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CHOCOLATE CONFECTIONERY in DENMARK 07 Feb 2014 HEADLINES

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CHOCOLATE CONFECTIONERY IN DENMARK

07 Feb 2014

HEADLINES

In 2013 chocolate confectionery grows by 1% in current value terms to reach sales of DKK3.2 billion Both small and big players target the premiumisation trend Twist wrapped miniatures the best performer in 2013 with current value growth of 5% Unit prices rise only moderately in 2013 Toms Gruppen A/S remains the clear leader in chocolate confectionery with a value share of 32% Chocolate confectionery anticipated a constant value CAGR decline of 1% over the forecast period

COMPETITIVE LANDSCAPE

Toms Gruppen A/S remained the clear leader in chocolate confectionery in Denmark in 2013 with a value share of 32%. Toms Gruppen is a well-established domestic player which owns a wide selection of traditional and well-known brands, such as Anthon Berg, Guld Barre and Yankie. These brands have been present in the Danish market for decades and together offer a wide selection of products in all categories of

chocolate confectionery. Toms Gruppen’s main focus in chocolate confectionery is on the standard mid-

priced segment, but the company has announced its intention to increasingly focus on the more dynamic premium segment. It remains to be seen if this strategy will be successful. The fate of Toms’/Anthon Berg’s super-premium product range A Xoco, which closed three shops in 2013, shows that it is not always easy for an established mid-priced player to be accepted as premium by consumers.

Ranked second and third in chocolate confectionery in 2013 were Kraft Foods Danmark A/S and Mars

Danmark A/S. Kraft Foods Danmark’s key brands are the mid-priced Marabou and the premium-priced

Marabou Premium. Both brands are strong in tablets, while the former increased its share in countlines and

bagged selflines/softlines over the review period. Mars Danmark’s strength is also in these two categories through key brands such as M&M’s, Maltesers, Mars, Snickers, Bounty and Twix.

© Euromonitor International 2014

www.euromonitor.com

NATIONAL BRAND OWNERS AND THEIR BRANDS

Company Name (NBO)

Alfred Ritter A/S ARC A/S

Brand (GBO)

Ritter Sport (Ritter GmbH & Co KG, Alfred) Lindt (Chocoladefabriken Lindt & Sprüngli AG) Carletti (Carletti A/S), Conditorplader (Carletti A/S), Mørk kæmpeplade (Carletti A/S)
Carletti A/S Cloetta Danmark ApS Coop Danmark A/S Elvirasminde A/S
Center (Cloetta AB) Änglamark (Private Label), Coop (Private Label), Irmas Økologisk Balance (Private Label), X-Tra (Private Label) Bolero (Elvirasminde A/S), Samba (Elvirasminde A/S) Ferrero Rocher (Ferrero Group), Kinder Bueno (Ferrero Group), Kinder Surprise (Ferrero Group) Frellsen (Frellsen I M K/S), Gaveæske (Frellsen I M K/S) Daim (Mondelez International Inc), Marabou (Mondelez International Inc), Toblerone (Mondelez International Inc), Twist (Mondelez International Inc) Bounty (Mars Inc), M&M's (Mars Inc), Maltesers (Mars Inc), Mars (Mars Inc), Milky Way (Mars Inc), Snickers (Mars Inc), Twix (Mars Inc) After Eight (Nestlé SA), Crunch (Nestlé SA), Kit Kat (Nestlé SA), Lion (Nestlé SA), Quality Street (Nestlé SA), Smarties (Nestlé SA) Other Private Label (Private Label)
Ferrero Scandinavia AB Frellsen I M K/S Kraft Foods Danmark A/S

Mars Danmark A/S Nestlé Danmark A/S Other Private Label

  • Scan Choko A/S
  • Scan Choko (Scan Choko A/S)

Knoppers (Storck KG, August), Merci (Storck KG, August), Toffifee (Storck KG, August) Tastymix (Candyking Holding AB)
Storck Danmark A/S Tastymix A/S
Anthon Berg (Toms Gruppen A/S), Bogø (Toms Gruppen A/S), Bridge (Toms Gruppen A/S), Galle & Jessen (Toms Gruppen A/S), Guld Barre (Toms Gruppen A/S), Holly (Toms Gruppen A/S), Toms (Toms Gruppen A/S), Yankie (Toms Gruppen A/S)
Toms Gruppen A/S

  • Urtekram A/S
  • Urtekram (Urtekram A/S)

Valora Trade Denmark A/S

Source: Passport by Euromonitor International

Dumle (Karl Fazer Oy Ab), Fazer (Karl Fazer Oy Ab)

© Euromonitor International 2014

www.euromonitor.com

FORECAST DEFINITIONS AND METHODOLOGY

Chocolate Confectionery

This is the aggregation of tablets, countlines, bagged selflines/softlines, boxed assortments, seasonal chocolate, chocolate with toys, alfajores and other chocolate confectionery. Note that chocolate overtly positioned for baking/cooking purposes is excluded from Euromonitor International's confectionery coverage.

Methodology

This report is derived from Euromonitor International’s Passport information system. Industry

research is carried out by a global team of more than 600 in-country analysts and is based on a core set of research techniques:

National-level desk research, company research and analysis, store checking, trade interviewing with national players and market analysis

International-level desk research, multinational company research and analysis, trade interviewing with international players and market analysis

© Euromonitor International 2014

www.euromonitor.com

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