The Netherlands

The Netherlands is the sixth largest market in Western Europe with regard to confectionery consumption. The Dutch confectionery market showed slightly positive development in 2017, mainly driven by chocolate, candy and pastilles. 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 in the total confectionery market as a result of strong positions in the segments of candy, liquorice, chewing gum and chocolate specialties. Cloetta’s share is around 10 per cent (10). In the candy market Cloetta is the second largest player and Perfetti market leader. The retail chains’ private labels including hard discount have a share of around 9 per cent (9) of total candy sales in the Dutch market.

Sales channels

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. The hard discount retail chains with a high proportion of private labels have increased their market shares during the year. Other important channels for confectionery are pharmacy and out-of-home, with a wide variety of channels and players. Online grocery shopping has a stronger position in the Netherlands than in any of Cloetta’s other main markets.

Sales organisation

Cloetta has around 85 employees at the office in Oosterhout and in the sales organization.


Datamonitor and Mintel


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