The Netherlands is the sixth largest market in Western Europe, with just over 4 per cent of the region’s confectionery consumption. The Dutch confectionery market showed slightly negative development in 2016, mainly in pastilles and chewing gum, where Cloetta has a strong position. Largest customers are Albert Heijn, SuperUnie, Jumbo Supermarkten and Maxxam. Largest brands are Sportlife, XyliFresh, King, Lonka, Red Band and Venco.
Cloetta´s sales and competitors
Cloetta is the second largest player within the total confectionery market. In the sugar confectionary market Cloetta is also the second largest player with a, with a share of 22 per cent (21). The market leader is Perfetti with around 26 per cent (26). The retail chains’ private labels have a share of around 9 per cent (9) of total sugar confectionery sales in the Dutch market.
The grocery retail trade is concentrated around a few major players. With primarily centralized purchasing, it is possible to achieve wide and rapid distribution of the new products that are launched. Online grocery shopping has a stronger position in the Netherlands than in any of Cloetta’s other main markets, and in 2016 accounted for an estimated 5 per cent of total grocery sales. The hard-discount retail chains with a high proportion of private labels have increased their market shares during the year. Cloetta is not represented in the hard-discount segment.
Cloetta has around 55 employees at the office in Oosterhout and in the sales organization.
Acquisition of Lonka
In July 2015 Cloetta acquired the Dutch company Lonka, which has significantly strengthened Cloetta’s position in the Dutch market. In 2016, the designs, packages and marketing for Lonka’s products were improved.
Datamonitor and Mintel