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.

In 2024, hot drink innovation focused on fortified/functional claims with natural products driving growth. Consumers increasingly sought organic, ethically sourced, and plant-based options, such as oat-based cocoa powders and herbal teas. No caffeine and low sugar products gained traction, appealing to those managing sleep, energy, or sugar intake, while light-roasted coffees remained popular for their gentle acidity. Combining organic, functional, and sustainability claims strengthened premium

In 2024, soft drinks in Finland was shaped by growing demand for functionality, hydration, and low- or no-sugar formulations across all categories. Manufacturers increasingly combined health claims, such as added vitamins, probiotics, electrolytes, and energy-boosting claims, with natural, plant-based inputs and premium positioning, while maintaining strong flavour appeal. The no sugar claim expanded in carbonates, juices, energy drinks, and concentrates, supported by both major brands and priva

In 2024, snack innovation increasingly blended health and wellness claims with indulgent flavours, focusing on low or no sugar and fat, high fibre, plant-based, gluten free, and lactose free formulations while maintaining taste and texture. Xylitol-based confectionery, functional gums, protein/energy bars, and oat-based snacks were key growth areas, supported by rising interest in digestive health, oral health, and locally sourced ingredients. Vegan claims gained momentum, driven by sustainabili

In 2024, health claims, including lactose free, low fat, high protein, and fortified/functional ingredients, were key drivers of innovation across dairy products and alternatives in Finland. Lactose free products have moved from niche to mainstream, appealing to consumers with intolerance as well as those seeking easier-to-digest and healthier options. Low fat and functional products, such as fortified yoghurts, high-protein quarks, and vitamin-boosted cheeses, continue to cater to health-consci

In 2024, innovation in cooking ingredients and meals was supported by health and wellness claims, with products featuring the Heart Symbol, plant based ingredients, and functional nutrients gaining traction. Lactose free and gluten free options continued to expand, meeting rising consumer demand for digestive-friendly, allergen-conscious, and nutritionally balanced meals. Plant based proteins and low sugar, low salt formulations also saw notable growth, reflecting the combined consumer prioritie

In 2024, staple foods in Finland was shaped by strong demand for health and wellness claims, with low sugar and salt, high fibre, gluten free, and functional claims driving innovation across categories. Oats and whole grains emerged as central ingredients, supporting high-fibre positioning in baked goods and breakfast cereals while maintaining flavour and texture through indulgent formats. Gluten free products expanded beyond niche needs, increasingly appearing as reformulated versions of best-s

Sales of tea are achieving low positive value growth and a sub-decimal decline in volume in Finland in 2025. This performance is due to rising unit prices and an element of premiumisation, meaning many consumers are exhibiting caution in their purchases. Regarding premiumisation, this can be seen with a movement towards health-positioned and functional options in tea. Indeed, health and wellness trends are most notable in tea when considering hot drinks overall, with local consumers shifting fro

Value sales of hot drinks are seeing robust growth in Finland in 2025, while volume growth has fallen into a negative slump. This dynamic is due to growing unit prices, especially in coffee and chocolate-based flavoured powder drinks, which have seen significant price hikes. Indeed, record-high coffee prices made some local consumers reconsider their purchases, reduce consumption, opt for more affordable coffee, and even postpone purchases until they find budget-friendly special offers. In turn,

Sales of coffee are showing robust value growth in Finland in 2025, while volume growth has fallen into a negative figure slump. This dynamic is due to growing unit prices, especially in coffee, which have seen significant price hikes. Indeed, record-high coffee prices made some local consumers reconsider their purchases, reduce consumption, opt for more affordable coffee, and even postpone purchases until they find budget-friendly special offers. In turn, this is leading to a fall in volume.

Sales of RTD coffee are seeing a healthy performance in Finland in 2025, thanks to increasing consumer demand for convenient and on-the-go coffee options.

