Executive Summary

Jan 2019
PROSPECTS
Outsourcing to professionals gains even more ground

The desire for good quality, uncertainty about regulations, convenience and lack of time are encouraging more consumers to outsource more complicated home improvement tasks to professionals. This trend is boosting B2B sales, meaning that the growth in this channel is higher than the B2C sales tracked by Euromonitor International.

Private label is thriving

Private label is currently thriving in home improvement and gardening stores in Finland. In the first half of 2018, for example, Kesko was reported to have around 30,000 different products in its six private label series in the channel.

Store networks are not dead

Despite much talk about the rise of online sales, several chains have proved that stores are not yet on their deathbeds. For example, the Scandinavian chains Jysk and Clas Ohlson steadily increased their outlet numbers in the review period.

COMPETITIVE LANDSCAPE
The merger of K-Rauta and Rautia is a success for Kesko

In 2017, the leader in home and garden specialist retailers, Kesko, merged its K-Rauta and Rautia hardware chains, rebranding all stores as K-Rauta. This rebranding, in a category which is one of Kesko’s strategic focus areas in retailing, has been successful, with the unified brand benefiting from Kesko’s unbeatable knowledge of consumers’ purchasing patterns, its local knowledge and individual retailers’ approachability.

Ikea thrives in homewares and home furnishing stores

Ikea ranks third in home and garden specialist retailers in Finland. In 2018, Ikea operated a network of five traditional large outlets in the country, along with the newest addition to the network, the far smaller than average outlet in Jyväskylä.

Many chains have image issues

Towards the end of the review period, furniture specialists fell under the special scrutiny of the Consumer Ombudsman, with several chains being reprimanded for misleading marketing.

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Home and Garden Specialist Retailers in Finland

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Overview

Discover the latest market trends and uncover sources of future market growth for the Home and Garden Specialist Retailers industry in Finland with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Home and Garden Specialist Retailers industry in Finland, our research will save you time and money while empowering you to make informed, profitable decisions.

The Home and Garden Specialist Retailers in Finland market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed market shares for international and locally-based retailers
  • Historic number of stores, selling space and values, company and brand market shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • Who are the leading Home and Garden Specialist Retailers in Finland?
  • How are Home and Garden Specialist Retailers competing in a multi-channel world?
  • Is the internet killing off lHome and Garden Specialist Retailers?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Retailing market research database.

Home and Garden Specialist Retailers in Finland - Category analysis

HEADLINES

PROSPECTS

Outsourcing to professionals gains even more ground
Private label is thriving
Store networks are not dead

COMPETITIVE LANDSCAPE

The merger of K-Rauta and Rautia is a success for Kesko
Ikea thrives in homewares and home furnishing stores
Many chains have image issues

CHANNEL DATA

Table 1 Home and Garden Specialist Retailers: Value Sales, Outlets and Selling Space 2013-2018
Table 2 Home and Garden Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2013-2018
Table 3 Sales in Home and Garden Specialist Retailers by Channel: Value 2013-2018
Table 4 Sales in Home and Garden Specialist Retailers by Channel: % Value Growth 2013-2018
Table 5 Home and Garden Specialist Retailers GBO Company Shares: % Value 2014-2018
Table 6 Home and Garden Specialist Retailers GBN Brand Shares: % Value 2015-2018
Table 7 Home and Garden Specialist Retailers LBN Brand Shares: Outlets 2015-2018
Table 8 Home and Garden Specialist Retailers LBN Brand Shares: Selling Space 2015-2018
Table 9 Home and Garden Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2018-2023
Table 10 Home and Garden Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 11 Forecast Sales in Home and Garden Specialist Retailers by Channel: Value 2018-2023
Table 12 Forecast Sales in Home and Garden Specialist Retailers by Channel: % Value Growth 2018-2023

Retailing in Finland - Industry Overview

EXECUTIVE SUMMARY

Retailing benefits from an economy back on track
The bigger the better in retailing, but exceptions confirm the rule
Stability and diversity in the competitive landscape
Consumers want to feel individual
Steady path ahead for retailing

OPERATING ENVIRONMENT

Informal retailing
Opening hours
Summary 1 Standard Opening Hours by Channel Type
Physical retail landscape
Cash and carry
Seasonality
Christmas
Mother’s and Father’s Day
Back to school
Payments and delivery
Emerging business models

