Sugar confectionery is a very mature category in Finland, benefiting from high per capita consumption.
Sugar confectionery in Finland is also being impacted by consumers’ increasing ethical and health concerns. Fazer Makeiset, for example, launched Fazer Tutti Frutti Original Natural Colours, a bright assortment of gums in fruit flavours such as raspberry, pear, lemon and the unique Tutti Frutti.
Finns are leading increasingly busy lifestyles and so snacking outside the home is on the rise. Manufacturers are thus seeking to cater for this trend by launching smaller snack-sized packs.
Cloetta Suomi remained the leading player in sugar confectionery in 2019, closely followed by the domestic manufacturer Fazer Makeiset, with the two companies together accounting for a dominant share of retail value sales. Their leading positions can be attributed to factors such as their longstanding presence in the country, well-established brands and widespread distribution networks.
In 2018, Cloetta Suomi expanded its mint selection with Mynthon Original Cola flavour, which was made available in a larger pack size than usual for this brand. In addition, its packaging highlighted the fact that the product was sweetened with sugar, with the company stating this to be a more natural option than artificial sweeteners, which many consumers are looking to avoid.
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This industry report originates from Passport, our Packaged Food market research database.