Retailing in Finland
Euromonitor International's Retailing in Finland report offers insight into key trends and developments affecting the industry. The report examines all retail channels to provide sector insight. Channels include department stores, food retailers, health and beauty retailers, clothing and footwear retailers, home furniture and household goods retailers, durable goods retailers, and leisure and personal goods retailers. There are profiles of leading retailers, with analysis of their performance and the challenges they face. There is also analysis of alternative selling channels (kiosks, homeshopping, internet retailing, service stations, vending and direct selling, as available).
Get immediate access to strategic market analysis when you buy reports online
Tables: 196 | Publication date: Mar 2008
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
Non-store retailing; Store-based retailing
Executive summary
Extraordinarily rainy summer boosts retailing industry
Despite increasing maturity, Finnish retailing experienced another year of healthy growth in 2007, very much in line with the year before. The strong performance in 2007 was boosted by an extraordinarily rainy summer, which drove bored Finns into retail consumption. Growing retail sales are also underpinned by a strongly performing economy, resulting in increasing disposable incomes and a consumer optimism regarding future economic development. Consumers also increasingly invested in more expensive high-end products in 2007, thus adding value.
Store-based retailing lagging behind non-store retailing
Due to booming internet retailing, non-store retailing experienced a much stronger current value growth than store-based retailing in Finland in 2007. This is not so surprising, given the increasing maturity of store-based retailing. Internet retailing gained popularity, mainly due to the fact that consumers gained trust in the channel, particularly in terms of payment services but also as delivery times were reduced. Finnish consumers are experienced internet-users, as the vast majority have access to the web and an increasing share to broadband internet.
Strong demand for durable goods, furniture and clothes
In terms of store-based retailing, grocery retailers’ sales lagged slightly behind non-grocery retailers’ sales in w
2007. This was a result of healthy demand for durable goods, furniture and clothing and footwear, all underpinned by growing disposable incomes and a trend of consumers trading up to more premium offerings. Grocery sales are, by contrast, characterised by intense price competition, with discounters and private label products doing well, although consumers are simultaneously also trading up to more premium offerings.
Growing sales in durable goods is partly a result of the upcoming shift to digital broadcasting in the national television network, boosting digital receivers. However, it also occurred as consumers switched from traditional televisions to flat screen and plasma televisions.
Domestic operators dominate but face increasing international competition
Domestic players Kesko Oyj, S-Group and Tradeka lead Finnish retailing, taking almost half of total value sales in 2007. However, competition from international operators with brands such as Ikea, H&M, Gigantti and Lidl is being increasingly felt. Increasing international presence tightened competition and cut down average selling prices. Domestic operators were not taken completely by surprise and a process of reshaping Finnish retailing thus took place during the review period. In 2006, S-Group for example acquired Spar Finland, while Tradeka acquired Wihuri Oy’s two largest brands, Sesto and Ruokavarasto.
Healthy forecast but growth rates are set to settle down
Finnish retailing is forecast to see healthy constant value growth during the forecast period. The Finnish economy is predicted to perform strongly and growing purchasing power will thus add value to sales. Consumers will trade up to more premium offerings and spend more of their budgets on durable goods, furniture and clothing and footwear. However, constant value growth is expected to settle down and be somewhat lower than in the review period. Interest rates are increasing, the peak of economic growth will be reached and price competition will become more intense. Inflation is also expected to increase, which is forecast to contribute to the decelerating sales growth.
