Retail in Finland

March 2024
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Overview:

Understand the latest market trends and future growth opportunities for the Retailing 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.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Convenience Stores
  • Discounters
  • Hypermarkets
  • Supermarkets
  • Traditional Grocery Retailers
  • Apparel and Footwear Specialist Retailers
  • Electronics and Appliance Specialist Retailers
  • Health and Beauty Specialist Retailers
  • Home and Garden Specialist Retailers
  • Department Stores
  • Variety Stores
  • Warehouse Clubs
  • Direct Selling
  • Homeshopping
  • Vending

If you're in the Retailing 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.

The Retailing in Finland report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volume and value sizes, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent research methodology, conducted in-country

This report answers:

  • What is the market size of Retailing in Finland?
  • Which are the leading retailers in Retailing in Finland?
  • How are products distributed in Retailing in Finland?
  • How is the rise of e-commerce and the expansion of modern grocery retail impacting traditional retail?
  • How significant are discounters and private label in Finland?
  • How has the impact of COVID-19 and national lockdown impacted consumer demand?
  • Which formats have benefited the most from stockpiling and enforced home seclusion?
  • How will the wider economic impact of COVID-19 shape the retail landscape in the future?
  • Where is future growth expected to be most dynamic?
Download Table of Contents

Retail in Finland

Retail in 2023: The big picture
Sustainability
Tokmanni gains value share in retailing landscape
What next for retail?
Informal retail
Opening hours for physical retail
Summary 1 Standard Opening Hours by Channel Type 2023
Seasonality
Christmas
Mother’s and Father’s Day
Back to school
Table 1 Sales in Retail by Retail Offline vs Retail E-Commerce: Value 2018-2023
Table 2 Sales in Retail by Retail Offline vs Retail E-Commerce: % Value Growth 2018-2023
Table 3 Sales in Retail Offline by Channel: Value 2018-2023
Table 4 Sales in Retail Offline by Channel: % Value Growth 2018-2023
Table 5 Retail Offline Outlets by Channel: Units 2018-2023
Table 6 Retail Offline Outlets by Channel: % Unit Growth 2018-2023
Table 7 Sales in Retail E-Commerce by Product: Value 2018-2023
Table 8 Sales in Retail E-Commerce by Product: % Value Growth 2018-2023
Table 9 Grocery Retailers: Value Sales, Outlets and Selling Space 2018-2023
Table 10 Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 11 Sales in Grocery Retailers by Channel: Value 2018-2023
Table 12 Sales in Grocery Retailers by Channel: % Value Growth 2018-2023
Table 13 Grocery Retailers Outlets by Channel: Units 2018-2023
Table 14 Grocery Retailers Outlets by Channel: % Unit Growth 2018-2023
Table 15 Non-Grocery Retailers: Value Sales, Outlets and Selling Space 2018-2023
Table 16 Non-Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 17 Sales in Non-Grocery Retailers by Channel: Value 2018-2023
Table 18 Sales in Non-Grocery Retailers by Channel: % Value Growth 2018-2023
Table 19 Non-Grocery Retailers Outlets by Channel: Units 2018-2023
Table 20 Non-Grocery Retailers Outlets by Channel: % Unit Growth 2018-2023
Table 21 Retail GBO Company Shares: % Value 2019-2023
Table 22 Retail GBN Brand Shares: % Value 2020-2023
Table 23 Retail Offline GBO Company Shares: % Value 2019-2023
Table 24 Retail Offline GBN Brand Shares: % Value 2020-2023
Table 25 Retail Offline LBN Brand Shares: Outlets 2020-2023
Table 26 Retail E-Commerce GBO Company Shares: % Value 2019-2023
Table 27 Retail E-Commerce GBN Brand Shares: % Value 2020-2023
Table 28 Grocery Retailers GBO Company Shares: % Value 2019-2023
Table 29 Grocery Retailers GBN Brand Shares: % Value 2020-2023
Table 30 Grocery Retailers LBN Brand Shares: Outlets 2020-2023
Table 31 Non-Grocery Retailers GBO Company Shares: % Value 2019-2023
Table 32 Non-Grocery Retailers GBN Brand Shares: % Value 2020-2023
Table 33 Non-Grocery Retailers LBN Brand Shares: Outlets 2020-2023
Table 34 Forecast Sales in Retail by Retail Offline vs Retail E-Commerce: Value 2023-2028
Table 35 Forecast Sales in Retail by Retail Offline vs Retail E-Commerce: % Value Growth 2023-2028
Table 36 Forecast Sales in Retail Offline by Channel: Value 2023-2028
Table 37 Forecast Sales in Retail Offline by Channel: % Value Growth 2023-2028
Table 38 Forecast Retail Offline Outlets by Channel: Units 2023-2028
Table 39 Forecast Retail Offline Outlets by Channel: % Unit Growth 2023-2028
Table 40 Forecast Sales in Retail E-Commerce by Product: Value 2023-2028
Table 41 Forecast Sales in Retail E-Commerce by Product: % Value Growth 2023-2028
Table 42 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 43 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028
Table 44 Forecast Sales in Grocery Retailers by Channel: Value 2023-2028
Table 45 Forecast Sales in Grocery Retailers by Channel: % Value Growth 2023-2028
Table 46 Forecast Grocery Retailers Outlets by Channel: Units 2023-2028
Table 47 Forecast Grocery Retailers Outlets by Channel: % Unit Growth 2023-2028
Table 48 Non-Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 49 Non-Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028
Table 50 Forecast Sales in Non-Grocery Retailers by Channel: Value 2023-2028
Table 51 Forecast Sales in Non-Grocery Retailers by Channel: % Value Growth 2023-2028
Table 52 Forecast Non-Grocery Retailers Outlets by Channel: Units 2023-2028
Table 53 Forecast Non-Grocery Retailers Outlets by Channel: % Unit Growth 2023-2028

