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Health and wellness benefit from clear claims and mainstream appeal
Health and wellness claims have a wide appeal in Finland, with many consumers actively seeking food and beverages that they believe offer greater health benefits. Many claims are continuing to attract a widening range of consumers, however, with plant-based, gluten free and lactose free claims having a strong appeal in 2024.
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Overview:
Understand the latest market trends and future growth opportunities for the Health and Wellness industry in Finland with research from Euromonitor International's team of analysts.
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 a comprehensive range of core packaged food and beverages categories.
If you're in the Health and Wellness 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 Health and Wellness 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 Health and Wellness in Finland?
- What are the key health and wellness concerns driving sales in Health and Wellness?
- Is Health and Wellness a dynamic niche or mainstream concern in Finland?
- Which are the leading brands in Health and Wellness in Finland?
- How are products distributed in Health and Wellness in Finland?
- How has COVID-19 and accordant recession impacted sales? Which categories have seen rising demand? Which are most vulnerable to economic disruption and diminished consumer confidence?
- Where is future growth expected to be most dynamic?
Health and Wellness in Finland
Health and wellness benefit from clear claims and mainstream appeal
Health claims remain key purchase drivers across food and drinks in Finland
Plant-based, free-from and fortified/functional claims gain scale through quality and accessibility
Plant-based and fortified/functional claims will support innovation across food and drink in Finland
HW Hot Drinks in Finland
KEY DATA FINDINGS
Organic, fortified/functional and no caffeine claims drive hot drinks in Finland
Fortified/functional and natural hot drinks are the focus of innovation in 2024
Organic claims strengthen sustainability and premium positioning in Finland’s hot drinks
No caffeine hot drinks gained sophistication as health and wellness trends shaped innovations
Low and no sugar, natural ingredients and functional benefits will support growth
Combining organic with functional and sustainability features is set to strengthened consumer appeal
Natural and no caffeine claims will reinforce health positioning in Finnish hot drinks
Table 1 Sales of Hot Drinks by Health and Wellness Type: Value 2020-2024
Table 2 Sales of Hot Drinks by Health and Wellness Type: % Value Growth 2020-2024
Table 3 Company Shares of Organic Hot Drinks (Biggest HW Type in Global Hot Drinks): % Value 2020-2024
Table 4 Company Shares of Natural Hot Drinks (2nd Biggest HW Type in Global Hot Drinks): % Value 2020-2024
Table 5 Company Shares of Gluten Free Hot Drinks (3rd Biggest HW Type in Global Hot Drinks): % Value 2020-2024
Table 6 Company Shares of Good Source of Vitamins Hot Drinks (4th Biggest HW Type in Global Hot Drinks): % Value 2020-2024
Table 7 Company Shares of No Allergens Hot Drinks (5th Biggest HW Type in Global Hot Drinks): % Value 2020-2024
Table 8 Forecast Sales of Hot Drinks by Health and Wellness Type: Value 2024-2029
Table 9 Forecast Sales of Hot Drinks by Health and Wellness Type: % Value Growth 2024-2029
HW Soft Drinks in Finland
KEY DATA FINDINGS
Functionality, low sugar, and premium innovation support health claims in 2024
Functionality, low sugar and hydration drive innovation across soft drinks in Finland
No sugar claims expands across all soft drink categories as consumers demand rises
High-caffeine functionality supports ongoing growth of the energy boosting claim
Functional innovation is set to accelerate growth and support health claims across soft drinks
Players are set to expands no sugar ranges without sacrificing flavour appeal
Energy boosting claims are set to be support by natural caffeine and multifunctional benefits
