Organic Beverages in Finland

PROSPECTS

Coffee will remain the largest category and key driver of growth

Organic coffee was the biggest category and accounted for almost two thirds of retail value sales in 2018. Regardless of the good selection of products already available, organic coffee is still expected to grow healthily over the forecast period.

Organic juice offers opportunities – organic nectars emerging

Organic fruit/vegetable juice was the second largest category within organic beverages. In 2018, sales mainly stemmed from 100% juice.

Organic non-cola carbonates is expected to see the highest growth over the forecast period

Organic non-cola carbonates is expected to see the fastest value growth will the forecast period, with strong double-digit growth year on year. The share of organic non-cola carbonates is still low in terms of total non-cola carbonates, but the strengthening microbrewery trend will support sales of organic beverages.

COMPETITIVE LANDSCAPE

Coffee manufacturers Gustav Paulig and Meira lead organic beverages

Coffee was by far the largest category and Finland’s leading coffee manufacturer Gustav Paulig Oy Ab led organic beverages in 2018. Meira Oy, another coffee manufacturer, ranked second in 2018.

Private label share strengthens thanks to products in new organic categories

The share of private label in organic hot drinks was similar in 2018 to 2014. Actual value sales increased healthily and organic private label coffee and tea already offers several price bands – successful launches included Lidl Suomi’s Bellarom coffee beans in 2017.

Valio improves its ranking thanks to successful launches

Valio Oy, which was present only in organic fruit/vegetable juice, managed to improve its ranking from sixth to third thanks to several launches. The company focused on its organic ranges and launches included products combining several current trends, such as Valio Luomu smoothie launched in 2018.

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