Macro- and Consumer trends

Genuine raw materials

There is a continued interest in natural and genuine raw materials. Additives of various types and artificially produced substances are being questioned in favour of natural materials. E numbers are being replaced with the name of the additive in plain language. Natural sugar or stevia are preferred over artificial sweeteners.

Treating ourselves

Many people live stressful lives and need an occasional break to take a moment for themselves, be happy, enjoy and treat themselves to something special. There is also a clear trend towards more indulgent and sophisticated products.


More and more often, we are eating outside the home on our way to and from different activities. Greater availability and different solutions allow consumers to satisfy their needs immediately.

Responsibility for the environment and working conditions

One key trend is an interest in the effects of food production on the environment and social conditions. Suppliers and retailers have responded to consumer demand for information, above all about the raw materials’ origins, quality and cultivation methods by introducing different types of labeling and certification.

Health and functional confectionery/snacks

People are increasingly seeking raw materials with positive health effects. Cloetta’s product range includes nuts, which are rich in vitamins and minerals. Xylitol, which is found in chewing gum and chewy pastilles, is good for dental health.

Social media and e-commerce gaining importance

E-commerce is growing rapidly across all sectors, including the grocery retail trade. Both grocery retailers and food producers are building up their own e-commerce capacity to sell their goods online, and new players are also capitalizing on the powerful growth of online sales. Alongside e-commerce, direct communication with consumers via the social media is emerging as one of the most important channels for further developing the brands’ personalities and capturing trends.


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