PRIVATE LABELS – 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 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, has the most private label brands (¾ of its whole selection). The retail giants and 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 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 , 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 (, 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