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CHOCOLATE CONFECTIONERY IN FINLAND
Finns are among biggest chocolate consumers per capita in Europe. Not only do Finns indulge in chocolate, but also tend to give it as a present. Despite the economic recession which had a negative impact on sales of chocolate confectionery towards the end of the review period as Finns compared prices and were on the lookout for special offers, they nonetheless continued to treat themselves with chocolate confectionery. In particular, smaller on-the-go packaging made it easy to indulge in chocolate confectionery while outside of the home. In addition, the health and wellness trend had an impact on sales of chocolate confectionery as well towards the end of the review period. Nonetheless, although Finns are becoming more concerned about their health, this did not stop them from purchasing and enjoying chocolate confectionery. The health and wellness trend, however, manifested itself in smaller packaging sizes and healthier ingredients such as berries, which were present in new product development in 2015. The recently launched Cloetta Crispy Cranberry and Cloetta Crispy Blueberry are good examples of this. While these products have the appearance of snack bars, they are still categorised under chocolate confectionery, but with a healthier image due to the fact that they contain berries, cereal and yoghurt. In addition to natural ingredients, sustainability became increasingly important in chocolate confectionery as well towards the end of the review period, which had an impact on new product development and consumer preference in the category. For example, Cloetta began sourcing sustainable cocoa from UTZ-certified cocoa farmers. This seemed a well-considered move as Finns are increasingly interested in ethical values such as sustainable cultivation methods and the quality and origins of the cocoa used to make chocolate confectionery.
Fazer Makeiset Oy remains the leading company in chocolate confectionery in Finland with a 48% value share in 2015. The company has a long history and Karl Fazer Milk Chocolate has been valued as Finland’s top-rated brand in the annual Brand Valuation study by the Markkinointi & Mainonta magazine and the market research company Taloustutkimus for many consecutive years already. In fact, its Karl Fazer Milk Chocolate brand is known as Fazer Blue, making this blue wrapped chocolate iconic, representing Finnish chocolate around the world. Fazer Blue comes in many different sizes, shapes and packages. In addition to being part of the Finnish chocolate heritage and culture, the company invests substantial amounts in advertising, marketing and new product development.
During the forecast period, chocolate confectionery is set to continue struggling with maturity and the category’s leading players will need to be innovative in terms of both product development and sales and marketing strategies in order to maintain a competitive edge. Consumers will continue to be attracted by more natural and ethical ingredients. In addition, smaller packaging formats suitable for on-the-go consumption are expected to continue being launched in the category, allowing busy Finns to snack on chocolate confectionery on their way to or from work and leisure activities. However, the economic recession and the lingering high levels of unemployment may also force consumers to save their money as much as possible and find more ways to do so effectively. According to studies published by TNS Gallup and Finland Statistics as well as TAK Oy, it was concluded in April 2014 that 58% of Finnish respondents to a survey had purchased chocolate 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 and this is likely to continue posing challenges to sales of chocolate confectionery in Finland as well during the forecast period.
GUM IN FINLAND
As the health and wellness trend continues to gain strength in Finland and as consumers are paying more attention to the positive health effects of the products they consume, products with functional ingredients such as xylitol continue to dominate sales of gum. Indeed, the health claims surrounding xylitol are by now well-known in the country and Finnish consumers are taking them seriously. At the same time, bubble gum and sugarised gum continued to lose sales. The marketing efforts of gum companies and their active and innovative new product development activities are being used as powerful tools to generate higher sales and win value share. For example, the new Jenkki Professional Clean Feel by Cloetta Suomi Oy is marketed as a new innovation which promises to rinse the teeth as it contains cleaning particles, while xylitol reduces plaque.
Cloetta Suomi Oy remained the absolute leader in gum in Finland in 2015 with a 71% value share. At the end of the review period, Cloetta had around 18 gum brands available in large packs in Finland, in addition to various small packs, an unbeatable selection. Cloetta Finland’s very strong position in the category can also be attributed partially to its high popularity as its strongly trusted Jenkki brand, which was also a major pioneer in the area of functional xylitol sweetened gum. The brand regularly sees new product development as well as strong marketing campaigns, 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 and, in addition, it recently expanded its sugar confectionery brand Sisu to include gum as well. Nonetheless, the leading player continued to face strong challenges from the Xylimax brand, offered by the local company Fazer Makeiset.
Gum in Finland is expected to remain dominated by the consumer preference for functional xylitol gum during the forecast period. The ongoing health and wellness trend and concerns about the adverse effects of excess sugar intake are set to play a major role in terms of driving sales of functional gum. Consumers are also set to remain rather open to the idea of trying out more adventurous flavours and flavour combinations, continuing to demand natural ingredients from their favourite gum brands for the foreseeable future.
