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 Market Research for Finland

Euromonitor publishes reports on industries, consumers and demographics in Finland.

  • Industry specific reports offer insight into market size and market share in Finland; as well as industry trends in each specific industry.
  • The Consumer Lifestyles in Finland report examines national lifestyle habits, ranging from health and living standards, income and earning patterns, eating and drinking habits, to home ownership trends.
  • Finland in 2030: The Future Demographic contains information on long term population changes, population by gender, consumer segment: babies, infants, toddlers, children, tweenagers, teenagers, studying age, young-adults, middle-aged adults, and the elderly.

View our Finland statistics factfile.

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Country Report

Sets/Kits in Finland

Set/kits witnessed a new concept in 2013. LivBox by Sanoma News Oy offered a monthly subscription of a beauty kit sent directly to the home. This kit included a selection (four to six products) of personal care and beauty products from mass and ...

Jul 2014 | US$900 | Add to cart | View details

Country Report

Skin Care in Finland

At time of numerous product innovations and booming of anti-ageing serums and novelty value products, one might assume that standard products such as Nivea Crème by Beiersdorf Oy would have no edge for increasing its sales. However, demand for this ...

Jul 2014 | US$900 | Add to cart | View details

Country Report

Sun Care in Finland

Finns became increasingly aware of the risks of UV radiation as the theme was frequently featured in the local media. In addition, to a risk of skin cancer, UV radiation’s ageing impact on skin was underlined. Sun protection was considered mandatory ...

Jul 2014 | US$900 | Add to cart | View details

Country Report

Baby and Child-Specific Products in Finland

Baby and child-specific products recorded current retail value growth of 2% in 2013, with sales reaching €16 million. The value growth across the category apart from baby wipes was faster than volume growth as the demand for specific products ...

Jul 2014 | US$900 | Add to cart | View details

Country Report

Bath and Shower in Finland

Targeted launches were a key generator of value growth in 2013. Most companies have offerings for broad target groups. Lumene Oy’s launches in 2013 demonstrated that there was demand for products positioned to a certain consumer group – however, the ...

Jul 2014 | US$900 | Add to cart | View details

Country Report

Colour Cosmetics in Finland

Natural look, multi-functionality and convenience were some of the key trends affecting colour cosmetics in Finland. The popularity of the new CC creams manifested these trends in 2013. While 2012 witnessed a wave of BB creams entering colour ...

Jul 2014 | US$900 | Add to cart | View details

Country Report

Deodorants in Finland

Deodorants’ value growth continued to lag behind the average sales growth of beauty and personal care. The category is very mature and stagnant, and intense competition restrained companies from launching products with higher than average unit ...

Jul 2014 | US$900 | Add to cart | View details

Country Report

Depilatories in Finland

Finnish women continued to search for longer lasting hair removal options. This was evident in the increasing popularity of epilators, waxing, sugaring as well as in the most extreme cases laser or light impulse hair removals. Shavers run the risk of...

Jul 2014 | US$900 | Add to cart | View details

Country Report

Fragrances in Finland

Fashion and celebrity endorsement were key drivers of fragrances in 2013, with the category increasingly considered as an accessory. Finns chose different fragrances for different occasions. This also drew many consumers towards certain fashion ...

Jul 2014 | US$900 | Add to cart | View details

Country Report

Hair Care in Finland

2013 witnessed the introduction of hair oils as various brands expanded their product lines with these products. Compared to the rest of Western Europe, Finns colour their hair more often and use more hair styling agents. This combined with harsh ...

Jul 2014 | US$900 | Add to cart | View details

Country Report

Men's Grooming in Finland

The immature side to men’s grooming, namely skin care and hair care witnessed plenty of manufacturer investment throughout the review period and 2013, but regardless there was no breakthrough. In 2013, both product areas continued to account for just...

Jul 2014 | US$900 | Add to cart | View details

Country Report

Oral Care in Finland

Finnish consumers continued to strive for whiter teeth. Compared to the US for example, the selection of teeth whitening positioned products remained rather modest, but it continued to expand in 2013. The increasing popularity and willingness to ...

