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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

Baby and Child-Specific Products in Finland

Baby and child-specific products witnessed several trends in 2014 and faced many challenges. Firstly, the birth rate decreased, challenging both the volume as well as value sales. Secondly, the economic downturn in Finland meant that families reduced...

May 2015 | US$1,000 | Pages: 25 | Add to cart | View details

Country Report

Bath and Shower in Finland

Bath and shower sales took a hit from the economic instability in the country and as the unemployment rate also increased in 2014, more consumers compared prices and opted for more competitively-priced products in order to save money. As a result, ...

May 2015 | US$1,000 | Pages: 32 | Add to cart | View details

Country Report

Colour Cosmetics in Finland

Colour cosmetics witnessed a large amount of new product launches, capturing consumer attention with innovations and advertising. While in 2013 a more natural look was in vogue, 2014 witnessed stronger colours emerging, such as more intense lipstick ...

May 2015 | US$1,000 | Pages: 34 | Add to cart | View details

Country Report

Deodorants in Finland

It is important to note that deodorants in Finland is a mature category and in times of economic instability, price competition was evident as consumers tried to save money. Still, deodorants in Finland witnessed several interesting new product ...

May 2015 | US$1,000 | Pages: 30 | Add to cart | View details

Country Report

Depilatories in Finland

Finnish women were increasingly attracted by the more efficient and longer lasting hair removal solutions and plenty of new and innovative options were available. Waxing, sugaring, epilating as well as using laser or light impulse to remove hair more...

May 2015 | US$1,000 | Pages: 23 | Add to cart | View details

Country Report

Fragrances in Finland

Fragrances in Finland took a hit from the economic instability and elevated unemployment, resulting in negative value sales in 2014. Consumers actively compared prices and many were forced to down-trade from premium to mass brands. While Finns ...

May 2015 | US$1,000 | Pages: 27 | Add to cart | View details

Country Report

Hair Care in Finland

Hair care in Finland is the biggest selling category in beauty and personal care, leaving even skin care behind. It has been estimated that its exceptional position is due to the fact that Finns tend to have fine hair and struggle against flat hair ...

May 2015 | US$1,000 | Pages: 34 | Add to cart | View details

Country Report

Men's Grooming in Finland

While new product development continued in men’s grooming, the category faced difficulties in attracting new customers. Indeed, for example skin care and hair care continued to account for just 6% and 7% value share of total men’s grooming ...

May 2015 | US$1,000 | Pages: 28 | Add to cart | View details

Country Report

Oral Care in Finland

Oral care in Finland was a mature category where value growth was difficult to come by in 2014. Nonetheless, new and innovative product developments promising optimal and professional level results at home, continued to set the trend. Scientifically ...

May 2015 | US$1,000 | Pages: 28 | Add to cart | View details

Country Report

Beauty and Personal Care in Finland

As the economic situation remained unstable in Finland, the impact of the economy and elevated unemployment also had a negative impact on beauty and personal care. As a result, in 2014, current value growth was stagnant. Consumers were clearly ...

May 2015 | US$2,650 | Pages: 126 | Add to cart | View details

Country Report

Sets/Kits in Finland

Sets/kits was introduced to Finland with the new concept in 2013 when Sanoma News Oy began offering a monthly subscription of beauty kits sent directly home. This kit included a selection (four to six products) of personal care and beauty products ...

May 2015 | US$1,000 | Pages: 25 | Add to cart | View details

Country Report

Skin Care in Finland

While value sales in skin care were sluggish in times of economic instability in the country, several trends took place to shape the landscape in Finland. Many more products entered with natural ingredients, such as fashionable plant-based oil ...

May 2015 | US$1,000 | Pages: 36 | Add to cart | View details

Country Report

Sun Care in Finland

Finns have become increasingly aware of sun risks and typically have very fair skin which means that there was solid demand for sun care. Finns did not mind investing in sun care as more sophisticated products entered the category, promising to not ...

