Finland is the third largest market in the Nordic region, with around one fifth of the region’s total confectionery consumption. The Finnish market grew in 2017. In terms of value, sugar confectionery incl pastilles accounts for around 39 per cent, chocolate for around 54 per cent and chewing gum for around 7 per cent. Largest brands are Jenkki, Mynthon and Tupla.
Cloetta´s sales and competitors
Cloetta is the second largest player in the Finnish market, with a share of around 25per cent (25) of packaged confectionery. The market leader is Fazer, with approximately 40 per cent (42) of the confectionery market. The retail chains’ private labels have a share of around 8 per cent (8) of confectionery sales in the Finnish market. Cloetta is the undisputed market leader in pick & mix. The confectionery tax in Finland was abolished in 2017. As a result, sales have increased significantly compared to previous year.
The Finnish grocery retail trade is dominated by two players, Kesko and S-Group. Lidl has a larger share of retail trade compared to the other Nordic countries. Finland 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 Finland, there are around 170 employees in the sales and merchandising organization and at the office in Turku.
Datamonitor and Mintel