Jul 2014 | US$900 | Add to cart | View details

Country Report

Beauty and Personal Care in Finland

Regardless of the weak economy during the review period, the average annual value growth rate at 2% demonstrated beauty and personal care’s nature as a necessity. However, there were shifts between categories and price bands, when the economic ...

Jul 2014 | US$2,400 | Add to cart | View details

Country Report

Cigars in Finland

In Finland, cigar smoking (excluding cigarillos) is not overtly common. Most often it is enjoyed at festive occasions or after a special meal. Cigars are indeed considered luxury items in Finland and much connected to the urban lifestyle. However, ...

Jul 2014 | US$900 | Pages: 33 | Add to cart | View details

Country Report

Smoking Tobacco in Finland

While pipe tobacco has remained a niche category in Finland with a small but rather loyal customer base of older male consumers; RYO tobacco dominates smoking tobacco in Finland, accounting for 98% of the total volume sales in 2013. The main ...

Jul 2014 | US$900 | Pages: 33 | Add to cart | View details

Country Report

Cigarettes in Finland

Cigarettes saw a 2% volume decline in 2013. High prices, a rather bleak economic situation, which encouraged many to quit the expensive habit as well as the ongoing health trend undermined volume demand for cigarettes in Finland in 2013. The decline ...

Jul 2014 | US$900 | Pages: 44 | Add to cart | View details

Country Report

Tobacco in Finland

The market for tobacco products in Finland saw another year of declining volume sales for cigarettes and smoking tobacco in 2013. However, the decline was less pronounced than in 2012, when the tax raise reduced demand more than in any year of the ...

Jul 2014 | US$1,900 | Pages: 67 | Add to cart | View details

Country Report

Car Rental in Finland

Car rental current value sales and transactions stagnated in 2013 as the economic outlook worsened. Demand from both business and leisure consumers was sluggish, and in addition, strong competition had implications on unit prices – car rental ...

Jul 2014 | US$900 | Pages: 11 | Add to cart | View details

Country Report

Health and Wellness Tourism in Finland

Health and wellness tourism recorded current value growth of 1% in 2013, and value sales reached 54.7 million. This category, which grew healthily during 2011 and 2012, saw growth almost stagnate as both domestic and international visitors cut back ...

Jul 2014 | US$900 | Pages: 8 | Add to cart | View details

Country Report

Travel and Tourism in Finland

While several categories grew strongly in 2012, this development was reversed in 2013, when the performance in many areas was sluggish or even registered a decline. Worst affected were travel accommodation and transportation, with both recording a ...

Jul 2014 | US$1,900 | Pages: 71 | Add to cart | View details

Country Report

Tourism Flows Domestic in Finland

Domestic tourism flows continued to perform moderately in 2013, with the number of trips growing by 1% to register 34 million. While leisure trips with free accommodation grew, leisure trips with paid accommodation and business trips in general ...

Jul 2014 | US$900 | Pages: 9 | Add to cart | View details

Country Report

Tourism Flows Inbound in Finland

Arrivals continued to perform positively in 2013, with the number of trips growing by 1%. This was a significantly lower rate than the CAGR of 3% during the review period. This was partly due to growth of arrivals from Russia slowing down, but also ...

Jul 2014 | US$900 | Pages: 13 | Add to cart | View details

Country Report

Tourism Flows Outbound in Finland

Tourism flows outbound stagnated in 2013 and accounted for eight million trips. Growth in terms of the number of trips had already showed signs of slowing down in 2012 (3%, vs 9% in 2011) and the number of outbound tourists ceased to grow in 2013. ...

Jul 2014 | US$900 | Pages: 13 | Add to cart | View details

Country Report

Tourist Attractions in Finland

The number of visitors to tourist attractions grew by 1% in 2013 and totalled 28 million. Current value sales also increased by 1% to reach €166 million. Current value growth was recorded due to slightly higher unit prices increases in 2013. Visitor ...

Jul 2014 | US$900 | Pages: 11 | Add to cart | View details

Country Report

Transportation in Finland

Transportation recorded low current value growth in 2013, although after declines in previous years, unit prices of air travel began to recover in 2013. The number of people using air travel decreased in 2013, as a result of a decrease in domestic ...

