Packaged Food in Finland

December 2020
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Overview:

Understand the latest market trends and future growth opportunities for the Packaged Food 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.

Data and analysis in this report provides further detailed coverage dedicated to a comprehensive range of core packaged food categories.

If you're in the Packaged Food 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.

The Packaged Food in Finland report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volume and value sizes, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent research methodology, conducted in-country

This report answers:

  • What is the market size of Packaged Food in Finland?
  • Which are the leading brands in Packaged Food in Finland?
  • How are products distributed in Packaged Food in Finland?
  • How is the rise of e-commerce and/or the expansion of modern grocery retail impacting traditional retail?
  • What are the key health and wellness concerns driving, or challenging, sales in Packaged Food?
  • How significant are vegan and vegetarian dietary requirements in determining sales growth in Finland?
  • How has COVID-19 impacted consumer demand? To what extent have lockdown, home seclusion and stockpiling boosted sales? Will the longer term economic repercussions of the pandemic stimulate or suppress future growth?
  • Where is future growth expected to be most dynamic?
  • How significant will values-based claims, such as sustainability and ethical labelling, be in supporting future growth and brand equity?

Packaged Food in Finland

EXECUTIVE SUMMARY

COVID-19 impact on packaged food
COVID-19 country impact
Company response
Retailing shift
Foodservice vs retail split
What next for packaged food?

FOODSERVICE

Sales to Foodservice
Avoidance of worst case scenario means opportunity for faster rebuild Opportunity for producers to strengthen brand equity, consumer loyalty Clear performance variation by outlet type
Consumer Foodservice
Virus opens foodservice expansion into new channels Economic health will increase foodservice scope and demand over the forecast period Dietary trends set to shape foodservice and packaged food sales
Category Data
Chart 1 Packaged Food Value Sales Growth Scenarios: 2018-2025 Chart 2 Packaged Food Impact of Drivers on Value Sales: 2017-2025 Table 1 Foodservice Sales of Packaged Food by Category: Volume 2015-2020 Table 2 Foodservice Sales of Packaged Food by Category: % Volume Growth 2015-2020 Table 3 Forecast Foodservice Sales of Packaged Food by Category: Volume 2020-2025 Table 4 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2020-2025

MARKET DATA

Table 5 Sales of Packaged Food by Category: Volume 2015-2020 Table 6 Sales of Packaged Food by Category: Value 2015-2020 Table 7 Sales of Packaged Food by Category: % Volume Growth 2015-2020 Table 8 Sales of Packaged Food by Category: % Value Growth 2015-2020 Table 9 GBO Company Shares of Packaged Food: % Value 2016-2020 Table 10 NBO Company Shares of Packaged Food: % Value 2016-2020 Table 11 LBN Brand Shares of Packaged Food: % Value 2017-2020 Table 12 Penetration of Private Label by Category: % Value 2015-2020 Table 13 Distribution of Packaged Food by Format: % Value 2015-2020 Table 14 Distribution of Packaged Food by Format and Category: % Value 2020 Table 15 Forecast Sales of Packaged Food by Category: Volume 2020-2025 Table 16 Forecast Sales of Packaged Food by Category: Value 2020-2025 Table 17 Forecast Sales of Packaged Food by Category: % Volume Growth 2020-2025 Table 18 Forecast Sales of Packaged Food by Category: % Value Growth 2020-2025

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Baked Goods in Finland

KEY DATA FINDINGS

2020 IMPACT

Stronger retail value growth as foodservice outlets close and consumers favour packaged products in 2020
Thin versions of best-selling lines and street food ranges continue to appeal to health-conscious consumers
Innovation, strong marketing and a clear response to health and wellness concerns drive competitor activity in 2020

RECOVERY AND OPPORTUNITIES

Marginal value growth in 2021 as rising unemployment leads to price sensitivity
Stable low rates of value and volume growth over the forecast period as confidence in unpackaged products returns
Flavour, freshness and domestic origin set to remain key drivers in consumer decisions

CATEGORY DATA

Table 19 Sales of Baked Goods by Category: Volume 2015-2020 Table 20 Sales of Baked Goods by Category: Value 2015-2020 Table 21 Sales of Baked Goods by Category: % Volume Growth 2015-2020 Table 22 Sales of Baked Goods by Category: % Value Growth 2015-2020 Table 23 NBO Company Shares of Baked Goods: % Value 2016-2020 Table 24 LBN Brand Shares of Baked Goods: % Value 2017-2020 Table 25 Distribution of Baked Goods by Format: % Value 2015-2020 Table 26 Forecast Sales of Baked Goods by Category: Volume 2020-2025 Table 27 Forecast Sales of Baked Goods by Category: Value 2020-2025 Table 28 Forecast Sales of Baked Goods by Category: % Volume Growth 2020-2025 Table 29 Forecast Sales of Baked Goods by Category: % Value Growth 2020-2025

