Finland

Inbound and outbound travel continues on the path to recovery in 2024 with the number of trips gradually moving towards pre-pandemic levels, although domestic travel remains the largest area. Many consumers continue to visit their summer cottages,…

Inbound arrivals continue to see dynamic double-digit growth in terms of number of trips in 2024, albeit numbers are unlikely to reach pre-pandemic levels. The measures taken to control the spread of COVID-19 led to a steep decline in inbound travel,…

Lodging in Finland has seen a full recovery from the pandemic in 2024 both in terms of number of room nights and in current value terms. Value sales have been boosted by higher prices. During the pandemic consumers could benefit from discounting as…

Booking sales are seeing slower growth in current value terms in 2024 after the dynamism seen in the previous two years. Although consumers remain keen to travel economic pressures have been taking their toll. Elevated inflation and rising living…

The outbreak of COVID-19 led to a dramatic drop in passenger numbers for airlines in Finland and despite seeing a strong recovery since 2022, passenger numbers remain below 2019 levels in 2024. Due to high inflation and pressure on fuel prices, sales…

Helsinki remains Finland’s most economically active city, due to its position in terms of population size, consumer expenditure and disposable income. Tampere holds the strongest potential for future economic expansion, based on expected GDP growth.…

Although state finances have deteriorated, Finland will continue to enjoy political stability and high levels of economic freedom. Despite inflation falling considerably, the economy was in recession in 2023 and the recovery will be weak amidst…

Yoghurt and sour milk products in Finland is experiencing maturity in 2024, with inflation and economic recession prompting consumers to cook more at home. This shift in consumer behaviour is significantly influencing market dynamics. Brands like…

Plant-based dairy products in Finland have been gaining shelf space and experiencing significant innovation and marketing efforts in 2024. Despite this, the category has struggled to achieve consistent growth, facing even a decline due to the high…

Other dairy in Finland is reaching maturity in 2024, with a significant presence of private label products offering a wide selection of competitively priced and trendy items. The shift from Rainbow private label to COOP private label by the S Group…

Drinking milk products in Finland are increasingly facing competition from plant-based options, prompting dairy producers to enhance the sustainability and carbon footprint of their production processes in 2024. This includes addressing issues such…

Dairy products in Finland are significantly impacted by rising prices and the recession in 2024, leading consumers to be more cautious with their spending. This economic climate particularly affected the more expensive dairy product categories and…

Cheese in Finland is facing market maturity in 2024, with Finns traditionally using cheese as a bread topping, in cooking, and on cheese platters. While milder cheeses are favoured for everyday consumption, maturer and more adventurous tasting…

Butter and spreads in Finland is mature and will struggle to advance per capita sales. To boost value sales, the focus is on adding trendy features and value-added health benefits to margarine and spreads. Innovation is expected to concentrate on…

Baby food in Finland has demonstrated resilience despite a declining birth rate in 2024. Interestingly, fruit purees have become popular as healthy snacks due to their long shelf life and nutritional benefits. However, the negative birth rate poses a…

In 2023, Finland ranked 10th among Western European nations for average gross income, despite declining per capita disposable income due to economic slowdown and increased unemployment. However, projections for 2023-2028 suggest a 4.4% increase in…

Gluten free remained the leading health and wellness claim in staple foods in Finland in value terms by a substantial margin in 2023. Several categories saw volume sales of products with this positioning grow at robust rates, as in line with rising…

No sugar remained the leading health and wellness claim in soft drinks in Finland in value terms by a wide margin in 2023. Demand for products with this positioning increased at a robust pace in most categories, as in line with rising…

High fibre remained the leading health and wellness claim in snacks in Finland in retail volume and current value sales terms in 2023. Several categories continued to see strong interest in products with this positioning, as Finns are increasingly…

Organic remained the leading health and wellness claim in hot drinks in Finland in value terms by some distance in 2023. Products with this positioning performed positively in several categories during the year, as in line with rising…