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Country Report

Finland Flag Confectionery in Finland

| Pages: 84

Price: US$1,900

About this Report

Executive Summary

Chocolate Confectionery

TRENDS

  • Chocolate confectionary is expected to increase by 4% in current value and 1% in volume terms reaching current value of €468 million in 2013. The increased consumer preference for premium chocolate is increasing the value sales. This also explains the higher value growth rates when compared to sugar confectionery, where a similar selection of premium products cannot be found. On the other hand, the increased private label product selection often offering a cheaper alternative to branded products, is counter balancing the value growth. In the mature chocolate category, new product launches are vital for generating new sales. Countlines, twist wrapped miniatures and tablets are expected to grow slightly higher than other categories in chocolate confectionery in 2013.

COMPETITIVE LANDSCAPE

  • Fazer Makeiset strengthened its clear market leader position in chocolate confectionery in 2012 holding a 50% current value share. The backbone for the strong foothold and success of Fazer Makeiset are its well-established brands with a long presence in the Finnish market. Fazerin Sininen was again chosen as the most respected brand in the annual brand survey by the leading marketing magazine in Finland in 2012. Fazerin Sininen is also by far the most popular chocolate confectionery brand, available widely in different sizes, packaging and shapes. On the other hand, the success of the company is explained by product launches, including mainly flavour extensions to existing brands, and wide coverage marketing campaigns in 2012 -2013.

PROSPECTS

  • Chocolate confectionery is expected to grow by 7% in constant value terms and by 5% in volume terms from 2013 to 2018. In the mature chocolate confectionery value growth is in large part due to the increase in production costs. Part of the increase can be allocated to consumers trading up to more premium products. On the other hand, the increasing preference for private label products and price aware consumers will balance out some of this. Twist wrapped miniatures, seasonal chocolate and organic chocolate are expected to experience the highest growth.

Gum

TRENDS

  • Gum is expected to see growth of 4% in current value terms in 2013. This is partly explained by the one percentage point increase in VAT. New premium product launches in fortified and functional sugar free chewing gum are the main drivers for the value growth, increasing the average unit price. Consumers are expected to substitute the consumption of regular sugar free chewing gum with functional ones as is visible in the expected stagnant volume growth in 2013. Volume growth is expected to be rather stagnant, but still slightly better than last year.

COMPETITIVE LANDSCAPE

  • In 2013, brand sales were led by Leaf Suomi with 40% current value sales share followed by Wrigley Scandinavia and Fazer Makeiset with shares of 16% and 15%, respectively. Private label products hold most of the remaining share. The dominant market position of Cloetta Suomi is due to its long-standing presence in gum in Finland. The well-established position of its wide Jenkki brand portfolio enjoys a strong consumer loyalty and confidence among Finnish consumers. The investment in marketing, promotions and new launches benefit the brand. However, in fortified and functional sugar free chewing gum, Cloetta Suomi is experiencing increasing competition, in particular from Fazer Makeiset with its new Xylimax launches. Compared to 2012, Cloetta Suomi decreased its share by almost one percentage point, while the share of Fazer Makeiset increased by almost two.

PROSPECTS

  • Retail sales of gum are expected to increase by 9% over the forecast period in constant value terms. In the mature gum market, this value increase will be mostly due to consumers switching to more expensive premium brands. In volume terms, a 6% increase can be expected in gum during the forecast period. The health and wellness trend is expected to continue and expand, creating growth in fortified and functional sugar free gum.

Sugar Confectionery

TRENDS

  • Sugar confectionery is expected to see slight growth of 3% in current value terms, reaching €370 million in 2013. This increase is partly due to the increase in VAT from 13% to 14% in January 2013. Volume growth is expected to remain stagnant at 0%. The maturity of the market combined with the increased health and wellness awareness among the Finnish consumers leaves little room for growth in confectionery. There are no big differences expected in the growth of the different categories. Medicated confectionery is expected to grow slightly faster than the average with a 1% volume increase in 2013. Pick and mix confectionery is expected to continue grow at a faster rate when compared to bagged sweets.

COMPETITIVE LANDSCAPE

  • Fazer Makeiset is predicted to continue to lead sales in sugar confectionary in Finland, accounting for a 31% share of the category value in 2013. Fazer Makeiset has a wide brand portfolio, with plenty of well-established and trusted brands. This, combined with the active new launches and product development, guarantees a strong foothold in sugar confectionary in Finland. Fazer Makeiset is however closely followed and challenged by Cloetta Suomi with a 29% current value share in sugar confectionery value sales in 2013.

PROSPECTS

  • Sugar confectionery is expected to continue on a sluggish growth track increasing 5% in constant value and 4% in retail volume terms over the forecast period. Sugar confectionery is a mature category and the consumption of sugar confectionery per capita in volume terms is the highest in Western Europe, further limiting growth. The changes in the sweet tax for sugar confectionery are expected to be favourable over the forecast period, generating slight growth.

