Spirits in Finland saw a fast decrease in total volume sales in 2024, as consumers in general migrated towards alcoholic drinks with lower alcohol content. Also, younger adults are drinking less and they no longer view drinking heavily or being drunk as desirable, leading to a shift to value and quality over quantity. The trend for sober-curious lifestyles, and non alcoholic drinks, dampened total volume sales. Private imports from ferries, Estonia and Latvia, where prices of spirits are lower,

Total volume sales of beer in Finland continued to decline in 2024. Younger adults often opted for trendier RTDs, while others shifted to non/low alcohol alternatives. In 2024, when considering the main categories, non/low alcohol beer registered the highest total volume sales growth. This trend reflected a growing health consciousness and a desire to consume less alcohol overall, especially among younger adults. In addition to the sober-curious trend, on-trade sales faced competition from the o

Overall, wine in Finland continued to see a dip in total volume sales in 2024. Amidst a general decline in the consumption of alcohol in Finland. it is noteworthy that especially younger adults are saying no to wine. Generation Z, in particular, no longer views wine as a must-have at dinner parties, unlike their parents and grandparents. In addition, wine faces heavy competition from RTDs, which appeal especially to young adults.

Cider/perry in Finland saw further sharp decreases in total volume and current value sales in 2024. The category witnessed challenging times as consumers moved towards alternative alcoholic drinks, especially RTDs. Also, the overall selection of cider/perry in retail stores diminished, occupying less shelf space. While viewed as a party drink, craft cider manufacturers have tried to establish cider more as a food complement and competitor to wine as a “lighter” alcoholic drinks option. However,

Total volume sales of alcoholic drinks in Finland declined in 2024. The more mindful drinking trend, favouring quality instead of quantity, and sober-curious- and health and wellness-inspired lifestyles meant Finns were drinking less. In particular, younger Finns of legal drinking age are not only moving away from strong alcoholic drinks to milder ones, including non/low alcohol options, but also consuming less alcohol altogether. In addition, unit prices continued to rise and tax levels were in

RTDs in Finland remained the most dynamic category in alcoholic drinks in 2024, posting the highest total volume and value growth rates. RTDs, which are perceived as trendy, see active new product development and marketing efforts and receive strong interest from consumers. Easy serving and large range of flavours, from fruit and berries to different flavour combinations, appeal to Finns. Flavour and colour attributes help to boost sales. Summer 2023 saw a pineapple RTDs craze, while many citric

In 2024, the tobacco landscape in Finland continued to shift as consumers increasingly moved away from tobacco-containing products and embraced alternatives. Health consciousness remained a key driver of change, with many Finns favouring non-tobacco nicotine products such as vapes and nicotine pouches. Smoking prevalence continued to decline, especially among younger generations, who were significantly less likely to use traditional tobacco products than older consumers. As a result, manufacture

Retail volume sales of cigarettes continued to decline sharply in 2024, reflecting long-term downward trends in smoking prevalence. The decrease was driven by ongoing shifts in consumer behaviour, with younger generations increasingly viewing smoking as outdated and unattractive. Simultaneously, many older consumers have either quit smoking or reduced their consumption. Government initiatives to reduce tobacco use, including plain packaging, excise tax increases and smoking bans in public and se

Retail volume sales of cigars and cigarillos declined sharply in 2024, primarily due to a steep fall in demand for low-cost cigarillos. These products had temporarily benefited from the menthol cigarette flavour ban, with some Finnish consumers using flavoured cigarillos as a substitute. However, this workaround has now largely disappeared, as users increasingly opt for more convenient, tobacco-free nicotine alternatives, including disposable vapes and nicotine pouches. The shifting preferences,

Retail value sales of e-vapour products rose in 2024. Growth was driven primarily by the rising popularity of closed-system products, which are convenient and accessible to a wider range of consumers. Nicotine pouches, meanwhile, experienced even faster growth, as the category remained relatively new in Finland and continued to attract new users especially younger adults seeking tobacco-free and discreet nicotine delivery formats. The expanding user base underpinned the strong performance of bot

Retail current value and volume sales of pet care in Finland are projected to continue to rise over 2025. However, retail volume growth is expected to remain modest, while retail current sales are set to grow moderately, and at a slower rate, compared with 2024. The industry’s expansion in retail value terms is being driven more by trading-up than by increased consumption: consumers are not necessarily buying more, but they are spending more per purchase. This reflects a shift toward higher-pric

