Summary

Unusual times were seen for retail in Finland starting from the beginning of COVID-19 in 2020. As people stayed at home more, travelled less, went out to eat less, and worked fewer hours in the office, unusually high growth was seen for grocery retailers, due to a swift move to cooking at home and/or eating ready meals. At the same time, many non-grocery retailers suffered. However, there were exceptional categories which did well, such as anything to do with staying at home (home products speci...

Euromonitor International's Retail in Finland report offers insight into key trends and developments driving the industry. The report examines all retail channels to provide sector insight. Channels include hypermarkets, supermarkets, discounters, convenience stores, mixed retailers, health and beauty retailers, clothing and footwear retailers, furniture and furnishing stores, DIY and hardware stores, durable goods retailers, leisure and personal goods retailers. There are profiles of leading retailers, with analysis of their performance and the challenges they face. There is also analysis of non-store retailing: vending; homeshopping; internet retailing; direct selling, as available.

Product coverage: Retail E-Commerce, Retail Offline.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

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* Get a detailed picture of the Retail market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market’s major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.

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Table of Contents

Retail in Finland
Euromonitor International
April 2023

List Of Contents And Tables

RETAIL IN FINLAND
EXECUTIVE SUMMARY
Retail in 2022: The big picture
Sustainability in focus once again
Competitive landscape remains relatively stable in Finland
What next for retail?
OPERATING ENVIRONMENT
Informal retail
Opening hours for physical retail
Summary 1 Standard Opening Hours by Channel Type 2022
Seasonality
Christmas
Mother’s and Father’s Day
Back to school
MARKET DATA
Table 1 Sales in Retail by Retail Offline vs Retail E-Commerce: Value 2017-2022
Table 2 Sales in Retail by Retail Offline vs Retail E-Commerce: % Value Growth 2017-2022
Table 3 Sales in Retail Offline by Channel: Value 2017-2022
Table 4 Sales in Retail Offline by Channel: % Value Growth 2017-2022
Table 5 Retail Offline Outlets by Channel: Units 2017-2022
Table 6 Retail Offline Outlets by Channel: % Unit Growth 2017-2022
Table 7 Sales in Retail E-Commerce by Product: Value 2017-2022
Table 8 Sales in Retail E-Commerce by Product: % Value Growth 2017-2022
Table 9 Grocery Retailers: Value Sales, Outlets and Selling Space 2017-2022
Table 10 Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 11 Sales in Grocery Retailers by Channel: Value 2017-2022
Table 12 Sales in Grocery Retailers by Channel: % Value Growth 2017-2022
Table 13 Grocery Retailers Outlets by Channel: Units 2017-2022
Table 14 Grocery Retailers Outlets by Channel: % Unit Growth 2017-2022
Table 15 Non-Grocery Retailers: Value Sales, Outlets and Selling Space 2017-2022
Table 16 Non-Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 17 Sales in Non-Grocery Retailers by Channel: Value 2017-2022
Table 18 Sales in Non-Grocery Retailers by Channel: % Value Growth 2017-2022
Table 19 Non-Grocery Retailers Outlets by Channel: Units 2017-2022
Table 20 Non-Grocery Retailers Outlets by Channel: % Unit Growth 2017-2022
Table 21 Retail GBO Company Shares: % Value 2018-2022
Table 22 Retail GBN Brand Shares: % Value 2019-2022
Table 23 Retail Offline GBO Company Shares: % Value 2018-2022
Table 24 Retail Offline GBN Brand Shares: % Value 2019-2022
Table 25 Retail Offline LBN Brand Shares: Outlets 2019-2022
Table 26 Retail E-Commerce GBO Company Shares: % Value 2018-2022
Table 27 Retail E-Commerce GBN Brand Shares: % Value 2019-2022
Table 28 Grocery Retailers GBO Company Shares: % Value 2018-2022
Table 29 Grocery Retailers GBN Brand Shares: % Value 2019-2022
Table 30 Grocery Retailers LBN Brand Shares: Outlets 2019-2022
Table 31 Non-Grocery Retailers GBO Company Shares: % Value 2018-2022
Table 32 Non-Grocery Retailers GBN Brand Shares: % Value 2019-2022
Table 33 Non-Grocery Retailers LBN Brand Shares: Outlets 2019-2022
