Alcoholic drinks in 2024: The big picture
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 increased. As consumers were worried about their spending, this also took a toll on sales. Moreover, private imports from ferries and, especially, Estonia, continued to hamper domestic sales in 2024.
2024 key trends
Beer remained the largest category within alcoholic drinks in Finland in 2024. However, total volume sales of beer in Finland remained on a downward trajectory. The reasons for this are various, including younger consumers often opting for RTDs and individuals shifting to non/low alcohol alternatives. This trend reflects a growing health consciousness and a desire to consume less alcohol overall. Furthermore, many Finns purchase beer abroad, and private imports from ferries and, especially, Estonia, are commonplace.
Competitive landscape
The domestic Olvi brewery remained the leading player in alcoholic drinks in Finland in 2024, with increases in total volume and value shares. It was the clear leader in its and the main category, beer, with a strong product portfolio. Olvi updates its selections regularly and invests strongly in the new product development, marketing and sustainability initiatives.
Retail developments
Grocery retailers, with hypermarkets and supermarkets to the fore, were the biggest distributors of alcoholic drinks in Finland in 2024, followed by the state-owned alcoholic drinks retail monopoly Alko. As consumers were pushed to economise by the economic instability and growing food and drink prices in the country, discounters attracted more customers in Finland. More affordable unit prices, together with good selection of alcoholic drinks in Lidl stores, boosted the channel’s off-trade volume sales and share in 2024.
On-trade vs off-trade splitfaces
As unit prices in alcoholic drinks increased and price-sensitivity grew at a time of economic instability, on-trade volume and value sales of alcoholic drinks declined faster than on-trade volume and value sales in 2024. On-trade operators faced heavy competition from off-trade rivals, especially as many consumers opted to drink at home to save money, instead of visiting bars and restaurants, where prices are significantly heavier.
What next for alcoholic drinks?
As total volume and value (constant 2024 prices) sales of alcoholic drinks are projected to decline in the forecast period, companies will have to pay attention to ongoing consumer trends and demands. This will demand investment in innovation and more efficient consumer group targeting in a highly competitive landscape. Especially younger people of legal drinking age are expected to consume fewer alcoholic drinks overall, turning their backs to spirits, wine and even beer. Updating selections and the marketing of products to capture the attention of younger Finns of legal drinking age will be of upmost importance.
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Overview:
Understand the latest market trends and future growth opportunities for the Alcoholic Drinks 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:
- Beer
- Wine
- Spirits
- Cider and Perry
- RTDs
If you're in the Alcoholic Drinks 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 Alcoholic Drinks 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 Alcoholic Drinks in Finland?
- Where is consumer demand for Alcoholic Drinks focussed?
- Which is being consumed more; beer, wine or spirits?
- Where is demand growing? Stagnating?
- How is the operating environment for alcoholic drinks changing?
- Which are the leading brands in Finland?
- How are products distributed in Finland?
- What are the key trends in new product development?
- Do consumers want value for money or added value?
- How will macroeconomic context and shifting cultural values shape future growth?
- How will COVID-19 and recession impact the alcoholic drinks industry?
- Where is future growth expected to be most dynamic?
Alcoholic Drinks in Finland
Alcoholic drinks in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
On-trade vs off-trade splitfaces
What next for alcoholic drinks?
Legislation
Legal purchasing age and legal drinking age
Drink driving
Advertising
Smoking ban
Opening hours
On-trade establishments
TAXATION AND DUTY LEVIES
Contraband/parallel trade
Duty free
Cross-border/private imports
Outlook
DISCLAIMER
Beer in Finland
KEY DATA FINDINGS
General decline, but some types see growth
Search for new flavours and aromas spurs beer launches
Discounters and retail e-commerce well placed to gain ground
Some value growth opportunities in new product developments
Players to increase the weight of sustainability in their operations
Tailored marketing to pique the interest of young adults
Lager price band methodology
Cider/Perry in Finland
KEY DATA FINDINGS
Maturity and strong competition hinder cider/perry’s performance
Private label continues to gain strength in the category
Discounters benefits from lower prices
Decline is expected despite the rise in interest in non alcoholic cider/perry
Cider/perry to feel the impact of environmental and social factors
Domestic-origin cider/perry wins over local consumers
Rtds in Finland
KEY DATA FINDINGS
RTDs remains the most dynamic category in alcoholic drinks
Strong new product development in RTDs
Grocery retailers benefit from the liberalisation of the Alcohol Act
Non alcoholic options to drive growth as maturity sets in
Finns to search for new flavour experiences in RTDs
Premiumisation to help shape the offer in RTDs
Spirits in Finland
KEY DATA FINDINGS
Changing attitudes to alcohol consumption hit spirits
Anora Group remains the clear leader with a strong and developing portfolio
Alko for spirits distribution in Finland
Ongoing decline in the consumption of spirits
Sustainability and craft to remain key aspects