MARKET DATA

Table 13 Sales in Retailing by Store-based vs Non-Store: Value 2013-2018
Table 14 Sales in Retailing by Store-based vs Non-Store: % Value Growth 2013-2018
Table 15 Sales in Store-based Retailing by Channel: Value 2013-2018
Table 16 Sales in Store-based Retailing by Channel: % Value Growth 2013-2018
Table 17 Store-based Retailing Outlets by Channel: Units 2013-2018
Table 18 Store-based Retailing Outlets by Channel: % Unit Growth 2013-2018
Table 19 Sales in Non-Store Retailing by Channel: Value 2013-2018
Table 20 Sales in Non-Store Retailing by Channel: % Value Growth 2013-2018
Table 21 Grocery Retailers: Value Sales, Outlets and Selling Space 2013-2018
Table 22 Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2013-2018
Table 23 Sales in Grocery Retailers by Channel: Value 2013-2018
Table 24 Sales in Grocery Retailers by Channel: % Value Growth 2013-2018
Table 25 Grocery Retailers Outlets by Channel: Units 2013-2018
Table 26 Grocery Retailers Outlets by Channel: % Unit Growth 2013-2018
Table 27 Non-Grocery Specialists: Value Sales, Outlets and Selling Space 2013-2018
Table 28 Non-Grocery Specialists: Value Sales, Outlets and Selling Space: % Growth 2013-2018
Table 29 Sales in Non-Grocery Specialists by Channel: Value 2013-2018
Table 30 Sales in Non-Grocery Specialists by Channel: % Value Growth 2013-2018
Table 31 Non-Grocery Specialists Outlets by Channel: Units 2013-2018
Table 32 Non-Grocery Specialists Outlets by Channel: % Unit Growth 2013-2018
Table 33 Mixed Retailers: Value Sales, Outlets and Selling Space 2013-2018
Table 34 Mixed Retailers: Value Sales, Outlets and Selling Space: % Growth 2013-2018
Table 35 Sales in Mixed Retailers by Channel: Value 2013-2018
Table 36 Sales in Mixed Retailers by Channel: % Value Growth 2013-2018
Table 37 Mixed Retailers Outlets by Channel: Units 2013-2018
Table 38 Mixed Retailers Outlets by Channel: % Unit Growth 2013-2018
Table 39 Retailing GBO Company Shares: % Value 2014-2018
Table 40 Retailing GBN Brand Shares: % Value 2015-2018
Table 41 Store-based Retailing GBO Company Shares: % Value 2014-2018
Table 42 Store-based Retailing GBN Brand Shares: % Value 2015-2018
Table 43 Store-based Retailing LBN Brand Shares: Outlets 2015-2018
Table 44 Non-Store Retailing GBO Company Shares: % Value 2014-2018
Table 45 Non-Store Retailing GBN Brand Shares: % Value 2015-2018
Table 46 Grocery Retailers GBO Company Shares: % Value 2014-2018
Table 47 Grocery Retailers GBN Brand Shares: % Value 2015-2018
Table 48 Grocery Retailers LBN Brand Shares: Outlets 2015-2018
Table 49 Grocery Retailers LBN Brand Shares: Selling Space 2015-2018
Table 50 Non-Grocery Specialists GBO Company Shares: % Value 2014-2018
Table 51 Non-Grocery Specialists GBN Brand Shares: % Value 2015-2018
Table 52 Non-Grocery Specialists LBN Brand Shares: Outlets 2015-2018
Table 53 Non-Grocery Specialists LBN Brand Shares: Selling Space 2015-2018
Table 54 Mixed Retailers GBO Company Shares: % Value 2014-2018
Table 55 Mixed Retailers GBN Brand Shares: % Value 2015-2018
Table 56 Mixed Retailers LBN Brand Shares: Outlets 2015-2018
Table 57 Mixed Retailers LBN Brand Shares: Selling Space 2015-2018
Table 58 Forecast Sales in Retailing by Store-based vs Non-Store: Value 2018-2023
Table 59 Forecast Sales in Retailing by Store-based vs Non-Store: % Value Growth 2018-2023
Table 60 Forecast Sales in Store-based Retailing by Channel: Value 2018-2023
Table 61 Forecast Sales in Store-based Retailing by Channel: % Value Growth 2018-2023
Table 62 Forecast Store-based Retailing Outlets by Channel: Units 2018-2023
Table 63 Forecast Store-Based Retailing Outlets by Channel: % Unit Growth 2018-2023
Table 64 Forecast Sales in Non-Store Retailing by Channel: Value 2018-2023
Table 65 Forecast Sales in Non-Store Retailing by Channel: % Value Growth 2018-2023
Table 66 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2018-2023
Table 67 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 68 Forecast Sales in Grocery Retailers by Channel: Value 2018-2023
Table 69 Forecast Sales in Grocery Retailers by Channel: % Value Growth 2018-2023
Table 70 Forecast Grocery Retailers Outlets by Channel: Units 2018-2023
Table 71 Forecast Grocery Retailers Outlets by Channel: % Unit Growth 2018-2023
Table 72 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space 2018-2023
Table 73 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 74 Forecast Sales in Non-Grocery Specialists by Channel: Value 2018-2023
Table 75 Forecast Sales in Non-Grocery Specialists by Channel: % Value Growth 2018-2023
Table 76 Forecast Non-Grocery Specialists Outlets by Channel: Units 2018-2023
Table 77 Forecast Non-Grocery Specialists Outlets by Channel: % Unit Growth 2018-2023
Table 78 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space 2018-2023
Table 79 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 80 Forecast Sales in Mixed Retailers by Channel: Value 2018-2023
Table 81 Forecast Sales in Mixed Retailers by Channel: % Value Growth 2018-2023
Table 82 Forecast Mixed Retailers Outlets by Channel: Units 2018-2023
Table 83 Forecast Mixed Retailers Outlets by Channel: % Unit Growth 2018-2023

DEFINITIONS

SOURCES

Summary 2 Research Sources