Finland

COVID-19 pandemic and restrictions had minor impact on the sanitary protection. As in many other countries in Europe, the stockpiling of hygiene products was only clearly visible in the initial stages of 2020, as consumers feared that the outbreak of…

Supermarkets and hypermarkets have long competed for the position of the highest selling grocery retailing channel in Finland. Despite supermarkets recording higher value growth over the review period, however, they have fallen slightly behind…

Free from is a very strong category in Finland with an impressive and growing selection of products. Despite the ongoing challenges posed by the COVID-19 pandemic, sales continued to grow in 2021. This was boosted by consumers eating and cooking more…

Wipes has seen an overall positive impact from the pandemic thanks to a heightened sense of health consciousness. Wipes are seen as easy to use, efficient and safe, further boosting their appeal. Growing demand has led to a range of new launches…

After the steep decline recorded by consumer foodservice in 2020, with bars/pubs, full-service restaurants and some self-service cafeterias that focus on lunches being particularly impacted, 2021 showed some signs of improvement towards the end of…

In 2021, total volume sales of hot drinks returned to growth, mostly driven by the positive results in coffee – by far the largest category of hot drinks in Finland. This is a clear improved performance on the previous year in which the massive…

Bottled water is one of the few categories within soft drinks that is set to notably benefit from COVID-19 in the off-trade. Bottled water sales have seen healthy growth rates since 2018, when manufacturers started offering a wide variety of…

Department stores continued to suffer from an identity crisis in Finland in 2021 having lost their place in the world slightly in the face of growing cross-category competition. In addition to the bankruptcy of the Anttila chain, the channel…

Following the spike in overall sales in 2020 that resulted from the initial fallout of COVID-19, home care in Finland recorded a negative performance in volume and current value terms in 2021 as consumption patterns stabilised in line with the easing…

Organic beverages saw another year of strong growth in 2021 as the interest in organics grows across food and beverages in Finland. Organic beverages continued to see growing demand due to increasing interest in wellbeing and sustainability, with…

Tea retail volume sales will continue to see fairly stagnant growth in 2021, although it will register an improvement on the previous year. The category has been especially vulnerable to pandemic trends with minimal changes in retail sales and slower…

Several factors are contributing to the decline in off-trade volumes of sports drinks in Finland in 2021. Firstly, the continuing COVID-19-related restrictions imposed on gyms and sports centres resulted in fewer people taking part in sports and…

The hot summer weather together with visible marketing campaigns allowed RTD coffee to continue off-trade volume growth in 2021. This is despite the negative effects of COVID-19 in reducing demand for on-the-go soft drinks, a situation in which RTD…

Following a rise in off-trade volume sales in the first year of the pandemic as consumers spent more time at home and boosted the number of carbonates they consumed, they category will see another year of growth in 2021. This is thanks to the…

In keeping with the pattern witnessed across the Finnish home care market, after experiencing a surge in demand in 2020 due to the outbreak of COVID-19, surface care saw total volume and current value sales decline in 2021 as the home seclusion trend…

Demand for home insecticides in Finland is highly seasonal and heavily dependent on weather conditions. The category showed improved results in 2021, with total volume sales declining at a slower rate than in 2020 and total current value sales…

Air care saw total volume and current value sales decline in 2020 as the economic shock of COVID-19 prompted Finns to curb non-essential spending. With the easing of the pandemic spurring economic recovery and bolstering consumer confidence, the…

Variety stores was one of the big success stories of the COVID-19 pandemic. During the health crisis and in the face of economic uncertainty, consumers in Finland appreciated the low-price positioning and versatile product offerings of outlets in…

Dishwashing saw overall demand surge in 2020 as Finns began cooking and eating at home much more frequently than normal due to lockdown measures and fear of contracting COVID-19. The category experienced a reversal of fortunes in 2021, with total…

At the beginning of the pandemic, Finnish consumers stocked up on retail tissues, especially toilet paper and kitchen. Empty shelves were reported but purchasing limits were introduced and stockpiling ceased. Thus, this had limited impact on the…