Table 34 Forecast Sales in Retail by Retail Offline vs Retail E-Commerce: Value 2022-2027
Table 35 Forecast Sales in Retail by Retail Offline vs Retail E-Commerce: % Value Growth 2022-2027
Table 36 Forecast Sales in Retail Offline by Channel: Value 2022-2027
Table 37 Forecast Sales in Retail Offline by Channel: % Value Growth 2022-2027
Table 38 Forecast Retail Offline Outlets by Channel: Units 2022-2027
Table 39 Forecast Retail Offline Outlets by Channel: % Unit Growth 2022-2027
Table 40 Forecast Sales in Retail E-Commerce by Product: Value 2022-2027
Table 41 Forecast Sales in Retail E-Commerce by Product: % Value Growth 2022-2027
Table 42 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 43 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
Table 44 Forecast Sales in Grocery Retailers by Channel: Value 2022-2027
Table 45 Forecast Sales in Grocery Retailers by Channel: % Value Growth 2022-2027
Table 46 Forecast Grocery Retailers Outlets by Channel: Units 2022-2027
Table 47 Forecast Grocery Retailers Outlets by Channel: % Unit Growth 2022-2027
Table 48 Non-Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 49 Non-Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
Table 50 Forecast Sales in Non-Grocery Retailers by Channel: Value 2022-2027
Table 51 Forecast Sales in Non-Grocery Retailers by Channel: % Value Growth 2022-2027
Table 52 Forecast Non-Grocery Retailers Outlets by Channel: Units 2022-2027
Table 53 Forecast Non-Grocery Retailers Outlets by Channel: % Unit Growth 2022-2027
DISCLAIMER
SOURCES
Summary 2 Research Sources
CONVENIENCE RETAILERS IN FINLAND
KEY DATA FINDINGS
2022 DEVELOPMENTS
Shift towards larger-sized formats continues in Finland in 2022
Changes in opening hours and the move to 24/7 stores in urban areas
Boycott of Teboil due to the Russian invasion of Ukraine
PROSPECTS AND OPPORTUNITIES
E-commerce from convenience stores – faster deliveries and new delivery methods
While self-service checkouts are becoming more common, unmanned stores are still being developed
Changing shelves in convenience stores
CHANNEL DATA
Table 54 Convenience Retailers: Value Sales, Outlets and Selling Space 2017-2022
Table 55 Convenience Retailers: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 56 Sales in Convenience Retailers by Channel: Value 2017-2022
Table 57 Sales in Convenience Retailers by Channel: % Value Growth 2017-2022
Table 58 Convenience Retailers GBO Company Shares: % Value 2018-2022
Table 59 Convenience Retailers GBN Brand Shares: % Value 2019-2022
Table 60 Convenience Retailers LBN Brand Shares: Outlets 2019-2022
Table 61 Convenience Retailers Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 62 Convenience Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
Table 63 Forecast Sales in Convenience Retailers by Channel: Value 2022-2027
Table 64 Forecast Sales in Convenience Retailers by Channel: % Value Growth 2022-2027
DISCOUNTERS IN FINLAND
KEY DATA FINDINGS
2022 DEVELOPMENTS
Lidl remains the only discounter in Finland, but sees share growth within grocery retailers
Lidl’s anniversary gets press attention, focusing on how the chain has changed
High inflation drives value growth, but volume sales struggle as consumers prioritise
PROSPECTS AND OPPORTUNITIES
Despite its size Lidl does not offer e-commerce, and will reserve judgement
Lidl is still planning to expand its store network
Lidl will use its loyalty app to attract consumers to its low prices
CHANNEL DATA
Table 65 Discounters: Value Sales, Outlets and Selling Space 2017-2022
Table 66 Discounters: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 67 Discounters GBO Company Shares: % Value 2018-2022
Table 68 Discounters GBN Brand Shares: % Value 2019-2022
Table 69 Discounters LBN Brand Shares: Outlets 2019-2022
Table 70 Discounters Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 71 Discounters Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
HYPERMARKETS IN FINLAND
KEY DATA FINDINGS
2022 DEVELOPMENTS
Hypermarkets loses share to supermarkets once again in 2022
Inflation is the biggest issue in 2022
Blurring of boundaries between foodservice and retail
PROSPECTS AND OPPORTUNITIES
Hypermarkets and supermarkets starting to see the blurring of boundaries
E-commerce – friend or foe?
