PRIVATE LABELS – FINLAND 2015
Till 2006 (AC Nielsen, 2006) Finland was behind the other European countries in the use of private labels. However, in the past years the situation for private labels has become more favourable. Finnish retail chains nowadays recognize the importance of private labels. In 2014, 22,5% of all grocery sales came from private label products. Finns currently buy twice as much private label products than ten years ago.
Of all Finnish retailers, Lidl has the most private label brands (¾ of its whole selection). The retail giants S Group and Kesko have increased their private label sales by introducing new brands.
The CEO of the Finnish Grocery Trade Association Mr. Kari Luoto believes there is still room left for new private label products, and he believes the market share will grow because private label products are ‘economical, but good quality products.’
The private label sector can offer good possibilities for the Flemish companies in Finland.
The private labels in retail are the following:
INEX-PARTNERS (S-Group) www.s-kanava.fi/web/s/en/information-on-s-group Rainbow X-tra (Scandinavian cooperatives, Coop Trading) Kotimaista (new, since the beginning of 2014, Finnish products.)
RUOKAKESKO (K-Group) www.kesko.fi/en Pirkka Euroshopper (AMS Sourcing) K-Menu (since April 2014, basic and economical products)
TUKO LOGISTICS (Stockmann, Wihuri, Suomen Lähikauppa,Heinon Tukku) www.tuko.fi/en_GB (Tuko is part of EMD) Eldorado First Price Maistuva
LIDL www.lidl.fi/fi/index.htm Several private label brands (75% of all products)
Source: Taloussanomat 17.04.2013 www.taloussanomat.fi/kauppa/2013/04/17/tahan-kauppa-uskoo-myy-paljon-ja-halpaa/20135583/12) Helsingin Sanomat 21.02.2015
Private labels in Finland | March 2015