Alcoholic Drinks in Finland
Euromonitor International's Alcoholic Drinks in Finland market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
Buy online to access strategic market analysis and an interactive statistical database of volume and value market sizes including on-trade and off-trade, company and brand shares, distribution and pricing data.
Tables: 178 | Publication date: Feb 2009
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Beer; Cider/perry; RTDs/High-strength premixes; Spirits; Wine
Executive summary
Volume sales decline as a reaction to the tax increase in early 2008
Total alcoholic drinks sales in Finland saw volume sales decline in 2008 due to higher prices, mainly as a result of increased alcohol taxes. This compares with 2007, which saw volume sales boosted by the upward economic trend and decreasing imports by travellers. In 2008, volume sales were therefore clearly lower than the average annual growth rate over the review period as a whole.
Consumer prices set to increase
Current value sales saw an irregular jump in 2008 due primarily to the tax increase. However, there are also a number of other underlying factors driving consumer prices upwards. Increases in raw material costs, rising energy prices as well as increased salaries in Finland are important factors. Demand for premium products is also increasing steadily. Premium imported lager, for example, was most the dynamic product in beer in 2008.
It should be noted, however, that 2008 brought with it on the one hand the tax increase, but also a new law prohibiting sales of discounted multipacks of beer, cider and RTDs, which also contributed to rising unit prices in 2008. Nevertheless, besides the specific changes affecting the legal framework in 2008, this trend is not just a characteristic limited to 2008. Indeed, industry sources believe we are just seeing the beginning of a period of an upward unit price trend.
Sinebrychoff Oy AB leads an increasingly competitive market
Sinebrychoff Oy AB leads the Finnish market for alcoholic drinks, a result of its strong position in brewery products, particularly beer and cider, where it is a market leader. Hartwall Oy AB comes a relatively close second, due greatly to its strong position in RTDs, where it is the leader, although it is also strong in beer and cider sales. Hartwall Oy AB’s market share has declined in recent years, mainly as a result of falling beer sales, but also due to intense competition from market leader Sinebrychoff Oy AB as well as smaller players such as private label producers.
However, both leading companies’ strong positions are derived from their long presence on the Finnish market and a long tradition in the brewery industry. Their core brands are well known and trusted and both nurture the market by launching new innovative products and flavours.
On-trade channel takes another round of pounding in 2008
Although the off-trade did see a clear dip in its volume sales increase in 2008 compared to 2007, not least because of the increased alcohol taxes, growth rates at least remained positive. The on-trade, however, which was already suffering, recorded a continued sales decline in the wake of the 2008 tax rise, continuing the poor development seen in almost every year since the 2004 tax cut. Following the 2004 tax adjustment, the price difference between on- and off-trade sales became too high for many people, while the ban on smoking in on-trade outlets in 2007 further led to people drinking more at home. The number of on-trade outlets has, as a result, declined steadily in Finland, down by over 1,000 outlets between 1995 and 2007.
Consumer prices predicted to accelerate leading to slower volume growth
Alcoholic drinks volume sales in Finland will see rather flat and weaker volume growth in the forecast period compared to the review period. The market has become increasingly mature and increasing price levels will hold growth rates down. Growth in constant value terms, by contrast, will be far stronger than in the review period. To some extent the 2004 tax cut distorts comparisons, but increasing costs for both raw materials, salaries and energy will be passed on to the consumer.