May 2015 | US$1,000 | Pages: 26 | Add to cart | View details

Country Report

Health and Wellness in Finland

The sluggish economic situation in Finland hindered growth in health and wellness beverages in 2014. As health and wellness products can be considered high-end, the weakening purchasing power of Finns slowed down growth this year. Finns are ...

Apr 2015 | US$2,100 | Pages: 108 | Add to cart | View details

Country Report

Surface Care in Finland

Surface care value sales growth was sluggish in 2014 as the category became mature and consumers limited their spending. As the economy continued to be unstable in Finland, consumers compared more prices and did not tend to get new surface care ...

Mar 2015 | US$1,000 | Pages: 33 | Add to cart | View details

Country Report

Toilet Care in Finland

Toilet care is already a mature category in Finland, and for the first time in years registered a value sales decline in 2014. As the economic instability continued in Finland and unemployment increased, the price became a more important factor in ...

Mar 2015 | US$1,000 | Pages: 26 | Add to cart | View details

Country Report

Air Care in Finland

Air care products continue to interest consumers. However, the category is facing more maturity as well as feeling the restraints of the economic downturn, which is still forcing consumers to be careful with their spending. In order to boost sales, ...

Mar 2015 | US$1,000 | Pages: 24 | Add to cart | View details

Country Report

Bleach in Finland

Bleach did not see active advertising and marketing campaigns in 2014 and new product development remained rather absent. In fact, the category suffers from an old-fashioned image and consumers fear bleach to be bad for the environment. In addition, ...

Mar 2015 | US$1,000 | Pages: 24 | Add to cart | View details

Country Report

Dishwashing in Finland

Dishwashing products continue to be necessities in Finland while struggling against maturity. As the economy remains unstable and unemployment rates elevate, consumers with declining purchasing power are paying more attention to prices, opting for ...

Mar 2015 | US$1,000 | Pages: 26 | Add to cart | View details

Country Report

Home Insecticides in Finland

Home insecticides in Finland remained rather steady although its sales marginally declined in 2014. It is also noteworthy that the demand for home insecticides is seasonal and sales peak in warmer months, especially in summer. Consumers in Finland ...

Mar 2015 | US$1,000 | Pages: 21 | Add to cart | View details

Country Report

Laundry Care in Finland

Generally speaking, Finns attempted to limit their spending by comparing prices and opting for more affordable products, such as private label offerings, in 2014 as the economy remained unstable in Finland. However, consumers did not mind paying a ...

Mar 2015 | US$1,000 | Pages: 35 | Add to cart | View details

Country Report

Home Care in Finland

As the Finnish economy was forced to deal with instability and the unemployment rate increased, many consumers were forced to limit their spending in 2014. Finns compared prices and took advantage of better deals, which meant that the value growth ...

Mar 2015 | US$2,650 | Pages: 85 | Add to cart | View details

Country Report

Polishes in Finland

While polishes is a mature category, which suffered from the worsened economic climate in Finland in 2014, the category nonetheless has several positive trends. The products became more sophisticated during the review period, offering consumers more ...

Mar 2015 | US$1,000 | Pages: 25 | Add to cart | View details

Country Report

Sanitary Protection in Finland

While categories such as nappies have long been affected by price-based promotions sanitary protection has seen fewer fluctuations in unit price. However, since 2013 there has been pressure to offer more affordable products in sanitary protection in ...

Mar 2015 | US$1,000 | Pages: 30 | Add to cart | View details

Country Report

Wipes in Finland

Wipes saw current value sales increase by 2% in 2014. This performance was better than expected, as new launches in key categories helped to boost sales regardless of the bleak economic outlook. Multipurpose cleaning wipes saw a major launch by ...

Mar 2015 | US$1,000 | Pages: 33 | Add to cart | View details

Country Report

Away-From-Home Tissue and Hygiene in Finland

AFH products grew by 1% in 2014 in current terms, but there were significant differences between AFH tissue and AFH hygiene. AFH tissue sales were affected more by the economic downturn. Especially consumer foodservice and travel accommodation ...