Table 10 Sales of Soft Drinks by Health and Wellness Type: Value 2020-2024
Table 11 Sales of Soft Drinks by Health and Wellness Type: % Value Growth 2020-2024
Table 12 Company Shares of No Sugar Soft Drinks (Biggest HW Type in Global Soft Drinks): % Value 2020-2024
Table 13 Company Shares of Energy Boosting Soft Drinks (2nd Biggest HW Type in Global Soft Drinks): % Value 2020-2024
Table 14 Company Shares of Natural Soft Drinks (3rd Biggest HW Type in Global Soft Drinks): % Value 2020-2024
Table 15 Company Shares of Good Source of Vitamins Soft Drinks (4th Biggest HW Type in Global Soft Drinks): % Value 2020-2024
Table 16 Company Shares of Gluten Free Soft Drinks (5th Biggest HW Type in Global Soft Drinks): % Value 2020-2024
Table 17 Forecast Sales of Soft Drinks by Health and Wellness Type: Value 2024-2029
Table 18 Forecast Sales of Soft Drinks by Health and Wellness Type: % Value Growth 2024-2029
HW Snacks in Finland
KEY DATA FINDINGS
Snacks evolve as high fibre, plant-based, and low fat claims gain momentum
Snack innovation combines health, functionality, and indulgent flavours with natural Ingredients
High fibre and gluten free claims appeal to consumers looking to support digestive health
Vegan claims gain momentum, driven by consumer values and plant-based innovation
Low sugar, high fibre, oat superfoods and vegan claims are expected to impact snack innovation
High fibre and gluten free innovation is set to drive functional snacking in Finland
Vegan claims and plant based innovation is set to expand across Finnish snacks
Table 19 Sales of Snacks by Health and Wellness Type: Value 2020-2024
Table 20 Sales of Snacks by Health and Wellness Type: % Value Growth 2020-2024
Table 21 Company Shares of Gluten Free Snacks (Biggest HW Type in Global Snacks): % Value 2020-2024
Table 22 Company Shares of Vegetarian Snacks (2nd Biggest HW Type in Global Snacks): % Value 2020-2024
Table 23 Company Shares of Organic Snacks (3rd Biggest HW Type in Global Snacks): % Value 2020-2024
Table 24 Company Shares of Vegan Snacks (4th Biggest HW Type in Global Snacks): % Value 2020-2024
Table 25 Company Shares of No Allergens Snacks (5th Biggest HW Type in Global Snacks): % Value 2020-2024
Table 26 Forecast Sales of Snacks by Health and Wellness Type: Value 2024-2029
Table 27 Forecast Sales of Snacks by Health and Wellness Type: % Value Growth 2024-2029
HW Dairy Products and Alternatives in Finland
KEY DATA FINDINGS
Lactose free, low fat, and functional innovations drive sales in dairy products and alternatives
Health claims support innovation and sales within dairy products and alternatives
Lactose-free becomes a mainstream claim across dairy products in Finland
Dietary guidelines and broad availability reinforce demands for low fat claims
Plant based and organic innovations are set to rise in dairy products and alternatives
Lactose free dairy is set to remain a key driver of health-focused innovation
Innovations in low fat products are expected to integrate additional health and wellness claims
Table 28 Sales of Dairy Products and Alternatives by Health and Wellness Type: Value 2020-2024
Table 29 Sales of Dairy Products and Alternatives by Health and Wellness Type: % Value Growth 2020-2024
Table 30 Company Shares of Organic Dairy Products and Alternatives (Biggest HW Type in Global Dairy Products and Alternatives): % Value 2020-2024
Table 31 Company Shares of Good Source of Minerals Dairy Products and Alternatives (2nd Biggest HW Type in Global Dairy Products and Alternatives): % V
Table 32 Company Shares of Gluten Free Dairy Products and Alternatives (3rd Biggest HW Type in Global Dairy Products and Alternatives): % Value 2020-20
Table 33 Company Shares of Lactose Free Dairy Products and Alternatives (4th Biggest HW Type in Global Dairy Products and Alternatives): % Value 2020-2
Table 34 Company Shares of Low Fat Dairy Products and Alternatives (5th Biggest HW Type in Global Dairy Products and Alternatives): % Value 2020-2024
Table 35 Forecast Sales of Dairy Products and Alternatives by Health and Wellness Type: Value 2024-2029