Table of contents
ALCOHOLIC DRINKS IN FINLAND : MARKET INSIGHT
EXECUTIVE SUMMARY
Volume sales decline as a reaction to the tax increase in early 2008
Consumer prices set to increase
Sinebrychoff Oy AB leads an increasingly competitive market
On-trade channel takes another round of pounding in 2008
Consumer prices predicted to accelerate leading to slower volume growth
KEY TRENDS AND DEVELOPMENTS
Alcohol tax increased in January 2008
Finland’s economy remains strong but GDP growth will slow down
PET and cans invade packaging following abolition of environmental tax
Private label sales enter with brisk pace
Strong demand for low-calorie products
Specialist Retailers
Summary 1 Leading Specialist Retailers 2007
Market Merger and Acquisition Activity
MARKET BACKGROUND
Legislation
TAXATION AND DUTY LEVIES
Table 1 Effects on Alko’s retail prices following the 2008 tax increase
Table 2 Taxation and Duty Levies on Alcoholic Drinks 2008 (after tax increase)
Table 3 Taxation and Duty Levies on Alcoholic Drinks 2007 (prior to 2008 tax increase)
Table 4 Typical Wholesaler and Retailer Off-trade Mark-ups by Selected Sectors 2008
Table 5 Selling Margin of a Typical Domestically Produced Beer Brand 2008
Table 6 Selling Margin of a Typical Imported Wine Brand 2008
Table 7 Selling Margin of a Typical Domestically Produced Spirits Brand 2008
OPERATING ENVIRONMENT
Table 8 Consumption of Alcoholic Drinks In Finland by 100% Pure Alcohol in 2003-2007
Table 9 Number of On-trade Establishments by Type 2004-2007
MARKET INDICATORS
Table 10 Retail Consumer Expenditure on Alcoholic Drinks 2003-2008
MARKET DATA
Table 11 Sales of Alcoholic Drinks by Sector: Total Volume 2003-2008
Table 12 Sales of Alcoholic Drinks by Sector: Total Value 2003-2008
Table 13 Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2003-2008
Table 14 Sales of Alcoholic Drinks by Sector: % Total Value Growth 2003-2008
Table 15 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: Volume 2008
Table 16 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: Value 2008
Table 17 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: % Volume 2008
Table 18 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: % Value 2008
Table 19 Company Shares of Alcoholic Drinks by Global Brand Owner 2004-2007
Table 20 Off-trade Sales of Alcoholic Drinks by Distribution Format: % Value Analysis 2008
Table 21 Off-trade Sales of Alcoholic Drinks by Sector and Distribution Format: % Volume Analysis 2008
Table 22 Forecast Sales of Alcoholic Drinks by Sector: Total Volume 2008-2013
Table 23 Forecast Sales of Alcoholic Drinks by Sector: Total Value 2008-2013
Table 24 Forecast Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2008-2013
Table 25 Forecast Sales of Alcoholic Drinks by Sector: % Total Value Growth 2008-2013
DEFINITIONS
Summary 2 Research Sources
LOCAL COMPANY PROFILES - FINLAND
ALTIA OYJ - ALCOHOLIC DRINKS - FINLAND
STRATEGIC DIRECTION
KEY FACTS
Summary 3 Altia Oyj: Key Facts
Summary 4 Altia Oyj: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 5 Altia Oyj: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 6 Altia Oyj: Competitive Position 2007
HARTWALL OY AB - ALCOHOLIC DRINKS - FINLAND
STRATEGIC DIRECTION
KEY FACTS
Summary 7 Hartwall Oy AB: Key Facts
Summary 8 Hartwall Oy AB: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 9 Hartwall Oy AB: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 10 Hartwall Oy AB: Competitive Position 2007
NOKIAN PANIMO OY - ALCOHOLIC DRINKS - FINLAND
STRATEGIC DIRECTION
KEY FACTS
Summary 11 Nokian Panimo Oy: Key Facts
