Wine in Finland

PRE-COVID-19 PERFORMANCE

Total volume sales of wine continued to face a decline in 2019. While the landscape faced maturity, opportunities still existed as Finns increasingly consume wine with food and are becoming more interested in high quality and different tastes.

Still rosé wine gains popularity in 2019, and sparkling wine is consumed more frequently, not just opened for special occasions

As Finns are demanding higher-quality wine and increasingly appreciate authenticity and the stories behind wine brands, production transparency and ethical values are increasingly subject to consumer interest, together with sustainability. Therefore, vegan, organic and fair-trade labels on wine bottles are expected to increase, and responsibility and ethical wines continue to launch on the landscape.

Altia Oyj continues to lead the competitive landscape in 2019, while players respond to current trends to remain popular and relevant

The competition remains fierce on the wine landscape, with a large number of players and brands present. While the state-owned Altia Oyj continues to hold on to its leading position in wine, there is still room for smaller players.

2020 AND BEYOND

COVID-19 impact

On-trade volume sales of wine are expected to fall by 35% in 2020 in light of the impact of COVID-19. This compares to an expected 1% rise forecast for 2020 during research conducted in May 2019, before the spread of COVID-19.

Affected products within wine

Due to the closure of on-trade establishments, all areas in wine are predicted to record a double-digit on-trade decline in 2020, with non-grape wine recording the sharpest declines. In contrast, off-trade volume growth of wine will improve in 2020, due to the outbreak of COVID-19, with consumers in Finland choosing to invest in wine for home consumption.

Recovery and opportunities

On-trade volume sales of wine are not predicted to recover in 2020, with ongoing social distancing partnered with consumers cautious behaviour surrounding socialising, impacting growth and sales for the rest of the year. However, in 2021, on-trade volume growth of wine is predicted to recover, and all areas are expected to record a double-digit increase in growth.

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