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Industry and market-related risks

Cloetta works continuously to assess and evaluate the risks to which the Group is, and can be, exposed. Critical external risks are handled both strategically through business and product development and operationally through day-to-day purchasing, sales and marketing activities.


Market climate Crises can have a negative impact on consumers’ disposable income and consumption patterns. This can affect Cloetta both with lower sales as well as a shift towards more price consciousness that can lead to retail customers experiencing lower profitability, which leads to price pressure.
A new resurging global pandemic may have a negative impact on
consumption patterns as well as a sharp decrease of mobility which lower sales of impulse categories in channels such as convenience stores and travel retail
Historically, the confectionery market has been relatively mildly affected by market downturns in consumption. This is particularly true for Cloetta’s products, which most people can afford to buy and our products are also available in discount price channels. To support the customers’ business, Cloetta cooperates with its customers on in-store sales activities and other measures.
The majority of Cloetta’s sales comes from grocery stores, which
remained open during a global pandemic as they were considered
essential for society. Cloetta has proven to be able to adjusts its
business model to cope with the huge changes of consumer behaviour by being agile and adaptable.
Competition The confectionery market is highly competitive and includes several major players. Furthermore, grocery retailers offer private labels that compete with certain Cloetta products.
Cloetta is a significant pick & mix player, which by its nature is a market that often consists of multi-year contracts that must be continuously renewed. Competition from other players, including the grocery retail chains, may cause Cloetta to lose major contracts. Cloetta’s drive to get to sustainable value creation means stepping up the differentiation of the pick & mix concepts to be able to demand a higher price in order to improve profitability.
This competition means that Cloetta needs to continue on its strategic journey to strengthen it’s key brands vs competition by good commercial execution, not the least by increasing brand support to competitive levels. Strong brand lead to more sales, can bear premiumisation and demand a price premium.
Cloetta competes in the market by a strong consumer focus approach, insights generated will lead to product innovation, product quality, brand recognition and loyalty, marketing investments and in store execution.
Cloetta endeavors to offer the best pick & mix concepts in terms of the customer and consumer experience. Furthermore, an integrated production chain enables Cloetta to be cost-effective in pick & mix.
Retail trade development The European grocery and service trade has undergone a process of consolidation leading to the establishment of large, sophisticated players with substantial purchasing power. These major players are not necessarily dependent on individual brands and can hold back price increases and demand higher investment in marketing initiatives. They can also take over shelf space that is currently used for Cloetta’s products for their own brands.
E-commerce is challenging the current retail structure and will over time likely change the retail landscape substantially. The introduction of self-scanning services in stores might impact sales of Cloetta’s products since they are often placed next to regular store checkouts.
As with most consumer-facing companies, major retailers are increasing their efforts on backing climate change and are requesting their suppliers to do the same.
Cloetta’s strategic direction to strengthen its key brands and market position, together with a strong sales force and close cooperation with the retail trade enables Cloetta to maintain good relations with the retail trade. Cloetta also works actively with new sales channels. Cloetta has a relatively wide and diversified customer base.
Cloetta is working actively with retailers regarding e-commerce, helping them to learn how to sell impulse confectionery products online. By supporting retailers in learning how to sell products in self-scanning areas, Cloetta is able to maintain sales in the checkout area.
Cloetta joined the Science Based Target initiative in 2020, and has committed to reduce its greenhouse gas emissions by 46 per cent by 2030, enabling us to also meet customers’ expectations.
Consumer trends Health and Sustainability Health trends and the debate on health, weight and sugar may have a negative impact on confectionery consumption. The health trend has also spurred a growing interest in natural raw materials.
Furthermore, there is a growing interest amongst consumers,
especially in North America, to use drugs to help with weight loss
and where the drug’s effectiveness requires the patient to adhere to a lower sugar diet. In the wake of rapid globalisation, individual consumers are more aware of how their consumption patterns affect the environment and social/ethical conditions all over the world. Consumers want to know more about product origins, manufacturing methods and raw materials. Claims suggesting that Cloetta, or Cloetta’s suppliers, do not take adequate environmental or social responsibility could damage Cloetta’s brand.
Health trends have not affected confectionery sales to any great extent, since confectionery is often eaten as a small luxury in everyday life. Cloetta has the For You pillar within the sustainability agenda, where we inform consumers about product content and calories, and we work to continue to develop products which offer lower sugar or sugar-free alternatives next to portion control in general. We do not see a strong consumer trend against confectionery consumption. We also work on dental health propositions to promote dental health. Cloetta’s sustainability agenda focuses on social, environmental and consumer centric
areas in order to improve our overall performance and meet
the current and future needs of our consumers. Consumers’ increased awareness opens an opportunity to inform and be transparent with our sustainability performance. Improving conditions in our supply chain remains a priority, as reflected
in our Supplier Code of Conduct.
Cloetta sources certified raw materials where this is possible and
continuously looks to improve conditions through cooperation with suppliers and NGO’s.
Laws and taxes Cloetta conducts operations through companies in a number of countries. New laws, taxes or rules in various markets may lead to restrictions in operations or bring about new and higher requirements. There is a risk that Cloetta’s interpretation of the applicable tax laws, tax treaties and regulations in the different markets is not entirely correct or that such rules will change, possibly with retroactive effect.

Cloetta continuously assesses legal issues in order to predict and prepare its operations for possible changes. The introduction of confectionery taxes and fat taxes often has a short-term impact on sales.

Provisions for legal disputes, tax disputes, etc., are based on an estimation of the costs, with the support of legal advice and based on the information available. An increased focus on compliance in various areas will require more time and resources spent on ensuring such compliance and reporting.

Raw material prices

Cost inflation

Price development for raw materials is steered mainly by supply and demand and is beyond Cloetta’s control. The prices of sugar and many of the other raw materials purchased by Cloetta can also be affected by agro-political decisions in the EU regarding quotas, support, subsidies and trade barriers, and also by rising living standards and the activity of financial investors on the commodities exchanges.
Input costs, including for raw materials, packaging, freight, and energy, have been increasing significantly, constituting a risk for negative impact on Cloetta’s profitability.

Cloetta continuously monitors the development of raw material prices, and all purchasing is carried out through a central procurement function. To ensure access and price levels, Cloetta normally enters into supplier contracts that cover the need for raw materials for a period of 6–9 months ahead. Cloetta may choose to deviate from this policy under extraordinary circumstances, should higher flexibility be deemed required. If the average raw material prices had been 10 per cent higher/lower on 31 December 2023, profit before tax for the year would have been around SEK 200m lower/higher. Cloetta’s policy is to compensate for higher raw material costs by raising prices to its customers. In a high inflationary environment, Cloetta’s strategy is to protect its
profitability by compensating for all input costs in absolute terms, also including packaging, freight and energy costs, through price increases towards its customers as well as cost savings and reducing overall energy consumption.

Russia’s war in Ukraine Russia’s escalation of the war in Ukraine that started in 2022 entails risks of further impact on the global economy, further cost inflation, and disruptions in supply chains, including as the war risks spreading into other geographies.

Cloetta does not have any significant direct financial exposure to any of the countries involved. However, the company is being impacted by rising input costs and global supply chain challenges, which are being addressed as commented on in the sections for Raw material prices, Cost inflation, Interest rate risks and Disruption and relocation of product manufacturing.