Spirits registered a decline in volume sales in 2021, both in on-trade and off-trade. During 2020 COVID-19 restrictions, spirits registered a boost through retail channels, as consumers treated themselves to spirits at home and retail channels also benefitted from less spirits being bought in nearby Estonia.
In a significant move in 2021, local player Altia merged with Norwegian company Arcus to become Anora and in turn also become the largest player in spirits in Finland and taking the top spot from Pernod Ricard and Diageo. The two merged companies together will benefit from economies of scale and will offer a portfolio of local, regional and global brands.
Over the review period, spirits have been suffering from a growing interest in lower ABV drinks and this has also entered into the spirits segments, with several global brands offering non-alcoholic spirits. In line with this growing trend, the first two domestically produced non-alcoholic spirits were recently launched - Helsinki Nolla from the Helsinki Distilling Company, which is majority owned by brewer Olvi, and Roti from Anora.
Spirits will see volume sales decline over the forecast period, as the shift to lower ABV in alcoholic drinks continues. Vodka and viina (similar to vodka, but typically has a slightly lower ABV) will continue to account for more than half of volume sales, through other spirits will gain value share.
The choice of spirits on offer will continue to increase over the forecast period, as Finns become increasingly adventurous. For example, in 2019, state-run off licence Alko offered 2,000 different spirits products; this increased to 2,300 in 2021.
Finnish consumers take the environment seriously and pay attention in terms of whether packaging is environmentally-friendly, as well as looking for sustainable farming practices. This will continue to be a focus over the forecast period and players will respond by promoting their environmental credentials.
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Understand the latest market trends and future growth opportunities for the Spirits 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.
If you're in the Spirits 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
This is the aggregation of whisk(e)y, brandy and Cognac, white spirits, rum, tequila, liqueurs and other spirits.See All of Our Definitions
This report originates from Passport, our Spirits research and analysis database.
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