Table of contents
RETAILING IN FINLAND : MARKET INSIGHT
EXECUTIVE SUMMARY
Extraordinarily rainy summer boosts retailing industry
Store-based retailing lagging behind non-store retailing
Strong demand for durable goods, furniture and clothes
Domestic operators dominate but face increasing international competition
Healthy forecast but growth rates are set to settle down
KEY TRENDS AND DEVELOPMENTS
Extraordinary performance of Finnish economy will slow down
Widening income differences boosts discounter sales
Price competition constraining value growth
New forms of employment in Finland cause some concern
Increasing competition as foreign operators enter Finland
Foreign competition forces grocery retailing into consolidation
Booming real estate boosts non-grocery sales
Urbanisation changing the face of retailing
Finnish consumers increasingly receptive to food specialists
MARKET INDICATORS
Table 1 Employment in Retailing 2002-2007
MARKET DATA
Table 2 Sales in Retailing by Sector: Value 2002-2007
Table 3 Sales in Retailing by Sector: % Value Growth 2002-2007
Table 4 Sales in Retailing by Grocery vs Non-Grocery 2005-2007
Table 5 Sales in Store-Based Retailing by Sector: Value 2002-2007
Table 6 Sales in Store-Based Retailing by Sector: % Value Growth 2002-2007
Table 7 Sales in Non-store Retailing by Sector: Value 2002-2007
Table 8 Sales in Non-store Retailing by Sector: % Value Growth 2002-2007
Table 9 Retailing Company Shares: % Value 2004-2007
Table 10 Grocery Retailers Company Shares: % Value 2004-2007
Table 11 Grocery Retailers Brand Shares: % Value 2004-2007
Table 12 Non-Grocery Retailers Company Shares: % Value 2004-2007
Table 13 Non-Grocery Retailers Brand Shares: % Value 2004-2007
Table 14 Non-store Retailing Company Shares: % Value 2004-2007
Table 15 Non-store Retailing Brand Shares: % Value 2004-2007
Table 16 Forecast Sales in Retailing by Sector: Value 2007-2012
Table 17 Forecast Sales in Retailing by Sector: % Value Growth 2007-2012
Table 18 Forecast Sales in Store-Based Retailing by Sector: Value 2007-2012
Table 19 Forecast Sales in Store-Based Retailing by Sector: % Value Growth 2007-2012
Table 20 Forecast Sales in Non-store Retailing by Sector: Value 2007-2012
Table 21 Forecast Sales in Non-store Retailing by Sector: % Value Growth 2007-2012
APPENDIX
Operating environment
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - FINLAND
ALKO OY
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Alko Oy: Key Facts
Summary 3 Alko Oy: Operational Indicators
COMPANY BACKGROUND
Table 22 Number of products available through Alko Oy
PRIVATE LABEL
COMPETITIVE POSITIONING
Summary 4 Alko Oy: Competitive Position 2007
ISKU-YHTYMä OY (GROUP)
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Isku-Yhtymä Oy (Group): Key Facts
Summary 6 Isku-Yhtymä Oy (Group): Operational Indicators
COMPANY BACKGROUND
PRIVATE LABEL
COMPETITIVE POSITIONING
Summary 7 Isku-Yhtymä Oy (Group): Competitive Position 2007
KESKO OYJ
STRATEGIC DIRECTION
KEY FACTS
Summary 8 Kesko Oyj: Key Facts
Summary 9 Kesko Oyj: Operational Indicators
COMPANY BACKGROUND
PRIVATE LABEL
Summary 10 Kesko Oyj: Private Label Portfolio
COMPETITIVE POSITIONING
Summary 11 Kesko Oyj: Competitive Position 2007
KOKKOLAN HALPI-HALLI OY
STRATEGIC DIRECTION
KEY FACTS
Summary 12 Kokkolan Halpa-Halli Oy: Key Facts
Summary 13 Kokkolan Halpa-Halli Oy: Operational Indicators
COMPANY BACKGROUND
PRIVATE LABEL
COMPETITIVE POSITIONING
Summary 14 Kokkolan Halpa-Halli Oy: Competitive Position 2007
LIDL SUOMI
STRATEGIC DIRECTION
KEY FACTS
Summary 15 Lidl Suomi: Key Facts
Summary 16 Lidl Suomi: Operational Indicators
COMPANY BACKGROUND
PRIVATE LABEL
Summary 17 Lidl Suomi: Private Label Portfolio
COMPETITIVE POSITIONING
Summary 18 Lidl Suomi: Competitive Position 2007
M ITSENäISET KAUPPIAAT OY
STRATEGIC DIRECTION
KEY FACTS
Summary 19 M Itsenäiset Kauppiaat Oy: Key Facts
Summary 20 M Itsenäiset Kauppiaat Oy: Operational Indicators
COMPANY BACKGROUND
PRIVATE LABEL
Summary 21 M Itsenäiset Kauppiaat Oy: Private Label Portfolio
COMPETITIVE POSITIONING