Technological innovations to improve services and cut costs
CHANNEL DATA
Table 72 Hypermarkets: Value Sales, Outlets and Selling Space 2017-2022
Table 73 Hypermarkets: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 74 Hypermarkets GBO Company Shares: % Value 2018-2022
Table 75 Hypermarkets GBN Brand Shares: % Value 2019-2022
Table 76 Hypermarkets LBN Brand Shares: Outlets 2019-2022
Table 77 Hypermarkets Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 78 Hypermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
SUPERMARKETS IN FINLAND
KEY DATA FINDINGS
2022 DEVELOPMENTS
Supermarkets sees the best performance within grocery retailers in 2022
Consolidated competitive landscape, dominated by S Group
S Group moves from uniform stores to more tailor-made outlets
PROSPECTS AND OPPORTUNITIES
Like hypermarkets, supermarkets will continue to benefit from the preference for larger outlets
Supermarkets adapt to and create trends in society
Grocery sales move online during the pandemic, but the future is uncertain
CHANNEL DATA
Table 79 Supermarkets: Value Sales, Outlets and Selling Space 2017-2022
Table 80 Supermarkets: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 81 Supermarkets GBO Company Shares: % Value 2018-2022
Table 82 Supermarkets GBN Brand Shares: % Value 2019-2022
Table 83 Supermarkets LBN Brand Shares: Outlets 2019-2022
Table 84 Supermarkets Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 85 Supermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
SMALL LOCAL GROCERS IN FINLAND
KEY DATA FINDINGS
2022 DEVELOPMENTS
Small local grocers suffers from inflation, but this is part of a longer-term decline
Chained concepts are rare, but still exist
Entrepreneurial model more present in grocery retailers than it seems on the surface
PROSPECTS AND OPPORTUNITIES
Small local grocers to become even more marginalised
Competition from e-commerce likely to strengthen
Growth potential for ethnic food stores
CHANNEL DATA
Table 86 Small Local Grocers: Value Sales, Outlets and Selling Space 2017-2022
Table 87 Small Local Grocers: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 88 Small Local Grocers GBO Company Shares: % Value 2018-2022
Table 89 Small Local Grocers GBN Brand Shares: % Value 2019-2022
Table 90 Small Local Grocers LBN Brand Shares: Outlets 2019-2022
Table 91 Small Local Grocers Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 92 Small Local Grocers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
APPAREL AND FOOTWEAR SPECIALISTS IN FINLAND
KEY DATA FINDINGS
2022 DEVELOPMENTS
Continued rebound, but sales reach nowhere near the pre-pandemic level
Dark cloud on the horizon limits recovery
Fragmented but Scandinavian-dominated competitive landscape
PROSPECTS AND OPPORTUNITIES
Challenge from e-commerce, and switch from city centres to shopping centres
Threat to growth also comes from other channels
Fast fashion vs. sustainability
CHANNEL DATA
Table 93 Apparel and Footwear Specialists: Value Sales, Outlets and Selling Space 2017-2022
Table 94 Apparel and Footwear Specialists: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 95 Apparel and Footwear Specialists GBO Company Shares: % Value 2018-2022
Table 96 Apparel and Footwear Specialists GBN Brand Shares: % Value 2019-2022
Table 97 Apparel and Footwear Specialists LBN Brand Shares: Outlets 2019-2022
Table 98 Apparel and Footwear Specialists Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 99 Apparel and Footwear Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
APPLIANCES AND ELECTRONICS SPECIALISTS IN FINLAND
KEY DATA FINDINGS
2022 DEVELOPMENTS
Challenging 2022 for appliances and electronics specialists
Few major players in the channel
Boundary between online and offline increasingly blurred
PROSPECTS AND OPPORTUNITIES
Little opportunity for immediate growth, but better performance later in the forecast period
