Other Dairy in Finland

PROSPECTS

Manufacturers seek ways to offset category maturity and drive value sales as volume growth remains sluggish

In 2019, other dairy in Finland continued to record only modest retail volume growth, primarily as a result of category maturity. Value sales growth, however, was stronger as manufacturers continued to seek ways to offset this maturity, for example through a strong focus on developing new products which are lactose-free, organic, sugar-free, high in protein or provide new flavour combinations or textures.

Protein boom still going strong in Finland

The protein boom in Finland continued to remain strong in 2019. This was supported by an ongoing manufacturer focus on new product development and more exercise enthusiasts and health-conscious millennials adopting a high-protein diet, with this in particular helping to boost sales of quark.

Players seek to meet consumer demand for convenience

In addition to demanding healthier other dairy offerings, Finnish consumers are also seeking greater convenience from the products they buy. Making cooking easier, for example through the provision of flavoured creams, has enabled busy consumers to save time, with preparing meals at home remaining a popular activity.

COMPETITIVE LANDSCAPE

Valio maintains its leading position thanks to strong new product development activities but continues to face increasing competition

In 2019, the domestic dairy giant Valio remained the clear leader in other dairy, accounting for around a third of overall value sales. The company continued to slowly grow its value share thanks to an ongoing focus on new product development as well as heavy investment in marketing and promotional activities.

Other dairy witnesses the launch of more lactose-free options

2018 saw manufacturers launch new lactose-free other dairy products, with this continuing in 2019. While in 2018 Valio expanded its organic range with Valio Luomu Raejuusto cottage cheese, marketing this as the only domestic organic and lactose-free cottage cheese, it also relaunched its Fanny dairy dessert brand but as a lactose-free product.

Advertising remains focused on health and wellness messages

In 2019, other dairy manufacturers continued to invest in marketing and advertising, with their campaigns highlighting the health and wellness attributes of their products. In its humorous television commercials, Arla continued to point out that its Arla Lempi Ruokakerma cooking cream contains fewer additives than other creams, with the company seeking to appeal to Finnish consumers’ rising demand for cleaner ingredients.

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