Confectionery is one of the most impulse driven categories in the retail trade.
With up to 80 per cent of purchasing decisions made at the point of sale, brand, availability and product placement are significant success factors.
The European confectionery market is characterized by strong consumer loyalty to local brands. The main considerations when buying are brand, flavor, quality and curiosity about new products.
Consumption patterns and taste preferences vary between the different markets. For example, compared to the rest of Europe, the Nordic region has a lower per capita consumption of chocolate, but a significantly higher consumption of candy.