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Health and Wellness in Finland

Publisher Euromonitor International
Published Jan 16, 2026
Length 65 Pages
SKU # EP20773177

Description

Health and wellness claims have a wide appeal in Finland, with many consumers actively seeking food and beverages that they believe offer greater health benefits. Many claims are continuing to attract a widening range of consumers, however, with plant-based, gluten free and lactose free claims having a strong appeal in 2024.

Euromonitor International's Health and Wellness in Finland report tracks the developments of health-associated product types and the healthy-option positioning of competing brands across different food sectors. It provides the latest retail sales data 2021-2025, allowing you to compare health and wellness categories with each other or in the context of the total market for a sector. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market- be they new product developments, legislative context or lifestyle influences. Forecasts to 2030 illustrate how the market is set to change.

Product coverage: HW Cooking Ingredients and Meals, HW Dairy Products and Alternatives, HW Hot Drinks, HW Snacks, HW Soft Drinks, HW Staple Foods.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?
* Get a detailed picture of the Health and Wellness market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market’s major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.

Table of Contents

65 Pages
Health and Wellness in Finland
Euromonitor International
January 2026
List Of Contents And Tables
HEALTH AND WELLNESS IN FINLAND
EXECUTIVE SUMMARY
Health and wellness benefit from clear claims and mainstream appeal
INDUSTRY PERFORMANCE
Health claims remain key purchase drivers across food and drinks in Finland
Plant-based, free-from and fortified/functional claims gain scale through quality and accessibility
WHAT’S NEXT
Plant-based and fortified/functional claims will support innovation across food and drink in Finland
COUNTRY REPORTS DISCLAIMER
HW HOT DRINKS IN FINLAND
KEY DATA FINDINGS
2024 DEVELOPMENTS
Organic, fortified/functional and no caffeine claims drive hot drinks in Finland
INDUSTRY PERFORMANCE
Fortified/functional and natural hot drinks are the focus of innovation in 2024
Organic claims strengthen sustainability and premium positioning in Finland’s hot drinks
No caffeine hot drinks gained sophistication as health and wellness trends shaped innovations
WHAT’S NEXT
Low and no sugar, natural ingredients and functional benefits will support growth
Combining organic with functional and sustainability features is set to strengthened consumer appeal
Natural and no caffeine claims will reinforce health positioning in Finnish hot drinks
CATEGORY DATA
Table 1 Sales of Hot Drinks by Health and Wellness Type: Value 2020-2024
Table 2 Sales of Hot Drinks by Health and Wellness Type: % Value Growth 2020-2024
Table 3 Company Shares of Organic Hot Drinks (Biggest HW Type in Global Hot Drinks): % Value 2020-2024
Table 4 Company Shares of Natural Hot Drinks (2nd Biggest HW Type in Global Hot Drinks): % Value 2020-2024
Table 5 Company Shares of Gluten Free Hot Drinks (3rd Biggest HW Type in Global Hot Drinks): % Value 2020-2024
Table 6 Company Shares of Good Source of Vitamins Hot Drinks (4th Biggest HW Type in Global Hot Drinks): % Value 2020-2024
Table 7 Company Shares of No Allergens Hot Drinks (5th Biggest HW Type in Global Hot Drinks): % Value 2020-2024
Table 8 Forecast Sales of Hot Drinks by Health and Wellness Type: Value 2024-2029
Table 9 Forecast Sales of Hot Drinks by Health and Wellness Type: % Value Growth 2024-2029
COUNTRY REPORTS DISCLAIMER
HW SOFT DRINKS IN FINLAND
KEY DATA FINDINGS
2024 DEVELOPMENTS
Functionality, low sugar, and premium innovation support health claims in 2024
INDUSTRY PERFORMANCE
Functionality, low sugar and hydration drive innovation across soft drinks in Finland