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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

  • Summary 1 Other Chocolate Confectionery: Product Types
  • Table 1 Sales of Chocolate Confectionery by Category: Volume 2008-2013
  • Table 2 Sales of Chocolate Confectionery by Category: Value 2008-2013
  • Table 3 Sales of Chocolate Confectionery by Category: % Volume Growth 2008-2013
  • Table 4 Sales of Chocolate Confectionery by Category: % Value Growth 2008-2013
  • Table 5 Sales of Chocolate Tablets by Type: % Value Breakdown 2008-2013
  • Table 6 NBO Company Shares of Chocolate Confectionery: % Value 2009-2013
  • Table 7 LBN Brand Shares of Chocolate Confectionery: % Value 2010-2013
  • Table 8 Distribution of Chocolate Confectionery by Format: % Value 2008-2013
  • Table 9 Forecast Sales of Chocolate Confectionery by Category: Volume 2013-2018
  • Table 10 Forecast Sales of Chocolate Confectionery by Category: Value 2013-2018
  • Table 11 Forecast Sales of Chocolate Confectionery by Category: % Volume Growth 2013-2018
  • Table 12 Forecast Sales of Chocolate Confectionery by Category: % Value Growth 2013-2018

GUM

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 13 Sales of Gum by Category: Volume 2008-2013
  • Table 14 Sales of Gum by Category: Value 2008-2013
  • Table 15 Sales of Gum by Category: % Volume Growth 2008-2013
  • Table 16 Sales of Gum by Category: % Value Growth 2008-2013
  • Table 17 Sales of Gum by Flavour: Rankings 2008-2013
  • Table 18 NBO Company Shares of Gum: % Value 2009-2013
  • Table 19 LBN Brand Shares of Gum: % Value 2010-2013
  • Table 20 Distribution of Gum by Format: % Value 2008-2013
  • Table 21 Forecast Sales of Gum by Category: Volume 2013-2018
  • Table 22 Forecast Sales of Gum by Category: Value 2013-2018
  • Table 23 Forecast Sales of Gum by Category: % Volume Growth 2013-2018
  • Table 24 Forecast Sales of Gum by Category: % Value Growth 2013-2018

SUGAR CONFECTIONERY

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Summary 2 Other Sugar Confectionery: Product Types
  • Table 25 Sales of Sugar Confectionery by Category: Volume 2008-2013
  • Table 26 Sales of Sugar Confectionery by Category: Value 2008-2013
  • Table 27 Sales of Sugar Confectionery by Category: % Volume Growth 2008-2013
  • Table 28 Sales of Sugar Confectionery by Category: % Value Growth 2008-2013
  • Table 29 Sales of Pastilles, Gums, Jellies and Chews by Type: % Value Breakdown 2008-2013
  • Table 30 NBO Company Shares of Sugar Confectionery: % Value 2009-2013
  • Table 31 LBN Brand Shares of Sugar Confectionery: % Value 2010-2013
  • Table 32 Distribution of Sugar Confectionery by Format: % Value 2008-2013
  • Table 33 Forecast Sales of Sugar Confectionery by Category: Volume 2013-2018
  • Table 34 Forecast Sales of Sugar Confectionery by Category: Value 2013-2018
  • Table 35 Forecast Sales of Sugar Confectionery by Category: % Volume Growth 2013-2018
  • Table 36 Forecast Sales of Sugar Confectionery by Category: % Value Growth 2013-2018

Confectionery in Finland - Company Profiles

Cloetta Suomi Oy in Packaged Food (Finland)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 3 Cloetta Suomi Oy: Key Facts
  • Summary 4 Cloetta Suomi Oy: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 5 Cloetta Suomi Oy: Competitive Position 2013

S Group in Packaged Food (Finland)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 6 S Group: Key Facts
  • Summary 7 S Group: Operational Indicators

COMPANY BACKGROUND

INTERNET STRATEGY

  • Summary 8 S Group: Share of Sales Generated by Internet Retailing

PRIVATE LABEL

  • Summary 9 S Group: Private Label Portfolio

COMPETITIVE POSITIONING

  • Summary 10 S Group: Competitive Position 2012

Packaged Food in Finland - Industry Context

EXECUTIVE SUMMARY

Economic uncertainty continues to limit packaged food value growth in 2013

Health and Wellness driving product innovation and marketing

Private label continues gaining share

Packaged food internet retailing finally emerging in Finland

Steady growth in a mature market

KEY TRENDS AND DEVELOPMENTS

Finnish economy entering recession again, challenging value sales

Private label growing dynamically

Health and wellness as the key driver for marketing and product innovations

Internet retailing finally emerging in packaged food in Finland

FOODSERVICE – KEY TRENDS AND DEVELOPMENTS

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 37 Foodservice Sales of Packaged Food by Category: Volume 2008-2013
  • Table 38 Foodservice Sales of Packaged Food by Category: % Volume Growth 2008-2013
  • Table 39 Forecast Foodservice Sales of Packaged Food by Category: Volume 2013-2018
  • Table 40 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2013-2018

