In 2024, Finland ranked 11th in Western Europe for average gross income, but per capita disposable income decreased by 1% due to higher unemployment. However, productivity exceeded the regional average, and disposable income is forecast to grow by 6.2% over 2024-2029, driven by government wage adjustments and social benefits. Moreover, the gender income gap persists, with men earning 18.2% more than women, despite women's higher educational enrolment.

While inbound travel to Finland, along with lodging and in-destination spending, is growing, it has not yet returned to pre-pandemic levels. Lapland continues to experience a strong tourism boom during the winter season, with some signs of the season gradually extending. However, visitor numbers remain heavily concentrated in just a few peak weeks or months.

Due to Finland’s geographical location, flying is often difficult to avoid when travelling abroad, especially to destinations beyond nearby countries like Estonia and Sweden. Alternatives such as buses, trains, or ferries involve long travel times, making them less practical for most international trips. This creates a natural reliance on air travel and gives airlines a stronger position in the Finnish market compared to many other European countries. There is still growth potential in airlines

Retail value sales of lodging (destination) rose in 2025, driven by the growth in inbound arrivals and the related spending - particularly a surge in winter tourism to Lapland, supported by a growing number of direct international flights during the peak season. While early 2025 data indicates a possible decline in domestic tourism due to a weak economy and more cautious consumer spending, its impact on lodging sales is less significant. This is because domestic tourism in Finland relies heavily

Retail value sales of booking rose in 2025 at a similar level to the previous year due to price increases and as travel and travel-related activities are important for many Finnish consumers, who often allocate money saved from other areas to fund their trips. Booking is a versatile category; while some areas may show slower growth, others can be more dynamic, balancing overall performance.

Growth in inbound arrivals in 2025 was driven by both push and pull factors. In many key source markets, the economic situation enabled people to travel and discover new countries. At the same time, there is still room for growth as inbound travel to Finland remains behind its pre-pandemic level due to the change in source markets. For instance, hardly any Russians are travelling to Finland anymore, and key Asian markets have not yet recovered.

Voters have turned away from the far right, whilst Finland enjoys little corruption and solid economic freedom. Despite low inflation, fragility in the economy will persist in the short term and the trade landscape is more uncertain. Gender inequality is limited and large incomes will drive the consumer market, but society is increasingly ageing and restrictions on immigration are growing. Technological advancement has led to AI leadership, but has also created greater challenges for cybersecuri

Value sales of other dairy products are set to increase in Finland in 2025, supported by new product development focused on convenience and health-related benefits. Products that are quick and easy to use at home, particularly in cooking, resonated well with Finnish consumers. For instance, Arla KESO Crushed Original and Paprika & Chili are protein-rich cottage cheeses designed to offer a soft texture, suitable for a variety of uses including as a dip, cooking ingredient, or on bread. The high p

Value sales of cheese are expected to remain stable in Finland in 2025, as consumers continue to face economic pressures and rising living costs. This has led to increased price sensitivity, with many Finns reducing their purchases of premium or specialty cheeses in favour of more affordable private label alternatives. Additionally, growing health consciousness and a gradual shift towards plant-based alternatives are beginning to modestly affect traditional dairy cheese consumption. With the dom

Value sales of drinking milk products in Finland are expected to decline in 2025, reflecting a broader and ongoing reduction in overall milk consumption. This trend is driven by long-term changes in dietary habits and increasing environmental concerns, particularly around climate change. A growing number of Finnish consumers are choosing to reduce their intake of traditional cow’s milk in favour of plant-based alternatives, with oat-based milks proving especially popular.

Value sales of baby food is set to increase in Finland in 2025, despite a continued decline in birth rates. This seemingly paradoxical trend reflects evolving consumer behaviours and shifting lifestyle preferences.

Value sales of yoghurt and sour milk products are set to increase in Finland in 2025, driven by several factors. Growing health awareness among consumers has heightened demand for probiotic-rich and functional dairy products. Additionally, premium and specialty yoghurts, such as those enriched with protein or organic ingredients, generally command higher price points, contributing to overall value growth. Inflation and rising production costs have also led to price increases, further boosting va

Value sales of butter and spreads are forecast to decline in Finland in 2025. The country’s dairy sector has been impacted by rising production costs, which have contributed to reduced milk volumes and higher prices, including for butter. In response, Finnish consumers, particularly price-sensitive households, have reduced their butter and spreads consumption. Butter will be the best performer category in value terms in 2025, due to continued increases in unit prices, while cooking fats and marg

Value sales of dairy products and alternatives are set to rise 2025. Dairy in Finland has faced rising production costs which has led to lower milk volumes and increasing prices across many categories. While many dairy categories are reaching maturity and struggling to generate volume growth, increasing focus is being placed on value-added products with higher unit prices. This shift is helping to drive stronger value growth throughout 2025. As a result, despite ongoing challenges, the dairy pro

Value sales of plant-based dairy are set to increase in Finland in 2025, marking a return to growth following a period of slower performance. This turnaround is largely driven by strong new product development and proactive efforts from retailers to promote plant-based consumption. For example, the Vegan Challenge in January attracted a record number of participants, according to retail giant S Group, highlighting growing consumer engagement. Retailers also supported sales with special offer cam

Retail volume and current value sales of gum in Finland are expected to increase very marginally and slightly, respectively, in 2025. The category faces maturity and is struggling to expand. It is also noteworthy that xylitol gum faces competition from xylitol-sweetened mints, which also carry health claims, in Finland. For example, the leading player Cloetta Suomi not only offers a wide range of Jenkki xylitol gum, but also mints like Jenkki Professional Fresh Mint + Zinc pastilles. These are c

The global cocoa crisis impacted chocolate confectionery in Finland in 2024, with unit prices continuing to rise in 2025. This is expected to drive double-digit growth in retail current value sales in 2025. The situation is challenging and players have had to develop strategies to stand out in competitive arena. Offering consumers more unique as well as enhanced flavour experiences is proving to be a winning strategy. One interesting development is Fazer Thin tablets, introduced with dark, milk

Retail current value sales of sugar confectionery in Finland are projected to see good growth in 2025, following stagnation in 2024. The per capita consumption of sugar confectionery remains high in Finland, with shops displaying impressive aisles of these products. As the competition is fierce, players concentrate on catering to demand, paying attention to what consumers want. Especially, individual indulgence shows in the good sales of the pick ‘n’ mix. Also, Fazer Makeiset’s new Fazer Re-mix

Retail current value sales of savoury snacks in Finland are set to rise healthily in 2025. Snacking continues to be popular and the selections of savoury snacks in Finland are large and varied. However, new products need to deliver not only interesting flavours, but also great texture and crunchiness. Local players also point out their domestic origin and ingredients in order to win over consumers who trust the domestic quality and like supporting the local economy and employment. For example, a

Sweet biscuits, snack bars and fruit snacks in Finland is projected to see healthy growth in retail current value sales over 2025, an improvement on the moderate increase recorded in 2024. One winning strategy is popular confectionery venturing into sweet biscuits and snack bars. For example, protein/energy bars delivering indulgence with the incorporation of confectionery. In this vein, Fazer Makeiset’s new Fazer Dumle Crunchy Liquorice Protein bar combines soft Fazer Dumle liquorice-flavoured

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

Retail current value sales of ice cream in Finland are projected to rise only marginally in 2025. As Finns are among the biggest ice cream eaters in the world, and per capita consumption is high, retail volume growth is hard to generate. In 2025, retail volume sales are expected to drop marginally. Against this backdrop, players make efforts to drive retail value sales through the offer of more premium ice cream products. Moreover, new kinds of indulgence flavours are launched to capture the att

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