The market
The confectionery market is traditionally divided into candy, chocolate, pastilles and chewing gum. Cloetta is active in all these categories, as well as in the nuts category in the Pick & mix business segment.
The European confectionery market is characterised by relatively strong consumer loyalty to local brands. This ties into drivers like nostalgia and trust as well as security and national pride. However, consumption patterns and taste preferences vary between the different markets.
The global market for confectionery is dominated by international companies, but no player has a strong position across all European markets. Consolidation of the confectionery industry is taking place gradually.
Sales channels
Cloetta operates in several different sales channels:
- Grocery retail trade: One of Cloetta’s most important sales channels, typically covered by central agreements at a national level
- Service trade: One of Cloetta’s most important sales channels, characterised by generous opening hours, centrally located in the form of convenience stores and filling stations
- E-commerce: Cloetta’s fastest growing sales channel, with a mix of both established and new players. Younger target groups with convenience as main driver
- Other channels: Includes cinemas, building supply stores, airports, and arenas. This channel often requires support in developing its confectionery sales
Value chain
Cloetta’s value chain encompasses the full lifecycle of confectionery products and covers raw material sourcing, manufacturing, and distribution. It focuses on sustainability, quality, and innovation across all stages—from farming and processing to packaging, marketing, and recycling—ensuring high product standards and reduced environmental impact.