Soft Drinks in Finland
Euromonitor International's Soft 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.
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Tables: 157 | Publication date: May 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
Asian speciality drinks; Bottled water; Carbonates; Concentrates; Fruit/vegetable juice; Functional drinks; RTD coffee; RTD tea
Executive summary
Volume growth slows down in 2008 following rising price levels
The Finnish soft drinks market witnessed low volume growth in 2008, slightly slower compared to 2007. Volume sales are prevented from experiencing stronger growth rates as the market is increasingly mature and consumer prices rose in 2008. However, in current value terms sales grew stronger in 2008 as compared to 2007. Demand for health and wellness drinks and premium positioned products is increasing in Finland, which contributed to growing current value sales and an upward movement of average unit prices in the off-trade channel during 2008. Growing costs of energy, raw material and employment have also contributed to an upward pressure on price levels. All in all, value sales grew stronger in 2008 as compared to the review period average.
Health and wellness continues to be the trend of the day in 2008
Despite being a central aspect of soft drinks over the review period, the health and wellness trend showed no signs of settling down. On the contrary this seemed to be the most common aspect in terms of new launches and advertisement campaigns in every single sector throughout soft drinks. Functional, fortified, light products or combinations thereof were very common themes in 2008. These developments contributed to increasing average unit prices in 2008.
Coca-Cola Finland Oy leads increasingly competitive market
Coca-Cola Finland Oy leads the Finnish market for soft drinks, much as a result of its strong position in carbonates. Coca-Cola Finland is particularly strong in cola carbonates where it is the category leader. Hartwall Oy AB comes second due to its broad presence in carbonates, bottled water and functional drinks. Coca-Cola Finland’s market share has declined over the review period mainly as a result of competition from PepsiCo Nordic Finland Oy but also from smaller players such as private label producers. Carbonates is also becoming more mature and sales of non carbonate products such as bottled water and juices have grown more strongly. 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 experiencing stronger growth than off-trade in 2008
The on-trade channel is seeing both current value and volume sales grow more profoundly than in the off-trade channel. Finns are dining out increasingly often and spending more of their budgets on restaurant visits, thus driving soft drinks sales. Customers are, for example, trading up from tap water to bottled water in restaurants. In terms of carbonates, on-trade volume sales are growing as sales through fast food restaurants are rising. However, towards the end of 2008, sales in the on-trade channel dipped somewhat as a result of the global financial crisis that also affected Finland. The full extent of the turmoil will, however, become evident during 2009.
Accelerating consumer prices and maturity lead to slower volume forecast
Finnish soft drinks market will continue to grow slowly in volume terms but slightly slower than compared to the review period. The market has become increasingly mature and growing price levels will hold volume growth rates down. However, growth will follow from healthy demand for health and wellness-positioned soft drinks. In constant value terms growth rates will indeed grow stronger compared to the review period due to healthy demand for premium products and as the increased cost for raw materials, salaries and energy are passed on to the consumer. The 2008 financial crisis is expected to hamper on-trade sales as well as lead consumers to choose cheaper brands such as private label products.
Table of contents
SOFT DRINKS IN FINLAND : MARKET INSIGHT
EXECUTIVE SUMMARY
Volume growth slows down in 2008 following rising price levels
Health and wellness continues to be the trend of the day in 2008
Coca-Cola Finland Oy leads increasingly competitive market