No sugar claims expands across all soft drink categories as consumers demand rises
High-caffeine functionality supports ongoing growth of the energy boosting claim
WHAT’S NEXT
Functional innovation is set to accelerate growth and support health claims across soft drinks
Players are set to expands no sugar ranges without sacrificing flavour appeal
Energy boosting claims are set to be support by natural caffeine and multifunctional benefits
CATEGORY DATA
Table 10 Sales of Soft Drinks by Health and Wellness Type: Value 2020-2024
Table 11 Sales of Soft Drinks by Health and Wellness Type: % Value Growth 2020-2024
Table 12 Company Shares of No Sugar Soft Drinks (Biggest HW Type in Global Soft Drinks): % Value 2020-2024
Table 13 Company Shares of Energy Boosting Soft Drinks (2nd Biggest HW Type in Global Soft Drinks): % Value 2020-2024
Table 14 Company Shares of Natural Soft Drinks (3rd Biggest HW Type in Global Soft Drinks): % Value 2020-2024
Table 15 Company Shares of Good Source of Vitamins Soft Drinks (4th Biggest HW Type in Global Soft Drinks): % Value 2020-2024
Table 16 Company Shares of Gluten Free Soft Drinks (5th Biggest HW Type in Global Soft Drinks): % Value 2020-2024
Table 17 Forecast Sales of Soft Drinks by Health and Wellness Type: Value 2024-2029
Table 18 Forecast Sales of Soft Drinks by Health and Wellness Type: % Value Growth 2024-2029
COUNTRY REPORTS DISCLAIMER
HW SNACKS IN FINLAND
KEY DATA FINDINGS
2024 DEVELOPMENTS
Snacks evolve as high fibre, plant-based, and low fat claims gain momentum
INDUSTRY PERFORMANCE
Snack innovation combines health, functionality, and indulgent flavours with natural Ingredients
High fibre and gluten free claims appeal to consumers looking to support digestive health
Vegan claims gain momentum, driven by consumer values and plant-based innovation
WHAT’S NEXT
Low sugar, high fibre, oat superfoods and vegan claims are expected to impact snack innovation
High fibre and gluten free innovation is set to drive functional snacking in Finland
Vegan claims and plant based innovation is set to expand across Finnish snacks
CATEGORY DATA
Table 19 Sales of Snacks by Health and Wellness Type: Value 2020-2024
Table 20 Sales of Snacks by Health and Wellness Type: % Value Growth 2020-2024
Table 21 Company Shares of Gluten Free Snacks (Biggest HW Type in Global Snacks): % Value 2020-2024
Table 22 Company Shares of Vegetarian Snacks (2nd Biggest HW Type in Global Snacks): % Value 2020-2024
Table 23 Company Shares of Organic Snacks (3rd Biggest HW Type in Global Snacks): % Value 2020-2024
Table 24 Company Shares of Vegan Snacks (4th Biggest HW Type in Global Snacks): % Value 2020-2024
Table 25 Company Shares of No Allergens Snacks (5th Biggest HW Type in Global Snacks): % Value 2020-2024
Table 26 Forecast Sales of Snacks by Health and Wellness Type: Value 2024-2029
Table 27 Forecast Sales of Snacks by Health and Wellness Type: % Value Growth 2024-2029
COUNTRY REPORTS DISCLAIMER
HW DAIRY PRODUCTS AND ALTERNATIVES IN FINLAND
KEY DATA FINDINGS
2024 DEVELOPMENTS
Lactose free, low fat, and functional innovations drive sales in dairy products and alternatives
INDUSTRY PERFORMANCE
Health claims support innovation and sales within dairy products and alternatives
Lactose-free becomes a mainstream claim across dairy products in Finland
Dietary guidelines and broad availability reinforce demands for low fat claims
WHAT’S NEXT
Plant based and organic innovations are set to rise in dairy products and alternatives
Lactose free dairy is set to remain a key driver of health-focused innovation
Innovations in low fat products are expected to integrate additional health and wellness claims
CATEGORY DATA
Table 28 Sales of Dairy Products and Alternatives by Health and Wellness Type: Value 2020-2024
Table 29 Sales of Dairy Products and Alternatives by Health and Wellness Type: % Value Growth 2020-2024
Table 30 Company Shares of Organic Dairy Products and Alternatives (Biggest HW Type in Global Dairy Products and Alternatives): % Value 2020-2024
