Summary

Direct selling has always been a marginal retail channel in Finland, and has in recent years seen a clear decrease – sales fell in 2022 for the sixth year in a row in current value terms. Even more worryingly, direct selling underperformed independent of the larger societal context – even in better times in the economy, and during the exceptional two years of COVID-19, when various types of retailing saw hugely different developments, declines continued. In 2022, retailing in Finland faced hard...

Euromonitor International's Direct Selling 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: Appliances and Electronics Direct Selling, Drinks and Tobacco Direct Selling, Fashion Direct Selling, Foods Direct Selling, Health and Beauty Direct Selling, Home Products Direct Selling, Other Products Direct Selling.

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

Why buy this report?
* Get a detailed picture of the Direct Selling 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

Direct Selling in Finland
Euromonitor International
April 2023

List Of Contents And Tables

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 1 Direct Selling by Category: Value 2017-2022
Table 2 Direct Selling by Category: % Value Growth 2017-2022
Table 3 Direct Selling GBO Company Shares: % Value 2018-2022
Table 4 Direct Selling GBN Brand Shares: % Value 2019-2022
Table 5 Direct Selling Forecasts by Category: Value 2022-2027
Table 6 Direct Selling Forecasts by Category: % Value Growth 2022-2027
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 7 Sales in Retail by Retail Offline vs Retail E-Commerce: Value 2017-2022
Table 8 Sales in Retail by Retail Offline vs Retail E-Commerce: % Value Growth 2017-2022
Table 9 Sales in Retail Offline by Channel: Value 2017-2022
Table 10 Sales in Retail Offline by Channel: % Value Growth 2017-2022
Table 11 Retail Offline Outlets by Channel: Units 2017-2022
Table 12 Retail Offline Outlets by Channel: % Unit Growth 2017-2022
Table 13 Sales in Retail E-Commerce by Product: Value 2017-2022
Table 14 Sales in Retail E-Commerce by Product: % Value Growth 2017-2022
Table 15 Grocery Retailers: Value Sales, Outlets and Selling Space 2017-2022
Table 16 Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 17 Sales in Grocery Retailers by Channel: Value 2017-2022
Table 18 Sales in Grocery Retailers by Channel: % Value Growth 2017-2022
Table 19 Grocery Retailers Outlets by Channel: Units 2017-2022
Table 20 Grocery Retailers Outlets by Channel: % Unit Growth 2017-2022
Table 21 Non-Grocery Retailers: Value Sales, Outlets and Selling Space 2017-2022
Table 22 Non-Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 23 Sales in Non-Grocery Retailers by Channel: Value 2017-2022
Table 24 Sales in Non-Grocery Retailers by Channel: % Value Growth 2017-2022
Table 25 Non-Grocery Retailers Outlets by Channel: Units 2017-2022
Table 26 Non-Grocery Retailers Outlets by Channel: % Unit Growth 2017-2022
Table 27 Retail GBO Company Shares: % Value 2018-2022
Table 28 Retail GBN Brand Shares: % Value 2019-2022
Table 29 Retail Offline GBO Company Shares: % Value 2018-2022
Table 30 Retail Offline GBN Brand Shares: % Value 2019-2022
Table 31 Retail Offline LBN Brand Shares: Outlets 2019-2022
Table 32 Retail E-Commerce GBO Company Shares: % Value 2018-2022
Table 33 Retail E-Commerce GBN Brand Shares: % Value 2019-2022
Table 34 Grocery Retailers GBO Company Shares: % Value 2018-2022
Table 35 Grocery Retailers GBN Brand Shares: % Value 2019-2022
Table 36 Grocery Retailers LBN Brand Shares: Outlets 2019-2022
Table 37 Non-Grocery Retailers GBO Company Shares: % Value 2018-2022
Table 38 Non-Grocery Retailers GBN Brand Shares: % Value 2019-2022
Table 39 Non-Grocery Retailers LBN Brand Shares: Outlets 2019-2022
Table 40 Forecast Sales in Retail by Retail Offline vs Retail E-Commerce: Value 2022-2027
Table 41 Forecast Sales in Retail by Retail Offline vs Retail E-Commerce: % Value Growth 2022-2027
Table 42 Forecast Sales in Retail Offline by Channel: Value 2022-2027
Table 43 Forecast Sales in Retail Offline by Channel: % Value Growth 2022-2027
Table 44 Forecast Retail Offline Outlets by Channel: Units 2022-2027
Table 45 Forecast Retail Offline Outlets by Channel: % Unit Growth 2022-2027
Table 46 Forecast Sales in Retail E-Commerce by Product: Value 2022-2027
Table 47 Forecast Sales in Retail E-Commerce by Product: % Value Growth 2022-2027
Table 48 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 49 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
Table 50 Forecast Sales in Grocery Retailers by Channel: Value 2022-2027
Table 51 Forecast Sales in Grocery Retailers by Channel: % Value Growth 2022-2027
Table 52 Forecast Grocery Retailers Outlets by Channel: Units 2022-2027
Table 53 Forecast Grocery Retailers Outlets by Channel: % Unit Growth 2022-2027
Table 54 Non-Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 55 Non-Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
Table 56 Forecast Sales in Non-Grocery Retailers by Channel: Value 2022-2027
Table 57 Forecast Sales in Non-Grocery Retailers by Channel: % Value Growth 2022-2027
Table 58 Forecast Non-Grocery Retailers Outlets by Channel: Units 2022-2027
Table 59 Forecast Non-Grocery Retailers Outlets by Channel: % Unit Growth 2022-2027
DISCLAIMER
SOURCES
Summary 2 Research Sources