In 2019, edible oils had a slight increase in value sales and only a marginal increase in volume sales. Edible oils is very mature in Finland, with players facing the challenge of stagnating sales across the forecast period.
As home cooking continues to be popular in Finland, players are offering alternative edible oils to capture the growing audience. Flavoured edible oils is particularly popular, especially when it comes to preparing food; adding ease and convenience to the preparation.
In 2019, rapeseed oil continued to promote its health and wellness qualities to encourage value sales, particularly capturing olive oil consumers interested in healthy lifestyles. Domestic manufacturer Apetit launched its rapeseed oil range in 2017 and expanded in 2018.
Heavy competition in edible oils demands strong marketing and advertising strategies from players. Virgino takes advantage of being a local player, featuring the product of Finland logo on its bottles.
In 2019, there were no new product developments within edible oils. Launches most recent to 2019 were the organic Urtekram Estate olive oil extra virgin and organic Urtekram olive oil extra virgin, which catered to the growing demand for organic olive oil.
When it comes to internet advertising, Keiju has tapped into the health and wellness trend by launching an oil academy on its website. Here consumers can learn all about the health benefits of different oils through different quizzes, and Keiju also encourages the use of rapeseed oil consumption through recipe ideas.
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