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Country Report

Finland Flag Confectionery in Finland

| Pages: 92

Price: US$2,100

About this Report

Executive Summary

Chocolate Confectionery

TRENDS

  • Several trends are taking place in the category in 2014. Whilst consumer interest is growing towards more premium chocolate confectionery, the sales of the more competitively priced private label products is growing at the same time, slowing down the value growth generated by the premium products. Indeed, the economic downturn will cast a shadow on the growth possibilities in 2014. According to the studies by TNS Gallup and Finland Statistics as well as TAK Oy, it was concluded in April 2014 that 58% of the polled Finns purchased confectionery when travelling to Estonia, making confectionery the second most popular product category of private importation after alcoholic drinks. This, of course, has a negative impact on the chocolate confectionery sales in Finland. Nonetheless, in order to encourage consumer consumption, manufacturers continue to launch trendy products as well as efficiently targeting consumer groups and carrying out advertising and marketing campaigns.

COMPETITIVE LANDSCAPE

  • Fazer Makeiset Oy continues to lead chocolate confectionery with 49% expected value share in 2014. The company has a long history in Finland and has highly popular brands. For example, Fazerin Sininen (Fazer Blue) chocolate is one of the most esteemed Finnish brands and, in fact, was again voted the most respected Finnish brand, followed by the Fazer confectionery brand in the second position, in the annual brand survey by the leading marketing magazine in Finland in 2013. The Fazerin Sininen brand tends to be synonymous with Finnish chocolate and comes in different packages, sizes and shapes. Indeed, the company’s Karl Fazer and Fazer chocolate brands are also Finland’s best-selling chocolate confectionery brands. In addition, the company has achieved its position through active and regular new product development as well as marketing and advertising.

PROSPECTS

  • Chocolate confectionery faces hardships due to its maturity and the unit prices are predicted to increase in the coming years, due to the growing production costs, without regarding the possible sweet tax raise. When it comes to consumer trends, Finns are expected to continue being attracted by premium products and prime ingredients in order to experience a more unique indulgence. At the same time, private label products may continue expanding their grip as well as selections with trendier, higher-quality chocolate confectionery.

Gum

TRENDS

  • Whilst the other gum categories, bubble gum and sugarised gum, continued to see decline in demand over the review period, sugar-free, usually xylitol-sweetened functional gum, continued to grow and set the trend in gum. Several new product developments with appealing flavours continued to take place and players continued to emphasise the oral health benefits of the xylitol gum to help to drive the sales. Health and wellness-aware consumers were encouraged to regularly use xylitol gum in order to retain the best results and the health claims were received seriously by consumers.

COMPETITIVE LANDSCAPE

  • Cloetta Suomi Oy remains in the lead with nearly 40% expected value share in 2014. Wrigley Scandinavia AB follows in the second leading position with 16% and Fazer Makeiset Oy with 15% value share. Cloetta Finland’s position is due to its very popular as well as trusted Jenkki brand, which was also the pioneer in the functional xylitol-sweetened gums. The brand regularly sees new product development as well as marketing events, which has helped the Jenkki brand to remain the leading gum brand in Finland. In addition to the Jenkki brand, the company also markets the internationally known Mynthon brand. However, the company continued to be challenged by the growing sales of the Xylimax brand by Fazer Makeiset. Indeed, Fazer Makeiset improved its share in 2014.

PROSPECTS

  • The gum sales will be pushed by the ongoing health and wellness trend and new product development as well as advertising. The gum value sales will be driven by Finnish consumers switching further to the more premium, fortified and functional brands. Consumers have also shown interest towards all-natural ingredients in gum as well as openness to try out more adventurous flavours. However, at least in the immediate future, many consumers will continue to make purchasing decisions based on price and hence try out private label products more often in order to save money.

Sugar Confectionery

TRENDS

  • As sugar confectionery faced the challenges of maturity and declining sales, the companies were trying revive shopping by launching new product developments and investing into marketing strategies. However, the challenges remained hard as not only did the growing health and wellness trend have a negative impact on sales, but the economic downturn and elevated unemployment rate encouraged consumers to increase their private importation of confectionery products from the neighbouring Estonia, where unit prices are more affordable. According to the studies by TNS Gallup and Finland Statistics as well as TAK Oy, it was concluded in April 2014 that 58% of the polled Finns purchased confectionery when travelling to Estonia, making confectionery the second most popular product category for private importation after alcoholic drinks. This, obviously, had its negative impact on the domestic sugar confectionery sales.

