Sweden is the largest single market in the Nordic region, with around one third of total confectionery consumption. In 2017 the total market showed positive development. Largest customers are Axfood, Coop, ICA, Bergendahls and Privab. Largest brands are Malaco, Kexchoklad, Läkerol, Ahlgrens bilar, Polly, Center, Nutisal, Juleskum, Plopp and Sportlunch.
Cloetta´s sales and competitors
In Sweden Cloetta is the market leader in candy and pastilles, Mondelez (including the Marabou brand) in chocolate and Wrigley’s in chewing gum. Overall, Cloetta is the second largest player in the Swedish market for packaged confectionery, with a share of around 23 per cent (23). Mondelez has approximately 31 per cent (31) of the market. The retail chains’ private labels have a share of around 5 per cent (5) of the confectionery market and 42 per cent within nuts.
The Swedish grocery retail trade is concentrated and increasingly centrally steered, but with good opportunities for influence at the local store level. The task for Cloetta’s sales force is to ensure distribution as well as placement and space in the stores in compliance with central agreements, but also to provide the trade with support in implementing campaigns and launches. The pick & mix concepts are handled by a dedicated sales and merchandising organization. The service trade is a vital sales channel. In recent years, alternative sales channels like building supply stores, movie theatres, arenas, etc., have become increasingly important.
In Sweden, there are a total of around 320 employees in the sales and merchandising organization and at the Swedish head office in Malmö.
Pick & mix, an important category that accounts for 30 per cent of the total market, is not included in the market shares above, but through contracts with retailers Coop, Bergendahls and ÖoB and the acquisition of Candyking, Cloetta is the market leader in this category.
Datamonitor and Mintel