Domestic craft whiskies to see investment and gain momentum
Vodka, gin, other blended Scotch whisky, dark rum and white rum price band methodology
Wine in Finland
KEY DATA FINDINGS
Young adults turn away from wine, while there is a shift to non alcoholic wine
Local players look to sustainability and local ingredients
New amendment to the Alcohol Act disrupts distribution
Non alcoholic wine to continue to gain a preference
Disruption to the competitive landscape
Local players to continue to use local ingredients to gain a competitive edge
The following categories and subcategories are included:
Alcoholic Drinks
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- Ale
- Sorghum
- Weissbier/Weizen/Wheat Beer
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- Flavoured/Mixed Lager
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- Domestic Premium Lager
- Imported Premium Lager
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- Domestic Mid-Priced Lager
- Imported Mid-Priced Lager
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- Domestic Economy Lager
- Imported Economy Lager
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- Domestic Premium Lager
- Domestic Mid-Priced Lager
- Domestic Economy Lager
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- Imported Premium Lager
- Imported Mid-Priced Lager
- Imported Economy Lager
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- Low Alcohol Beer
- Non Alcoholic Beer
- Stout
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- Regular Cider/Perry
- Non Alcoholic Cider/Perry
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- Malt-based RTDs
- Spirit-based RTDs
- Wine-based RTDs
- Other RTDs
- Non Alcoholic RTDs
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- Brandy
- Cognac
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- Bitters
- Cream-based Liqueurs
- Other Liqueurs
- Non Alcoholic Spirits
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- Prestige Dark Rum
- Ultra Premium Dark Rum
- Super Premium Dark Rum
- Premium Dark Rum
- Standard Dark Rum
- Economy Dark Rum
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- Prestige White Rum
- Ultra Premium White Rum
- Super Premium White Rum
- Premium White Rum
- Standard White Rum
- Economy White Rum
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- Tequila (and Mezcal)
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- Bourbon/Other US Whiskey
- Canadian Whisky
- Irish Whiskey
- Japanese Whisky
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- Blended Malt Scotch Whisky
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- Prestige Other Blended Scotch Whisky
- Ultra Premium Other Blended Scotch Whisky
- Super Premium Other Blended Scotch Whisky
- Premium Other Blended Scotch Whisky
- Standard Other Blended Scotch Whisky
- Economy Other Blended Scotch Whisky
- Single Grain Scotch Whisky
- Single Malt Scotch Whisky
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- Other Whiskies
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- Prestige English Gin
- Ultra Premium English Gin
- Super Premium English Gin
- Premium English Gin
- Standard English Gin
- Economy English Gin
- Dutch Gin
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- Prestige Vodka
- Ultra Premium Vodka
- Super Premium Vodka
- Premium Vodka
- Standard Vodka
- Economy Vodka
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- Absinthe
- Ad-Mix Brandy
- Ad-Mix Gin
- Ad-Mix Rum
- Ad-Mix Vodka
- Ad-Mix Whisky
- Aguardente/Aguardiente
- Aguardiente De Caña
- Akvavit/Aquavit
- Aniseed-Flavoured Spirits
- Borovicka
- Boukha
- Brandy Type Distilled Spirits
- Cachaça
- Calvados
- Cane
- Chacha
- Charanda
- Chinese Herbal Spirits
- Chinese Spirits
- Cut Brandy
- Destilados De Agave
- Distilled Fruit Spirits
- Domestic Brandy
- Domestic Rum
- Doppelkorn
- Economy Chinese Spirits
- Flavoured Spirits
- Flavoured Vodka-based Drinks
- Fynbos gin/Local Gin
- Gin-flavoured spirits
- Goldbrand/Goldkrone
- Grappa
- Grappamiel
- Guaro
- Kirsch
- Komovica
- Korn
- Lambanog
- Limoncello
- Local White Spirits
- Lower Mid-Range Chinese Spirits
- Lozovaca
- Maesilju
- Mahia Rabi Amrane
- Mead
- Mixed Spirits
- Nalivka/Nalewka
- Nastoyka
- National Specialities
- Obstbrände
- Ouzo
- Pacharán
- Palinca/Pálinka
- Pear and Apple Distillates
- Pisco
- Premium Chinese Spirits
- Prune
- Punsch
- Rachiu/Rakija
- Rum-Flavoured Spirits
- Samane
- Sambuca
- Samsu
- Schnapps
- Shochu/Soju
- Singani
- Sljivovica/Slivovice
- Steinhäeger
- Strong African Spirits
- Super Premium Chinese Spirits
- Sura Khao
- Tequila Flavoured Spirits
- Travarica
- Tsipouro
- Upper Mid-Range Chinese Spirits
- Vieux
- Viina
- Vodka Type Distilled Spirits
- Other Distilled Beverages
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- Port
- Sherry
- Vermouth
- Other Fortified Wine
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- Apple Wine
- Bokbunjaju
- Cheongju
- Chinese Wine
- Economy Rice Wine
- Fortified Fruit Wine
- Fruit and Berry Wine
- Fruit and Herbal Wine
- Fruit and Honey based Wine
- Fruit Wine
- Lower Mid-Range Rice Wine
- Non-Grape Dessert Wine
- Premium Rice Wine
- Sake
- Takju
- Upper Mid-Range Rice Wine
- Yakju
- Yellow Wine
- Other Non-Grape Wine
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- Champagne
- Other Sparkling Wine
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- Still Red Wine
- Still Rosé Wine
- Still White Wine
- Non Alcoholic Wine
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Alcoholic Drinks
Alcoholic drinks is the aggregation of beer, wine, spirits, cider/perry and RTDs.
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This report originates from Passport, our Alcoholic Drinks research and analysis database.
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