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2025 Developments
In 2025, retail in Finland saw growth held back by one of the highest unemployment rates in the EU and continued consumer caution, resulting in a value increase of only 1% in current terms to EUR43.1 billion. This performance trailed more dynamic Western European peers, with spending concentrated on essentials and affordable formats such as supermarkets, discounters, and e-commerce, as consumers prioritised value and convenience amid persistent economic headwinds. Despite limited appetite for discretionary purchases, the resilience of supermarkets and the strong recovery of e-commerce signalled that operators that focused on affordability, broad product range, and digital convenience had the capacity to outperform, while innovation in payment and marketing further differentiated brands. Success in this environment depends on maintaining price competitiveness, investing in digital capabilities, and adapting rapidly to shifts in consumer behaviour and regulatory changes, as the market continues to consolidate around the leading operators.
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Overview:
Understand the latest market trends and future growth opportunities for the Retail industry in Finland with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Convenience Stores
- Discounters
- Hypermarkets
- Supermarkets
- Traditional Grocery Retailers
- Apparel and Footwear Specialist Retailers
- Electronics and Appliance Specialist Retailers
- Health and Beauty Specialist Retailers
- Home and Garden Specialist Retailers
- Department Stores
- Variety Stores
- Warehouse Clubs
- Direct Selling
- Homeshopping
- Vending
If you're in the Retail industry in Finland, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Retail in Finland report includes:
- Analysis of key retail trends
- Detailed segmentation of offline and online retail sales
- Historic channel sizes (retail value sales, outlet counts, and selling space)
- Company and brand market shares (retail value sales and outlet counts)
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Retail in Finland?
- Which are the leading retailers in Retail in Finland?
- How are products distributed in Retail in Finland?
- How is the rise of e-commerce and the expansion of modern grocery retail impacting traditional retail?
- How significant are discounters and private label in Finland?
- To what extent are sales shifting towards digital channels?
- What is the long-term outlook for bricks-and-mortar?
- How is macroeconomic and political uncertainty affecting the retail industry?
- What types of retailers are seeing the fastest growth in digital sales?
- What is the future of retail?
Retail in Finland
2025 Developments
Key Data Insights
Chart 1 Key Industry Trends for Retail
S Group Leverages Affordability to Capture Cautious Spending
Discounters and E-Commerce Outperform as Price Drives Choices
Chart 2 S Group the leading player as e-commerce returns to growth
S Group Attracts Cautious Shoppers with Affordable Supermarket Strategy
Chart 3 Value Sales 2020-2030
Chart 4 Value Sales by Category 2025
S Group and Kesko Reinforce Strength as Value Drives Consolidation
Chart 5 Cheap Prices Attract Finns
Retail E-Commerce Expands as Cross-Border Trade Challenges Local Players
Chart 6 Analyst Insight for Retail
Urbanisation and Regulatory Change Reshape Retail Innovation and Resilience
Chart 7 Forecast Value Sales 2020-2030
Chart 8 Forecast Value Sales by Category 2025-2030
S Group and Kesko Dominate as Rivals Remain Distant
Lidl and Finlayson Spark Innovation to Enhance Brand Perception
Chart 9 Lidl Opens a Pop-Up Restaurant
Chart 10 Finlayson Allows Payments in Used Consumer Electronics
Chart 11 Company Shares 2025
Chart 12 Brand Shares 2025
Informal Retail
Opening Hours for Physical Retail
Chart 13 Standard Opening Hours by Channel Type 2025
Seasonality
Christmas