On-trade channel experiencing stronger growth than off-trade in 2008
Accelerating consumer prices and maturity lead to slower volume forecast
KEY TRENDS AND DEVELOPMENTS
Global financial crisis disturbs Finland’s strong economic growth
Focusing on added value – The only way forward
Private label products follow branded and go premium
Health – still key trend on Finnish soft drinks market
Table 1 Number of overweight boys (%)
Table 2 Number of overweight girls (%)
Low consumption level enables growth
MARKET DATA
Table 3 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: Volume 2003-2008
Table 4 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: % Volume Growth 2003-2008
Table 5 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2003-2008
Table 6 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2003-2008
Table 7 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Sector: Volume 2008
Table 8 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Sector: % Volume 2008
Table 9 Off-trade vs On-trade Sales of Soft Drinks by Sector: Value 2008
Table 10 Off-trade vs On-trade Sales of Soft Drinks by Sector: % Value 2008
Table 11 Off-trade Sales of Soft Drinks (as sold) by Sector: Volume 2003-2008
Table 12 Off-trade Sales of Soft Drinks (as sold) by Sector: % Volume Growth 2003-2008
Table 13 Off-trade Sales of Soft Drinks by Sector: Value 2003-2008
Table 14 Off-trade Sales of Soft Drinks by Sector: % Value Growth 2003-2008
Table 15 On-trade Sales of Soft Drinks (as sold) by Region: Volume 2003-2008
Table 16 On-trade Sales of Soft Drinks (as sold) by Region: % Volume Growth 2003-2008
Table 17 Company Shares of Off-trade Soft Drinks (as sold) by Volume 2004-2008
Table 18 Brand Shares of Off-trade Soft Drinks (as sold) by Volume 2005-2008
Table 19 Company Shares of Off-trade Soft Drinks (RTD) by Volume 2004-2008
Table 20 Brand Shares of Off-trade Soft Drinks (RTD) by Volume 2005-2008
Table 21 Company Shares of Off-trade Soft Drinks by Value 2004-2008
Table 22 Brand Shares of Off-trade Soft Drinks by Value 2005-2008
Table 23 Penetration of Private Label (as sold) by Sector by Volume 2003-2008
Table 24 Penetration of Private Label by Sector by Value 2003-2008
Table 25 Off-trade Sales of Soft Drinks by Sector and Distribution Format: % Analysis 2008
Table 26 Forecast Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: Volume 2008-2013
Table 27 Forecast Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: % Volume Growth 2008-2013
Table 28 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2008-2013
Table 29 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2008-2013
Table 30 Forecast Off-trade Sales of Soft Drinks (as sold) by Sector: Volume 2008-2013
Table 31 Forecast Off-trade Sales of Soft Drinks (as sold) by Sector: % Volume Growth 2008-2013
Table 32 Forecast Off-trade Sales of Soft Drinks by Sector: Value 2008-2013
Table 33 Forecast Off-trade Sales of Soft Drinks by Sector: % Value Growth 2008-2013
APPENDIX
Fountain Sales in Finland
SECOTR DATA
Table 34 Off-trade Sales of Concentrates (RTD) by Subsector: Volume 2003-2008
Table 35 Off-trade Sales of Concentrates (RTD) by Subsector: % Volume Growth 2003-2008
Table 36 Company Shares of Liquid Concentrates (as sold) by Off-trade Volume 2004-2008
Table 37 Brand Shares of Liquid Concentrates (as sold) by Off-trade Volume 2005-2008
Table 38 Company Shares of Powder Concentrates (as sold) by Off-trade Volume 2004-2008
Table 39 Brand Shares of Powder Concentrates (as sold) by Off-trade Volume 2005-2008
Table 40 Company Shares of Concentrates (RTD) by Off-trade Volume 2004-2008
Table 41 Brand Shares of Concentrates (RTD) by Off-trade Volume 2005-2008
Table 42 Forecast Off-trade Sales of Concentrates (RTD) by Subsector: Volume 2008-2013
Table 43 Forecast Off-trade Sales of Concentrates (RTD) by Subsector: % Volume Growth 2008-2013
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - FINLAND
FINN SPRING OY - SOFT DRINKS - FINLAND
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Finn Spring Oy: Key Facts
Summary 3 Finn Spring Oy: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 4 Finn Spring Oy: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 5 Finn Spring Oy: Competitive Position 2008
HARTWALL OY AB - SOFT DRINKS - FINLAND
STRATEGIC DIRECTION
KEY FACTS
Summary 6 Hartwall Oy Ab: Key Facts