Sales of bottled water are seeing healthy volume and value growth in Finland in 2025, thanks to bottled water aligning with health and wellness trends and thus attracting strong consumer demand. Bottled water especially meets demand for hydration and fortification, whilst having no added sugar or artificial ingredients.

Sales of carbonates are seeing a positive performance in Finland in 2025, with both off-trade volume and value seeing low growth. This indicates steady baseline demand, with consumers paying additional interest in variants which offer exciting flavours and/or offer lower sugar content.

Sales of concentrates are seeing low, stable, positive volume growth in Finland in 2025, with value stronger as supported by high unit prices for popular fortified variants. Within this, powder concentrates is the best-performing category.

Off-trade RTD volume sales of soft drinks are seeing small growth in Finland in 2025, with volume growth up compared to the previous year. Meanwhile, value sales are also maintaining positive growth, supported by high unit prices overall. The main challenge faced by soft drinks is that some categories are facing maturity and thus seeing lower scope for further growth. Overall, however, consumer demand for thirst-quenching, refreshing, indulgent, functional, and convenient soft drinks is boosting

Sales of other hot drinks are showing a slow performance in Finland in 2025, with value sales in a marginal negative growth slump, which is the same as the previous year, and with volume growth taking an even deeper negative slump compared to the previous year. The main challenges faced by other hot drinks are category maturity and competition from popular options in tea and coffee.

Sales of RTD tea are maintaining positive sales in Finland in 2025, in both volume and value terms, with volume relatively stable reflecting baseline demand and value growth stronger due to high prices. Overall, RTD tea benefits from health and wellness trends, with carbonated RTD tea and kombucha showing the best performance.

Sales of juice are in a negative figure volume slump in Finland in 2025, while positive value sales are better supported by high prices. One of the main challenges faced by juice is the fact that many consumers are shifting towards soft drinks which are perceived as lighter or more functional, such as flavoured waters and fortified options offering added benefits. On the other hand, juice is increasingly being perceived as being high in sugar content and processed.

Sales of energy drinks are enjoying a healthy growth performance in Finland in 2025, in both volume and value terms, supported by strong baseline consumer demand for energy-boosting beverages — especially to help support busy lifestyles.

Sports drinks is seeing healthy sales in Finland in 2025, in both volume and value terms, driven by the increasing interest in wellness, exercise, and active lifestyles among local consumers. This supports stable baseline demand in sports drinks overall.

In 2025, value sales of baked goods in Finland experienced a decline due to increasing health consciousness and rising prices. As a result, consumers began to limit their consumption and explore alternatives like snack bars and high-protein dairy products. However, certain products, such as oat bread, benefited from the demand for healthier options. Cakes, on the other hand, contributed to value growth thanks to indulgent and innovative offerings that emphasised convenience, seasonal flavours, a

In 2025, breakfast cereals in Finland experienced a decline in value sales as health-conscious consumers shifted towards less processed and lower-sugar alternatives. Traditional cereals lost popularity, which prompted brands to innovate by focusing on fibre, whole grains, and indulgent flavours. RTE cereals, particularly flakes, drove value growth, supported by competitively priced new product launches and updates from private labels. While hypermarkets remained the leading distribution channel,

In 2025, value sales of rice, pasta, and noodles grew in Finland, driven by continued home-cooking habits and demand for convenient, ready-to-heat products. Rice was particularly dynamic, with instant and pre-cooked options offering both quick preparation and exotic flavours, while plain and instant noodles performed well due to affordability and ease of cooking. Health and wellness trends influenced product innovation, with high-fibre, protein-enriched, gluten-free, and superfood pasta varietie

In 2025, value of sales for processed fruits and vegetables in Finland increased, influenced by updated dietary guidelines that promoted higher consumption of fruits and vegetables. There was also a growing interest in health and sustainability among consumers. Convenience played a significant role, with innovations such as frozen smoothie mixes and ready-to-use products becoming popular among busy individuals. Frozen berries emerged as the leading growth driver, benefiting from its cultural sig