While there was reduced volume sales in 2020 during COVID-19 restrictions, volume sales returned to growth in 2021, with sales being higher than before the pandemic. Beer continued to be the most popular alcoholic drink and continued to benefit from the 2018 change in regulation, which permits beers up to 5.
Lager still dominated, accounting for about nine-tenths of volume sales, and is particularly popular through off-trade channels. All the same, other beers such as ale and low ABC and non-alcoholic have been gaining value share over the review period.
The competitive landscape was stable in 2021 and continued to be led by the three largest breweries, Sinebrychoff, Olvi and Hartwall, which together accounted for over three-quarter of volume sales. These players have a long-standing presence and for both Hartwall and Sinebrychoff, international ownership gives the companies more resources.
Beer will register moderate volume growth over the forecast period and will in fact be the best performing alcoholic drink over the review period. The full opening of society will benefit volume sales, as a significant amount of volume sales, compared to other drinks such as wine and spirits, are sold through on-trade.
Finnish consumers take the environment seriously and pay attention in terms of packaging as well as sustainable farming practices. This will continue to be a focus over the forecast period and players will respond by promoting their environmental credentials.
There are potential headwinds on the horizon. Prices were beginning to creep up in 2021 and there was also an increase in excise duty.
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Beer
An alcoholic drink usually brewed from malt, sugar, hops and water and fermented with yeast. Some beers are made by fermenting a cereal, especially barley, and therefore not flavoured by hops. Alcohol content for beer is varied – anything up to and over 14% ABV (alcohol by volume), although 3.5% to 5% is most common. Beer is the aggregation of lager, dark beer, stout and non/low alcohol beer.
See All of Our DefinitionsThis report originates from Passport, our Beer research and analysis database.
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