Cloetta’s main markets are the countries in which we have our own sales and distribution organisation and include Sweden, Finland, the Netherlands, Denmark, Norway, Germany and the UK.
Cloetta’s main markets
Cloetta’s main markets are the countries in which we have our own sales and distribution organisation, and include Sweden, Finland, the Netherlands, Denmark, Norway, Germany and the UK.*
Strong presence
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.
| Market | Candy | Pastilles | Chocolate | Chewing gum | Pick & mix |
|---|---|---|---|---|---|
| Sweden | 1 | 1 | 2 | – | 1 |
| Finland** | 2 | 1 | 3 | 1 | 1 |
| Norway | 2 | 3 | 5 | – | 1 |
| Denmark | 2 | 1 | – | – | 1 |
| The Netherlands | 1 | – | – | 2 | – |
| Germany** | 5 | – | – | – | – |
| The UK** | * | – | – | – | 1 |
*) Presence on the market without confirmed market position.
**) Estimated market position based on data from specific customers.
Price strategies
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.
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.