Executive Summary

Aug 2019
PROSPECTS
Category growth supported by a focus on innovation and quality

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.

Finns increasingly seeking ethical chocolate confectionery

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.

Co-branding remains a key trend

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.

COMPETITIVE LANDSCAPE
Fazer Makeiset remains the clear leader in chocolate confectionery thanks to a focus on innovation and catering for consumers’ changing demands

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.

Manufacturers continue to focus on flavour and texture to offer consumers new taste experiences

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 activities highlight the benefits to wellbeing of consuming chocolate confectionery

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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Chocolate Confectionery in Finland

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Overview

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

The Chocolate 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 Chocolate confectionery in Finland?
  • What are the major brands in Finland?
  • What are market opportunities for health and wellness minded dark chocolate?
  • What are market opportunities for ethically sourced chocolate?
  • How might increasingly volatile cocoa bean commodity prices impact retail prices and sales performance?

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.

Chocolate Confectionery in Finland - Category analysis

HEADLINES

PROSPECTS

Category growth supported by a focus on innovation and quality
Finns increasingly seeking ethical chocolate confectionery
Co-branding remains a key trend

COMPETITIVE LANDSCAPE

Fazer Makeiset remains the clear leader in chocolate confectionery thanks to a focus on innovation and catering for consumers’ changing demands
Manufacturers continue to focus on flavour and texture to offer consumers new taste experiences
Marketing activities highlight the benefits to wellbeing of consuming chocolate confectionery
Summary 1 Other Chocolate Confectionery by Product Type: 2019

CATEGORY DATA

Table 1 Sales of Chocolate Confectionery by Category: Volume 2014-2019
Table 2 Sales of Chocolate Confectionery by Category: Value 2014-2019
Table 3 Sales of Chocolate Confectionery by Category: % Volume Growth 2014-2019
Table 4 Sales of Chocolate Confectionery by Category: % Value Growth 2014-2019
Table 5 Sales of Chocolate Tablets by Type: % Value 2014-2019
Table 6 NBO Company Shares of Chocolate Confectionery: % Value 2015-2019
Table 7 LBN Brand Shares of Chocolate Confectionery: % Value 2016-2019
Table 8 Distribution of Chocolate Confectionery by Format: % Value 2014-2019
Table 9 Forecast Sales of Chocolate Confectionery by Category: Volume 2019-2024
Table 10 Forecast Sales of Chocolate Confectionery by Category: Value 2019-2024
Table 11 Forecast Sales of Chocolate Confectionery by Category: % Volume Growth 2019-2024
Table 12 Forecast Sales of Chocolate Confectionery by Category: % Value Growth 2019-2024

Packaged Food in Finland - Industry Overview

EXECUTIVE SUMMARY

Sales boom for packaged food however volume growth continues to be a struggle
Competitors stood out by using authentic flavours, domestic ingredients and innovation
In a competitive landscape, players focus on innovation and fulfilling consumer demands 
Hypermarkets gain success at the expense of smaller grocery retailers
Players will focus on eco-credentials, health and wellness and innovation to cut-through competition 

FOODSERVICE

Sales to Foodservice
Growth is stable as increased purchasing power allows Fins to eat out more often
Taste matters, but so does ethical and social responsibilities 
Free-from products are on the rise as foodservice responds to consumer demand
Consumer Foodservice
Foodservice operators adopt new strategies to compete
Foodservice operators increasingly favour locally sourced ingredients
Fast food sees a positive performance and is set to continue growing over the forecast period 
Category Data
Table 13 Foodservice Sales of Packaged Food by Category: Volume 2014-2019
Table 14 Foodservice Sales of Packaged Food by Category: % Volume Growth 2014-2019
Table 15 Forecast Foodservice Sales of Packaged Food by Category: Volume 2019-2024
Table 16 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2019-2024

MARKET DATA

Table 17 Sales of Packaged Food by Category: Volume 2014-2019
Table 18 Sales of Packaged Food by Category: Value 2014-2019
Table 19 Sales of Packaged Food by Category: % Volume Growth 2014-2019
Table 20 Sales of Packaged Food by Category: % Value Growth 2014-2019
Table 21 GBO Company Shares of Packaged Food: % Value 2015-2019
Table 22 NBO Company Shares of Packaged Food: % Value 2015-2019
Table 23 LBN Brand Shares of Packaged Food: % Value 2016-2019
Table 24 Penetration of Private Label by Category: % Value 2014-2019
Table 25 Distribution of Packaged Food by Format: % Value 2014-2019
Table 26 Distribution of Packaged Food by Format and Category: % Value 2019
Table 27 Forecast Sales of Packaged Food by Category: Volume 2019-2024
Table 28 Forecast Sales of Packaged Food by Category: Value 2019-2024
Table 29 Forecast Sales of Packaged Food by Category: % Volume Growth 2019-2024
Table 30 Forecast Sales of Packaged Food by Category: % Value Growth 2019-2024

SOURCES

Summary 2 Research Sources