stores are growing in importance.

Sales organisation

In Denmark, there are around 100 employees at the offices in Brøndby and Randers and in the sales and merchandising organization.


Datamonitor and Mintel




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