Jul 2014 | US$900 | Pages: 12 | Add to cart | View details

Country Report

Travel Accommodation in Finland

The number of bed nights in hotels decreased by 1% in 2013 to 20 million. Total sales of hotel accommodation also decreased by 1% in current value terms. This was in stark contrast to 2012, when unit prices increased strongly in current terms and ...

Jul 2014 | US$900 | Pages: 14 | Add to cart | View details

Country Report

Travel Retail in Finland

Travel retail sales grew by 1% in 2013 to reach €3.0 billion. The various categories within travel retail reacted very differently to the economic downturn that took place in 2013; however, overall growth was significantly lower than the year before,...

Jul 2014 | US$900 | Pages: 16 | Add to cart | View details

Country Report

Alcoholic Drinks in Finland

Alcoholic drinks in Finland struggled with declining volume sales in 2013 and, as the year progressed, it became evident that little could be done to stop sales slipping away in a time of economic trouble. Already high unit prices were forced to ...

Jun 2014 | US$1,900 | Pages: 126 | Add to cart | View details

Country Report

Rtds/High-Strength Premixes in Finland

Total volume sales of RTDs/high-strength premixes in Finland fell by 5% as 44 million litres were registered in 2013. As consumer purchasing power was threatened by economic instability in the country, consumers avoided high unit prices of ...

Jun 2014 | US$900 | Pages: 45 | Add to cart | View details

Country Report

Spirits in Finland

Total volume sales of spirits in Finland plummeted by 5% in 2013 as 26 million litres were sold. Spirits products went through heavy alcohol tax increases in Finland earlier in the review period, making unit prices very elevated. This has not been ...

Jun 2014 | US$900 | Pages: 54 | Add to cart | View details

Country Report

Wine in Finland

Total volume sales of wine in Finland declined by 2% in 2013 as 65 million litres were sold. Although wine still seems to have room for development and opportunity to increase per capita consumption, things were not easy in 2013 as total volume sales...

Jun 2014 | US$900 | Pages: 56 | Add to cart | View details

Country Report

Beer in Finland

Total volume sales of beer continued to drop in 2013 by 1% as 429 million litres were sold. Beer in Finland continued to struggle against dropping sales as poor summer weather in 2013 together with economic instability, elevated unemployment, growing...

Jun 2014 | US$900 | Pages: 52 | Add to cart | View details

Country Report

Cider/Perry in Finland

Cider/perry registered 41 million litres sold in Finland in 2013 which was a decline in total volume sales of 3%. A VAT increase in 2013, increased alcohol taxes earlier in the review period, high unit prices and private importations all hampered ...

Jun 2014 | US$900 | Pages: 45 | Add to cart | View details

Country Report

Health and Wellness in Finland

Off-trade value sales of health and wellness beverages grew in 2013, despite the economic downturn. However, growth was slower than in 2012. The downturn in the Finnish economy forced consumers to limit their spending as health and wellness products ...

May 2014 | US$1,900 | Pages: 109 | Add to cart | View details

Country Report

Wipes in Finland

Wipes saw current value sales increase by 3% in 2013. Sales grew as a result of the VAT increase from 23% to 24% in January 2013, as well as a slowly increasing demand for premium products. The wipes category is also still underdeveloped, and ...

May 2014 | US$900 | Pages: 32 | Add to cart | View details

Country Report

Away-From-Home Tissue and Hygiene in Finland

AFH products saw a somewhat unappealing current value development in 2013, as growth went up by 3% compared with the previous year. The main reason for the slow growth was the sluggish economic development in the country. Volume sales were more or ...

May 2014 | US$900 | Pages: 21 | Add to cart | View details

Country Report

Cotton Wool/Buds/Pads in Finland

Cotton wool/buds/pads saw current retail value sales increase by 2% in 2013, suffering from maturity and sluggish volume sales. The VAT increase from 23% to 24% in January 2013 added to the value sales, while some more affluent consumers were ...

May 2014 | US$900 | Pages: 29 | Add to cart | View details

Country Report

Incontinence in Finland

Incontinence products grew by 6% in current value terms in 2013, driven mainly by the ageing Finnish population, resulting in more consumers requiring incontinence products. Manufacturers are also actively promoting incontinence products, trying to ...