COMPETITIVE LANDSCAPE

  • Domestic producer Fazer Makeiset Oy remains in the lead with 31% forecast value share in 2014. The company has a long history in Finland and operates a very large product portfolio of trusted and loved sugar confectionery brands. It also invests a great deal into the new product development, marketing and advertising in the media as well as in-store and at events. All of the above, as well as customer trust, guarantee Fazer Makeiset its stronghold in the market. However, the second ranking leader Cloetta Suomi Oy, with its strong brands and wide selections, follows closely with its around 30% forecast value share in 2014.

PROSPECTS

  • Sugar confectionery in Finland will continue to struggle against maturity. In terms of per capita consumption, 5kg of sugar confectionery a year, amongst the highest in the world, leaves little space for players to operate. The situation is even trickier in the times of economic downturn as Finns will continue to compare prices in order to save money. It is also very likely that the Finns will continue to privately import sugar confectionery from Estonia where lower unit prices has a great money-saving appeal. In addition, the ongoing health and wellness trend will be felt too, as many consumers will try to pay more attention to the products they consume and perhaps at least try to some extent to limit their indulgence in sugar confectionery. Especially better for you options, such as functional xylitol-sweetened products, will have a better appeal.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Confectionery industry in Finland with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Confectionery industry in Finland, our research will save you time and money while empowering you to make informed, profitable decisions.

The Confectionery in Finland market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Confectionery in Finland?
  • What are the major brands in Finland?
  • With economic recovery far from guaranteed, are consumers cutting back on impulse and indulgence food items like confectionery?
  • How are manufacturers addressing consumer concerns over health and obesity?
  • What does the future hold for ethically sourced products?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Packaged Food market research database.

Table of Contents

Confectionery in Finland - Category Analysis

CHOCOLATE CONFECTIONERY

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 1 Sales of Chocolate Confectionery by Category: Volume 2009-2014
  • Table 2 Sales of Chocolate Confectionery by Category: Value 2009-2014
  • Table 3 Sales of Chocolate Confectionery by Category: % Volume Growth 2009-2014
  • Table 4 Sales of Chocolate Confectionery by Category: % Value Growth 2009-2014
  • Table 5 Sales of Chocolate Tablets by Type: % Value Breakdown 2009-2014
  • Table 6 NBO Company Shares of Chocolate Confectionery: % Value 2010-2014
  • Table 7 LBN Brand Shares of Chocolate Confectionery: % Value 2011-2014
  • Table 8 Distribution of Chocolate Confectionery by Format: % Value 2009-2014
  • Table 9 Forecast Sales of Chocolate Confectionery by Category: Volume 2014-2019
  • Table 10 Forecast Sales of Chocolate Confectionery by Category: Value 2014-2019
  • Table 11 Forecast Sales of Chocolate Confectionery by Category: % Volume Growth 2014-2019
  • Table 12 Forecast Sales of Chocolate Confectionery by Category: % Value Growth 2014-2019
  • Summary 1 Other Chocolate Confectionery: Product Types

GUM

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 13 Sales of Gum by Category: Volume 2009-2014
  • Table 14 Sales of Gum by Category: Value 2009-2014
  • Table 15 Sales of Gum by Category: % Volume Growth 2009-2014
  • Table 16 Sales of Gum by Category: % Value Growth 2009-2014
  • Table 17 NBO Company Shares of Gum: % Value 2010-2014
  • Table 18 LBN Brand Shares of Gum: % Value 2011-2014
  • Table 19 Distribution of Gum by Format: % Value 2009-2014
  • Table 20 Forecast Sales of Gum by Category: Volume 2014-2019
  • Table 21 Forecast Sales of Gum by Category: Value 2014-2019
  • Table 22 Forecast Sales of Gum by Category: % Volume Growth 2014-2019
  • Table 23 Forecast Sales of Gum by Category: % Value Growth 2014-2019