IMPULSE AND INDULGENCE PRODUCTS – KEY TRENDS AND DEVELOPMENTS

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 41 Sales of Impulse and Indulgence Products by Category: Volume 2008-2013
  • Table 42 Sales of Impulse and Indulgence Products by Category: Value 2008-2013
  • Table 43 Sales of Impulse and Indulgence Products by Category: % Volume Growth 2008-2013
  • Table 44 Sales of Impulse and Indulgence Products by Category: % Value Growth 2008-2013
  • Table 45 NBO Company Shares of Impulse and Indulgence Products: % Value 2009-2013
  • Table 46 LBN Brand Shares of Impulse and Indulgence Products: % Value 2010-2013
  • Table 47 Forecast Sales of Impulse and Indulgence Products by Category: Volume 2013-2018
  • Table 48 Forecast Sales of Impulse and Indulgence Products by Category: Value 2013-2018
  • Table 49 Forecast Sales of Impulse and Indulgence Products by Category: % Volume Growth 2013-2018
  • Table 50 Forecast Sales of Impulse and Indulgence Products by Category: % Value Growth 2013-2018

MEAL SOLUTIONS – KEY TRENDS AND DEVELOPMENTS

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 51 Sales of Meal Solutions by Category: Volume 2008-2013
  • Table 52 Sales of Meal Solutions by Category: Value 2008-2013
  • Table 53 Sales of Meal Solutions by Category: % Volume Growth 2008-2013
  • Table 54 Sales of Meal Solutions by Category: % Value Growth 2008-2013
  • Table 55 NBO Company Shares of Meal Solutions: % Value 2009-2013
  • Table 56 LBN Brand Shares of Meal Solutions: % Value 2010-2013
  • Table 57 Forecast Sales of Meal Solutions by Category: Volume 2013-2018
  • Table 58 Forecast Sales of Meal Solutions by Category: Value 2013-2018
  • Table 59 Forecast Sales of Meal Solutions by Category: % Volume Growth 2013-2018
  • Table 60 Forecast Sales of Meal Solutions by Category: % Value Growth 2013-2018

NUTRITION/STAPLES – KEY TRENDS AND DEVELOPMENTS

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 61 Sales of Nutrition/Staples by Category: Volume 2008-2013
  • Table 62 Sales of Nutrition/Staples by Category: Value 2008-2013
  • Table 63 Sales of Nutrition/Staples by Category: % Volume Growth 2008-2013
  • Table 64 Sales of Nutrition/Staples by Category: % Value Growth 2008-2013
  • Table 65 NBO Company Shares of Nutrition/Staples: % Value 2009-2013
  • Table 66 LBN Brand Shares of Nutrition/Staples: % Value 2010-2013
  • Table 67 Forecast Sales of Nutrition/Staples by Category: Volume 2013-2018
  • Table 68 Forecast Sales of Nutrition/Staples by Category: Value 2013-2018
  • Table 69 Forecast Sales of Nutrition/Staples by Category: % Volume Growth 2013-2018
  • Table 70 Forecast Sales of Nutrition/Staples by Category: % Value Growth 2013-2018

MARKET DATA

  • Table 71 Sales of Packaged Food by Category: Volume 2008-2013
  • Table 72 Sales of Packaged Food by Category: Value 2008-2013
  • Table 73 Sales of Packaged Food by Category: % Volume Growth 2008-2013
  • Table 74 Sales of Packaged Food by Category: % Value Growth 2008-2013
  • Table 75 GBO Company Shares of Packaged Food: % Value 2009-2013
  • Table 76 NBO Company Shares of Packaged Food: % Value 2009-2013
  • Table 77 LBN Brand Shares of Packaged Food: % Value 2010-2013
  • Table 78 Penetration of Private Label by Category: % Value 2008-2013
  • Table 79 Distribution of Packaged Food by Format: % Value 2008-2013
  • Table 80 Distribution of Packaged Food by Format and Category: % Value 2013
  • Table 81 Forecast Sales of Packaged Food by Category: Volume 2013-2018
  • Table 82 Forecast Sales of Packaged Food by Category: Value 2013-2018
  • Table 83 Forecast Sales of Packaged Food by Category: % Volume Growth 2013-2018
  • Table 84 Forecast Sales of Packaged Food by Category: % Value Growth 2013-2018

SOURCES

  • Summary 11 Research Sources

Segmentation

This market research report includes the following:

  • Packaged Food
    • Confectionery
      • Chocolate Confectionery
        • Alfajores
        • 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

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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