Summary 12 Nokian Panimo Oy: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 13 Nokian Panimo Oy: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 14 Nokian Panimo Oy: Competitive Position 2007
OLVI OYJ - ALCOHOLIC DRINKS - FINLAND
STRATEGIC DIRECTION
KEY FACTS
Summary 15 Olvi Oyj: Key Facts
Summary 16 Olvi Oyj: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 17 Olvi Oyj: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 18 Olvi Oyj: Competitive Position 2007
SINEBRYCHOFF OY AB - ALCOHOLIC DRINKS - FINLAND
STRATEGIC DIRECTION
KEY FACTS
Summary 19 Sinebrychoff Oy AB: Key Facts
Summary 20 Sinebrychoff Oy AB: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 21 Sinebrychoff Oy AB: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 22 Sinebrychoff Oy AB: Competitive Position 2007
BEER IN FINLAND
HEADLINES
TRENDS
Production, Imports and Exports
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Lager price band methodology
Summary 23 Lager by Price Band 2008
Published data comparisons
SECTOR DATA
Table 26 Sales of Beer by Subsector: Total Volume 2003-2008
Table 27 Sales of Beer by Subsector: Total Value 2003-2008
Table 28 Sales of Beer by Subsector: % Total Volume Growth 2003-2008
Table 29 Sales of Beer by Subsector: % Total Value Growth 2003-2008
Table 30 Sales of Beer by On-trade vs Off-trade Split: Volume 2003-2008
Table 31 Sales of Beer by On-trade vs Off-trade Split: Value 2003-2008
Table 32 Sales of Beer by On-trade vs Off-trade Split: % Volume Growth 2003-2008
Table 33 Sales of Beer by On-trade vs Off-trade Split: % Value Growth 2003-2008
Table 34 Beer: Production, Imports and Exports: Total Volume 2002-2007
Table 35 Beer Exports by Country of Destination: Total Volume 2002-2007
Table 36 Beer Exports by Country of Destination: Total Value 2002-2007
Table 37 Beer Imports by Country of Origin: Total Volume 2002-2007
Table 38 Beer Imports by Country of Origin: Total Value 2002-2007
Table 39 Company Shares of Beer by National Brand Owner 2003-2007
Table 40 Company Shares of Beer by Global Brand Owner 2003-2007
Table 41 Brand Shares of Beer 2004-2007
Table 42 Forecast Sales of Beer by Subsector: Total Volume 2008-2013
Table 43 Forecast Sales of Beer by Subsector: Total Value 2008-2013
Table 44 Forecast Sales of Beer by Subsector: % Total Volume Growth 2008-2013
Table 45 Forecast Sales of Beer by Subsector: % Total Value Growth 2008-2013
CIDER/PERRY IN FINLAND
HEADLINES
TRENDS
Production, Imports and Exports
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Published data comparisons
SECTOR DATA
Table 46 Sales of Cider/Perry: Total Volume 2003-2008
Table 47 Sales of Cider/Perry: Total Value 2003-2008
Table 48 Sales of Cider/Perry: % Total Volume Growth 2003-2008
Table 49 Sales of Cider/Perry: % Total Value Growth 2003-2008
Table 50 On-trade vs Off-trade Sales of Cider/Perry: Volume 2003-2008
Table 51 On-trade vs Off-trade Sales of Cider/Perry: Value 2003-2008
Table 52 On-trade vs Off-trade Sales of Cider/Perry: % Volume Growth 2003-2008
Table 53 On-trade vs Off-trade Sales of Cider/Perry: % Value Growth 2003-2008
Table 54 Cider/Perry Production, Imports and Exports: Total Volume 2002-2007
Table 55 Cider/Perry Exports by Country of Destination: Total Volume 2002-2007
Table 56 Cider/Perry Exports by Country of Destination: Total Value 2002-2007
Table 57 Cider/Perry Imports by Country of Origin: Total Volume 2002-2007
Table 58 Cider/Perry Imports by Country of Origin: Total Value 2002-2007
Table 59 Company Shares of Cider/Perry by National Brand Owner 2003-2007
Table 60 Company Shares of Cider/Perry by Global Brand Owner 2003-2007
Table 61 Brand Shares of Cider/Perry 2004-2007
Table 62 Forecast Sales of Cider/Perry: Total Volume 2008-2013
