Confectionery is one of the most impulsedriven categories in the retail trade. With over 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 aspects when buying are brand, flavour, quality and curiosity about new products.
Consumption patterns and taste preferences vary between the different markets. Compared to the rest of Europe, for example, the Nordic region has lower per capita consumption of chocolate, but significantly higher consumption of candy than the rest of Europe.