Snacks in 2025: The big picture
Retail current value sales of snacks in Finland are expected to grow strongly over 2025, following a moderate increase in 2024. With retail volume sales projected to see marginal growth, rising unit prices are driving the retail value sales performance. In order to boost retail value sales, players are paying high attention to ongoing industry trends and consumer demand, delivering added-value products that stood out. Some polarisation continues to be seen too as many Finns are looking for ways to save money, while others are venturing into indulgence and premium snacks.
Key trends in 2025
Snacks, whether shared or purchased for individual indulgence, need to meet high expectations. Finns are expecting to experience more, and products pleasing all senses and delivering unbeatable mouthfeel together with enhanced flavour experience are gaining a competitive advantage. In order for Finnish consumers to go back to their favourite snacks, the indulgence aspect must be worth it, especially at the times of growing unit prices and economic uncertainty. Many interesting new flavours and flavour combinations are appearing in new product developments in 2025, often delivering different textures. In addition, snacks need to cover a variety of demands in Finland, ranging from simple snacking and individual indulgence to social eating, celebrations and enjoying desserts. Players continue to invest into offering wide ranges, including child-specific snacks and different packaging sizes in their attempt to appeal to wider consumer groups.
Competitive Landscape
The domestic manufacturer Fazer Makeiset is projected to grow its retail value share over 2025 to consolidate its leadership of snacks in Finland. The company offers a wide selection in sweet biscuits, snack bars and fruit snacks, sugar and chocolate confectionery, gum and ice cream, with numerous key and some iconic brands, led by Karl Fazer. Its selections benefit from intense marketing, prime shelf positioning and regular new product developments, including first-mover innovation. The player is also known for combining two popular flavours/variants from its selection, such as best-selling confectionery, into one product. This has proven to be a winning strategy.
Channel developments
Hypermarkets is set to remain the leading channel for snacks, although its retail value share is expected to drop in 2025 as the competition intensifies. While Finns purchase snacks on impulse from different distribution channels near to their home or workplace, etc, they also buy snacks during their weekly grocery shop at a hypermarket. Indeed, hypermarkets hold the largest selections in all price groups, while special offers and new launches are often encountered.
What next for snacks?
Retail value (constant 2025 prices) sales of snacks are expected to rise over the forecast period, albeit at a significantly slower rate than the projected 2025 performance. Growth is set to be driven by the increasing unit prices but also snacking and convenience trends. Furthermore, new, more sophisticated launches, with consumers opting for more premium, artisanal snacks made with prime ingredients, are anticipated to boost retail value sales. As retail volume growth is predicted to be slow amidst the maturity of snacks in Finland, retail value growth is expected to be driven by the growing demand for more premium products.
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Overview:
Understand the latest market trends and future growth opportunities for the Snacks 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 a comprehensive range of core packaged food categories.
If you're in the Snacks 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 Snacks 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 Snacks in Finland?
- Which are the leading brands in Snacks in Finland?
- How are products distributed in Snacks in Finland?
- How is the rise of e-commerce and/or the expansion of modern grocery retail impacting traditional retail?
- What are the key health and wellness concerns driving, or challenging, sales in Snacks?
- How significant are vegan and vegetarian dietary requirements in determining sales growth in Finland?
- How has COVID-19 impacted consumer demand? To what extent have lockdown, home seclusion and stockpiling boosted sales? Will the longer term economic repercussions of the pandemic stimulate or suppress future growth?
- Where is future growth expected to be most dynamic?
- How significant will values-based claims, such as sustainability and ethical labelling, be in supporting future growth and brand equity?
Snacks in Finland
Snacks in 2025: The big picture
Key trends in 2025
Competitive Landscape
Channel developments
What next for snacks?
DISCLAIMER
Chocolate Confectionery in Finland
KEY DATA FINDINGS
Players develop strategies to cope with rising unit prices
Fazer Makeiset continues to invest to stay ahead of the field
Impulse purchases support traffic through convenience retailers
Prices and premiumisation to boost retail value sales
Look to the future with cocoa replacements
Sustainability to the fore
Gum in Finland
KEY DATA FINDINGS
Health and wellness claims are extended in gum
Jenkki dominates but private label gains traction
Convenience and large sections inform gum distribution
Maturity limits growth potential
New xylitol factory to add dynamism to the gum offer
New and innovative offerings are anticipated
Sugar Confectionery in Finland
KEY DATA FINDINGS
Liquorice leads with a large and varied selection
Fazer continues to see new launches
Large modern grocery retailers win over consumers with large selections and easy access
Indulgence to remain a driver
Innovative marketing to create a strong brand image
Health and wellness and food waste to inform new launches and sustainability measures
Ice Cream in Finland
KEY DATA FINDINGS
Players look to generate retail value sales through premium offerings
Froneri Finland is the long-time leader with a strong brand portfolio
All-year-round consumption maintains demand in hypermarkets
Space for smaller, local premium ice cream producers
Use and marketing of domestic ingredients to stimulate retail value sales
Health and wellness to remain a key driver of novelties
Savoury Snacks in Finland
KEY DATA FINDINGS
Nuts, seeds and trail mixes gain momentum as consumers look for healthier snacks
Wide offer with regular additions keep Taffel ahead
Savoury snacks find their way into online and physical shopping baskets
New, sophisticated launches to provide premiumisation
Players to improve supply chains and processes to gain ecological credentials
Oven-based is a key healthier attribute in savoury snacks
Sweet Biscuits, Snack Bars and Fruit Snacks in Finland
KEY DATA FINDINGS
Incorporation of confectionery and indulgence boosts snack bars
Fazer Makeiset invests in regular updates
Popping products into baskets during weekly shops boosts large modern grocery retailers
Enhanced indulgence and sensory experiences to stimulate retail value sales
Strong health and wellness to colour new product development
Sustainability remains important to manufacturers and consumers alike
The following categories and subcategories are included:
Snacks
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- Chocolate Pouches and Bags
- Boxed Assortments
- Chocolate with Toys
- Countlines
- Seasonal Chocolate
- Tablets
- Other Chocolate Confectionery
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- Bubble Gum
- Chewing Gum
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- Boiled Sweets
- Chewy Candies
- Gummies and Jellies
- Liquorice
- Lollipops
- Medicated Confectionery
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- Power Mints
- Standard Mints
- Toffees, Caramels and Nougat
- Other Sugar Confectionery
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- Frozen Yoghurt
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- Single Portion Dairy Ice Cream
- Single Portion Water Ice Cream
- Plant-based Ice Cream
- Unpackaged Ice Cream
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- Bulk Dairy Ice Cream
- Ice Cream Desserts
- Multi-Pack Dairy Ice Cream
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- Bulk Water Ice Cream
- Multi-Pack Water Ice Cream
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- Nuts, Seeds and Trail Mixes
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- Potato Chips
- Tortilla Chips
- Puffed Snacks
- Rice Snacks
- Vegetable, Pulse and Bread Chips
- Savoury Biscuits
- Popcorn
- Pretzels
- Meat Snacks
- Seafood Snacks
- Other Savoury Snacks
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- Dried Fruit
- Processed Fruit Snacks
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- Cereal Bars
- Protein/Energy Bars
- Fruit and Nut Bars
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- Chocolate Coated Biscuits
- Cookies
- Filled Biscuits
- Plain Biscuits
- Wafers
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Why buy this report?
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- Track key industry trends, opportunities and threats
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This report originates from Passport, our Snacks research and analysis database.
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