Cloetta’s main markets are the countries where Cloetta has its own sales and distribution organisations. Cloetta´s products are sold in more than 50 countries worldwide with Sweden, Finland, Denmark, Norway, the Netherlands, Germany and the UK as main markets.
Cloetta’s total sales in 2020 amounted to SEK 5.6bn (6.4), where Sweden was the largest single market and accounted for approximately 31 per cent of total sales. The other Nordic countries accounted for around 37 per cent, the Netherlands for around 15 per cent, Germany 6 per cent, the UK 5 per cent and the international markets for around 6 per cent of total sales.
International Markets consist primarily of sales to countries where Cloetta does not have its own sales and marketing organization, a total of more than 50 markets. Sales to International Markets are split into four regions, Americas, Asia-Pacific (APAC), Middle East and Europe (including Africa).
Cloetta has a strong position in its main markets, with local brands in the segments for candy and chocolate, nuts, pastilles and chewing gum, and is therefore an important supplier to the retail trade.
Over half of Cloetta’s sales, 59 per cent, consist of candy and around 17 per cent of chocolate. Pastilles account for roughly 12 per cent, chewing gum for 7 per cent, nuts 3 per cent and other products for 2 per cent. Pick and mix accounts for 27 per cent of the candy sales business.
Concentration of the grocery retail trade
The European confectionery market is characterized by strong consumer loyalty to local brands. The main considerations when buying are brand, flavour, 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
The concentrated grocery retail trade has exerted powerful price pressure on all of its suppliers in the past few years. To a large extent, Cloetta has handled this through efficiency improvements. To offset increased raw material costs and exchange rate changes, Cloetta’s strategy is to pass these on by raising prices. On the other hand, falling prices for raw materials can force Cloetta to lower its prices.
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.