Colour cosmetics in Finland continued to grow in 2025, with retail value reaching EUR202 million, marking a 3% increase from 2024. Although growth has slowed compared to previous years, colour cosmetics maintains positive momentum despite challenging economic conditions. This trend reflects consumers' cautious spending patterns, where everyday pampering products such as mascara and foundation gain preference over high-ticket items like lipsticks, which traditionally served as an economic confide

In 2025, the deodorants category in Finland shows moderate value growth, reaching approximately EUR64 million in retail sales value, with a growth rate of 0.3% compared to the previous year. This positive performance contrasts with a relatively flat volume trend, reflecting consumer preference shifts towards higher-value, premium and more effective deodorant offerings. The population in Finland continues to grow steadily, reaching 5.6 million in 2025, which supports ongoing demand in beauty and

Depilatories in Finland reached a retail value of EUR11 million in 2025, reflecting a robust growth of 3% from 2024. This performance demonstrates steady expansion. Consumer expenditure in Finland continues to increase, with total consumer spending reaching EUR136,682 million in 2025, supporting demand for personal care products, including depilatories. The retail volume sales indicate stability in usage, but the value growth suggests consumers are willing to pay a premium for enhanced product f

Fragrances in Finland shows a positive performance trajectory in 2025, with retail value sales reaching EUR60 million, representing a growth of 7% from the previous year. This growth outpaces the modest real GDP growth of 0.2% for Finland in the same year, indicating strong consumer demand and resilience despite moderate economic expansion. Population trends also support this growth, with Finland's population estimated at 5.6 million in 2025, providing a stable consumer base for fragrances. Addi

Oral care in Finland shows steady retail value growth, reaching EUR121 million in 2025, reflecting a 2% increase compared to the previous year. This moderate growth aligns with Finland’s broader economic environment, characterised by a stable population increase to 5.6 million and gradual consumer expenditure growth across multiple currencies and inflation adjustments. Despite global economic challenges, Finnish consumers demonstrate willingness to invest in dental health products that offer ad

In 2025, bath and shower in Finland demonstrated moderate value growth of 2%, reaching EUR75 million in retail sales value. This growth is underpinned by relatively stable volume sales alongside a slightly increasing average unit price, reflecting consumers' cautious but selective spending habits. Although most Finnish consumers are generally not willing to spend extra on bath and shower products, there is a clear preference for multi-purpose offerings that incorporate quality active ingredients

Beauty and personal care in Finland exhibited steady value growth in 2025, with retail sales value reaching EUR1,265 million at a 2% growth rate, despite economic headwinds such as modest real GDP growth of 0.2% and controlled inflation at 0.3%. This steady performance underlines beauty and personal care's resilience and attractiveness, fuelled by consumers’ increasing investment in long-term skin health and wellness-oriented products. The prominence of skin care, supported by innovations levera

The sun care category in Finland shows consistent growth in 2025, with retail volume reaching 470,000 litres, representing a 3% increase from 2024. Retail value reached EUR46 million in 2025, growing 4% compared to the previous year. This positive trajectory is supported by broader consumer trends, including younger generations exhibiting increased interest and conscientiousness towards sun protection. Finland's population reached approximately 5.6 million in 2025, providing a growing consumer b

Skin care in Finland reached a retail sales value of EUR350 million in 2025, up 2% from 2024, reflecting a positive yet slowing growth trajectory. This deceleration in value growth is partly attributable to a shift in consumer purchasing patterns from premium to masstige products, which has tempered average unit price increases and overall value growth momentum.

In 2025, men's grooming in Finland demonstrated steady growth, with retail sales value reaching EUR89 millions, reflecting a growth of 4% from 2024. This growth is notably driven by the continued maturation of the category, which remains relatively immature, leaving considerable potential to be realised. Younger male consumers, particularly Gen Z, are more inclined to increase their usage of men's grooming products, which supports ongoing expansion.

Finnish consumers demonstrate a strong preference for minimalistic and clean baby and child-specific products, focusing on clinically tested, gentle-for-skin formulations without additives. This trend is evident in the widespread availability of scent-free products and meticulous parental scrutiny of ingredients, reflecting heightened consumer awareness and demand for safety and quality in baby personal care. A notable example illustrating this preference is LUUV cosmetics' natural hair conditio

Hair care in Finland in 2025 experienced moderate growth, driven primarily by intense competition, especially within the shampoos, which is the largest category. The retail value of hair care in Finland reached EUR290 million in 2025, reflecting a 2% growth from the previous year. This growth rate, while positive, indicates a market that is stabilising rather than expanding rapidly.

