Finland is the third largest market in the Nordic region, with around one fifth of the region’s total confectionery consumption. The Finnish market was largely unchanged in 2016. In terms of value, sugar confectionery incl pastilles accounts for around 40 per cent, chocolate for around 54 per cent and chewing gum for around 6 per cent. Largest brands are Malaco, Jenkki, Mynthon, Läkerol, Sisu and Tupla.
Cloetta´s sales and competitors
Cloetta is the second largest player in the Finnish market, with a share of around 25 per cent (25) of packaged confectionery. The market leader is Fazer, with approximately 42 per cent (42) of the confectionery market. The retail chains’ private labels have a share of around 8 per cent (7) of confectionery sales in the Finnish market. Cloetta is the undisputed market leader in pick & mix, which is not included in the market figures above.
The Finnish grocery retail trade is dominated by large players and is the market with the most centralized purchasing in the Nordic region. Thanks to centralized purchasing, new products can achieve wide distribution and become quickly available to consumers. In 2016 Finland’s second largest grocery chain, Kesko, merged with the fourth largest chain, Suomen Lähtikauppa. Kesko has thus strengthened its market share to number two in the grocery trade and number one in general stores.
In Finland there are around 195 employees at the office in Turku and in the sales organization.
Datamonitor and Mintel