SUGAR CONFECTIONERY

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 24 Sales of Sugar Confectionery by Category: Volume 2009-2014
  • Table 25 Sales of Sugar Confectionery by Category: Value 2009-2014
  • Table 26 Sales of Sugar Confectionery by Category: % Volume Growth 2009-2014
  • Table 27 Sales of Sugar Confectionery by Category: % Value Growth 2009-2014
  • Table 28 Sales of Pastilles, Gums, Jellies and Chews by Type: % Value Breakdown 2009-2014
  • Table 29 NBO Company Shares of Sugar Confectionery: % Value 2010-2014
  • Table 30 LBN Brand Shares of Sugar Confectionery: % Value 2011-2014
  • Table 31 Distribution of Sugar Confectionery by Format: % Value 2009-2014
  • Table 32 Forecast Sales of Sugar Confectionery by Category: Volume 2014-2019
  • Table 33 Forecast Sales of Sugar Confectionery by Category: Value 2014-2019
  • Table 34 Forecast Sales of Sugar Confectionery by Category: % Volume Growth 2014-2019
  • Table 35 Forecast Sales of Sugar Confectionery by Category: % Value Growth 2014-2019
  • Summary 2 Other Sugar Confectionery: Product Types

Confectionery in Finland - Company Profiles

S Group in Packaged Food (Finland)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 3 S Group: Key Facts
  • Summary 4 S Group: Operational Indicators

COMPANY BACKGROUND

INTERNET STRATEGY

  • Summary 5 S Group: Share of Sales Generated by Internet Retailing

PRIVATE LABEL

  • Summary 6 S Group: Private Label Portfolio

COMPETITIVE POSITIONING

  • Summary 7 S Group: Competitive Position 2013

Packaged Food in Finland - Industry Context

EXECUTIVE SUMMARY

Growth on the review period level despite economic worries

Interest in domestic products continues to surge

Private label surges ahead in a fragmented industry

Modern grocery retailers not threatened by channel alternatives

Political developments elsewhere in Europe cast doubt over the future

KEY TRENDS AND DEVELOPMENTS

Is there a real challenge to the consolidated retail distribution of packaged food in sight?

Domestic products retain their cool and ethical image

‘Putin cheese’ the surprise hit of the season

Demographics continue to change but old eating habits die hard

FOODSERVICE – KEY TRENDS AND DEVELOPMENTS

Headlines

Trends – sales to foodservice

Trends –foodservice

Prospects

Category Data

  • Table 36 Foodservice Sales of Packaged Food by Category: Volume 2009-2014
  • Table 37 Foodservice Sales of Packaged Food by Category: % Volume Growth 2009-2014
  • Table 38 Forecast Foodservice Sales of Packaged Food by Category: Volume 2014-2019
  • Table 39 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2014-2019

IMPULSE AND INGULGENCE PRODUCTS – KEY TRENDS AND DEVELOPMENTS

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 40 Sales of Impulse and Indulgence Products by Category: Volume 2009-2014
  • Table 41 Sales of Impulse and Indulgence Products by Category: Value 2009-2014
  • Table 42 Sales of Impulse and Indulgence Products by Category: % Volume Growth 2009-2014
  • Table 43 Sales of Impulse and Indulgence Products by Category: % Value Growth 2009-2014
  • Table 44 NBO Company Shares of Impulse and Indulgence Products: % Value 2010-2014
  • Table 45 LBN Brand Shares of Impulse and Indulgence Products: % Value 2011-2014
  • Table 46 Forecast Sales of Impulse and Indulgence Products by Category: Volume 2014-2019
  • Table 47 Forecast Sales of Impulse and Indulgence Products by Category: Value 2014-2019
  • Table 48 Forecast Sales of Impulse and Indulgence Products by Category: % Volume Growth 2014-2019
  • Table 49 Forecast Sales of Impulse and Indulgence Products by Category: % Value Growth 2014-2019

MEAL SOLUTIONS – KEY TRENDS AND DEVELOPMENTS

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 50 Sales of Meal Solutions by Category: Volume 2009-2014
  • Table 51 Sales of Meal Solutions by Category: Value 2009-2014
  • Table 52 Sales of Meal Solutions by Category: % Volume Growth 2009-2014
  • Table 53 Sales of Meal Solutions by Category: % Value Growth 2009-2014
  • Table 54 NBO Company Shares of Meal Solutions: % Value 2010-2014
  • Table 55 LBN Brand Shares of Meal Solutions: % Value 2011-2014
  • Table 56 Forecast Sales of Meal Solutions by Category: Volume 2014-2019
  • Table 57 Forecast Sales of Meal Solutions by Category: Value 2014-2019
  • Table 58 Forecast Sales of Meal Solutions by Category: % Volume Growth 2014-2019
  • Table 59 Forecast Sales of Meal Solutions by Category: % Value Growth 2014-2019

