Away-from-home tissue and hygiene in Finland in 2025 displayed a moderate retail current value of EUR120 million in 2025, reflecting a growth rate of 3%. This moderation is consistent with persistent structural cost pressures and operational constraints, rather than a surge in demand.

Finland’s tissue and hygiene market in 2025 demonstrates resilience and steady value progression, outpacing most Western European peers in maintaining consumer loyalty to trusted brands and private label amid a backdrop of modest economic growth and high cost sensitivity. The landscape remains highly consolidated, with leading companies sustaining market share through diversified portfolios, operational reliability and a strong emphasis on sustainability and local sourcing, while private label i

In 2025, wipes in Finland experienced continued value growth, but at a slower pace compared to previous years, reflecting ongoing economic pressures and heightened price sensitivity among consumers. The total retail value of wipes reached EUR18.3 million, growing by 2% from the previous year.

In 2025, menstrual care in Finland demonstrated resilience amid economic pressure, with retail current value at EUR60.5 million, representing marginal growth of just 1%. Finland’s market managed to maintain this value growth by capitalising on product upgrades and on consumers’ willingness to selectively invest in higher-value solutions.

Retail tissue in Finland demonstrated stability in 2025, with current value increasing by 2% to reach EUR230.1 million. At the same time, Finnish consumers exhibited heightened price sensitivity in 2025, shaped by easing but persistent inflationary pressures, which reinforced the strength of private label tissue in major grocery retail channels.

In 2025, the performance of nappies/diapers/pants in Finland was marked by stabilised value growth despite ongoing demographic and economic challenges. Retail value climbed by 2% to EUR73.3 million, as ongoing price adjustments and premiumisation offset the effects of a persistently low birth rate.

Retail adult incontinence in Finland recorded strong growth in 2025, with retail value reaching EUR20.5 million, representing an increase of 6%. This performance stands out within the Western European context, as retail adult incontinence continues to benefit from demographic ageing, supporting consistent, above-average expansion relative to markets with slower population shifts.

Air care current value sales in Finland recorded 1% growth in 2025, driven by increasing consumer interest in scented candles and premium aerosol products that combine functionality with mood-enhancing benefits. Finnish households value wellness and a healthy home atmosphere, making fragrance a key purchase driver while also rewarding brands that highlight eco-friendly credentials such as recyclable packaging and natural formulations. Economic conditions are relatively stable, supporting consume

Toilet care in Finland recorded modest current value growth of 4% in 2025 to EUR11 million, driven primarily by rim blocks and toilet liquids/foam. ITBs remained the best-performing category, with retail value sales increasing by 4% to EUR5 million. Growth here is thanks to rim blocks, with rim liquids continuing to lose visibility as consumers shift towards block-based formats. Toilet liquid/foams is still the largest category, recording a 3% current value increase in 2025 to reach EUR6 million

Polishes in Finland faced structural challenges in 2025, with retail current value sales declining  by 0.2% to EUR8 million, as shifts in consumer lifestyles reduced demand for traditional shoe and household polishes. Furniture polish emerged as the best-performing category, with retail value sales increasing by 1% to EUR2 million, while shoe polish remained the largest category by value, , with retail sales of EUR4 million. The casualisation of footwear, with more households favouring sneakers

Home care in Finland recorded modest value growth in 2025, reflecting opposing forces as premiumisation and health concerns fuelled demand for higher-quality products while economic pressures drove affordability. Sustainability has become a defining influence, with retailers such as Kesko expanding sustainable assortments and manufacturers reformulating with biodegradable ingredients. Private label disruption is intensifying through expansions like Tokmanni’s Perfekt+ line, while premiumisation

Laundry care in Finland recorded 4% retail current value growth in 2025, driven by continued migration from traditional powder detergents to higher-priced liquid formats and pods. However, households remain highly price-sensitive under ongoing cost-of-living pressures, with many trading down to private label or choosing discounters for essential laundry products. Laundry detergents is both the largest and best-performing category, recording 4% growth to EUR94 million in 2025 and maintaining its

