In 2021, Lidl remains the only discounter in Finland. Factors that affect the retailer have a crucial impact on the overall channel.
Retailers in Finland are increasingly criticised for the slot machines by state-owned company Veikkaus in their premises. While money that is collected with these machines goes to good causes, there is growing consumer concern about the dependency such donations generate on the part of the recipients, such as NGOs.
In response to the strong growth in food and drink e-commerce, Lidl launched its Sportyfeel website late review period, but this trial came to an end in 2020 despite the impact of COVID-19. This e-commerce venture, which focused on sports nutrition, also sold a limited number of other products, from LED lights to Serrano ham.
A key marketing technique for Lidl in Finland is emphasising the continuous lowering of prices compared to competitors in other channels such as S Group. Competitors such as S Group are expected to respond to this reduction in the coming years by focusing on developing their private label range.
Lidl has pursued a lengthy expansion plan over the review period, increasing its number of outlets, selling space and retail current value sales, and this is expected to continue over the forecast period as discounters is projected to record strong growth from all aspects. In this respect, Lidl stands out in the retailing landscape as, in general, outlet numbers in modern grocery retailing is decreasing in Finland.
Loyalty cards (such as those held by customers of the largest grocery retailers S Group and Kesko) are immensely popular in Finland. Over the review period Lidl had not developed its own loyalty programme, and even jokingly opposed them by offering short campaigns during which customers with any membership card (gym, library, post etc.
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Understand the latest market trends and future growth opportunities for the Discounters industry in Finland with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Discounters are chained retail outlets typically with a selling space of between 400 and 2,500 square metres. Stores have a primary focus on selling a limited range of foods, beverages, tobacco and non-groceries at budget prices, regularly via private label. Discounters can be classified as hard discounters and soft discounters. Hard discounters, first introduced by Aldi in Germany, are also known as limited-line discounters. Stores are typically 400-900 square metres and stock fewer than 1,000 product lines, largely in packaged groceries. Product range available is predominantly made up of private-label brands. Soft discounters are usually slightly larger than hard discounters, and are also known as extended-range discounters. Stores typically stock 1,000-4,000 product lines. As well as private-label and budget brands, stores commonly carry leading brands at discounted prices. Example brands include Aldi, Lidl, and Dia.
See All of Our DefinitionsThis report originates from Passport, our Discounters research and analysis database.
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