Mar 2015 | US$1,000 | Pages: 19 | Add to cart | View details

Country Report

Cotton Wool/Buds/Pads in Finland

Private label products further strengthened their position in 2014. The fact that the number of beauty specialist retailers is low in Finland favoured large retailers’ position in sales of cotton wool/buds/pads. Although maturing, new added-value ...

Mar 2015 | US$1,000 | Pages: 28 | Add to cart | View details

Country Report

Incontinence in Finland

As ageing population in Finland maintained high growth in demand for incontinence products. In 2014 the number of consumers aged 65+ grew by 4%, a similar rate compared with the volume growth of incontinence products. This made the category one of ...

Mar 2015 | US$1,000 | Pages: 28 | Add to cart | View details

Country Report

Nappies/Diapers/Pants in Finland

The birth rate that was increasing in 2009 started decreasing again in 2011, and this continues in 2014 and 2015. This had implications in volume demand for nappies/diapers/pants at the end of the review period. In addition to lower birth rates ...

Mar 2015 | US$1,000 | Pages: 29 | Add to cart | View details

Country Report

Tissue and Hygiene in Finland

The economic downturn in Finland had an impact on sales of tissue and hygiene products. While categories considered as utilities such as toilet paper and cotton wool/buds/pads saw migration to economy and private label products, in other categories ...

Mar 2015 | US$2,650 | Pages: 72 | Add to cart | View details

Country Report

Retail Tissue in Finland

Retail tissue sales in Finland were affected by the economic downturn in two ways. Firstly, there was more demand for economy products. This was seen especially in the sales of the largest category, toilet paper, but also in other categories. On the ...

Mar 2015 | US$1,000 | Pages: 34 | Add to cart | View details

Country Report

Consumer Health in Finland

Consumer health in Finland saw stable growth in 2014, boosted by a strong health trend, new launches and a generally increasing interest in self-medication among consumers. Growth rates were at the same level as in 2013 and over the review period. ...

Mar 2015 | US$2,650 | Pages: 119 | Add to cart | View details

Country Report

Sports Nutrition in Finland

Sports nutrition saw a relatively healthy development in 2014, growing with 5% in current value terms on the previous year. New launches, a strong health and fitness trend as well as widened distribution of sports nutrition were key drivers of growth...

Mar 2015 | US$1,000 | Pages: 26 | Add to cart | View details

Country Report

Weight Management in Finland

Weight management saw current value grow with 4% in 2014, driven by Finns’ growing interest in staying fit and slim. Growing sales were due to healthy demand in the largest category, meal replacement slimming, which grew by 6% in current value in ...

Mar 2015 | US$1,000 | Pages: 33 | Add to cart | View details

Country Report

Wound Care in Finland

Wound care saw current value sales grow by 2% in 2014. The category is mature and despite several innovative launches in 2014, the year posted somewhat unexciting growth rates. Competition is indeed intense, with an established presence of private ...

Mar 2015 | US$1,000 | Pages: 25 | Add to cart | View details

Country Report

Adult Mouth Care in Finland

Maturity and intense price competition resulted in a sluggish current value development in adult mouth care, which increased by just 1% in 2014. In addition to maturity, little manufacturer activity occurred, which further contributed to the modest ...

Mar 2015 | US$1,000 | Pages: 24 | Add to cart | View details

Country Report

Analgesics in Finland

Analgesics saw a current value sales increase by 2% in 2014. The category is mature and volume sales are stable. Price competition is intense due to a growing consumer acceptance of cheaper generic analgesics. However, the small value growth was a ...

Mar 2015 | US$1,000 | Pages: 30 | Add to cart | View details

Country Report

Calming and Sleeping in Finland

Calming and sleeping products increased by a dynamic 16% in current value terms in 2014. The vibrant performance was the result of a long series of new launches during 2013 and 2014. The development was a result of the new regulatory status of ...