Breakfast Cereals in Finland

KEY DATA FINDINGS

2020 IMPACT

Porridge drives growth in hot cereals during COVID-19 lockdown in 2020
Consumers continue to respond to health and wellness benefits in 2020
Private label players retain lead as companies battle to improve product offerings

RECOVERY AND OPPORTUNITIES

Employment and economic concerns set to fuel consumer price sensitivity in 2021
Maturity of category set to limit retail value growth over the forecast period
Environmental and sustainability concerns likely to become a focus for consumers

CATEGORY DATA

Table 30 Sales of Breakfast Cereals by Category: Volume 2015-2020 Table 31 Sales of Breakfast Cereals by Category: Value 2015-2020 Table 32 Sales of Breakfast Cereals by Category: % Volume Growth 2015-2020 Table 33 Sales of Breakfast Cereals by Category: % Value Growth 2015-2020 Table 34 NBO Company Shares of Breakfast Cereals: % Value 2016-2020 Table 35 LBN Brand Shares of Breakfast Cereals: % Value 2017-2020 Table 36 Distribution of Breakfast Cereals by Format: % Value 2015-2020 Table 37 Forecast Sales of Breakfast Cereals by Category: Volume 2020-2025 Table 38 Forecast Sales of Breakfast Cereals by Category: Value 2020-2025 Table 39 Forecast Sales of Breakfast Cereals by Category: % Volume Growth 2020-2025 Table 40 Forecast Sales of Breakfast Cereals by Category: % Value Growth 2020-2025

Processed Meat and Seafood in Finland

KEY DATA FINDINGS

2020 IMPACT

Home seclusion due to COVID-19 boosts sales of processed meat and seafood in 2020
Manufacturers switch production capacity to keep abreast of increased demand in 2020
Private label players pose growing challenge to category leaders in 2020

RECOVERY AND OPPORTUNITIES

Falling sales in 2021 as consumers face unemployment and economic insecurity
Meat substitutes set to drive value and volume growth over the forecast period
Environmental credentials set to continue influencing consumer purchasing decisions

CATEGORY DATA

Table 41 Sales of Processed Meat and Seafood by Category: Volume 2015-2020 Table 42 Sales of Processed Meat and Seafood by Category: Value 2015-2020 Table 43 Sales of Processed Meat and Seafood by Category: % Volume Growth 2015-2020 Table 44 Sales of Processed Meat and Seafood by Category: % Value Growth 2015-2020 Table 45 Sales of Shelf Stable Processed Red Meat by Type: % Volume Breakdown 2015-2020 Table 46 Sales of Chilled Processed Red Meat by Type: % Volume Breakdown 2015-2020 Table 47 Sales of Frozen Processed Red Meat by Type: % Volume Breakdown 2015-2020 Table 48 Sales of Frozen Processed Poultry by Type: % Value Breakdown 2015-2020 Table 49 Sales of Frozen Processed Seafood by Type: % Value Breakdown 2015-2020 Table 50 NBO Company Shares of Processed Meat and Seafood: % Value 2016-2020 Table 51 LBN Brand Shares of Processed Meat and Seafood: % Value 2017-2020 Table 52 Distribution of Processed Meat and Seafood by Format: % Value 2015-2020 Table 53 Forecast Sales of Processed Meat and Seafood by Category: Volume 2020-2025 Table 54 Forecast Sales of Processed Meat and Seafood by Category: Value 2020-2025 Table 55 Forecast Sales of Processed Meat and Seafood by Category: % Volume Growth 2020-2025 Table 56 Forecast Sales of Processed Meat and Seafood by Category: % Value Growth 2020-2025

Processed Fruit and Vegetables in Finland

KEY DATA FINDINGS

2020 IMPACT

Home seclusion drives sales of frozen and shelf stable fruit and vegetables in 2020
Convenience becomes a key factor in purchasing decisions
Private label continues to grow at expense of branded players in 2020

RECOVERY AND OPPORTUNITIES

Increased price sensitivity and previous stockpiling set to negatively impact growth in 2021
Muted value growth across all categories as frozen products eclipse shelf stable varieties
Players set to focus on ethical and environmental credentials to appeal to consumers