DISCLAIMER

Summary 2 Research Sources

Convenience Retailers in Finland

KEY DATA FINDINGS

Shift towards larger-sized formats continues in Finland
Convenience stores adapt store formats to attract shoppers
E-commerce from convenience stores – faster deliveries and new delivery methods
Convenience retailers face decline amid growing competition
Sustainability focus to gain importance
Delivering new ways of adding convenience is essential
Table 54 Convenience Retailers: Value Sales, Outlets and Selling Space 2018-2023
Table 55 Convenience Retailers: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 56 Sales in Convenience Retailers by Channel: Value 2018-2023
Table 57 Sales in Convenience Retailers by Channel: % Value Growth 2018-2023
Table 58 Convenience Retailers GBO Company Shares: % Value 2019-2023
Table 59 Convenience Retailers GBN Brand Shares: % Value 2020-2023
Table 60 Convenience Retailers LBN Brand Shares: Outlets 2020-2023
Table 61 Convenience Retailers Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 62 Convenience Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028
Table 63 Forecast Sales in Convenience Retailers by Channel: Value 2023-2028
Table 64 Forecast Sales in Convenience Retailers by Channel: % Value Growth 2023-2028

Supermarkets in Finland

KEY DATA FINDINGS

Supermarkets sees weakest performance within grocery retailers in 2023
Consolidated competitive landscape, dominated by S Group
S Group moves from uniform stores to more tailor-made outlets
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
Table 65 Supermarkets: Value Sales, Outlets and Selling Space 2018-2023
Table 66 Supermarkets: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 67 Supermarkets GBO Company Shares: % Value 2019-2023
Table 68 Supermarkets GBN Brand Shares: % Value 2020-2023
Table 69 Supermarkets LBN Brand Shares: Outlets 2020-2023
Table 70 Supermarkets Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 71 Supermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028

Hypermarkets in Finland

KEY DATA FINDINGS

Hypermarkets retain the lead in grocery retailing
Players expand with foodservice and fashion offerings
E-commerce proves a hit for hypermarkets
Hypermarkets and supermarkets starting to see the blurring of boundaries
Technological innovations to improve services and cut costs
Grocerant trend to expand as retailers shift further into foodservice
Table 72 Hypermarkets: Value Sales, Outlets and Selling Space 2018-2023
Table 73 Hypermarkets: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 74 Hypermarkets GBO Company Shares: % Value 2019-2023
Table 75 Hypermarkets GBN Brand Shares: % Value 2020-2023
Table 76 Hypermarkets LBN Brand Shares: Outlets 2020-2023
Table 77 Hypermarkets Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 78 Hypermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028