Summary 7 Hartwall Oy Ab: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 8 Hartwall Oy Ab: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 9 Hartwall Oy Ab: Competitive Position 2008
MARLI OY AB - SOFT DRINKS - FINLAND
STRATEGIC DIRECTION
KEY FACTS
Summary 10 Marli Oy Ab: Key Facts
Summary 11 Oy Marli Ab: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 12 Marli Oy Ab: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 13 Marli Oy Ab: Competitive Position 2008
OLVI OYJ - SOFT DRINKS - FINLAND
STRATEGIC DIRECTION
KEY FACTS
Summary 14 Olvi Oyj: Key Facts
Summary 15 Olvi Oyj: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 16 Olvi Oyj: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 17 Olvi Oyj: Competitive Position 2008
SINEBRYCHOFF OY AB - SOFT DRINKS - FINLAND
STRATEGIC DIRECTION
KEY FACTS
Summary 18 Sinebrychoff Oy Ab: Key Facts
Summary 19 Sinebrychoff Oy Ab: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 20 Sinebrychoff Oy Ab: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 21 Sinebrychoff Oy Ab: Competitive Position 2008
CARBONATES IN FINLAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 44 Low Calorie Carbonates by Subsector
Table 45 Off-trade Sales of Carbonates by Subsector: Volume 2003-2008
Table 46 Off-trade Sales of Carbonates by Subsector: Value 2003-2008
Table 47 Off-trade Sales of Carbonates by Subsector: % Volume Growth 2003-2008
Table 48 Off-trade Sales of Carbonates by Subsector: % Value Growth 2003-2008
Table 49 On-trade vs Off-trade Sales of Carbonates: Volume 2003-2008
Table 50 On-trade vs Off-trade Sales of Carbonates: Value 2003-2008
Table 51 On-trade vs Off-trade Sales of Carbonates: % Volume Growth 2003-2008
Table 52 On-trade vs Off-trade Sales of Carbonates: % Value Growth 2003-2008
Table 53 Company Shares of Carbonates by Off-trade Volume 2004-2008
Table 54 Brand Shares of Carbonates by Off-trade Volume 2005-2008
Table 55 Company Shares of Carbonates by Off-trade Value 2004-2008
Table 56 Brand Shares of Carbonates by Off-trade Value 2005-2008
Table 57 Forecast Off-trade Sales of Carbonates by Subsector: Volume 2008-2013
Table 58 Forecast Off-trade Sales of Carbonates by Subsector: Value 2008-2013
Table 59 Forecast Off-trade Sales of Carbonates by Subsector: % Volume Growth 2008-2013
Table 60 Forecast Off-trade Sales of Carbonates by Subsector: % Value Growth 2008-2013
FRUIT/VEGETABLE JUICE IN FINLAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 61 Off-trade Sales of Fruit/Vegetable Juice by Subsector: Volume 2003-2008
Table 62 Off-trade Sales of Fruit/Vegetable Juice by Subsector: Value 2003-2008
Table 63 Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Volume Growth 2003-2008
Table 64 Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Value Growth 2003-2008
Table 65 Leading Flavours for 100% Juice: % Volume Breakdown 2003-2008
Table 66 Leading Flavours for Nectars (25-99% Juice): % Volume Breakdown 2003-2008
Table 67 Leading Flavours for Juice Drinks (up to 24% Juice): % Volume Breakdown 2003-2008
Table 68 % Share of Smoothies in 100% Juice and Nectars (25-99% Juice): Off-trade Value 2008
Table 69 Chilled Vs Ambient Not From Concentrate 100% Juice: % Analysis 2003-2008
Table 70 Chilled Vs Ambient Reconstituted 100% Juice: % Analysis 2003-2008
Table 71 Company Shares of Fruit/Vegetable Juice by Off-trade Volume 2004-2008
Table 72 Brand Shares of Fruit/Vegetable Juice by Off-trade Volume 2005-2008
Table 73 Company Shares of Fruit/Vegetable Juice by Off-trade Value 2004-2008
Table 74 Brand Shares of Fruit/Vegetable Juice by Off-trade Value 2005-2008
Table 75 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: Volume 2008-2013
Table 76 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: Value 2008-2013
Table 77 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Volume Growth 2008-2013
Table 78 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Value Growth 2008-2013
BOTTLED WATER IN FINLAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Institutional Bottled Water Sales
Table 79 Sales of Bottled Water to Institutional Channel 2004-2008
Table 80 Off-trade Sales of Bottled Water: Volume 2003-2008
Table 81 Off-trade Sales of Bottled Water: Value 2003-2008
Table 82 Off-trade Sales of Bottled Water: % Volume Growth 2003-2008
