January 08, 2026 – The current global macro context is challenging for all consumers. The food and beverage market is shifting, and global concerns are greatly influencing local markets. Reflecting these wide scale concerns, wellness, cost, and authenticity are becoming major drivers for Finnish consumers. Nevertheless, indulgence and taste are still on the minds of consumers when it comes to their daily purchasing decisions. Innova’s “Category Growth Drivers in Finland” report dives into the drivers impacting the Finnish market today. It analyzes 39 different food and beverage categories, separating them into beverages, everyday staples, plant-based and special diets, meal preparation, and snacks and treats.
Consumers Face a Challenging Macro Context
Globally, a range of macro factors are influencing consumers and impacting their preferences within the food and beverage market. Economic uncertainty, climate change, and political instability are resulting in volatility, pushing consumers to see reassurance in the form of honesty and transparency. Affordability, personal finances, and health concerns are also notable, especially as healthcare systems are under pressure from the growing rates of obesity and the global mental health crisis. The availability of nutritious food is also a worry for consumers around the world, including the food market in Finland.
Drivers of the Finnish Beverage Market
Although Finland exhibits a higher purchasing penetration for alcoholic beverages than the global average, health concerns, rising awareness around alcohol moderation, and budget constraints have resulted in the decline of alcoholic beverage consumption. For those who do indulge, taste is the top attribute, with premium-quality ingredient claims favored across most categories. The factors contributing to the decline of alcoholic beverage consumption are simultaneously driving the rise of non-alcoholic beverages. Enhanced variety is also playing a role in the Finnish food industry, and real ingredients, indulgence, and premium quality are top claims.
Health consciousness is also influencing the soft drinks category, contributing to the decline of carbonated beverage consumption and the increase of bottled water intake. However, taste and cost remain key attributes to those who continue to purchase soft drinks. Additionally, across soft drinks, juices, smoothies, and iced coffee, reduced sugar is a leading claim. Evolving lifestyle needs and taste preferences are also driving a rise in hot drinks, with hot tea experiencing a 19% increase in consumption. Real ingredients, traditionally made, and sugar reduction drive hot drink preferences.
Bread, Dairy, Meat, and Fish Are Everyday Staples
Similar to beverage categories, health-oriented claims are driving food market trends and the demand for bread and breakfast cereals in the Finnish market. The purchase of bread products in Finland exceeds the global average, and Finnish consumers prioritize taste, cost, and freshness. Whole grain and high source of fiber claims also emerge as preferences. Cost, taste, and health benefits also impact the purchase of breakfast cereals.
When it comes to dairy, Finland demonstrates a high purchasing penetration, as cheese, milk, and yogurts all over-index global averages. Over 2 in 5 Finnish consumers point to cost and taste as the top factors influencing their dairy purchases. Real ingredients, reduced fat, and high source of protein claims are also important claims to consumers.
In the food market in Finland, meat and poultry are preferred more than fish and seafood. For both categories, cost is the leading attribute influencing consumption, as cited by over 50% of consumers. High sources of protein and locally sourced ingredients are claims that Finnish consumers have demonstrated strong interest in, reflecting their overall health and transparency preferences.
Finnish Consumer Insights: Meal Preparation and Ingredients
Compared to the global market, food market trends show that Finnish consumers purchase more food preparation products across categories. However, consumer insights indicate that due to health concerns and budget constraints, the consumption of dips, sweet spreads, and ready meals has declined. In the Finnish food industry, taste and cost are lead attributes, but claims related to real ingredients, no artificial flavors traditionally made, and premium-quality ingredients are also significant. Additionally, consumers prioritize palm oil-free claims across all categories from savory spreads to bullions and ready meals.
Snacks and Treat Preferences
Consumer insights indicate that there has been a decline in the consumption of snacks and treats in the Finnish market, due to health, budget, and lifestyle needs. Cereal bars are the only category that has experienced growth in the last twelve months, and clean label claims are preferred overall in the category Protein, fiber, reduced sugar, palm oil-free, and real ingredient claims are significant for cereal and energy bar preferences, while premium-quality and functional ingredients also appeal to consumers.
Plant-Based and Special Diets
Finnish consumers embrace plant-based and special diets, showcasing a higher average than the global percentage. Similar to the ready meal category, taste and cost drive food market trends, but environmental considerations and health benefits have also fueled increased consumption. Across meat and dairy alternative categories, plant-based, real ingredient, protein, and palm oil-free are important claims. Consumers also favor protein and functional ingredients when it comes to sports and functional nutrition, with growing interest in the category driven by exercise habits and the shift towards health-conscious lifestyles.
The Future of Food Market Trends in Finland
In alignment with Finnish consumers’ interest in health-focused choices, brands can continue to expand better-for-you formats. Plant-based drinks, enriched cereals, and fortified yogurts can help consumers achieve their health goals. Moreover, the ability to balance enjoyment with nutrition can help boost loyalty. Therefore, positioning indulgent products as treats with added health value can help fuel wider appeal.
This article is based on Innova’s Category Growth Drivers in Finland report. This report is available to purchase or with an Innova Reports subscription. Reach out to learn more.