Summary 22 M Itsenäiset Kauppiaat Oy: Competitive Position 2007
PUUKESKUS OY
STRATEGIC DIRECTION
KEY FACTS
Summary 23 Puukeskus Oy: Key Facts
Summary 24 Puukeskus Oy: Operational Indicators
COMPANY BACKGROUND
PRIVATE LABEL
COMPETITIVE POSITIONING
Summary 25 Puukeskus Oy: Competitive Position 2007
RAUTAKIRJA OY
STRATEGIC DIRECTION
KEY FACTS
Summary 26 Rautakirja Oy: Key Facts
Summary 27 Rautakirja Oy: Operational Indicators
COMPANY BACKGROUND
PRIVATE LABEL
Summary 28 Rautakirja Oy: Private Label Portfolio
COMPETITIVE POSITIONING
Summary 29 Rautakirja Oy: Competitive Position 2007
S-GROUP
STRATEGIC DIRECTION
KEY FACTS
Summary 30 S-Group: Key Facts
Summary 31 S-Group: Operational Indicators
COMPANY BACKGROUND
PRIVATE LABEL
Summary 32 S-Group: Private Label Portfolio
COMPETITIVE POSITIONING
Summary 33 S-Group: Competitive Position 2007
STARKKI OY AB
STRATEGIC DIRECTION
KEY FACTS
Summary 34 Starkki Oy Ab: Key Facts
Summary 35 Starkki Oy Ab: Operational Indicators
COMPANY BACKGROUND
PRIVATE LABEL
COMPETITIVE POSITIONING
Summary 36 Starkki Oy Ab: Competitive Position 2007
STOCKMANN OY AB
STRATEGIC DIRECTION
KEY FACTS
Summary 37 Stockmann Oy Ab: Key Facts
Summary 38 Stockmann Oy Ab: Operational Indicators
COMPANY BACKGROUND
PRIVATE LABEL
Summary 39 Stockmann Oy Ab: Private Label Portfolio
COMPETITIVE POSITIONING
Summary 40 Stockmann Oy Ab: Competitive Position 2007
TEXMODA OY
STRATEGIC DIRECTION
KEY FACTS
Summary 41 Texmoda Oy: Key Facts
Summary 42 Texmoda Oy: Operational Indicators
COMPANY BACKGROUND
PRIVATE LABEL
Summary 43 Texmoda Oy: Private Label Portfolio
COMPETITIVE POSITIONING
Summary 44 Texmoda Oy: Competitive Position 2007
TOKMANNI OY
STRATEGIC DIRECTION
KEY FACTS
Summary 45 Tokmanni Oy: Key Facts
Summary 46 Tokmanni Oy: Operational Indicators
COMPANY BACKGROUND
PRIVATE LABEL
COMPETITIVE POSITIONING
Summary 47 Tokmanni Oy: Competitive Position 2007
TRADEKA GROUP OY
STRATEGIC DIRECTION
KEY FACTS
Summary 48 Tradeka Group Oy: Key Facts
Summary 49 Tradeka Group Oy: Operational Indicators
COMPANY BACKGROUND
PRIVATE LABEL
Summary 50 Tradeka Group Oy Private Label Portfolio
COMPETITIVE POSITIONING
Summary 51 Tradeka Group Oy: Competitive Position 2007
YLIOPISTON APTEEKKI OY
STRATEGIC DIRECTION
KEY FACTS
Summary 52 Yliopiston Apteekki: Key Facts
Summary 53 Yliopiston Apteekki: Operational Indicators
COMPANY BACKGROUND
PRIVATE LABEL
COMPETITIVE POSITIONING
Summary 54 Ylipiston Apteekki: Competitive Position 2007
HYPERMARKETS IN FINLAND
HEADLINES
OVERVIEW
SECTOR DATA
Table 23 Hypermarkets: Value Sales, Outlets and Selling Space 2002-2007
Table 24 Hypermarkets: Value Sales, Outlets and Selling Space: % Growth 2002-2007
Table 25 Hypermarkets Company Shares by Value 2004-2007
Table 26 Hypermarkets Brand Shares by Value 2004-2007
Table 27 Hypermarkets Outlets by Brand 2004-2007
Table 28 Hypermarkets Selling Space by Brand 2004-2007
Table 29 Hypermarkets Forecasts: Value Sales, Outlets and Selling Space 2007-2012
Table 30 Hypermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2007-2012
SUPERMARKETS IN FINLAND
HEADLINES
OVERVIEW
SECTOR DATA
Table 31 Supermarkets: Value Sales, Outlets and Selling Space 2002-2007
Table 32 Supermarkets: Value Sales, Outlets and Selling Space: % Growth 2002-2007
Table 33 Supermarkets Company Shares by Value 2004-2007
Table 34 Supermarkets Brand Shares by Value 2004-2007
Table 35 Supermarkets Outlets by Brand 2004-2007
Table 36 Supermarkets Selling Space by Brand 2004-2007
Table 37 Supermarkets Forecasts: Value Sales, Outlets and Selling Space 2007-2012
Table 38 Supermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2007-2012
DISCOUNTERS IN FINLAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 39 Discounters: Value Sales, Outlets and Selling Space 2002-2007
Table 40 Discounters: Value Sales, Outlets and Selling Space: % Growth 2002-2007
Table 41 Discounters Company Shares by Value 2004-2007
Table 42 Discounters Brand Shares by Value 2004-2007
Table 43 Discounters Outlets by Brand 2004-2007
Table 44 Discounters Selling Space by Brand 2004-2007