Mother’s Day and Father’s Day
Back to school
Chart 14 Economic Context for Retail
Chart 15 Real Gdp Growth 2020-2030
Chart 16 Inflation 2020-2030
Chart 17 Consumer Context for Retail
Chart 18 Population 2020-2030
Chart 19 Population by Generation 2025
Convenience Retailers in Finland
Key Data Insights
Convenience Retailers Summary
Chart 20 Key Industry Trends for Convenience Retailers
Kesko and S Group Shift Focus as Price Pressures Drive Shoppers to Larger Stores
Convenience Stores Outnumber Rivals but Forecourt Retailers Lose Ground
S Group Repositions Coop to Capture Value-Focused Shoppers
Chart 21 S Group develops its Coop private label assortment
Chart 22 Value Sales 2020-2030
Chart 23 Value Sales by Category 2025
Kesko and S Group Drive Online Sales as In-Store Value Stalls
Chart 24 Convenience retailers often provides the nearest grocery stores
Alepa, K-Market and Sale Expand Digital Reach to Offset In-Store Decline
Digitalisation and Scale Advantages Reshape Competitive Dynamics
Chart 25 Forecast Value Sales 2020-2030
Chart 26 Forecast Value Sales by Category 2025-2030
Chart 27 Analyst Insight for Convenience Retailers
S Group Capitalises on Value Focus as Kesko's Lead Erodes
Chart 28 Company Shares 2025
Chart 29 Brand Shares 2025
Chart 30 Economic Context for Convenience Retailers
Chart 31 Real Gdp Growth 2020-2030
Chart 32 Inflation 2020-2030
Chart 33 Consumer Context for Convenience Retailers
Chart 34 Population 2020-2030
Chart 35 Population by Generation 2025
Supermarkets in Finland
Key Data Insights
Supermarkets Summary
Chart 36 Key Industry Trends for Supermarkets
Tokmanni Introduces Spar and Reshapes Competitive Dynamics
S Group and Tokmanni Drive Private Label Transformation
Chart 37 S Group and Tokmanni Expand the Private Label Offer
Chart 38 Value Sales 2020-2030
Tokmanni Expands with Eurospar but S Group and Kesko Maintain Dominance
Chart 39 Analyst Insight for Supermarkets
E-Commerce Accelerates and Regulatory Uncertainty Clouds Private Label Strategies
Chart 40 Forecast Value Sales 2020-2030
S Group Leverages Network and Pricing to Sustain Dominance
Chart 41 Tokmanni Brings Spar Back to Finland
Chart 42 Company Shares 2025
Chart 43 Brand Shares 2025
Chart 44 Economic Context for Supermarkets
Chart 45 Real Gdp Growth 2020-2030
Chart 46 Inflation 2020-2030
Chart 47 Consumer Context for Supermarkets
Chart 48 Population 2020-2030
Chart 49 Population by Generation 2025
Hypermarkets in Finland
Key Data Insights
Hypermarkets Summary
Chart 50 Key Industry Trends for Hypermarkets
Prisma and K-Citymarket Drive E-Commerce Gains While Price Focus Intensifies
"Grocerant" Experiences and Foodservice Attract Shoppers to Physical Outlets
Chart 51 More Focus on Foodservice in Hypermarkets
Prisma’S E-Commerce Strategy Redefines Retail Growth Patterns
Chart 52 E-Commerce a Key Growth Driver for Prisma
Chart 53 Value Sales 2020-2030
S Group Expands Prisma Network as Kesko Accelerates Outlet Growth
Prisma and K-Citymarket Boost E-Commerce as Online Sales Outpace Stores
E-Commerce Growth and Stable Macro Trends Reshape Retail Dynamics
Chart 54 Forecast Value Sales 2020-2030
Chart 55 Analyst Insight for Hypermarkets
S Group Leverages Price and Loyalty to Hold Dominant Position
Chart 56 Company Shares 2025
Chart 57 Brand Shares 2025
Chart 58 Economic Context for Hypermarkets
Chart 59 Real Gdp Growth 2020-2030
Chart 60 Inflation 2020-2030
Chart 61 Consumer Context for Hypermarkets
Chart 62 Population 2020-2030
Chart 63 Population by Generation 2025
Discounters in Finland
Key Data Insights
Discounters Summary
Chart 64 Key Industry Trends for Discounters
Lidl Drives Digitalisation to Boost Customer Engagement
Private Label Gains Ground as Economic Caution Persists
App-Based Innovation Reshapes Loyalty and Convenience
Chart 65 Lidl Focusing on Further Digitalisation and Self-Service
Chart 66 Value Sales 2020-2030
Lidl Expands Product Range to Sustain Growth and Maintain Leadership
