Denmark accounts for around one fourth of the Nordic region’s total confectionery consumption. The danish confectionery market grew during 2017. Largest brands are MalacoLäkerol and Skipper´s pipe.

Cloetta´s sales and competitors

Cloetta is the third largest player in the Danish market for candy and pastilles, with a market share of around 16 per cent (18). The market leaders are Haribo with around 29 per cent (27) and Toms with approximately 16 per cent (16). The retail chains’ private labels have a market share of around 6 per cent (5). Cloetta is the leading pick & mix player in Denmark and has strong positions in both candy and nuts. In 2017, Cloetta gained market shares in all channels except one large retail chain with which Cloetta could not agree on pricing, resulting in a decrease in Cloetta’s total market share.

Sales channels

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