Table 63 Forecast Sales of Cider/Perry: Total Value 2008-2013
Table 64 Forecast Sales of Cider/Perry: % Total Volume Growth 2008-2013
Table 65 Forecast Sales of Cider/Perry: % Total Value Growth 2008-2013
RTDS/HIGH-STRENGTH PREMIXES IN FINLAND
HEADLINES
TRENDS
Production, Imports and Exports
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Published data comparisons
SECTOR DATA
Table 66 Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2003-2008
Table 67 Sales of RTDS/High-strength Premixes by Subsector: Total Value 2003-2008
Table 68 Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2003-2008
Table 69 Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2003-2008
Table 70 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Volume 2003-2008
Table 71 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Value 2003-2008
Table 72 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Volume Growth 2003-2008
Table 73 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Value Growth 2003-2008
Table 74 RTDS/High-strength Premixes Production, Imports and Exports: Total Volume 2002-2007
Table 75 Company Shares of RTDS/High-strength Premixes by Global Brand Owner 2003-2007
Table 76 Company Shares of RTDS/High-strength Premixes by National Brand Owner 2003-2007
Table 77 Brand Shares of RTDS/High-strength Premixes 2004-2007
Table 78 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2008-2013
Table 79 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Value 2008-2013
Table 80 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2008-2013
Table 81 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2008-2013
WINE IN FINLAND
HEADLINES
TRENDS
Production, Imports and Exports
COMPETITIVE LANDSCAPE
PROSPECTS
Published data comparisons
SECTOR DATA
Table 82 Sales of Wine by Subsector: Total Volume 2003-2008
Table 83 Sales of Wine by Subsector: Total Value 2003-2008
Table 84 Sales of Wine by Subsector: % Total Volume Growth 2003-2008
Table 85 Sales of Wine by Subsector: % Total Value Growth 2003-2008
Table 86 Sales of Wine by On-trade vs Off-trade Split: Volume 2003-2008
Table 87 Sales of Wine by On-trade vs Off-trade Split: Value 2003-2008
Table 88 Sales of Wine by On-trade vs Off-trade Split: % Volume Growth 2003-2008
Table 89 Sales of Wine by On-trade vs Off-trade Split: % Value Growth 2003-2008
Table 90 Volume Sales of Still Red Wine by Price Segment 2003-2008
Table 91 Volume Sales of Still White Wine by Price Segment 2003-2008
Table 92 Volume Sales of Still Rosé Wine by Price Segment 2003-2008
Table 93 Volume Sales of Other Sparkling Wine by Price Segment 2003-2008
Table 94 Sales of Still Red Wine by Grape/Varietal Type 2003-2008
Table 95 Sales of Still White Wine by Grape/Varietal Type 2003-2008
Table 96 Sales of Still Rosé Wine by Grape/Varietal Type 2003-2008
Table 97 Sales of Still Red Wine by Quality Classification 2003-2008
Table 98 Sales of Still White Wine by Quality Classification 2003-2008
Table 99 Sales of Still Rosé Wine by Quality Classification 2003-2008
Table 100 Wine Production, Imports and Exports: Total Volume 2002-2007
Table 101 Wine Exports by Country of Destination: Total Volume 2002-2007
Table 102 Wine Exports by Country of Destination: Total Value 2002-2007
Table 103 Wine Imports by Country of Origin: Total Volume 2002-2007
Table 104 Wine Imports by Country of Origin: Total Value 2002-2007
Table 105 Company Shares of Still Light Grape Wine by National Brand Owner 2003-2007
Table 106 Company Shares of Still Light Grape Wine by Global Brand Owner 2003-2007
Table 107 Brand Shares of Still Light Grape Wine 2004-2007