Lidl’S Adaptation to Local Preferences Shapes Future Business Opportunities
Macroeconomic Stability and Cautious Optimism Support Steady Growth
Chart 67 Forecast Value Sales 2020-2030
Chart 68 Private Label Still Essential for Lidl
Chart 69 Analyst Insight for Discounters
Lidl Defends Position as Sole Operator Amid Loyalty Rivalry
Chart 70 Company Shares 2025
Chart 71 Brand Shares 2025
Chart 72 Economic Context for Discounters
Chart 73 Real Gdp Growth 2020-2030
Chart 74 Inflation 2020-2030
Chart 75 Consumer Context for Discounters
Chart 76 Population 2020-2030
Chart 77 Population by Generation 2025
Small Local Grocers in Finland
Key Data Insights
Small Local Grocers Summary
Consumers Shift Spending to Larger Formats, Leaving Smaller Stores behind
Smaller Stores Struggle as Price Competition Intensifies
Chart 78 Value Sales 2020-2030
Ethnic Food Stores Attract New Shoppers and Drive Outlet Growth
Entrepreneur-Run Ethnic Outlets Capture Demand as Population Diversifies
Chart 79 Forecast Value Sales 2020-2030
Chart 80 Analyst Insight for Small Local Grocers
Ruohonjuuri Leverages Ecological Positioning to Outpace Fragmented Rivals
Chart 81 Company Shares 2025
Chart 82 Brand Shares 2025
Chart 83 Economic Context for Small Local Grocers
Chart 84 Real Gdp Growth 2020-2030
Chart 85 Inflation 2020-2030
Chart 86 Consumer Context for Small Local Grocers
Chart 87 Population 2020-2030
Chart 88 Population by Generation 2025
General Merchandise Stores in Finland
Key Data Insights
General Merchandise Stores Summary
Chart 89 Key Industry Trends for General Merchandise Stores
Tokmanni Expands Private Label and Drives Value Growth
Chart 90 Tokmanni Brings Spar Back to Finland
Chart 91 Value Sales 2020-2030
Chart 92 Value Sales by Category 2025
Tokmanni’S Transition to Eurospar Reshapes Sales Landscape
Puuilo to Accelerate Network Growth and Test Swedish Expansion
Chart 93 Analyst Insight for General Merchandise Stores
Low E-Commerce Share Prompts Renewed Digital Investment
Chart 94 Forecast Value Sales 2020-2030
Chart 95 Forecast Value Sales by Category 2025-2030
Puuilo Expands Store Network as Tokmanni Faces Slowing Share
Chart 96 Puuilo Expanding Aggressively
Chart 97 Company Shares 2025
Chart 98 Brand Shares 2025
Chart 99 Economic Context for General Merchandise Stores
Chart 100 Real Gdp Growth 2020-2030
Chart 101 Inflation 2020-2030
Chart 102 Consumer Context for General Merchandise Stores
Chart 103 Population 2020-2030
Chart 104 Population by Generation 2025
Apparel and Footwear Specialists in Finland
Key Data Insights
Apparel and Footwear Specialists Summary
Chart 105 Key Industry Trends for Apparel and Footwear Specialists
Prisma and Tokmanni Capture Shoppers Seeking Affordable Essentials
Relove Drives Second-Hand’S Rise and Challenges Traditional Specialists
Chart 106 Relove Has Become a Visible Second-Hand Player
Chart 107 Value Sales 2020-2030
Hypermarkets and E-Commerce Drive Value-Driven Shopping Habits
Chart 108 Hypermarkets and Variety Stores Popular for Apparel and Footwear Purchases
Ageing Population Shifts Demand Towards Comfort and Practicality
Cross-Border E-Commerce and Price-Led Players Reshape Competition
Chart 109 Forecast Value Sales 2020-2030
Chart 110 Analyst Insight for Apparel and Footwear Specialists
Bestseller Expands Its Chains to Secure Share Gains
Chart 111 Company Shares 2025
Chart 112 Brand Shares 2025
Chart 113 Economic Context for Apparel and Footwear Specialists
Chart 114 Real Gdp Growth 2020-2030
Chart 115 Inflation 2020-2030
Chart 116 Consumer Context for Apparel and Footwear Specialists
Chart 117 Population 2020-2030
Chart 118 Population by Generation 2025
Appliances and Electronics Specialists in Finland
Key Data Insights
Gigantti and Verkkokauppa.Com Accelerate Sales with Fast Delivery Partnerships
Chart 119 Key Industry Trends for Appliances and Electronics Specialists
Gigantti and Verkkokauppa.Com Accelerate Sales with Fast Delivery Partnerships