Mar 2015 | US$1,000 | Pages: 41 | Add to cart | View details

Country Report

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

Current value sales of cough, cold and allergy (hay fever) remedies grew by 3% in 2014. Much of the growth was due to strong demand in the large antihistamines/allergy remedies category. Growth rates were indeed most dynamic, up by 4% in 2014, ...

Mar 2015 | US$1,000 | Pages: 35 | Add to cart | View details

Country Report

Dermatologicals in Finland

Dermatologicals saw rather sluggish current value growth in 2014, up 2% on 2013. The category is mature with high penetration levels. Increasing competition from generics, which increased price competition, also contributed to rather modest growth ...

Mar 2015 | US$1,000 | Pages: 30 | Add to cart | View details

Country Report

Digestive Remedies in Finland

Demand in digestive remedies was rather dynamic in 2014, growing by 6% in current value terms. Sales were driven by new launches in laxatives, digestive enzymes and proton pump inhibitors during 2013 and 2014. Proton pump inhibitors were switched to ...

Mar 2015 | US$1,000 | Pages: 33 | Add to cart | View details

Country Report

Eye Care in Finland

Eye care increased by 2% in current value in 2014. The category is rather mature and growth rates are thus modest. Increasing sales of cheaper generics and parallel imports also put pressure on prices, which also held back value growth during the ...

Mar 2015 | US$1,000 | Pages: 27 | Add to cart | View details

Country Report

Herbal/Traditional Products in Finland

Herbal/traditional products saw current value sales grow by 2% in 2014. The rather healthy growth was a result of growing interest and health awareness among Finns and a steady flow of new product launches. The level of scepticism towards ...

Mar 2015 | US$1,000 | Pages: 39 | Add to cart | View details

Country Report

NRT Smoking Cessation Aids in Finland

NRT smoking cessation aids saw current value sales grow by 4% in 2014. The main driver behind the relatively strong growth is the health trend, which has created a growing incentive among smokers to quit their habit. In addition to the health trend, ...

Mar 2015 | US$1,000 | Pages: 25 | Add to cart | View details

Country Report

Vitamins and Dietary Supplements in Finland

Retail current value sales of vitamins and dietary supplements grew by 4% in 2014. Growing sales was a result of the strong health and wellness trend in Finland, further boosted by new launches and an expanding network of chained health food ...

Mar 2015 | US$1,000 | Pages: 51 | Add to cart | View details

Country Report

Concentrates in Finland

Maturity together with a gloomy economy decreased the total volume sales of concentrates by 1% in 2014. Furthermore the lack of new product launches as well as sluggish marketing negatively impacted the performance of the category. Due to inactive ...

Feb 2015 | US$1,000 | Pages: 34 | Add to cart | View details

Country Report

Juice in Finland

Finnish consumers’ scepticism towards sugary beverages resulted in negative growth rates in total volume terms in 2014. Juices are increasingly seen as unhealthy due to their high sugar content: Finns are currently looking for healthier options in ...

Feb 2015 | US$1,000 | Pages: 38 | Add to cart | View details

Country Report

Soft Drinks in Finland

The Finnish government’s decision to increase sweet tax in the early part of the year had a negative impact on the volume sales of soft drinks as a whole in 2014. The additional legislative burden on the soft drinks industry, which for several years ...

Feb 2015 | US$2,100 | Pages: 95 | Add to cart | View details

Country Report

RTD Coffee in Finland

RTD coffee in Finland grew both in total volume and value sales terms in 2014. The category saw some interesting new launches as well as active marketing, resulting in improved consumer awareness and increased sales. RTD coffee in Finland benefits ...

Feb 2015 | US$1,000 | Pages: 25 | Add to cart | View details

Country Report

RTD Tea in Finland

RTD tea total volume sales in Finland continued to decline, dropping by 3% in 2014. Sluggish product development and lack of marketing resulted in the category’s maturity. RTD tea in 2014 in Finland also faced competition from more viable categories,...

Feb 2015 | US$1,000 | Pages: 29 | Add to cart | View details
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