Our core markets and beyond core markets
As of 2025, Cloetta divides its market presence in two groups, in line with its strategic priorities. Core markets are Sweden, Finland, the Netherlands, Denmark and Norway. Beyond core markets include Germany, United Kingdom and North America. In total, Cloetta has sales to more than 60 markets.
Strong presence
Cloetta has a strong position in its core markets, with local brands in the segments for candy and chocolate, pastilles and chewing gum, and is therefore an important supplier to the retail trade.
| Market | Candy | Pastilles | Chocolate | Chewing gum | Pick & mix |
|---|---|---|---|---|---|
| Sweden | 1 | 1 | 2 | – | 1 |
| Finland** | 2 | 1 | 4 | 1 | 1 |
| Norway | 2 | 3 | 6 | – | 1 |
| Denmark | 2 | 1 | – | – | 1 |
| The Netherlands | 2 | 4 | – | 2 | – |
| Germany** | 6 | – | – | – | – |
| The UK** | * | – | – | – | 1 |
| Other markets*** | – | – | – | – | – |
*) Presence on the market without confirmed market position.
**) Estimated market position based on data from specific customers.
***) North America is included in Other markets
Price strategies
The concentrated grocery retail trade has exerted powerful price pressure on all of its suppliers in the past few years.
We adjust our prices based mainly on fluctuations in raw material costs and exchange rates. Historically, we have managed to offset headwinds from raw material and currency through pricing. Sometimes we also adjust prices in conjunction with initiatives such as new product launches or changes in packaging.
We will continue to execute on this strategy, ensuring that our pricing reflects input cost developments while maintaining strict cost discipline to support our margin targets.
Travel retail
For many years Cloetta has had substantial sales to ferry lines, charter tour operators and airports, through the so-called Travel Retail. Well known brands and unique packages in terms of both appearance and size are two of the most important competitive tools, and Cloetta is continuing to develop attractive product innovations in these areas.