Chart 120 Leading Chains Collaborate with Wolt for Fast Deliveries
Yle and Commercial Broadcasters Drive Tv Sales Surge with Hd Transition
Chart 121 Technological Changes Make Finns Update Their Devices
Power Joins Fast Delivery Race to Meet Rising Consumer Expectations
Chart 122 Value Sales 2020-2030
Hybrid Store Formats Reshape How Consumers Shop and Interact
Chart 123 Analyst Insight for Appliances and Electronics Specialists
Circular Economy Gains Momentum as Trusted Retailers Drive Second-Hand Sales
Chart 124 Forecast Value Sales 2020-2030
Gigantti Loses Ground as Power Expands with New Flagship Stores
Chart 125 Company Shares 2025
Chart 126 Brand Shares 2025
Chart 127 Economic Context for Appliances and Electronics Specialists
Chart 128 Real Gdp Growth 2020-2030
Chart 129 Inflation 2020-2030
Chart 130 Consumer Context for Appliances and Electronics Specialists
Chart 131 Population 2020-2030
Chart 132 Population by Generation 2025
Home Products Specialists in Finland
Key Data Insights
Home Products Specialists Summary
Chart 133 Key Industry Trends for Home Products Specialists
Cautious Spending Limits Recovery Despite Mild Growth
Home Improvement and Gardening Drives Value While Pet Specialists Focus on Brand Exclusivity
Chart 134 Private Label at the Core of Musti Ja Mirri's Strategy
Ikea and Biltema Revitalise Offline Appeal as E-Commerce Share Rises
Chart 135 Value Sales 2020-2030
Chart 136 Value Sales by Category 2025
Variety Stores Extends Reach as Shoppers Seek Value and Choice
Pet Shops Building Loyalty as Pandemic Pets Fuel Steady Demand
Chart 137 Analyst Insight for Home Products Specialists
E-Commerce Accelerates as Showrooms and Drive-In Stores Reshape Buying Habits
Chart 138 Forecast Value Sales 2020-2030
Chart 139 Forecast Value Sales by Category 2025-2030
Kesko Strengthens Lead as Competitors Exit and Outlet Strategies Shift
Chart 140 Share of E-Commerce Growing - but Offline Retail Offers Perks Such as Foodservice
Chart 141 Company Shares 2025
Chart 142 Brand Shares 2025
Chart 143 Economic Context for Home Products Specialists
Chart 144 Real Gdp Growth 2020-2030
Chart 145 Inflation 2020-2030
Chart 146 Consumer Context for Home Products Specialists
Chart 147 Population 2020-2030
Chart 148 Population by Generation 2025
Health and Beauty Specialists in Finland
Key Data Insights
Health and Beauty Specialists Summary
Chart 149 Key Industry Trends for Health and Beauty Specialists
Pharmacies Sustains Growth by Meeting Essential Healthcare Needs
Pharmacies Anchors Sales as Prescription Medicines Drive Demand
Chart 150 Legislation Limits Consolidation in Pharmacies
Health and Personal Care Stores Expands with Service Innovation
Chart 151 Value Sales 2020-2030
Chart 152 Value Sales by Category 2025
Yliopiston Apteekki Retains Online Strength as Regulation Shifts
Pharmacies to Sustain Leadership as Prescription Medicines Anchor Revenue
Ai-Enhanced Optical Retail and Subscription Services to Boost Future Growth
Chart 153 More Focus on Services and Low Threshold Health Information in Pharmacies
Chart 154 Forecast Value Sales 2020-2030
Chart 155 Forecast Value Sales by Category 2025-2030
Chart 156 Analyst Insight for Health and Beauty Specialists
Normal Leverages Rapid Outlet Growth to Disrupt Established Leaders
Chart 157 Company Shares 2025
Chart 158 Brand Shares 2025
Chart 159 Economic Context for Health and Beauty Specialists
Chart 160 Real Gdp Growth 2020-2030
Chart 161 Inflation 2020-2030
Chart 162 Consumer Context for Health and Beauty Specialists
Chart 163 Population 2020-2030
Chart 164 Population by Generation 2025
Vending in Finland
Key Data Insights
Vending Summary
Price Increases and Rising Passenger Traffic Lift Sales Value
Drinks and Tobacco Machines Capture Returning Commuters’ Spending
Extended Grocery Hours and Price Sensitivity Challenge Machine Operators
Chart 165 Value Sales 2020-2030
Chart 166 Value Sales by Category 2025
Commuters Drive Vending Sales