CATEGORY DATA

Table 57 Sales of Processed Fruit and Vegetables by Category: Volume 2015-2020 Table 58 Sales of Processed Fruit and Vegetables by Category: Value 2015-2020 Table 59 Sales of Processed Fruit and Vegetables by Category: % Volume Growth 2015-2020 Table 60 Sales of Processed Fruit and Vegetables by Category: % Value Growth 2015-2020 Table 61 Sales of Frozen Processed Vegetables by Type: % Value Breakdown 2015-2020 Table 62 NBO Company Shares of Processed Fruit and Vegetables: % Value 2016-2020 Table 63 LBN Brand Shares of Processed Fruit and Vegetables: % Value 2017-2020 Table 64 Distribution of Processed Fruit and Vegetables by Format: % Value 2015-2020 Table 65 Forecast Sales of Processed Fruit and Vegetables by Category: Volume 2020-2025 Table 66 Forecast Sales of Processed Fruit and Vegetables by Category: Value 2020-2025 Table 67 Forecast Sales of Processed Fruit and Vegetables by Category: % Volume Growth 2020-2025 Table 68 Forecast Sales of Processed Fruit and Vegetables by Category: % Value Growth 2020-2025

Rice, Pasta and Noodles in Finland

KEY DATA FINDINGS

2020 IMPACT

Stockpiling drives retail value and volume growth as consumers turn to staples in 2020
Major chains stock two weeks’ worth of pasta in anticipation of further stockpiling
Convenience trend drives new product development as private label players challenge leader Myllyn Paras Oy

RECOVERY AND OPPORTUNITIES

Demand set to normalise in 2021 as consumers continue to work through stockpiles
Sluggish value growth over the forecast period as unemployment and economic recovery impact on demand
Domestic origin and innovation set to remain key in the battle to grow value share

CATEGORY DATA

Table 69 Sales of Rice, Pasta and Noodles by Category: Volume 2015-2020 Table 70 Sales of Rice, Pasta and Noodles by Category: Value 2015-2020 Table 71 Sales of Rice, Pasta and Noodles by Category: % Volume Growth 2015-2020 Table 72 Sales of Rice, Pasta and Noodles by Category: % Value Growth 2015-2020 Table 73 Sales of Instant Noodles by Leading Flavours: Rankings 2015-2020 Table 74 NBO Company Shares of Rice, Pasta and Noodles: % Value 2016-2020 Table 75 LBN Brand Shares of Rice, Pasta and Noodles: % Value 2017-2020 Table 76 NBO Company Shares of Rice: % Value 2016-2020 Table 77 LBN Brand Shares of Rice: % Value 2017-2020 Table 78 NBO Company Shares of Pasta: % Value 2016-2020 Table 79 LBN Brand Shares of Pasta: % Value 2017-2020 Table 80 NBO Company Shares of Noodles: % Value 2016-2020 Table 81 LBN Brand Shares of Noodles: % Value 2017-2020 Table 82 Distribution of Rice, Pasta and Noodles by Format: % Value 2015-2020 Table 83 Distribution of Rice by Format: % Value 2015-2020 Table 84 Distribution of Pasta by Format: % Value 2015-2020 Table 85 Distribution of Noodles by Format: % Value 2015-2020 Table 86 Forecast Sales of Rice, Pasta and Noodles by Category: Volume 2020-2025 Table 87 Forecast Sales of Rice, Pasta and Noodles by Category: Value 2020-2025 Table 88 Forecast Sales of Rice, Pasta and Noodles by Category: % Volume Growth 2020-2025 Table 89 Forecast Sales of Rice, Pasta and Noodles by Category: % Value Growth 2020-2025

Edible Oils in Finland

KEY DATA FINDINGS

2020 IMPACT

Manufacturers offer diverse edible oil flavours as home cooking gathers pace, while rapeseed oil sees its popularity soar
Despite economic downturn, Finns value high quality edible oils with authenticity and known provenance
Private label see only marginal share increase in 2020 as Finns remain loyal to brands they trust

RECOVERY AND OPPORTUNITIES

In a mature category, players will focus on quality and ecological issues to capture consumer interest in the future
Domestic players will use local heritage claims to their advantage, as Finns seek to support the local economy
Domestic rapeseed oil will vie with olive oil for the limelight

