Like many other snacks categories in Finland, savoury snacks is also mature. However, it continued to record steady growth in 2019 in both retail and current value terms, with sales supported by the ongoing strong snacking trend in the country.
Over 2018/2019, manufacturers focused on attracting consumers through offering them new tastes and flavour combinations. For example, under its leading Taffel brand, in 2018 Orkla Confectionery & Snacks Finland introduced Flavour Max Wasabi Balls, positioned as providing a more intense flavour, inspired by Japanese cuisine.
In addition to offering consumers new tastes, manufacturers also sought to provide them with healthier savoury snacks but without sacrificing taste. In 2018, Linkosuon Leipomo launched thin crispy baked Oat Chips in sour cream and onion and Caesar flavours, as well as RyeNachos, made from domestic full corn rye but promising the flavour and texture of standard nachos.
Savoury snacks remained a hugely competitive category in Finland in 2019 thanks to the ongoing popularity of snacking, largely as a result of more mobile lifestyles. Orkla Confectionery & Snacks Finland continued to lead the category, accounting for more than a quarter of overall value sales, thanks largely to the strength of its Taffel brand, which is present in nuts, seeds and trail mixes, salty snacks, popcorn and pretzels.
In 2019, snacks manufacturers in Finland employed a range of strategies in their efforts to reach consumers. Real Snacks, for example, emphasised its domestic origins, with its product packaging carrying the words “food from your own land” as well as the Produce of Finland logo, while also including the name of the farm from where its raw ingredients came on the front of the packaging.
In addition to a strong focus on new product development in terms of healthier options and new taste experiences, manufacturers also continued to invest in a wide range of marketing activities in order to maintain the interest of consumers. Orkla Confectionery & Snacks used celebrity endorsement to celebrate the 50th anniversary of its Taffel brand, with the Finnish rapper Mikael Gabriel featuring in its advertisements.
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This industry report originates from Passport, our Packaged Food market research database.