Discounters in Finland

KEY DATA FINDINGS

Weak economy works to the advantage of discounters
Lidl remains the only discounter in Finland, but sees share growth within grocery retailers
Lidl uses its loyalty app to attract consumers to its low prices
Store expansion expected from Lidl
Lidl lags behind in e-commerce
Tokmanni creates new Nordic discount retailer following acquisition of Dollarstore
Table 79 Discounters: Value Sales, Outlets and Selling Space 2018-2023
Table 80 Discounters: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 81 Discounters GBO Company Shares: % Value 2019-2023
Table 82 Discounters GBN Brand Shares: % Value 2020-2023
Table 83 Discounters LBN Brand Shares: Outlets 2020-2023
Table 84 Discounters Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 85 Discounters Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028

Small Local Grocers in Finland

KEY DATA FINDINGS

Small local grocers witness retail price inflation
Entrepreneurial model more present in grocery retailers than it seems on the surface
Chained concepts are rare, but still exist
Small local grocers to become even more marginalised
Competition from e-commerce likely to strengthen
Small local shops to evolve into cooperative spaces
Table 86 Small Local Grocers: Value Sales, Outlets and Selling Space 2018-2023
Table 87 Small Local Grocers: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 88 Small Local Grocers GBO Company Shares: % Value 2019-2023
Table 89 Small Local Grocers GBN Brand Shares: % Value 2020-2023
Table 90 Small Local Grocers LBN Brand Shares: Outlets 2020-2023
Table 91 Small Local Grocers Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 92 Small Local Grocers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028

General Merchandise Stores in Finland

KEY DATA FINDINGS

General merchandise stores witness robust performance
Department stores face ongoing issues
Tokmanni remains the leader and continues to expand
Variety stores face promising outlook
Department stores face ongoing identity crisis
Players in general merchandise stores expected to focus more on e-commerce
Table 93 General Merchandise Stores: Value Sales, Outlets and Selling Space 2018-2023
Table 94 General Merchandise Stores: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 95 Sales in General Merchandise Stores by Channel: Value 2018-2023
Table 96 Sales in General Merchandise Stores by Channel: % Value Growth 2018-2023
Table 97 General Merchandise Stores GBO Company Shares: % Value 2019-2023
Table 98 General Merchandise Stores GBN Brand Shares: % Value 2020-2023
Table 99 General Merchandise Stores LBN Brand Shares: Outlets 2020-2023
Table 100 General Merchandise Stores Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 101 General Merchandise Stores Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028
Table 102 Forecast Sales in General Merchandise Stores by Channel: Value 2023-2028
Table 103 Forecast Sales in General Merchandise Stores by Channel: % Value Growth 2023-2028

Apparel and Footwear Specialists in Finland

KEY DATA FINDINGS

Apparel and footwear value sales move closer to pre-pandemic levels
Fragmented but Scandinavian-dominated competitive landscape
Supermarket and hypermarket apparel/footwear sales on the rise
Second-hand trend and investment in repairs expected as circular economy grows
Grocery retailers to push further into apparel and footwear retailing
Further challenges as e-commerce returns to growth
Table 104 Apparel and Footwear Specialists: Value Sales, Outlets and Selling Space 2018-2023
Table 105 Apparel and Footwear Specialists: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 106 Apparel and Footwear Specialists GBO Company Shares: % Value 2019-2023
Table 107 Apparel and Footwear Specialists GBN Brand Shares: % Value 2020-2023
Table 108 Apparel and Footwear Specialists LBN Brand Shares: Outlets 2020-2023
Table 109 Apparel and Footwear Specialists Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 110 Apparel and Footwear Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028

Appliances and Electronics Specialists in Finland

KEY DATA FINDINGS

Economic downturn hinders sales performance of appliances and electronics specialists
Energy efficiency and savings is high on the consumer agenda
Convenience appliances are increasingly relevant
Little opportunity for immediate growth, but better performance later in the forecast period
Service and repaired goods will gain traction
Boundary between online and offline to blur further
Table 111 Appliances and Electronics Specialists: Value Sales, Outlets and Selling Space 2018-2023
Table 112 Appliances and Electronics Specialists: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 113 Appliances and Electronics Specialists GBO Company Shares: % Value 2019-2023
Table 114 Appliances and Electronics Specialists GBN Brand Shares: % Value 2020-2023
Table 115 Appliances and Electronics Specialists LBN Brand Shares: Outlets 2020-2023
Table 116 Appliances and Electronics Specialists Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 117 Appliances and Electronics Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028