CATEGORY DATA

Table 90 Sales of Edible Oils by Category: Volume 2015-2020 Table 91 Sales of Edible Oils by Category: Value 2015-2020 Table 92 Sales of Edible Oils by Category: % Volume Growth 2015-2020 Table 93 Sales of Edible Oils by Category: % Value Growth 2015-2020 Table 94 NBO Company Shares of Edible Oils: % Value 2016-2020 Table 95 LBN Brand Shares of Edible Oils: % Value 2017-2020 Table 96 Distribution of Edible Oils by Format: % Value 2015-2020 Table 97 Forecast Sales of Edible Oils by Category: Volume 2020-2025 Table 98 Forecast Sales of Edible Oils by Category: Value 2020-2025 Table 99 Forecast Sales of Edible Oils by Category: % Volume Growth 2020-2025 Table 100 Forecast Sales of Edible Oils by Category: % Value Growth 2020-2025

Ready Meals in Finland

KEY DATA FINDINGS

2020 IMPACT

Lockdown measures give ready meals a boost in 2020
Ready meals improve nutritional profile and widen appeal amongst health-conscious Finns.
Saarioinen Oy keeps ahead of the game through innovative approaches in product development and advertising

RECOVERY AND OPPORTUNITIES

Ready meals offering value for money will benefit as the economic climate remains gloomy
Plant-based and healthy ready meals will gain share by targeting a wider audience
Promoting ecological and local credentials will remain reliable marketing tools in ready meals

CATEGORY DATA

Table 101 Sales of Ready Meals by Category: Volume 2015-2020 Table 102 Sales of Ready Meals by Category: Value 2015-2020 Table 103 Sales of Ready Meals by Category: % Volume Growth 2015-2020 Table 104 Sales of Ready Meals by Category: % Value Growth 2015-2020 Table 105 Sales of Chilled Ready Meals by Ethnicity: % Value 2015-2020 Table 106 Sales of Frozen Ready Meals by Ethnicity: % Value 2015-2020 Table 107 NBO Company Shares of Ready Meals: % Value 2016-2020 Table 108 LBN Brand Shares of Ready Meals: % Value 2017-2020 Table 109 Distribution of Ready Meals by Format: % Value 2015-2020 Table 110 Forecast Sales of Ready Meals by Category: Volume 2020-2025 Table 111 Forecast Sales of Ready Meals by Category: Value 2020-2025 Table 112 Forecast Sales of Ready Meals by Category: % Volume Growth 2020-2025 Table 113 Forecast Sales of Ready Meals by Category: % Value Growth 2020-2025

Sauces, Dressings and Condiments in Finland

KEY DATA FINDINGS

2020 IMPACT

Home cooking trends increase during lockdown, to the benefit of herbs and spices
Health and wellness trends penetrate sauces, dressings and condiments in 2020
Despite more economic prudence in 2020, private label sees only marginal current retail growth as Finns stay loyal to their favourite brands

RECOVERY AND OPPORTUNITIES

Long-term changes in cooking and shopping habits will see Foodservice struggle to gain momentum in the future
Innovation will help boost sales in a mature field across the forecast period
New product developments will focus on health and wellness and sustainability trends

CATEGORY DATA

Table 114 Sales of Sauces, Dressings and Condiments by Category: Volume 2015-2020 Table 115 Sales of Sauces, Dressings and Condiments by Category: Value 2015-2020 Table 116 Sales of Sauces, Dressings and Condiments by Category: % Volume Growth 2015-2020 Table 117 Sales of Sauces, Dressings and Condiments by Category: % Value Growth 2015-2020 Table 118 Sales of Cooking Sauces by Type: % Value 2015-2020 Table 119 NBO Company Shares of Sauces, Dressings and Condiments: % Value 2016-2020 Table 120 LBN Brand Shares of Sauces, Dressings and Condiments: % Value 2017-2020 Table 121 Distribution of Sauces, Dressings and Condiments by Format: % Value 2015-2020 Table 122 Forecast Sales of Sauces, Dressings and Condiments by Category: Volume 2020-2025 Table 123 Forecast Sales of Sauces, Dressings and Condiments by Category: Value 2020-2025 Table 124 Forecast Sales of Sauces, Dressings and Condiments by Category: % Volume Growth 2020-2025 Table 125 Forecast Sales of Sauces, Dressings and Condiments by Category: % Value Growth 2020-2025

Sweet Spreads in Finland

KEY DATA FINDINGS

2020 IMPACT

Sweet spreads that can be used to bake with gain popularity in 2020 as more Finns stay at home during lockdown
Free-from messages boost sales in sweet spreads as local consumers become increasingly health conscious in 2020
Seasonal flavours attract consumers who want to indulge over the festive period