Table 83 Off-trade Sales of Bottled Water: % Value Growth 2003-2008
Table 84 Company Shares of Bottled Water by Off-trade Volume 2004-2008
Table 85 Brand Shares of Bottled Water by Off-trade Volume 2005-2008
Table 86 Company Shares of Bottled Water by Off-trade Value 2004-2008
Table 87 Brand Shares of Bottled Water by Off-trade Value 2005-2008
Table 88 Forecast Off-trade Sales of Bottled Water: Volume 2008-2013
Table 89 Forecast Off-trade Sales of Bottled Water: Value 2008-2013
Table 90 Forecast Off-trade Sales of Bottled Water: % Volume Growth 2008-2013
Table 91 Forecast Off-trade Sales of Bottled Water: % Value Growth 2008-2013
FUNCTIONAL DRINKS IN FINLAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 92 Still vs Carbonated Functional Drinks % Off-trade Volume 2005-2008
Table 93 Off-trade Sales of Functional Drinks by Subsector: Volume 2003-2008
Table 94 Off-trade Sales of Functional Drinks by Subsector: Value 2003-2008
Table 95 Off-trade Sales of Functional Drinks by Subsector: % Volume Growth 2003-2008
Table 96 Off-trade Sales of Functional Drinks by Subsector: % Value Growth 2003-2008
Table 97 Company Shares of Functional Drinks by Off-trade Volume 2004-2008
Table 98 Brand Shares of Functional Drinks by Off-trade Volume 2005-2008
Table 99 Company Shares of Functional Drinks by Off-trade Value 2004-2008
Table 100 Brand Shares of Functional Drinks by Off-trade Value 2005-2008
CONCENTRATES IN FINLAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Concentrates Conversions
Table 101 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format
Table 102 Off-trade Sales of Concentrates (as sold) by Subsector: Volume 2003-2008
Table 103 Off-trade Sales of Concentrates (as sold) by Subsector: % Volume Growth 2003-2008
Table 104 Off-trade Sales of Concentrates by Subsector: Value 2003-2008
Table 105 Off-trade Sales of Concentrates by Subsector: % Value Growth 2003-2008
Table 106 Company Shares of Concentrates by Off-trade Value 2004-2008
Table 107 Brand Shares of Concentrates by Off-trade Value 2005-2008
Table 108 Forecast Off-trade Sales of Concentrates (as sold) by Subsector: Volume 2008-2013
Table 109 Forecast Off-trade Sales of Concentrates (as sold) by Subsector: % Volume Growth 2008-2013
Table 110 Forecast Off-trade Sales of Concentrates by Subsector: Value 2008-2013
Table 111 Forecast Off-trade Sales of Concentrates by Subsector: % Value Growth 2008-2013
RTD TEA IN FINLAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 112 Off-trade Sales of RTD Tea by Subsector: Volume 2003-2008
Table 113 Off-trade Sales of RTD Tea by Subsector: Value 2003-2008
Table 114 Off-trade Sales of RTD Tea by Subsector: % Volume Growth 2003-2008
Table 115 Off-trade Sales of RTD Tea by Subsector: % Value Growth 2003-2008
Table 116 Leading Flavours for RTD Tea: % Volume Breakdown 2005-2008
Table 117 Company Shares of RTD Tea by Off-trade Volume 2004-2008
Table 118 Brand Shares of RTD Tea by Off-trade Volume 2005-2008
Table 119 Company Shares of RTD Tea by Off-trade Value 2004-2008
Table 120 Brand Shares of RTD Tea by Off-trade Value 2005-2008
Table 121 Forecast Off-trade Sales of RTD Tea by Subsector: Volume 2008-2013
Table 122 Forecast Off-trade Sales of RTD Tea by Subsector: Value 2008-2013
Table 123 Forecast Off-trade Sales of RTD Tea by Subsector: % Volume Growth 2008-2013
Table 124 Forecast Off-trade Sales of RTD Tea by Subsector: % Value Growth 2008-2013
RTD COFFEE IN FINLAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 125 Off-trade Sales of RTD Coffee: Volume 2003-2008
Table 126 Off-trade Sales of RTD Coffee: Value 2003-2008
Table 127 Off-trade Sales of RTD Coffee: % Volume Growth 2003-2008
Table 128 Off-trade Sales of RTD Coffee: % Value Growth 2003-2008
Table 129 Company Shares of RTD Coffee by Off-trade Volume 2004-2008
Table 130 Brand Shares of RTD Coffee by Off-trade Volume 2005-2008
Table 131 Company Shares of RTD Coffee by Off-trade Value 2004-2008
Table 132 Brand Shares of RTD Coffee by Off-trade Value 2005-2008
Table 133 Forecast Off-trade Sales of RTD Coffee: Volume 2008-2013
Table 134 Forecast Off-trade Sales of RTD Coffee: Value 2008-2013
Table 135 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2008-2013
Table 136 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2008-2013