Variety stores was one of the big success stories of the COVID-19 pandemic. During the health crisis and in the face of economic uncertainty, consumers in Finland appreciated the low-price positioning and versatile product offerings of outlets in this channel.
The category leader, and the most iconic player in variety stores in Finland, Tokmanni surpassed EUR1 billion in retail current value sales for the first time in 2020 despite the widespread disruption of the COVID-19 pandemic. This leap in retail current value sales for the channel leader was supported by particularly strong growth in the first half of 2020 driven by the increased demand for essential products during the COVID-19 pandemic.
The Japanese brand Muji opened its largest European outlet in the Kamppi mall in Helsinki in 2019, and this brand is really expected to make its mark in Finland over the forecast period. The outlet also contains the first Muji restaurant in Europe and is expected to be the only Muji outlet opened in Finland following several pop-up outlets in the country.
In the forecast period, variety stores is projected to demonstrate continued strong growth. Although the low prices were particularly appealing to consumers facing the economic uncertainty of COVID-19, the category is expected to remain appealing to consumers in good times too as Finnish consumers will continue to appreciate the value for money and wide product range offered through this channel.
Variety stores in Finland typically sell staple foods such as canned goods and confectionery, but seldom fresh food. HalpaHalli is the only variety store to have a grocery section.
Companies in variety stores are expected to focus more on e-commerce offerings in the forecast period in order to reach customers who do not live in close proximity to existing outlets or prefer to shop from home. Major players in variety stores are expected to focus on categories such as apparel and footwear, homewares, sports and outdoors when it comes to their e-commerce offerings, while also streamlining logistics and purchasing chains.
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Understand the latest market trends and future growth opportunities for the Variety Stores 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 Variety Stores 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.
Variety stores are chained or independent retail outlets with a primary focus on selling a range of merchandise across several categories. Variety stores are chained or independent retail outlets with a primary focus on selling a range of merchandise across several categories, although they may also sell grocery items. Includes fixed-price stores (e.g. dollar stores) and catalogue showrooms. Example brands include Dollar General, Woolworth (Germany), and Miniso.See All of Our Definitions
This report originates from Passport, our Variety Stores research and analysis database.
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