SUGAR CONFECTIONERY IN FINLAND
Finns are big sugar confectionery consumers and, according to the study Behaviour and Health Among the Finnish Adult Population conducted in 2012 by The National Institute for Health and Welfare, one in two Finnish adults consumes sugar confectionery on one or two days per week. However, sugar confectionery in Finland is a saturated category where growth is hard to come by and in which players need to boost sales through the use of the correct strategies. One such way is to offer the same brand in different package sizes, while regularly introducing new products and investing in marketing campaigns are also common strategies. The health and wellness trend is also having an impact on the category as well. Although Finns are now generally more concerned about their health, this has not stopped them from purchasing and consuming sugar confectionery. The health and wellness trend, however, has been manifested in smaller packaging sizes and the use of more natural ingredients such as natural juices, flavours and colourants. For example, the new Good Stuff brand offered by Cloetta Suomi contains only natural colours and flavours while also being free from gelatine, gluten and lactose. In addition to the use of more natural ingredients, smaller packaging sizes for on-the-go consumption have continued to appear, catering for the increasing number of busy Finns who are forced to eat outside of the home while on the go between their different obligations and leisure activities. Smaller packaging sizes enable consumers to do satisfy their immediate needs when outside of the home.
As the competition in sugar confectionery becomes more intense, Fazer was not left unaffected as its value share declined marginally to remain on 31% in 2015.This domestic manufacturer has long been present in sugar confectionery in Finland and it offers an extensive product selection which enjoys great consumer trust and loyalty. The company regularly develops and launches new products and it invests substantial amounts in marketing and advertising campaigns, including media advertising campaigns and in-store promotional events. These strategies, together with its excellent distribution and prime shelf positioning in retail outlets, have given Fazer Makeiset a very strong position in sugar confectionery in Finland.
Natural ingredients and sustainability are expected to become increasingly important in sugar confectionery in Finland during the forecast period, having an increasingly important impact on new product development and dictating consumer preferences to a large degree. For example, the use of the natural sweetener Stevia instead of sugar and real fruit juice instead of artificial flavours is expected to continue building. However, sugar confectionery is set to continue facing the complicated challenge of maturity. Finns are already big consumers of sugar confectionery in per capita terms, leaving little space for further growth. In addition, as the Finnish economy is set to remain uncertain and unstable, with elevated unemployment rates lingering, many consumers are likely to remain reluctant to spend money on unnecessary extra items, including sugar confectionery. Another factor challenging sales of sugar confectionery is set to be rising was of private imports from neighbouring Estonia, where Finns continue to shop in order to save money due to the lower unit prices there.
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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
Summary 1 S Group: Key Facts Summary 2 S Group: Operational Indicators
Summary 3 S Group: Private Label Portfolio
Summary 4 S Group: Competitive Position 2015
Packaged Food in Finland - Industry Overview
Negative value growth challenges packaged food
Consumers favour domestic products and retailers engage in a price war
Private label marches on
Dominant modern grocery retailers maintains its grip
Steady value growth predicted, but with caution
KEY TRENDS AND DEVELOPMENTS
Domestic grocery retail giants dominate packaged food distribution, but face competition from Lidl
Domestic origin is a sales boost
Price wars in 2015
Traditional food persists but ranges are widening
FOODSERVICE: KEY TRENDS AND DEVELOPMENTS
Trends: Sales to Foodservice
Trends: Consumer Foodservice
Table 1 Foodservice Sales of Packaged Food by Category: Volume 2010-2015 Table 2 Foodservice Sales of Packaged Food by Category: % Volume Growth 2010-2015 Table 3 Forecast Foodservice Sales of Packaged Food by Category: Volume 2015-2020 Table 4 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2015-2020
Table 5 Sales of Packaged Food by Category: Volume 2010-2015 Table 6 Sales of Packaged Food by Category: Value 2010-2015 Table 7 Sales of Packaged Food by Category: % Volume Growth 2010-2015 Table 8 Sales of Packaged Food by Category: % Value Growth 2010-2015 Table 9 GBO Company Shares of Packaged Food: % Value 2011-2015 Table 10 NBO Company Shares of Packaged Food: % Value 2011-2015 Table 11 LBN Brand Shares of Packaged Food: % Value 2012-2015 Table 12 Penetration of Private Label by Category: % Value 2010-2015 Table 13 Distribution of Packaged Food by Format: % Value 2010-2015 Table 14 Distribution of Packaged Food by Format and Category: % Value 2015 Table 15 Forecast Sales of Packaged Food by Category: Volume 2015-2020 Table 16 Forecast Sales of Packaged Food by Category: Value 2015-2020 Table 17 Forecast Sales of Packaged Food by Category: % Volume Growth 2015-2020 Table 18 Forecast Sales of Packaged Food by Category: % Value Growth 2015-2020
Summary 5 Research Sources
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.