Movement between different sales channels
Stigma of second-hand reduces
CHANNEL DATA
Table 100 Appliances and Electronics Specialists: Value Sales, Outlets and Selling Space 2017-2022
Table 101 Appliances and Electronics Specialists: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 102 Appliances and Electronics Specialists GBO Company Shares: % Value 2018-2022
Table 103 Appliances and Electronics Specialists GBN Brand Shares: % Value 2019-2022
Table 104 Appliances and Electronics Specialists LBN Brand Shares: Outlets 2019-2022
Table 105 Appliances and Electronics Specialists Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 106 Appliances and Electronics Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
HEALTH AND BEAUTY SPECIALISTS IN FINLAND
KEY DATA FINDINGS
2022 DEVELOPMENTS
Offering necessities, pharmacies dominates and sees stable growth
Finnish pharmacies are more restricted than those in Sweden
Normal makes a successful entry to health and personal care stores
PROSPECTS AND OPPORTUNITIES
Ageing population, necessity and aesthetics set to drive growth in optical goods stores
Marketing chains remain popular in health and beauty specialists in Finland
E-commerce expected to grow, but remain below its potential
CHANNEL DATA
Table 107 Health and Beauty Specialists: Value Sales, Outlets and Selling Space 2017-2022
Table 108 Health and Beauty Specialists: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 109 Sales in Health and Beauty Specialists by Channel: Value 2017-2022
Table 110 Sales in Health and Beauty Specialists by Channel: % Value Growth 2017-2022
Table 111 Health and Beauty Specialists GBO Company Shares: % Value 2018-2022
Table 112 Health and Beauty Specialists GBN Brand Shares: % Value 2019-2022
Table 113 Health and Beauty Specialists LBN Brand Shares: Outlets 2019-2022
Table 114 Health and Beauty Specialists Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 115 Health and Beauty Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
Table 116 Forecast Sales in Health and Beauty Specialists by Channel: Value 2022-2027
Table 117 Forecast Sales in Health and Beauty Specialists by Channel: % Value Growth 2022-2027
HOME PRODUCTS SPECIALISTS IN FINLAND
KEY DATA FINDINGS
2022 DEVELOPMENTS
Home products specialists remains the biggest non-grocery channel in Finland
Economic situation deteriorates, which affects spending
Pet shops and superstores relatively immune to the negative trends impacting other home products channels
PROSPECTS AND OPPORTUNITIES
Growth in the early forecast period likely to be hampered by economic situation
Falling outlet numbers overall, but developments still expected
Tightening of restrictions on marketing huge discounts
CHANNEL DATA
Table 118 Home Products Specialists: Value Sales, Outlets and Selling Space 2017-2022
Table 119 Home Products Specialists: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 120 Sales in Home Products Specialists by Channel: Value 2017-2022
Table 121 Sales in Home Products Specialists by Channel: % Value Growth 2017-2022
Table 122 Home Products Specialists GBO Company Shares: % Value 2018-2022
Table 123 Home Products Specialists GBN Brand Shares: % Value 2019-2022
Table 124 Home Products Specialists LBN Brand Shares: Outlets 2019-2022
Table 125 Home Products Specialists Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 126 Home Products Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
Table 127 Forecast Sales in Home Products Specialists by Channel: Value 2022-2027
Table 128 Forecast Sales in Home Products Specialists by Channel: % Value Growth 2022-2027
GENERAL MERCHANDISE STORES IN FINLAND
KEY DATA FINDINGS
2022 DEVELOPMENTS
Variety stores a long-term winner in Finland; 2022 is positive, but sees only slow growth