Commuters Choose Well-Known Brands as Innovation Stalls in Vending Machines
Employers’ Office Policies and Vat Changes Shape Future Vending Opportunities
Chart 167 Forecast Value Sales 2020-2030
Chart 168 Forecast Value Sales by Category 2025-2030
Sinebrychoff and Hartwall Sustain Lead as Share Dynamics Shift
Chart 169 Company Shares 2025
Chart 170 Brand Shares 2025
Chart 171 Economic Context for Vending
Chart 172 Real Gdp Growth 2020-2030
Chart 173 Inflation 2020-2030
Chart 174 Consumer Context for Vending
Chart 175 Population 2020-2030
Chart 176 Population by Generation 2025
Direct Selling in Finland
Key Data Insights
Direct Selling Summary
Chart 177 Key Industry Trends for Direct Selling
Tupperware and Nosh Exit Reshapes Consumer Trust and Sales Channels
Chart 178 Nosh Withdraws From the Party Plan Model, While Tupperware Leaves Finland Altogether
Health and Beauty Products Maintain Lead as Other Categories Falter
Drinks and Tobacco Sales Surge as Representative Base Dwindles
Chart 179 Value Sales 2020-2030
Chart 180 Value Sales by Category 2025
E-Commerce and Policy Changes Accelerate Earnings Decline for Representatives
Women-Led Sales Lose Relevance as Younger Buyers Turn Away
Chart 181 Forecast Value Sales 2020-2030
Chart 182 Forecast Value Sales by Category 2025-2030
Chart 183 Analyst Insight for Direct Selling
Oriflame Capitalises on Avon Exit to Strengthen Position
Chart 184 Company Shares 2025
Chart 185 Brand Shares 2025
Chart 186 Economic Context for Direct Selling
Chart 187 Real Gdp Growth 2020-2030
Chart 188 Inflation 2020-2030
Chart 189 Consumer Context for Direct Selling
Chart 190 Population 2020-2030
Chart 191 Population by Generation 2025
Retail E-Commerce in Finland
Key Data Insights
Retail E-Commerce Summary
Chart 192 Key Industry Trends for Retail E-Commerce
Temu and Wolt Reshape Consumer Habits with Low Prices and Fast Delivery
Temu Outpaces Rivals as Marketplace E-Commerce Parcel Volumes Soar
Wolt Drives Fulfilment Innovation as Rapid Delivery Gains Ground
Chart 193 Fast Deliveries Becoming More Popular
Chart 194 Value Sales 2020-2030
Chart 195 Value Sales by Category 2025
Chinese Platforms Extend Parcel Flows as Local Regulation Lags
S Group and Kesko Unlock Untapped Online Grocery Demand
Chart 196 Analyst Insight for Retail E-Commerce
Retailers Deploy Ai to Address Fashion Returns and Sustainability Concerns
Chart 197 Forecast Value Sales 2020-2030
Chart 198 Forecast Value Sales by Category 2025-2030
S Group Extends Lead as Cross-Border Rivals Intensify Price Competition
Chart 199 Chinese Marketplaces in Spotlight
Pdd Holdings Surges While M&A Reshapes Multichannel Competitive Dynamics
Chart 200 Company Shares 2025
Chart 201 Brand Shares 2025
Chart 202 Economic Context for Retail E-Commerce
Chart 203 Real Gdp Growth 2020-2030
Chart 204 Inflation 2020-2030
Chart 205 Consumer Context for Retail E-Commerce
Chart 206 Population 2020-2030
Chart 207 Population by Generation 2025
Country Reports Disclaimer
The following categories and subcategories are included:
Retail
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- Convenience Stores
- Forecourt Retailers
- Supermarkets
- Hypermarkets
- Discounters
- Warehouse Clubs
- Food/Drink/Tobacco Specialists
- Small Local Grocers
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- Department Stores
- Variety Stores
- Apparel and Footwear Specialists
- Appliances and Electronics Specialists
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- Home Improvement and Gardening Stores
- Homewares and Home Furnishing Stores
- Pet Shops and Superstores
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- Beauty Specialists
- Pharmacies
- Optical Goods Stores
- Health and Personal Care Stores
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- Bags and Luggage Specialists
- Jewellery and Watch Specialists
- Sports Goods Stores
- Traditional Toys and Games Stores
- Other Non-Grocery Retailers