Retail current value sales of dog food in Finland remain on an upward trajectory, with good, if slower, growth projected over 2025. This performance reflects a broader trend of increased investment in pet nutrition. Growth is being fuelled by several factors, including the humanisation of pets, where dogs are increasingly considered family members, leading owners to seek higher-quality and more specialised food options. Additionally, the expansion of premium product offerings and the growing pop

Retail current value sales of pet products in Finland are expected to rise moderately over 2025, supported by the continued demand for convenience, hygiene and pet wellbeing. As pet ownership stabilises at a high level, consumers are shifting their focus towards upgrading everyday essentials like cat litter, grooming tools and pet healthcare products. Premiumisation is also playing a role, with shoppers increasingly choosing higher-quality, often eco-friendly, options.

Retail current value sales of cat food in Finland are set to rise at a good, if slower, pace over 2025, reflecting a broader trend of increasing investment in pet nutrition. This growth is being driven by a combination of factors, including the humanisation of pets, where cats are treated as family members, prompting owners to seek higher-quality food options. Finnish consumers are showing a growing preference for premium, natural and organic cat food products, aligning with a heightened awarene

Overall, retail volume sales of other pet food in Finland are expected to increase very marginally over 2025, although a marginal drop in retail current value sales is projected. Nonetheless, the steady presence of niche pet ownership maintains a demand for other pet food. Households keeping fish, birds, small mammals and reptiles continue to drive consistent demand for species-specific food, often requiring tailored nutritional solutions. The category also benefits from stable purchasing patter

Although value growth of colour cosmetics in Finland slowed down in 2024, it remained positive. While in 2023 mass products drove sales growth, in 2024 the rates of mass and premium products were on par, indicating that Finnish consumers have become willing to start spending more on colour cosmetics.

Although deodorants in Finland is relatively mature, value growth was positive in 2024 thanks to local consumers seeking more efficient and longer-lasting products. Other products in high demand include deodorant line extensions from fragrances, and deodorant body sprays in men’s deodorants.

Value sales in depilatories in Finland were positively affected by the presence of more products with advanced properties in 2024, as well as by private label offerings of improved quality. Women’s razors and blades is the largest subcategory in terms of value sales. Value sales of multi-use razors continue to rise, though volume sales growth decline in 2024.

Growth rates for fragrances in Finland remained positive in 2024, with much immaturity accounting for double-digit rises. Premium and mass body mists did well, as did premium unisex fragrances. All of these products are particularly popular among Generation Z, and in the case of body mists, use is often on the top of fragrances use. Mass women’s fragrances and unisex fragrances are also benefiting from a selection of products that has recently began broadening considerably. Younger Finns are inc

In 2024, oral care in Finland continued to benefit from the fact that despite a tough economic context, Finns will not compromise on quality when it comes to oral care products. While there remains little potential for growth in terms of volume sales, value sales rose steadily in 2024. Dental health is important to Finns and local consumers continue to seek out innovative and effective products. However, value sales growth potential was slightly undermined by promotions from manufacturers to mai

Bath and shower saw moderate growth in Finland in 2024, thanks mainly to demand for added-value products. At the same time, mass men’s bath and shower and intimate hygiene products also contributed considerably to overall expansion.

Beauty and personal care product sales remained positive in Finland in 2024 although rose at a slower rate than was seen in the previous year, when inflation had stronger impact on pricing. A lot of the extra value in 2024 stemmed from Finns looking for higher quality products; at the same time, some immature categories boosted overall growth through rising volume sales. The industry's resilience amid economic uncertainties underscores its importance in local consumers' lives and reflects shifti

Sun care product sales continue to soar in Finland, recording robust rises in 2024, as skin health is taken very seriously by a growing number of local consumers. Finns are willing to invest more in top-quality products with added features such as moisturising and glow properties.

Skin care sales in Finland remained positive in 2024, thanks to heightened player engagement, several new product types, and a relatively high number of new brands entering at the end of the review period. Facial moisturisers and treatments were boosted by new product formats such as skin oils and serums becoming part of regular skin care routines. Most Finns ended the review period with a broader variety of skin products in their daily routines than they had at the beginning of the review perio