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.
With growing awareness and concern about environmental and animal welfare issues there is a growing interest in plant-based food in Finland, with this continuing to drive dynamic growth in free from meat products in 2021. Looking to take advantage of this surge in demand the category continued to see new product development and innovation in 2021.
Free from lactose, dairy and gluten is another boom area of packaged food in Finland, with consumers paying closer attention to what they put into their bodies and how it affects their health. Responding to this, domestic player Heikki & Ilkka & Sauli Oy launched free from lactose Mandarin&yoghurt chocolate, biscuit&chocolate, and a new vegan liquorice&raspberry product under its Kolmen Kaverin Jäätelö brand, with these products also being marketed as being free from gluten.
Brands which are able to combine several health and wellness features into one product are likely to prove popular. For example, the new Juustoportti Hyvin Sokeroimaton Kreikkalainen Juotava Jogurtti 250ml Mango-Passion-Banaani Laktoositon is not only free from lactose, sugar and sweeteners, but it is also advertised as being manufactured by a dairy farm that follows the Welfare Quality system.
The free from dairy trend is gaining strength, with this being set to develop over the forecast period. Oats are seen as a traditional superfood and they have now entered the butter and spreads category too with the new free from dairy Keiju Kaura spread.
Sustainability and the environment are concerns that also often go hand in hand with the health and wellness trend and this too is likely to inform company strategies and new product development. More than 55% of the packaging material produced in Finland is already made from recycled plastic and players are likely to up their efforts to reduce plastic waste over the forecast period.
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Understand the latest market trends and future growth opportunities for the Free From 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.
If you're in the Free From 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.
Free From
This category includes free from gluten, free from lactose, free from allergens, free from dairy and free from meat products. This excludes foods which are certified ‘free’ of a specific product when this is based on use of sterilised equipment.
See All of Our DefinitionsThis report originates from Passport, our Free From research and analysis database.
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