Sporting Goods Resource Guide 2021 | Page 20

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For More Information about exporting to Denmark contact:

Aleksander Moos

Senior Commercial Specialist

U.S. Embassy Copenhagen, Denmark

[email protected]

+45 3341 7117

Market Entry and Barriers

There are no entry barriers for sporting goods, except for equipment which need to have a CE mark. The best way to enter the Finnish market is to find a partner through a local distributor.

Finland

Current Trends and Demands

There are several trends that present opportunities for U.S. companies in the Finnish market. Growing segments in the sports industry in Finland include sport lifestyle products and services related to health and well-being. Sport tourism and sporting events, as well as sport-based communication and entertainment, are growing in demand each year.

The growth of sport trends is driven by the spread of global health awareness and increasing health issues in the West; for example, attaining ideal weight goals or avoiding coronary artery disease. The overall health problem prevention and treatment has a big emphasis in Finland and therefore an athletic lifestyle and goal-oriented training has become a permanent trend among its’ population. Similarly, interest in health measurement and health technology has grown. Wearable, bundled technology such as smart watches, heart rate monitors and GPS tracking training devices have been on demand in recent years. Finnish people like 'data' as it encourages them to train more, track their results and promote improvement. It is expected that the demand for these products will continue to rise as the sensor technologies become more affordable and new applications are developed to empower health conscious consumers. These products interest sports enthusiasts as they do not only capture data on athletic performance, but also various health indicators such as sleep quality and stress levels.

Moreover, one new trend is the rising consciousness on sustainability and the demand for ecological sportswear made with fair trade supply chains. Recycled fabrics, as well as transparency on the products origin, are of interest to many. The Finnish people live close to nature and often would rather purchase environmentally friendly products over something that is mass-produced, even if it costs more.

Approximately 70 percent of the sports facilities in Finland are owned by municipalities, which are available to all residents. The Finnish national lottery is the largest individual financer of physical activities and sports in Finland. Some 25 percent of its profits are directed to sports through direct grants to clubs or via the Ministry of education and culture, which supports national sports organizations and municipalities. Other funding for sports clubs comes directly from the athletes or members, sponsors and, to some extent, the private sector. Due to these reasons, sports are popular in Finland, as they are massively supported by the government.