Lidl is already a significant player in grocery retailing in Finland, with more than 200 outlets and sales exceeding €2 billion. However, the chain has not yet reached its full potential.
A major trend in grocery retailing in Finland during the review period, especially during the COVID-19 pandemic, was the increased sales of groceries via e-commerce when consumers were less willing to visit stores in person and found home deliveries or even store collections more practical.
When Lidl initially launched in Finland, it had a secretive reputation, believing it could export its own model into the country without adapting to local conditions. The player stocked few well-known Finnish brands, had cash desks that Finnish consumers were unaccustomed to, and no loyalty programme.
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Understand the latest market trends and future growth opportunities for the Discounters industry in Finland with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Discounters are chained retail outlets typically with a selling space of between 400 and 2,500 square metres. Stores have a primary focus on selling a limited range of foods, beverages, tobacco and non-groceries at budget prices, regularly via private label. Discounters can be classified as hard discounters and soft discounters. Hard discounters, first introduced by Aldi in Germany, are also known as limited-line discounters. Stores are typically 400-900 square metres and stock fewer than 1,000 product lines, largely in packaged groceries. Product range available is predominantly made up of private-label brands. Soft discounters are usually slightly larger than hard discounters, and are also known as extended-range discounters. Stores typically stock 1,000-4,000 product lines. As well as private-label and budget brands, stores commonly carry leading brands at discounted prices. Example brands include Aldi, Lidl, and Dia.
See all of our definitionsThis report originates from Passport, our Discounters research and analysis database.
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