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Country Report

Sweden Flag Confectionery in Sweden

| Pages: 76

Price: US$1,900

About this Report

Executive Summary

Chocolate Confectionery

TRENDS

  • The general trend started in 2011, when liquorice was used as an ingredient for the Nobel dinner. Excessive media attention followed and several other celebrity chefs joined the movement. The popularity also spread among consumers who participated in liquorice tastings, drank liquorice beer and went to festivals in homage to the black plant. In 2012 the first award for the best liquorice product was handed out and it was won by a chocolate-coated liquorice pastille. The trend is set to reach chocolate confectionery in 2013, when several of the leading brands launch new products with either liquorice or salty liquorice. Sweet chocolate blends well with the particular and versatile taste of liquorice.

COMPETITIVE LANDSCAPE

  • Kraft Foods Sverige AB is projected to count for a 38% share of retail value sales. The reason is its popular brand Marabou that is traditionally rooted in the minds of Swedish consumers. It has gained its prominent position through a wide range of products, where almost every single person can find a particular favourite. The range is continuously updated with new brand features, either if it concerns a new flavour or merely a redesign of the packaging. Some examples in 2012/13 are the successful launch of Starbar and a line extension combined with brand communication for Japp. By constantly attracting consumer interest through innovation, Kraft Foods can maintain its distance from Cloetta AB, which counts for 20% of total retail value sales.

PROSPECTS

  • Increased amount of collaborations and brand extensions across different packaged food categories is expected from chocolate confectionery brands. Previously, movement into ice-cream been identifiable, where several brands entered into single portion dairy ice-cream. In late 2012, Fazer Konfektyr AB and Kraft Foods Sverige AB introduced Dumle and Daim flavoured “chocolate balls”, respectively, together with bakery manufacturer Delicato Bakverk AB. Chocolate confectionery is a relatively mature market and the strategy is utilised to spread the particular flavours and thereby increase brand awareness.

Gum

TRENDS

  • During 2013, a new study from the National Institute of Radiological Science in Japan spread in Swedish media. The research results showed that people who chewed gum had up to 10% higher reaction times. One example of a notable chewing gum consumer is Sir Alex Ferguson, being one of the most successful football managers of all time. Several theories behind the findings were discussed by prominent scientists, such as improved blood flow to the brain, or a stress relieving effect on the muscles. The health effects of chewing gum have previously been questioned and this news creates a positive buzz around the products.

COMPETITIVE LANDSCAPE

  • Wrigley Scandinavia AB leads sales with a 53% retail value share in 2013. Its Extra brand is strong and offers a wide range of products that appeal to the tastes of Swedish consumers. The different flavours stretch from classic flavours, such as peppermint and eucalyptus, to more locally adapted offerings like liquorice. Cadbury Sweden AB’s brands Stimorol and V6 are following with a 41% retail value share. The brand V6 has a strong clinical orientation by clearly emphasising dental care on the packaging and using legitimised dentists in the commercial. Together, both companies count for 94% of total gum value, hence not being subject to extensive competition from other brands.

PROSPECTS

  • Added value and health claims are expected to reach a more prominent position within gum over the forecast period. Xylitol is already a common ingredient, but Dentirol Medical AB’s Dentirol is yet the only major brand to market the gum as containing Vitamin C. Consumers are getting increasingly health conscious and other claims than oral health can be used to spur interest. However, the usage of health claims in marketing of gums is undergoing severe scrutiny. The line between approved and rejected is very fine, although the EU has issued a list consisting of allowed health claims for foods.

Sugar Confectionery

TRENDS

  • During 2013, Candyking AB announced that the company is set to list on the Swedish stock exchange in 2014. Being founded over 30 years ago, the company was first to introduce pick-n-mix candy in Sweden. After the introduction, it has been a long and prosperous journey to become one of the leading companies within sugar confectionery. Today the company offers products stretching across almost all sugar confectionery categories, on to chocolate confectionery and fruit snacks. According to trade press, the estimated stock market value be approximately SEK2 billion. Sugar confectionery is, to a smaller extent, influenced by economic cycles and previously has been, for example, Cloetta AB showed promising growth well above the Swedish stock exchange index.

COMPETITIVE LANDSCAPE

  • Cloetta AB is expected to lead sales in 2012/13 with a 29% share in current value terms. After the acquisition of Leaf Sverige AB the company has managed to take a giant leap in sugar confectionery. Its new product portfolio consists of additional strong brands, such as the popular Ahlgrens bilar. The car-shaped candy is marketed as “Sweden’s most sold car” and is offered in a wide set of flavours. A combination between traditional brands and innovations such as Läkerol Xtreme, is the main reason for its market position.

PROSPECTS

  • Convenient consumption is a strong trend within sugar confectionery and it is expected to become even more influential over the forecast period. For example, the urbanisation in Sweden enhances the need to commute and people consume more on the go. Hence, consumers are searching for the products in a wide variety of different stores. The trend will demand greater availability across all distribution channels. Besides being constantly available in stores, different packaging solutions, such as practicality and smaller sizes, are expected to play a significant role.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Confectionery industry in Sweden 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 Sweden, our research will save you time and money while empowering you to make informed, profitable decisions.

The Confectionery in Sweden 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 Sweden?
  • What are the major brands in Sweden?
  • 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 Sweden - Category Analysis

CHOCOLATE CONFECTIONERY

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • 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
  • Summary 1 Other Chocolate Confectionery: Product Types

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

  • 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
  • Summary 2 Other Sugar Confectionery: Product Types

Confectionery in Sweden - Company Profiles

Cloetta AB in Packaged Food (Sweden)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 3 Cloetta AB: Key Facts
  • Summary 4 Cloetta AB: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

  • Summary 5 Cloetta AB: Production Statistics 2013

COMPETITIVE POSITIONING

  • Summary 6 Cloetta AB: Competitive Position 2013

Packaged Food in Sweden - Industry Context

EXECUTIVE SUMMARY

Packaged food sales increase

Horsemeat scandal generates consumer scepticism

Arla Foods AB leads packaged food sales

Discounters breaks new ground

Mature categories dampen growth

KEY TRENDS AND DEVELOPMENTS

Ethnic food gains momentum

Less salt and sugar

Increased focus on private label products polarises the market

The rise of premium products

FOODSERVICE – KEY TRENDS AND DEVELOPMENTS

Headlines

Trends – sales to foodservice

Trends – foodservice

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 7 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
  • 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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