Department stores makes a comeback, but remains far from its heyday
Tokmanni remains the leader and continues to expand
PROSPECTS AND OPPORTUNITIES
The early review period has uncertainties, which will affect variety stores
Identity crisis set to continue for department stores
Players in general merchandise stores expected to focus more on e-commerce
CHANNEL DATA
Table 147 General Merchandise Stores: Value Sales, Outlets and Selling Space 2017-2022
Table 148 General Merchandise Stores: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 149 Sales in General Merchandise Stores by Channel: Value 2017-2022
Table 150 Sales in General Merchandise Stores by Channel: % Value Growth 2017-2022
Table 151 General Merchandise Stores GBO Company Shares: % Value 2018-2022
Table 152 General Merchandise Stores GBN Brand Shares: % Value 2019-2022
Table 153 General Merchandise Stores LBN Brand Shares: Outlets 2019-2022
Table 154 General Merchandise Stores Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 155 General Merchandise Stores Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
Table 156 Forecast Sales in General Merchandise Stores by Channel: Value 2022-2027
Table 157 Forecast Sales in General Merchandise Stores by Channel: % Value Growth 2022-2027
DIRECT SELLING IN FINLAND
KEY DATA FINDINGS
2022 DEVELOPMENTS
Direct selling continues its downhill slide in 2022
Fragmented competitive landscape
Health and beauty and home products popular within direct selling
PROSPECTS AND OPPORTUNITIES
Boundaries between traditional direct selling and e-commerce become hazy
Continued fall in sales, and the significance of direct selling set to decrease further
Direct selling likely to remain dominated by female agents earning extra income
CHANNEL DATA
Table 129 Direct Selling by Category: Value 2017-2022
Table 130 Direct Selling by Category: % Value Growth 2017-2022
Table 131 Direct Selling GBO Company Shares: % Value 2018-2022
Table 132 Direct Selling GBN Brand Shares: % Value 2019-2022
Table 133 Direct Selling Forecasts by Category: Value 2022-2027
Table 134 Direct Selling Forecasts by Category: % Value Growth 2022-2027
VENDING IN FINLAND
KEY DATA FINDINGS
2022 DEVELOPMENTS
With the worst of the pandemic over, vending rebounds to near the 2019 level
Inflation reduces consumers’ propensity to purchase
Developments in vending depend on work environment
PROSPECTS AND OPPORTUNITIES
A period of uncertainty ahead for vending
No dramatic changes expected in the split of products or competitive landscape
Automatic solutions to be even more visible in society in general
CHANNEL DATA
Table 135 Vending by Category: Value 2017-2022
Table 136 Vending by Category: % Value Growth 2017-2022
Table 137 Vending GBO Company Shares: % Value 2018-2022
Table 138 Vending GBN Brand Shares: % Value 2019-2022
Table 139 Vending Forecasts by Category: Value 2022-2027
Table 140 Vending Forecasts by Category: % Value Growth 2022-2027
RETAIL E-COMMERCE IN FINLAND
KEY DATA FINDINGS
2022 DEVELOPMENTS
E-commerce performs less well than during the COVID-19 years, yet better than overall retail
In 2022, the war in Ukraine and its impact take over as the key topics
Competitive landscape remains fragmented
PROSPECTS AND OPPORTUNITIES
Move from cross-border to domestic e-commerce
Grocery e-commerce – impact on e-commerce and offline retail
Delivery methods likely to see some movement
CHANNEL DATA
Table 141 Retail E-Commerce by Product and Category: Value 2017-2022
Table 142 Retail E-Commerce by Product and Category: % Value Growth 2017-2022
Table 143 Retail E-Commerce GBO Company Shares: % Value 2018-2022
Table 144 Retail E-Commerce GBN Brand Shares: % Value 2019-2022
Table 145 Forecast Retail E-Commerce by Product and Category: Value 2022-2027
Table 146 Forecast Retail E-Commerce by Product and Category: % Value Growth 2022-2027