Bleach in Finland faced downward pressure in 2025, with retail current value sales declining by 1% to EUR3 million. Performance is shaped by cautious spending, with households favouring multifunctional and private label cleaners over specialised bleach, further eroding demand. Consumers prioritise cost-effective and versatile cleaning solutions, reducing the role of single-purpose products like bleach in everyday routines. Regulatory and consumer scrutiny around chemical-heavy products amplify t

Dishwashing in Finland recorded 3% retail current value growth in 2025, driven largely by the continued strength of automatic dishwashing tablets. High penetration of dishwashers in Finnish households, at 77%, supports stable demand, with tablets offering convenience, multifunctional benefits and time savings that resonate with busy consumers. Economic conditions remain relatively stable, as low inflation supports consumer spending on essential home care products. Automatic dishwashing is both t

Surface care in Finland recorded 4% retail current value growth in 2025, with bathroom cleaners and multi-purpose cleaners driving performance as households increasingly opted for versatile, convenient and affordable solutions. Consumers are prioritising products that deliver both functionality and sustainability, reinforcing demand for concentrated, refillable and eco-labelled surface care formats. Economic conditions are relatively stable, with low inflation supporting consistent demand for es

Home insecticides in Finland recorded modest current value growth of 3% in 2025, reaching EUR10 million, with spray/aerosol insecticides the largest category and leading value growth in an increase of 3% to EUR7 million. Performance is shaped by cautious household spending amid inflationary pressures, as consumers prioritise essential purchases and show strong price sensitivity. At the same time, demand is influenced by seasonal pest activity, which sustains interest in effective insect control

Developments in consumer foodservice by location in Finland remained uneven in 2025, reflecting both the weak economic environment and differences in how individual locations perform. Travel locations recorded the strongest growth among non-standalone locations, although the differences compared with lodging and retail were relatively small. Standalone outlets continued to dominate overall value sales, with performance broadly reflecting the overall stagnation in the consumer foodservice industr

Full-service restaurants recorded only modest growth in 2025 as weak consumer confidence and economic uncertainty continued to constrain discretionary spending. While dining out remained an important social activity for many Finns, consumers often reduced the frequency of visits or opted for lower-priced options. Nevertheless, the category benefited from stable lunch demand and growing international tourism, particularly in key urban destinations. These factors helped support slight value growth

Cafés/bars faced a difficult year in 2025, with value sales falling as consumers continued to limit discretionary spending amid a weak economy. While the category benefited from a post-pandemic rebound earlier in the review period, momentum faded as unemployment remained high and households prioritised saving over eating and drinking out. At the same time, longer-term changes in attitudes to alcohol consumption continued to dampen demand in bars/pubs, further dragging on overall cafés/bars perfo

Consumer foodservice in Finland recorded only marginal growth in 2025, reflecting continued weakness in the domestic economy and cautious consumer spending. Although inflation has largely normalised following the peak experienced earlier in the review period, economic uncertainty and stagnating GDP continued to weigh on consumer confidence. As a result, many consumers remained reluctant to increase discretionary spending, including on foodservice. Limited-service restaurants performed relatively

Self-service cafeterias recorded slightly negative value growth in 2025 as weak economic conditions continued to affect consumer spending. The category includes a wide range of concepts, from gas station buffets and Asian buffet restaurants to workplace-oriented lunch outlets. While demand for affordable lunch options remained relatively stable, many consumers sought to reduce discretionary spending by bringing food from home rather than purchasing lunch outside. At the same time, rising unemplo

Street stalls/kiosks recorded a noticeable decline in value sales in 2025, reflecting both unfavourable weather conditions and weak consumer spending. The category in Finland consists mainly of chained ice cream kiosks operating during the summer months and independent fast food kiosks that tend to operate year-round. While demand for affordable takeaway food remains stable, weather conditions during the early part of the summer season negatively affected ice cream sales, which play a major role

Limited-service restaurants delivered the strongest value growth within Finnish consumer foodservice in 2025, supported by ongoing demand for affordable, convenient meals. While overall consumer confidence remained weak and volumes continued to decline across the industry, limited-service restaurants benefited from their positioning as a lower-cost option for eating out. Operators also continued to refine their offers through menu updates, targeted promotions and selective outlet expansion, help

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.