Table 36 Forecast Sales of Dairy Products and Alternatives by Health and Wellness Type: % Value Growth 2024-2029
HW Cooking Ingredients and Meals in Finland
KEY DATA FINDINGS
Lactose free, gluten free and heart-symbol products drive innovation in 2024
The heart symbol, plant based claims and functional ingredients support sales in 2024
Lactose free options expand, supporting the strength of the claim in Finland
The growing popularity of gluten free premium options in cooking ingredients and meals
Opportunities are set to rise for plant based and health focused innovations in Finland
Lactose free innovations are set to support ongoing sales of the claim
Gluten free products are set to remain a key focus as demand rises for popular dietary trends
Table 37 Sales of Cooking Ingredients and Meals by Health and Wellness Type: Value 2020-2024
Table 38 Sales of Cooking Ingredients and Meals by Health and Wellness Type: % Value Growth 2020-2024
Table 39 Company Shares of Organic Cooking Ingredients and Meals (Biggest HW Type in Global Cooking Ingredients and Meals): % Value 2020-2024
Table 40 Company Shares of Gluten Free Cooking Ingredients and Meals (2nd Biggest HW Type in Global Cooking Ingredients and Meals): % Value 2020-2024
Table 41 Company Shares of Vegetarian Cooking Ingredients and Meals (3rd Biggest HW Type in Global Cooking Ingredients and Meals): % Value 2020-2024
Table 42 Company Shares of Vegan Cooking Ingredients and Meals (4th Biggest HW Type in Global Cooking Ingredients and Meals): % Value 2020-2024
Table 43 Company Shares of Natural Cooking Ingredients and Meals (5th Biggest HW Type in Global Cooking Ingredients and Meals): % Value 2020-2024
Table 44 Forecast Sales of Cooking Ingredients and Meals by Health and Wellness Type: Value 2024-2029
Table 45 Forecast Sales of Cooking Ingredients and Meals by Health and Wellness Type: % Value Growth 2024-2029
HW Staple Foods in Finland
KEY DATA FINDINGS
Gluten free and functional claims support sales and innovation in staple foods
Fortified/functional innovation drives growth in staple foods in Finland during 2024
The gluten free claim benefits from ongoing innovation within baked goods
Oats and whole grains support sales of the high fibre claim in Finland
Health claims based on fortified/functional benefits are expected to support sales of staple foods
Ongoing demand for gluten free staple foods will be driven by health needs and innovation
Innovations focused on convenience will support sales of the high fibre claim
Table 46 Sales of Staple Foods by Health and Wellness Type: Value 2020-2024
Table 47 Sales of Staple Foods by Health and Wellness Type: % Value Growth 2020-2024
Table 48 Company Shares of Gluten Free Staple Foods (Biggest HW Type in Global Staple Foods): % Value 2020-2024
Table 49 Company Shares of Organic Staple Foods (2nd Biggest HW Type in Global Staple Foods): % Value 2020-2024
Table 50 Company Shares of High Fibre Staple Foods (3rd Biggest HW Type in Global Staple Foods): % Value 2020-2024
Table 51 Company Shares of Vegetarian Staple Foods (4th Biggest HW Type in Global Staple Foods): % Value 2020-2024
Table 52 Company Shares of No Allergens Staple Foods (5th Biggest HW Type in Global Staple Foods): % Value 2020-2024
Table 53 Forecast Sales of Staple Foods by Health and Wellness Type: Value 2024-2029
Table 54 Forecast Sales of Staple Foods by Health and Wellness Type: % Value Growth 2024-2029
COUNTRY REPORTS DISCLAIMER
Health and Wellness
Health and Wellness encompasses a number of key claims made on a food or drink products that suggest a health and/or wellness positioning. It comprises positionings relating to better for you, dietary and free from, fortified/functional, health benefit, natural and organic. Please note that data is not available at this level or other aggregated claim levels.
See all of our definitions
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This report originates from Passport, our Health and Wellness research and analysis database.
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