RECOVERY AND OPPORTUNITIES

Packaging innovation will drive interest in sweet spreads, while e-commerce will benefit from its perception as a convenient, hygienic way to shop
Innovation in health and wellness will drive manufacturers’ output in sweet spreads in the future
In a highly competitive arena, sweet spreads that offer good value for money will reap rewards

CATEGORY DATA

Table 126 Sales of Sweet Spreads by Category: Volume 2015-2020 Table 127 Sales of Sweet Spreads by Category: Value 2015-2020 Table 128 Sales of Sweet Spreads by Category: % Volume Growth 2015-2020 Table 129 Sales of Sweet Spreads by Category: % Value Growth 2015-2020 Table 130 Sales of Jams and Preserves by Leading Flavours: Rankings 2015-2020 Table 131 NBO Company Shares of Sweet Spreads: % Value 2016-2020 Table 132 LBN Brand Shares of Sweet Spreads: % Value 2017-2020 Table 133 Distribution of Sweet Spreads by Format: % Value 2015-2020 Table 134 Forecast Sales of Sweet Spreads by Category: Volume 2020-2025 Table 135 Forecast Sales of Sweet Spreads by Category: Value 2020-2025 Table 136 Forecast Sales of Sweet Spreads by Category: % Volume Growth 2020-2025 Table 137 Forecast Sales of Sweet Spreads by Category: % Value Growth 2020-2025

Soup in Finland

KEY DATA FINDINGS

2020 IMPACT

Soup consumption is impacted by stockpiling and home-cooking trends in 2020, and a shift in retail channels
Health and wellness trend sees diversification in soups
Finns look to support local business in difficult times, but the price must be right

RECOVERY AND OPPORTUNITIES

Jalostaja sees opportunities for growth by promoting its eco-credentials via social media
Promoting health, quality and freshness could increase value sales for soups in the future
Product development will focus on convenient packaging and new flavours

CATEGORY DATA

Table 138 Sales of Soup by Category: Volume 2015-2020 Table 139 Sales of Soup by Category: Value 2015-2020 Table 140 Sales of Soup by Category: % Volume Growth 2015-2020 Table 141 Sales of Soup by Category: % Value Growth 2015-2020 Table 142 Sales of Soup by Leading Flavours: Rankings 2015-2020 Table 143 NBO Company Shares of Soup: % Value 2016-2020 Table 144 LBN Brand Shares of Soup: % Value 2017-2020 Table 145 Distribution of Soup by Format: % Value 2015-2020 Table 146 Forecast Sales of Soup by Category: Volume 2020-2025 Table 147 Forecast Sales of Soup by Category: Value 2020-2025 Table 148 Forecast Sales of Soup by Category: % Volume Growth 2020-2025 Table 149 Forecast Sales of Soup by Category: % Value Growth 2020-2025

Packaged Food

In packaged food we consider two aspects of food sales: 1) Retail sales. 2) Foodservice. Retail sales is defined as sales through establishments primarily engaged in the sale of fresh, packaged and prepared foods for home preparation and consumption. This excludes hotels, restaurant, cafés, duty free sales and institutional sales (canteens, prisons/jails, hospitals, army, etc). Our retail definition EXCLUDES the purchase of food products from foodservice outlets for consumption off-premises, eg impulse confectionery bought from counters of cafés/bars. This falls under foodservice sales. For foodservice, we capture all sales to foodservice outlets, regardless of whether the products are eventually consumed on-premise or off-premise. Foodservice sales is defined as sales to consumer foodservice outlets that serve the general public in a non-captive environment. Outlets include cafés/bars, FSR (full-service restaurants), fast food, 100% home delivery/takeaway, self-service cafeterias and street stalls/kiosks. Sales to semicaptive foodservice outlets are also included. This describes outlets located in leisure, travel and retail environments. 1) Retail refers to units located in retail outlets such as department stores, shopping malls, shopping centres, super/hypermarkets etc. 2) Leisure refers to units located in leisure establishments such as museums, health clubs, cinemas, theatres, theme parks and sports stadiums. 3) Travel refers to units located in based in airports, rail stations, coach stations, motorway service stations offering gas facilities etc. Beyond the scope of the foodservice research are captive foodservice units that serve captive populations around institutions such as hospitals, schools, and prisons. This is also known as institutional sales.

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This report originates from Passport, our Packaged Food research and analysis database.

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