Finlàndia flag Finlàndia: Compra i venda

La xarxa de distribució a Finlàndia

Evolution of the Sector
Finland is a prosperous Northern European country. It has a strategic location as the interface between the markets of Russia, the Baltic and Nordic countries. Indeed most of the transit trade from the EU to Russia already passes through Finland. The Finnish retail market can be characterised as a stable market, relatively small with 5.57 million inhabitants but highly urbanised: 85.5% live in towns or urban areas.  According to tdata by Statista, the total sales of Finnish grocery trade groups amounted to EUR 18.6 billion in 2019. Finnish retail consumption per capita is on the sixth place in the EU, with retail accounting for 31% of total household expenditure (Federation of Finnish Commerce).

The grocery retail sector is dominated by S Group and K Group, which counted 1,055 and 1,243 stores respectively in 2019 (in the form of hypermarkets, supermarkets, smaller local supermarkets and convenience stores), followed by Tokmanni (191) and the German chain Aldi (186 - source: Finnish Grocery Trade Association). Finland is not well known for its high streets, as consumers tend to prefer doing their shopping in shopping centres, especially in northern cities. According to the Finnish Council for Shopping Centres, there are 87 shopping centres in Finland. The majority of high street shopping locations can be found in the largest cities. Due to the sparsity of high street locations in Finland, retail units are highly sought after.

Finland has several retail outlet areas located all over the country, typically just outside city centres, with just under 700 outlet stores in total. Traditionally, retail outlet areas in Finland consist of big box stores that are located in close proximity to one another. The retail park segment, however, consists mostly of furniture retailers and other home or household-related retailers, as well as sport equipment retailers.

According to recent figures, e-commerce has witnessed rapid growth and has become a viable option for Finns, whether it is for retail, groceries or other products. The increasing interest in e-shopping has forced offline retailers to develop their own e-shopping platforms in order to maintain customer satisfaction. Additionally, the increasing use of e-shopping has fostered more price-conscious shopping behaviour by customers who now have the option of choosing between online and traditional retail. According to the Federation of Finnish Commerce, online sales amount to approximately 9-10% share of the total retail sales.
Finally, consumers are becoming more environmentally conscious, with retailers increasingly adapting to this trend.

Market share
The Finnish grocery trade is largely dominated by two retail trade groups: S Group and K Group. According to the latest figures from Statista, in 2019 the S Group (brands Prisma, S-Market, Alepa) held the largest market share with around 46.2% of Finnish grocery retail, closely followed by K Group (also known as Kesko, active with the K-citymarket, K-market, and K-Supermarket brands) who recorded a market share of 36.5%. The third largest player in the Finnish grocery sector is the German chain Lidl, who had a share of 9.6%. Other players included: Tokmanni Group 3.1%; Minimani 0.5%; M-ketju 0.4%,
others 3.6%.
As of 2019, S Group counts 1,055 stores, while K Group had 1,243.
Retail Sector Organisations
Finnish Commerce Federation

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Actualitzacions: May 2022

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