May 2014 | US$900 | Pages: 30 | Add to cart | View details

Country Report

Nappies/Diapers/Pants in Finland

Nappies/diapers/pants increased by 3% in current value terms in 2013, driven mainly by slowly rising birth rates in 2012 and 2013 as well as growing demand for premium products. The country’s population aged 0-3 years increased steadily during the ...

May 2014 | US$900 | Pages: 31 | Add to cart | View details

Country Report

Tissue and Hygiene in Finland

Retail tissue and hygiene saw small current value growth in 2013, marginally stronger compared with the previous year as well as the review period CAGR. Part of the growth in 2013 was, however, due to the increased VAT in Finland in January 2013 (up ...

May 2014 | US$2,400 | Pages: 75 | Add to cart | View details

Country Report

Retail Tissue in Finland

The small 2% current value growth seen in retail tissue in 2013 was mainly a result of the VAT increase from 23% to 24% in January 2013, but also to some extent a slowly growing demand for more premium products. Many manufacturers have begun ...

May 2014 | US$900 | Pages: 34 | Add to cart | View details

Country Report

Sanitary Protection in Finland

Sanitary protection grew by 3% in current value terms in 2013. The growth was mainly a result of new launches and due to the VAT increase from 23% to 24% in January 2013. While maturity hindered volume sales from growing more profoundly, some ...

May 2014 | US$900 | Pages: 31 | Add to cart | View details

Country Report

Adult Mouth Care in Finland

Adult mouth care increased by a modest 1% in current value terms in 2013. Adult mouth care is mature and competition intense. Products in adult mouth care in Finland face strong and increasing competition from standard oral care products, which are ...

Apr 2014 | US$900 | Pages: 23 | Add to cart | View details

Country Report

Analgesics in Finland

Current value sales of analgesics increased by 2% in 2013. The slowly growing value development was driven by increasing demand for more advanced products and formats, such as topical analgesics. However, growth rates were held back by maturity, ...

Apr 2014 | US$900 | Pages: 31 | Add to cart | View details

Country Report

Calming and Sleeping in Finland

The European Commission accepted two health claims for melatonin in May 2012: melatonin helps to relieve jet lag and that it reduces the time it takes to fall asleep. This led to an explosion of new melatonin products from various manufacturers ...

Apr 2014 | US$900 | Pages: 29 | Add to cart | View details

Country Report

Cough, Cold and Allergy (Hay Fever) Remedies in Finland

Cough, cold and allergy (hay fever) remedies recorded a slow current value sales increase by 1% in 2013, undermined by poor sales in the large antihistamines/allergy remedies category. Record low pollen levels during the spring and summer of 2013 ...

Apr 2014 | US$900 | Pages: 34 | Add to cart | View details

Country Report

Dermatologicals in Finland

Dermatologicals recorded current value sales growth of 2% in 2013. The rather modest growth is due to category maturity, high penetration levels and increasing competition from generics, which increased price competition in dermatologicals. However, ...

Apr 2014 | US$900 | Pages: 32 | Add to cart | View details

Country Report

Digestive Remedies in Finland

Digestive remedies increased healthily by 9% in current value terms in 2013, driven by switches in diarrhoeal remedies and proton pump inhibitors during 2012 and 2013. Proton pump inhibitors were switched to OTC status in Finland in 2009 with growth ...

Apr 2014 | US$900 | Pages: 33 | Add to cart | View details

Country Report

Herbal/Traditional Products in Finland

The European Commission accepted two health claims for melatonin in May 2012: melatonin helps to relieve jet lag and reduces the time it takes to fall asleep. Previously there had been considerable confusion, withdrawals and disputes over these ...

Apr 2014 | US$900 | Pages: 35 | Add to cart | View details

Country Report

NRT Smoking Cessation Aids in Finland

NRT smoking cessation aids grew by 5% in current value terms during 2013. Sales were driven by a growing proportion of smokers wanting to quit their habit. Social opposition towards smoking is negative and legislation has in many ways grown less ...

Apr 2014 | US$900 | Pages: 27 | Add to cart | View details
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