Market Research Reports - Ken Research Global Alcoholic Beverages Industry Future Outlook

Finland Alcoholics Market to Remain Stable with Growing Wine Popularity: Ken Research
Alcoholic drinks market remains stagnant due to the ongoing sluggish economy and consumers’
strong health awareness in Finland. The market for strong spirits has decreased while the
market for lighter beverages such as speciality and craft beer and wine has increased. There
have been no restrictions on the store opening hours that encouraged sales of brewery
beverages. The alcoholic drinks market in Finland had earlier declined due to the high prices
and low purchasing power.
Majority of the consumers prefer alcoholic consumption at home rather than through horeca
(Hotel/Restaurant/Cafe) and is the most popular form of socialising in Finland. Due to the
ongoing sluggish economy, Finns have opted to save their earnings thus leading to a downfall in
the Finnish drinking culture at horeca and also decline in the alcoholic drinks market.
The renewal of alcohol legislation in Finland is anticipated and is bound to impact the alcoholic
drinks market, horeca channel, domestic industry as well as import of alcoholic drinks from
other countries. The new legislations may boost sales in the alcoholic drinks but there will
definitely be a price difference. Finland’s stringent laws are yet to decide an increase or
decrease in the growth of the alcoholic drinks market.
According to the report, “Alcoholic Drinks in Finland”, Sinebrychoff, Hartwall, Olvi and Altia are
the leading competitors in the alcoholic drinks market in Finland. However, small players have
entered the alcoholic drinks market increasing their presence. Craft alcoholic drinks have also
witnessed an impressive number of new innovative beer producers, along with small distilleries
producing craft spirits such as gin and whiskies. Sinebrychoff Oy Ab is the leading competitor in
the beer manufacture with its well-known brands Karhu and Koff. The company has invested a
lot in the R&D and launched many new products on a regular basis. The beer manufacture in
Finland is more costly than the imported beer from Tallinn.
Cider/perry beverages sales in Finland have declined because many consumers are seen
avoiding drinking the sugary, artificial cider products. The cider/perry category saw the
introduction of more natural, less sugary and organic products bringing back sales and growth
in the market. Finnish consumers are now more interested in natural cider than the artificial
products, which resemble the reliable products. Sinebrychoff is the leading competitor in
cider/perry market followed by a domestic player Olvi. Sinebrychoff produces popular and well-
known cider brand Golden Cap and also imports the international brand Somersby.
Therefore, cider/perry beverage market in Finland will witness a decline in the sales in the
coming years due to the emerging natural and organic products and also it has now reached its
saturation point and is losing popularity to beer and wine. Alcoholic spirits in Finland have been
mature due to its high prices and a change in the country’s drinking culture. Majority of the
Finns are switching from strong spirits to lighter options such as beer and wine. Altia Oyj is the
leading competitor in the alcoholic spirits in Finland and is a state-owned alcohol producer.