Home Products Specialists in Finland

KEY DATA FINDINGS

Home products specialists remains the biggest non-grocery channel in Finland
Weaker demand for homewares and home furnishings
Pet shops and superstores register strong performance
Challenging period ahead for home products specialists
Falling outlet numbers overall, but developments still expected
Tightening of restrictions on marketing products with huge discounts
Table 118 Home Products Specialists: Value Sales, Outlets and Selling Space 2018-2023
Table 119 Home Products Specialists: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 120 Sales in Home Products Specialists by Channel: Value 2018-2023
Table 121 Sales in Home Products Specialists by Channel: % Value Growth 2018-2023
Table 122 Home Products Specialists GBO Company Shares: % Value 2019-2023
Table 123 Home Products Specialists GBN Brand Shares: % Value 2020-2023
Table 124 Home Products Specialists LBN Brand Shares: Outlets 2020-2023
Table 125 Home Products Specialists Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 126 Home Products Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028
Table 127 Forecast Sales in Home Products Specialists by Channel: Value 2023-2028
Table 128 Forecast Sales in Home Products Specialists by Channel: % Value Growth 2023-2028

Health and Beauty Specialists in Finland

KEY DATA FINDINGS

Pharmacies dominate and see moderate growth
Health and wellness trends accelerate post-pandemic
Normal consolidates lead in health and personal care stores
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
Table 129 Health and Beauty Specialists: Value Sales, Outlets and Selling Space 2018-2023
Table 130 Health and Beauty Specialists: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 131 Sales in Health and Beauty Specialists by Channel: Value 2018-2023
Table 132 Sales in Health and Beauty Specialists by Channel: % Value Growth 2018-2023
Table 133 Health and Beauty Specialists GBO Company Shares: % Value 2019-2023
Table 134 Health and Beauty Specialists GBN Brand Shares: % Value 2020-2023
Table 135 Health and Beauty Specialists LBN Brand Shares: Outlets 2020-2023
Table 136 Health and Beauty Specialists Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 137 Health and Beauty Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028
Table 138 Forecast Sales in Health and Beauty Specialists by Channel: Value 2023-2028
Table 139 Forecast Sales in Health and Beauty Specialists by Channel: % Value Growth 2023-2028

Vending in Finland

KEY DATA FINDINGS

Vending sales surpass pandemic levels
Technological enhancements boost vending channel
Inflation reduces consumers’ propensity to purchase
Growth potential in rural areas
A period of uncertainty ahead for vending
No dramatic changes expected in the split of products or competitive landscape
Table 140 Vending by Product: Value 2018-2023
Table 141 Vending by Product: % Value Growth 2018-2023
Table 142 Vending GBO Company Shares: % Value 2019-2023
Table 143 Vending GBN Brand Shares: % Value 2020-2023
Table 144 Vending Forecasts by Product: Value 2023-2028
Table 145 Vending Forecasts by Product: % Value Growth 2023-2028

Direct Selling in Finland

KEY DATA FINDINGS

Direct selling remains a declining retail channel
Fragmented competitive landscape
Health and beauty and home products popular within direct selling
Continued fall in sales, and the significance of direct selling set to decrease further
Boundaries between traditional direct selling and e-commerce become hazy
Marketing via social media and events to support channel
Table 146 Direct Selling by Product: Value 2018-2023
Table 147 Direct Selling by Product: % Value Growth 2018-2023
Table 148 Direct Selling GBO Company Shares: % Value 2019-2023
Table 149 Direct Selling GBN Brand Shares: % Value 2020-2023
Table 150 Direct Selling Forecasts by Product: Value 2023-2028
Table 151 Direct Selling Forecasts by Product: % Value Growth 2023-2028