Mass beauty and personal care in Finland reached a retail value of EUR905 million in 2025, marking a growth of 3% from the previous year. This growth rate indicates steady demand amid evolving consumer preferences. The total population of Finland was 5.6 million in 2025, supporting sustained consumption levels. Economic indicators show a modest real GDP growth of 0.2% for 2025, alongside low inflation at 0.3%, which together suggest a stable but cautious spending environment for consumers.

Premium beauty and personal care in Finland reached a retail sales value of EUR197 million in 2025, showing a moderate growth of 2% from 2024. This growth rate is relatively subdued but reflects the economic challenges impacting consumer spending. Finland’s real GDP growth for 2025 was modest at 0.2%, accompanied by low inflation at 0.3%, indicating a cautious economic environment.

Away-from-home tissue and hygiene in Finland in 2025 displayed a moderate retail current value of EUR120 million in 2025, reflecting a growth rate of 3%. This moderation is consistent with persistent structural cost pressures and operational constraints, rather than a surge in demand.

Finland’s tissue and hygiene market in 2025 demonstrates resilience and steady value progression, outpacing most Western European peers in maintaining consumer loyalty to trusted brands and private label amid a backdrop of modest economic growth and high cost sensitivity. The landscape remains highly consolidated, with leading companies sustaining market share through diversified portfolios, operational reliability and a strong emphasis on sustainability and local sourcing, while private label i

In 2025, wipes in Finland experienced continued value growth, but at a slower pace compared to previous years, reflecting ongoing economic pressures and heightened price sensitivity among consumers. The total retail value of wipes reached EUR18.3 million, growing by 2% from the previous year.

In 2025, menstrual care in Finland demonstrated resilience amid economic pressure, with retail current value at EUR60.5 million, representing marginal growth of just 1%. Finland’s market managed to maintain this value growth by capitalising on product upgrades and on consumers’ willingness to selectively invest in higher-value solutions.

Retail tissue in Finland demonstrated stability in 2025, with current value increasing by 2% to reach EUR230.1 million. At the same time, Finnish consumers exhibited heightened price sensitivity in 2025, shaped by easing but persistent inflationary pressures, which reinforced the strength of private label tissue in major grocery retail channels.

In 2025, the performance of nappies/diapers/pants in Finland was marked by stabilised value growth despite ongoing demographic and economic challenges. Retail value climbed by 2% to EUR73.3 million, as ongoing price adjustments and premiumisation offset the effects of a persistently low birth rate.

Retail adult incontinence in Finland recorded strong growth in 2025, with retail value reaching EUR20.5 million, representing an increase of 6%. This performance stands out within the Western European context, as retail adult incontinence continues to benefit from demographic ageing, supporting consistent, above-average expansion relative to markets with slower population shifts.

Air care current value sales in Finland recorded 1% growth in 2025, driven by increasing consumer interest in scented candles and premium aerosol products that combine functionality with mood-enhancing benefits. Finnish households value wellness and a healthy home atmosphere, making fragrance a key purchase driver while also rewarding brands that highlight eco-friendly credentials such as recyclable packaging and natural formulations. Economic conditions are relatively stable, supporting consume

Toilet care in Finland recorded modest current value growth of 4% in 2025 to EUR11 million, driven primarily by rim blocks and toilet liquids/foam. ITBs remained the best-performing category, with retail value sales increasing by 4% to EUR5 million. Growth here is thanks to rim blocks, with rim liquids continuing to lose visibility as consumers shift towards block-based formats. Toilet liquid/foams is still the largest category, recording a 3% current value increase in 2025 to reach EUR6 million

Polishes in Finland faced structural challenges in 2025, with retail current value sales declining  by 0.2% to EUR8 million, as shifts in consumer lifestyles reduced demand for traditional shoe and household polishes. Furniture polish emerged as the best-performing category, with retail value sales increasing by 1% to EUR2 million, while shoe polish remained the largest category by value, , with retail sales of EUR4 million. The casualisation of footwear, with more households favouring sneakers