Table 45 Discounters Forecasts: Value Sales, Outlets and Selling Space 2007-2012
Table 46 Discounters Forecasts: Value Sales, Outlets and Selling Space: % Growth 2007-2012
CONVENIENCE STORES IN FINLAND
HEADLINES
OVERVIEW
SECTOR DATA
Table 47 Convenience Stores: Value Sales, Outlets and Selling Space 2002-2007
Table 48 Convenience Stores: Value Sales, Outlets and Selling Space: % Growth 2002-2007
Table 49 Convenience Stores Company Shares by Value 2004-2007
Table 50 Convenience Stores Brand Shares by Value 2004-2007
Table 51 Convenience Stores Outlets by Brand 2004-2007
Table 52 Convenience Stores Selling Space by Brand 2004-2007
Table 53 Convenience Stores Forecasts: Value Sales, Outlets and Selling Space 2007-2012
Table 54 Convenience Stores Forecasts: Value Sales, Outlets and Selling Space: % Growth 2007-2012
FORECOURT RETAILERS IN FINLAND
HEADLINES
OVERVIEW
SECTOR DATA
Table 55 Forecourt Retailers: Value Sales, Outlets and Selling Space 2002-2007
Table 56 Forecourt Retailers: Value Sales, Outlets and Selling Space: % Growth 2002-2007
Table 57 Forecourt Retailers Company Shares by Value 2004-2007
Table 58 Forecourt Retailers Brand Shares by Value 2004-2007
Table 59 Forecourt Retailers Outlets by Brand 2004-2007
Table 60 Forecourt Retailers Selling Space by Brand 2004-2007
Table 61 Forecourt Retailers Forecasts: Value Sales, Outlets and Selling Space 2007-2012
Table 62 Forecourt Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2007-2012
MIXED RETAILERS IN FINLAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 63 Mixed Retailers: Value Sales, Outlets and Selling Space 2002-2007
Table 64 Mixed Retailers: Value Sales, Outlets and Selling Space: % Growth 2002-2007
Table 65 Mixed Retailers Company Shares by Value 2004-2007
Table 66 Mixed Retailers Brand Shares by Value 2004-2007
Table 67 Mixed Retailers Outlets by Brand 2004-2007
Table 68 Mixed Retailers Selling Space by Brand 2004-2007
Table 69 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space 2007-2012
Table 70 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2007-2012
HEALTH AND BEAUTY RETAILERS IN FINLAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 71 Health and Beauty Retailers: Value Sales, Outlets and Selling Space 2002-2007
Table 72 Health and Beauty Retailers: Value Sales, Outlets and Selling Space: % Growth 2002-2007
Table 73 Health and Beauty Retailers Company Shares by Value 2004-2007
Table 74 Health and Beauty Retailers Brand Shares by Value 2004-2007
Table 75 Health and Beauty Retailers Outlets by Brand 2004-2007
Table 76 Health and Beauty Retailers Selling Space by Brand 2004-2007
Table 77 Health and Beauty Retailers Forecasts: Value Sales, Outlets and Selling Space 2007-2012
Table 78 Health and Beauty Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2007-2012
CLOTHING AND FOOTWEAR RETAILERS IN FINLAND
HEADLINES
OVERVIEW
SECTOR DATA
Table 79 Clothing and Footwear Retailers: Value Sales, Outlets and Selling Space 2002-2007
Table 80 Clothing and Footwear Retailers: Value Sales, Outlets and Selling Space: % Growth 2002-2007
Table 81 Clothing and Footwear Retailers Company Shares by Value 2004-2007
Table 82 Clothing and Footwear Retailers Brand Shares by Value 2004-2007
Table 83 Clothing and Footwear Retailers Outlets by Brand 2004-2007
Table 84 Clothing and Footwear Retailers Selling Space by Brand 2004-2007
Table 85 Clothing and Footwear Retailers Forecasts: Value Sales, Outlets and Selling Space 2007-2012
Table 86 Clothing and Footwear Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2007-2012
FURNITURE AND FURNISHINGS STORES IN FINLAND
HEADLINES
OVERVIEW
SECTOR DATA
Table 87 Furniture and Furnishings Stores: Value Sales, Outlets and Selling Space 2002-2007
Table 88 Furniture and Furnishings Stores: Value Sales, Outlets and Selling Space: % Growth 2002-2007
Table 89 Furniture and Furnishings Stores Company Shares by Value 2004-2007
Table 90 Furniture and Furnishings Stores Brand Shares by Value 2004-2007
Table 91 Furniture and Furnishings Stores Outlets by Brand 2004-2007
