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

Staple foods in Finland recorded a decline in value sales in 2025 as price-sensitive consumers shifted toward private label products and health-focused choices, particularly reducing processed meat consumption. Sustainability, convenience, and flavour innovation played an increasingly influential role, with consumers seeking locally sourced, responsibly made, and easy-to-prepare options. Looking ahead, steady value growth is expected, supported by premiumisation, home cooking, and rising demand

In 2025, value sales of processed meat, seafood and alternatives to meat declined due to rising costs, health concerns, and increased awareness of sustainability. However, convenience and innovative product launches remained significant trends. Meat and seafood substitutes experienced notable growth, driven by innovation and ethical and environmental considerations, appealing to a wide range of consumers. Leading companies, such as Atria Suomi Oy and MeEast Food Tech Oy, maintained strong positi

In 2025, value sales of sauces, dips and condiments in Finland declined despite steady volume growth, as lower unit prices and discount driven purchasing limited revenue. Consumers became increasingly price-conscious, turning to private label options and promotions to manage household budgets. At the same time, innovation in street food inspired and locally produced sauces kept the category vibrant and relevant. Convenience, flavour variety, and local production continued to sustain consumer int

In 2025, Finland saw a slight decline in edible oil sales as cost-conscious consumers opted for smaller bottles or cheaper options, while reliance on ready meals reduced home cooking demand. Rapeseed oil remained the most popular and best-performing category, valued for its domestic origin, nutritional benefits, and versatility in cooking. Kesko Oyj and S Group led sales through diverse private label offerings, combining affordability, domestic sourcing, and premium or innovative products.

In 2025, the sales of sweet spreads in Finland increased in value, even though volume growth remained stagnant. This growth was driven by moderate price increases and a consumer preference for natural ingredients. Products with lower sugar or no added sugar became more popular as health-conscious Finns sought options that were more natural and less processed. Nut and seed-based spreads experienced the strongest value growth, attracting fitness-oriented consumers and those looking for protein-ric

Value sales of cooking ingredients and meals in Finland remained largely stagnant in 2025, constrained by price sensitivity and consumers’ efforts to economise. Convenience continued to drive consumer choice, as busy lifestyles increased demand for ready-to-use and easy-to-prepare products. Health and wellness strongly influenced product development, with launches featuring free-from claims, fortified ingredients, and high-protein or high-fibre content.

In 2025, value sales of meals and soups increased, driven by rising demand for convenient, nutritious, domestic ingredients and time-saving meal solutions. Ready meals gained popularity both for home use and on-the-go consumption, with brands emphasising balanced nutrition, Finnish ingredients, and restaurant-quality taste. Pizza led category growth thanks to bold flavour innovation and brand collaborations.