Last updated: 17 March 2026
Confectionery is one of the most impulse driven categories in the retail trade.
Up to 80 per cent of purchasing decisions are made at the point of sale. Brand awareness, availability, and product placement are significant success factors.
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. Shoppers however rarely buy only one brand but rather tend to have a few brands in their purchasing repertoire. The main considerations when buying are brand liking, 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 higher per capita consumption of confectionery.