Retail E-Commerce in Finland

KEY DATA FINDINGS

E-commerce picks up as recession bites in Finland
Competitive landscape remains fragmented
E-commerce growth to moderate in years ahead
Food e-commerce – impact on e-commerce and offline retail
Returns policies play a crucial role in online retailing
Table 152 Retail E-Commerce by Channel: Value 2017-2022
Table 153 Retail E-Commerce by Channel: % Value Growth 2017-2022
Table 154 Retail E-Commerce by Product: Value 2017-2022
Table 155 Retail E-Commerce by Product: % Value Growth 2017-2022
Table 156 Retail E-Commerce GBO Company Shares: % Value 2018-2022
Table 157 Retail E-Commerce GBN Brand Shares: % Value 2019-2022
Table 158 Forecast Retail E-Commerce by Channel: Value 2022-2027
Table 159 Forecast Retail E-Commerce by Channel: % Value Growth 2022-2027
Table 160 Forecast Retail E-Commerce by Product: Value 2022-2027
Table 161 Forecast Retail E-Commerce by Product: % Value Growth 2022-2027
The following categories and subcategories are included:

Retailing

      • Fashion Vending
      • Health and Beauty Vending
      • Appliances and Electronics Vending
        • Alcoholic Drinks Vending
        • Hot Drinks Vending
        • Soft Drinks Vending
        • Tobacco Products Vending
      • Foods Vending
      • Home Products Vending
      • Other Products Vending
        • Apparel and Footwear Direct Selling
        • Personal Accessories Direct Selling
        • Eyewear Direct Selling
        • Beauty and Personal Care Direct Selling
        • Consumer Health Direct Selling
        • Tissue and Hygiene Direct Selling
      • Appliances and Electronics Direct Selling
      • Drinks and Tobacco Direct Selling
      • Foods Direct Selling
      • Home Products Direct Selling
      • Other Products Direct Selling
        • Apparel and Footwear E-Commerce
        • Personal Accessories E-Commerce
        • Eyewear E-Commerce
        • Beauty and Personal Care E-Commerce
        • Consumer Health E-Commerce
        • Tissue and Hygiene E-Commerce
        • Consumer Appliances E-Commerce
        • Consumer Electronics E-Commerce
        • Toys and Games E-Commerce
      • Drinks and Tobacco E-Commerce
      • Foods E-Commerce
        • Home Care E-Commerce
        • Home and Garden E-Commerce
        • Pet Care E-Commerce
      • Other Products E-Commerce
        • First-Party (1P) Marketplace E-Commerce
        • Third-Party (3P) Marketplace E-Commerce
      • Grocery E-Commerce
      • General Merchandiser E-Commerce
      • Apparel and Footwear Specialist E-Commerce
      • Appliances and Electronics Specialist E-Commerce
      • Home Products Specialist E-Commerce
      • Health and Beauty Specialist E-Commerce
      • Leisure and Personal Goods Specialist E-Commerce
      • Other E-Commerce Retailers

Retailing

Retail is the sale of new and used goods to consumers from a business for personal or household consumption from retail outlets, kiosks, market stalls, vending, direct selling and e-commerce. Retail is the aggregation of Retail Offline and Retail E-Commerce. Excludes specialist retailers of motor vehicles, motorcycles, vehicle parts. Also excludes fuel sales, foodservice sales, rental transactions, and wholesale sales (e.g. Cash and Carry). Sales value excluding or including VAT/Sales Tax. Retail also excludes the informal retail sector. Informal retailing is retail trade which is not declared to the tax authorities. Informal retailing encompasses (a) sales generated by unregistered and unlicensed retailers, i.e. retailers operating illegally, and (b) any proportion of sales generated by a registered and licensed retailer that is not declared to the tax authorities. Unregistered and unlicensed retailers operate predominantly (although not exclusively) as street hawkers or operate open market stalls, as these channels are harder for the authorities to monitor than permanent outlets. Activities in the illegal market, which is usually understood to refer to trade in illegal, counterfeit or stolen merchandise, are included within our definition of informal retailing. Activities in the “grey market”, which is usually understood to refer to trade in legal merchandise that is sold through unauthorized channels – for example cigarettes bought legally in another country, legally imported, but sold at lower prices than in authorized channels – will be included as informal retailing if no tax is paid on sale by the retailer. However if the retailer pays tax – for example on cigarettes bought legally in another country but sold at a lower price than standard – the sale is included within formal retail.

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