NUTRITION/STAPLES – KEY TRENDS AND DEVELOPMENTS

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 60 Sales of Nutrition/Staples by Category: Volume 2009-2014
  • Table 61 Sales of Nutrition/Staples by Category: Value 2009-2014
  • Table 62 Sales of Nutrition/Staples by Category: % Volume Growth 2009-2014
  • Table 63 Sales of Nutrition/Staples by Category: % Value Growth 2009-2014
  • Table 64 NBO Company Shares of Nutrition/Staples: % Value 2010-2014
  • Table 65 LBN Brand Shares of Nutrition/Staples: % Value 2011-2014
  • Table 66 Forecast Sales of Nutrition/Staples by Category: Volume 2014-2019
  • Table 67 Forecast Sales of Nutrition/Staples by Category: Value 2014-2019
  • Table 68 Forecast Sales of Nutrition/Staples by Category: % Volume Growth 2014-2019
  • Table 69 Forecast Sales of Nutrition/Staples by Category: % Value Growth 2014-2019

MARKET DATA

  • Table 70 Sales of Packaged Food by Category: Volume 2009-2014
  • Table 71 Sales of Packaged Food by Category: Value 2009-2014
  • Table 72 Sales of Packaged Food by Category: % Volume Growth 2009-2014
  • Table 73 Sales of Packaged Food by Category: % Value Growth 2009-2014
  • Table 74 GBO Company Shares of Packaged Food: % Value 2010-2014
  • Table 75 NBO Company Shares of Packaged Food: % Value 2010-2014
  • Table 76 LBN Brand Shares of Packaged Food: % Value 2011-2014
  • Table 77 Penetration of Private Label by Category: % Value 2009-2014
  • Table 78 Distribution of Packaged Food by Format: % Value 2009-2014
  • Table 79 Distribution of Packaged Food by Format and Category: % Value 2014
  • Table 80 Forecast Sales of Packaged Food by Category: Volume 2014-2019
  • Table 81 Forecast Sales of Packaged Food by Category: Value 2014-2019
  • Table 82 Forecast Sales of Packaged Food by Category: % Volume Growth 2014-2019
  • Table 83 Forecast Sales of Packaged Food by Category: % Value Growth 2014-2019

SOURCES

  • Summary 8 Research Sources

Segmentation

This market research report includes the following:

  • Packaged Food
    • Confectionery
      • Chocolate Confectionery
        • Bagged Selflines/Softlines
        • Boxed Assortments
          • Standard Boxed Assortments
          • Twist Wrapped Miniatures
        • Chocolate with Toys
        • Countlines
        • Seasonal Chocolate
        • Tablets
        • Other Chocolate Confectionery
      • Gum
        • Bubble Gum
        • Chewing Gum
          • Sugar Free Gum
          • Sugarised Gum
      • Sugar Confectionery
        • Boiled Sweets
        • Liquorice
        • Lollipops
        • Medicated Confectionery
        • Mints
          • Power Mints
          • Standard Mints
        • Pastilles, Gums, Jellies and Chews
        • Toffees, Caramels and Nougat
        • Other Sugar Confectionery

Statistics Included

For each category and subcategory you will receive the following data in Excel format:

From Passport

  • Market Sizes
  • Company Shares
  • Brand Shares
  • Distribution
  • Pricing
  • Analysis by Flavour
  • Analysis by Type
  • Products by Ingredient

Market size details:

  • Retail volume
  • Retail volume % growth
  • Retail volume per capita
  • Foodservice volume
  • Foodservice volume % growth
  • Foodservice volume per capita
  • Total volume
  • Total volume % growth
  • Total volume per capita
  • Retail value retail selling price % growth
  • Retail value retail selling price local currency, USD, EUR, GBP, CHF, JPY
  • Retail value retail selling price per capita local currency, USD, EUR, GBP, CHF, JPY
  • Retail value manufacturer selling price % growth
  • Retail value manufacturer selling price local currency, USD, EUR, GBP, CHF, JPY
  • Retail value manufacturer selling price per capita local currency, USD, EUR, GBP, CHF, JPY
  • Retail volume (tonnes)
  • Retail volume (tonnes) % growth
  • Retail volume (tonnes) per capita
  • Foodservice volume (tonnes)
  • Foodservice volume (tonnes) % growth
  • Foodservice volume (tonnes) per capita
  • Total volume (tonnes)
  • Total volume (tonnes) % growth
  • Total volume (tonnes) per capita

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