Table 92 Furniture and Furnishings Stores Selling Space by Brand 2004-2007
Table 93 Furniture and Furnishings Stores Forecasts: Value Sales, Outlets and Selling Space 2007-2012
Table 94 Furniture and Furnishings Stores Forecasts: Value Sales, Outlets and Selling Space: % Growth 2007-2012
DIY AND HARDWARE STORES IN FINLAND
HEADLINES
OVERVIEW
SECTOR DATA
Table 95 DIY and Hardware Stores: Value Sales, Outlets and Selling Space 2002-2007
Table 96 DIY and Hardware Stores: Value Sales, Outlets and Selling Space: % Growth 2002-2007
Table 97 DIY and Hardware Stores Company Shares by Value 2004-2007
Table 98 DIY and Hardware Stores Brand Shares by Value 2004-2007
Table 99 DIY and Hardware Stores Outlets by Brand 2004-2007
Table 100 DIY and Hardware Stores Selling Space by Brand 2004-2007
Table 101 DIY and Hardware Stores Forecasts: Value Sales, Outlets and Selling Space 2007-2012
Table 102 DIY and Hardware Stores Forecasts: Value Sales, Outlets and Selling Space: % Growth 2007-2012
DURABLE GOODS RETAILERS IN FINLAND
HEADLINES
OVERVIEW
SECTOR DATA
Table 103 Durable Goods Retailers: Value Sales, Outlets and Selling Space 2002-2007
Table 104 Durable Goods Retailers: Value Sales, Outlets and Selling Space: % Growth 2002-2007
Table 105 Durable Goods Retailers Company Shares by Value 2004-2007
Table 106 Durable Goods Retailers Brand Shares by Value 2004-2007
Table 107 Durable Goods Retailers Outlets by Brand 2004-2007
Table 108 Durable Goods Retailers Selling Space by Brand 2004-2007
Table 109 Durable Goods Retailers Forecasts: Value Sales, Outlets and Selling Space 2007-2012
Table 110 Durable Goods Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2007-2012
LEISURE AND PERSONAL GOODS RETAILERS IN FINLAND
HEADLINES
OVERVIEW
SECTOR DATA
Table 111 Leisure and Personal Goods Retailers: Value Sales, Outlets and Selling Space 2002-2007
Table 112 Leisure and Personal Goods Retailers: Value Sales, Outlets and Selling Space: % Growth 2002-2007
Table 113 Leisure and Personal Goods Retailers Company Shares by Value 2004-2007
Table 114 Leisure and Personal Goods Retailers Brand Shares by Value 2004-2007
Table 115 Leisure and Personal Goods Retailers Outlets by Brand 2004-2007
Table 116 Leisure and Personal Goods Retailers Selling Space by Brand 2004-2007
Table 117 Leisure and Personal Goods Retailers Forecasts: Value Sales, Outlets and Selling Space 2007-2012
Table 118 Leisure and Personal Goods Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2007-2012
VENDING IN FINLAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 119 Vending: Value 2002-2007
Table 120 Vending: % Value Growth 2002-2007
Table 121 Vending Company Shares by Value 2004-2007
Table 122 Vending Brand Shares by Value 2004-2007
Table 123 Vending Forecasts: Value 2007-2012
Table 124 Vending Forecasts: % Value Growth 2007-2012
HOMESHOPPING IN FINLAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 125 Homeshopping: Value 2002-2007
Table 126 Homeshopping: % Value Growth 2002-2007
Table 127 Homeshopping Company Shares by Value 2004-2007
Table 128 Homeshopping Brand Shares by Value 2004-2007
Table 129 Homeshopping Forecasts: Value 2007-2012
Table 130 Homeshopping Forecasts: % Value Growth 2007-2012
INTERNET RETAILING IN FINLAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 131 Internet Retailing: Value 2002-2007
Table 132 Internet Retailing: % Value Growth 2002-2007
Table 133 Internet Retailing Company Shares by Value 2004-2007
Table 134 Internet Retailing Brand Shares by Value 2004-2007
Table 135 Internet Retailing Forecasts: Value 2007-2012
Table 136 Internet Retailing Forecasts: % Value Growth 2007-2012
DIRECT SELLING IN FINLAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 137 Direct Selling: Value 2002-2007
Table 138 Direct Selling: % Value Growth 2002-2007
Table 139 Direct Selling Company Shares by Value 2004-2007
Table 140 Direct Selling Brand Shares by Value 2004-2007
Table 141 Direct Selling Forecasts: Value 2007-2012
Table 142 Direct Selling Forecasts: % Value Growth 2007-2012