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- Fashion Vending
- Health and Beauty Vending
- Appliances and Electronics Vending
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- Alcoholic Drinks Vending
- Hot Drinks Vending
- Soft Drinks Vending
- Tobacco Products Vending
- Foods Vending
- Home Products Vending
- Other Products Vending
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- Apparel and Footwear Direct Selling
- Personal Accessories Direct Selling
- Eyewear Direct Selling
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- Beauty and Personal Care Direct Selling
- Consumer Health Direct Selling
- Tissue and Hygiene Direct Selling
- Appliances and Electronics Direct Selling
- Drinks and Tobacco Direct Selling
- Foods Direct Selling
- Home Products Direct Selling
- Other Products Direct Selling
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- Apparel and Footwear E-Commerce
- Personal Accessories E-Commerce
- Eyewear E-Commerce
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- Beauty and Personal Care E-Commerce
- Consumer Health E-Commerce
- Tissue and Hygiene E-Commerce
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- Consumer Appliances E-Commerce
- Consumer Electronics E-Commerce
- Toys and Games E-Commerce
- Drinks and Tobacco E-Commerce
- Foods E-Commerce
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- Home Care E-Commerce
- Home and Garden E-Commerce
- Pet Care E-Commerce
- Other Products E-Commerce
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- First-Party (1P) Marketplace E-Commerce
- Third-Party (3P) Marketplace E-Commerce
- Grocery E-Commerce
- General Merchandiser E-Commerce
- Apparel and Footwear Specialist E-Commerce
- Appliances and Electronics Specialist E-Commerce
- Home Products Specialist E-Commerce
- Health and Beauty Specialist E-Commerce
- Leisure and Personal Goods Specialist E-Commerce
- Other E-Commerce Retailers
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Retail
Retail is the sale of new and used goods to consumers from a business for personal or household consumption from retail outlets, kiosks, market stalls, vending, direct selling and e-commerce. Retail is the aggregation of Retail Offline and Retail E-Commerce. Excludes specialist retailers of motor vehicles, motorcycles, vehicle parts. Also excludes fuel sales, foodservice sales, rental transactions, wholesale sales (e.g. Cash and Carry), and sales through cannabis dispensaries in markets where cannabis is sold legally. Sales value excluding or including VAT/Sales Tax. Retail also excludes the informal retail sector. Informal retailing is retail trade which is not declared to the tax authorities. Informal retailing encompasses (a) sales generated by unregistered and unlicensed retailers, i.e. retailers operating illegally, and (b) any proportion of sales generated by a registered and licensed retailer that is not declared to the tax authorities. Unregistered and unlicensed retailers operate predominantly (although not exclusively) as street hawkers or operate open market stalls, as these channels are harder for the authorities to monitor than permanent outlets. Activities in the illegal market, which is usually understood to refer to trade in illegal, counterfeit or stolen merchandise, are included within our definition of informal retailing. Activities in the “grey market”, which is usually understood to refer to trade in legal merchandise that is sold through unauthorized channels – for example cigarettes bought legally in another country, legally imported, but sold at lower prices than in authorized channels – will be included as informal retailing if no tax is paid on sale by the retailer. However if the retailer pays tax – for example on cigarettes bought legally in another country but sold at a lower price than standard – the sale is included within formal retail.
See all of our definitions
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