Finland

In 2023, mass beauty and personal care in Finland exhibited robust growth, primarily in terms of value. This growth was multifaceted, driven partly by inflation-induced price increases but also by a notable shift from premium to mass categories. The…

Finland was one of the countries that imposed few restrictions on lodging during the COVID-19 pandemic. For example, outlets were not forced to close nor were they restricted to only hosting certain types of guests. However, there were…

As with consumer foodservice in general, limited-service restaurants continued to see strong current value growth in 2023, albeit spiked more by the high rate of inflation in the country than by bigger volume sales. Current value sales grew at a…

Laundry care has been adversely affected by rising prices, prompting Finns to adopt energy and water-saving practices. Consumers are prioritising full-capacity loads and opting for low-temperature washing cycles. Despite the overall decline, laundry…

Retail volume sales in juice faces decline in 2023 with sales normalising in Finland. Finnish consumers have returned to work and now spend less time at home post-pandemic. Demand in juice also continues to suffer from the impact of the soft drink…

Finns are amongst the biggest consumers of ice cream in Europe. While sales fluctuate according to whether the Nordic summer is warm or cool, it is noteworthy that Finns are widely known to indulge in ice cream in the winter, aiding sales on the…

Hypermarkets remains the leading retail (not only grocery retail) channel in Finland, with around a third of overall sales of grocery retailers in 2023. Hypermarkets has managed to maintain its extend its lead over supermarkets (the second biggest…

The oat boom continues expanding in Finland. Not only are oats a traditional Nordic superfood, but there is also considerable new product development allowing brands to deliver value-added benefits. The health benefits of oats are widely known in…

The selection of functional soft drinks is growing in Finland and consumers are exhibiting great interest in products that offer added protein and an energy boost. Finns lead hectic and active lifestyles in the cold and dark Nordic climate, making…

Health claims related to xylitol remain relevant in the Finnish snacks market, and snack products containing xylitol are gaining in popularity. The Jenkki brand and its xylitol health claims have been present since the first xylitol sweetened gum was…

Finns are clearly migrating towards fruit/herbal tea, green tea and other tea, which are snatching sales away from black tea. This movement is being powered by the health and wellness trend, as well as Finns’ keenness to experiment with new products…

Sugar has increasingly become the focus of consumer health concerns around the world, with excessive consumption of sugar in modern diets associated with the development of a number of health problems, including obesity, type 2 diabetes and…

Nordic rapeseed oil is benefiting from being seen as a locally sourced superfood, boosting sales of domestic cooking oils. It is noteworthy that, as the global supply of sunflower oil suffered shortages in 2022, Finns increasingly turned to locally…

Hot drinks faces maturity in Finland where coffee is already well established and the consumption of tea bags black is on the decline. Retail volume sales have come under pressure from unit price increases caused by high inflation and increased…

In 2023, current value sales slowed in home products specialists as consumer confidence weakened and Finland entered recession. Consumers cut back expenditure on home improvements and home furnishings as household budgets were allocated to more…

High price increases in 2023 have negatively impacted the volume sales of insecticides. Consumers are now purchasing insecticides as needed, prioritising effectiveness in their selection process. Brand loyalty remains high in this category, with…

The year 2023 witnessed a consistent rise in unit prices, contributing to a decline in volume sales. However, since April 2023, home care has shown signs of recovery, buoyed by increases in consumer spending, particularly during the summer months…

Herbal/traditional products is expected to see healthy current value growth in 2023, stemming from increased consumer interest in natural ingredients, as well as manufacturer activity. It is noteworthy that, while vitamins and dietary supplements and…

The health and wellness industry continues to grow in importance post-pandemic as consumers become more aware of the negative health impact of processed foods, seeking healthier foods and beverages from a range of claims such as natural, organic,…

Health and beauty specialists in Finland is the second biggest non-grocery channel in Finland and is a category of growing importance. One of the main reasons for this growth is that pharmacy products are mostly essential. A high share of overall…