Table 108 Company Shares of Champagne by National Brand Owner 2004-2007
Table 109 Company Shares of Champagne by Global Brand Owner 2004-2007
Table 110 Brand Shares of Champagne 2004-2007
Table 111 Company Shares of Other Sparkling Wine by National Brand Owner 2003-2007
Table 112 Company Shares of Other Sparkling Wine by Global Brand Owner 2003-2007
Table 113 Brand Shares of Other Sparkling Wine 2004-2007
Table 114 Company Shares of Fortified Wine and Vermouth by National Brand Owner 2004-2007
Table 115 Company Shares of Fortified Wine and Vermouth by Global Brand Owner 2004-2007
Table 116 Brand Shares of Fortified Wine and Vermouth 2004-2007
Table 117 Company Shares of Non-grape Wine by National Brand Owner 2004-2007
Table 118 Company Shares of Non-grape Wine by Global Brand Owner 2004-2007
Table 119 Brand Shares of Non-grape Wine 2004-2007
Table 120 Forecast Sales of Wine by Subsector: Total Volume 2008-2013
Table 121 Forecast Sales of Wine by Subsector: Total Value 2008-2013
Table 122 Forecast Sales of Wine by Subsector: % Total Volume Growth 2008-2013
Table 123 Forecast Sales of Wine by Subsector: % Total Value Growth 2008-2013
SPIRITS IN FINLAND
HEADLINES
TRENDS
Production, Imports and Exports
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Vodka, gin and other blended Scotch whisky price band methodology
Summary 24 Benchmark Brands – Finland
Published data comparisons
SECTOR DATA
Table 124 Sales of Spirits by Subsector: Total Volume 2003-2008
Table 125 Sales of Spirits by Subsector: Total Value 2003-2008
Table 126 Sales of Spirits by Subsector: % Total Volume Growth 2003-2008
Table 127 Sales of Spirits by Subsector: % Total Value Growth 2003-2008
Table 128 Sales of Spirits by On-trade vs Off-trade Split: Volume 2003-2008
Table 129 Sales of Spirits by On-trade vs Off-trade Split: Value 2003-2008
Table 130 Sales of Spirits by On-trade vs Off-trade Split: % Volume Growth 2003-2008
Table 131 Sales of Spirits by On-trade vs Off-trade Split: % Value Growth 2003-2008
Table 132 Sales of Other Blended Scotch Whisky by Premium/Super-premium Split 2003-2008
Table 133 Sales of Gin by Premium/Super-premium Split 2003-2008
Table 134 Sales of Vodka by Premium/Super-premium Split 2003-2008
Table 135 Sales of Flavoured vs Non-flavoured Vodka 2003-2008
Table 136 Spirits Production, Imports and Exports: Total Volume 2002-2007
Table 137 Spirits Exports by Country of Destination: Total Volume 2002-2007
Table 138 Spirits Exports by Country of Destination: Total Value 2002-2007
Table 139 Spirits Imports by Country of Origin: Total Volume 2002-2007
Table 140 Spirits Imports by Country of Origin: Total Value 2002-2007
Table 141 Whisk(e)y Production, Imports and Exports: Total Volume 2002-2007
Table 142 Brandy & Cognac Production, Imports and Exports: Total Volume 2002-2007
Table 143 Vodka Production, Imports and Exports: Total Volume 2002-2007
Table 144 Gin Production, Imports and Exports: Total Volume 2002-2007
Table 145 Rum Production, Imports and Exports: Total Volume 2002-2007
Table 146 Tequila Production, Imports and Exports: Total Volume 2002-2007
Table 147 Liqueurs Production: Total Volume 2002-2007
Table 148 Company Shares of Spirits by National Brand Owner 2003-2007
Table 149 Company Shares of Spirits by Global Brand Owner 2003-2007
Table 150 Brand Shares of Spirits 2004-2007
Table 151 Forecast Sales of Spirits by Subsector: Total Volume 2008-2013
Table 152 Forecast Sales of Spirits by Subsector: Total Value 2008-2013
Table 153 Forecast Sales of Spirits by Subsector: % Total Volume Growth 2008-2013
Table 154 Forecast Sales of Spirits by Subsector: % Total Value Growth 2008-2013