Chocolate confectionery is a mature category in Finland and so manufacturers are having to seek growth opportunities through a focus on health, new flavour experiences, premium quality, certified sustainable ingredients and smaller snack-sized packaging in order to maintain consumer interest. In 2019, there was a particular focus on premium offerings, organic free from dairy chocolate, chocolate made with local superfoods such as oats and chocolate containing 60% less sugar than standard variants.
Ecological and ethical ingredients are becoming more important to consumers of chocolate confectionery in Finland, with manufacturers increasingly addressing this issue by highlighting the certified origins of their cocoa on product packaging as well as in their advertisements. For example, Mondelez Finland’s Daim chocolate confectionery range carries the Cocoa Life symbol to indicate sustainable farming, while Fazer Makeiset uses Rainforest Alliance, Fairtrade and UTZ certified cocoa.
Finns have shown themselves to be keen on co-branded products. 2018 saw Cloetta Suomi extend its Cloetta Polly selection with Polly Kick, which combines Polly chocolate covered marshmallow tops with soft Kick liquorice toffee, while the domestic manufacturer Fazer Makeiset launched Kismet Marianne Pallot, combining its well-known Kismet and Marianne chocolate confectionery in one product.
In 2019, chocolate confectionery continued to be led by Fazer Makeiset, with the domestic company accounting for nearly one half of overall value sales, followed by Mondelez Finland and Orkla Confectionery & Snacks Finland some way behind. Despite its already strong position, Fazer Makeiset continued to steadily grow its value share thanks both to highlighting its domestic origins on the packaging of its products and in its marketing and a key focus on new product innovation.
Chocolate confectionery manufacturers in 2019 continued to try and offer consumers unique products delivering new kinds of taste experiences and limited edition flavours so as to keep them in the category and discourage them from shifting to other types of snacks. For example, third-ranked Orkla Confectionery & Snacks launched Panda Choco & Lakrits Passion Fruit, white chocolate balls covered with passion fruit flour and with a liquorice filling to give consumers three different tastes in one product.
Marketing and promotional activities also remained a key area for chocolate confectionery manufacturers over 2018/2019. Fazer Makeiset's Karl Fazer chocolate tablet range was advertised via humorous clips on the brand’s Facebook account, while also highlighting that it is made using 100% responsibly produced cocoa, fresh milk and natural ingredients and comes in 15 different flavours.
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This industry report originates from Passport, our Packaged Food market research database.