Table 31 Company Shares of Good Source of Minerals Dairy Products and Alternatives (2nd Biggest HW Type in Global Dairy Products and Alternatives): % V
Table 32 Company Shares of Gluten Free Dairy Products and Alternatives (3rd Biggest HW Type in Global Dairy Products and Alternatives): % Value 2020-20
Table 33 Company Shares of Lactose Free Dairy Products and Alternatives (4th Biggest HW Type in Global Dairy Products and Alternatives): % Value 2020-2
Table 34 Company Shares of Low Fat Dairy Products and Alternatives (5th Biggest HW Type in Global Dairy Products and Alternatives): % Value 2020-2024
Table 35 Forecast Sales of Dairy Products and Alternatives by Health and Wellness Type: Value 2024-2029
Table 36 Forecast Sales of Dairy Products and Alternatives by Health and Wellness Type: % Value Growth 2024-2029
COUNTRY REPORTS DISCLAIMER
HW COOKING INGREDIENTS AND MEALS IN FINLAND
KEY DATA FINDINGS
2024 DEVELOPMENTS
Lactose free, gluten free and heart-symbol products drive innovation in 2024
INDUSTRY PERFORMANCE
The heart symbol, plant based claims and functional ingredients support sales in 2024
Lactose free options expand, supporting the strength of the claim in Finland
The growing popularity of gluten free premium options in cooking ingredients and meals
WHAT’S NEXT
Opportunities are set to rise for plant based and health focused innovations in Finland
Lactose free innovations are set to support ongoing sales of the claim
Gluten free products are set to remain a key focus as demand rises for popular dietary trends
CATEGORY DATA
Table 37 Sales of Cooking Ingredients and Meals by Health and Wellness Type: Value 2020-2024
Table 38 Sales of Cooking Ingredients and Meals by Health and Wellness Type: % Value Growth 2020-2024
Table 39 Company Shares of Organic Cooking Ingredients and Meals (Biggest HW Type in Global Cooking Ingredients and Meals): % Value 2020-2024
Table 40 Company Shares of Gluten Free Cooking Ingredients and Meals (2nd Biggest HW Type in Global Cooking Ingredients and Meals): % Value 2020-2024
Table 41 Company Shares of Vegetarian Cooking Ingredients and Meals (3rd Biggest HW Type in Global Cooking Ingredients and Meals): % Value 2020-2024
Table 42 Company Shares of Vegan Cooking Ingredients and Meals (4th Biggest HW Type in Global Cooking Ingredients and Meals): % Value 2020-2024
Table 43 Company Shares of Natural Cooking Ingredients and Meals (5th Biggest HW Type in Global Cooking Ingredients and Meals): % Value 2020-2024
Table 44 Forecast Sales of Cooking Ingredients and Meals by Health and Wellness Type: Value 2024-2029
Table 45 Forecast Sales of Cooking Ingredients and Meals by Health and Wellness Type: % Value Growth 2024-2029
COUNTRY REPORTS DISCLAIMER
HW STAPLE FOODS IN FINLAND
KEY DATA FINDINGS
2024 DEVELOPMENTS
Gluten free and functional claims support sales and innovation in staple foods
INDUSTRY PERFORMANCE
Fortified/functional innovation drives growth in staple foods in Finland during 2024
The gluten free claim benefits from ongoing innovation within baked goods
Oats and whole grains support sales of the high fibre claim in Finland
WHAT’S NEXT
Health claims based on fortified/functional benefits are expected to support sales of staple foods
Ongoing demand for gluten free staple foods will be driven by health needs and innovation
Innovations focused on convenience will support sales of the high fibre claim
CATEGORY DATA
Table 46 Sales of Staple Foods by Health and Wellness Type: Value 2020-2024
Table 47 Sales of Staple Foods by Health and Wellness Type: % Value Growth 2020-2024
Table 48 Company Shares of Gluten Free Staple Foods (Biggest HW Type in Global Staple Foods): % Value 2020-2024
Table 49 Company Shares of Organic Staple Foods (2nd Biggest HW Type in Global Staple Foods): % Value 2020-2024
Table 50 Company Shares of High Fibre Staple Foods (3rd Biggest HW Type in Global Staple Foods): % Value 2020-2024
Table 51 Company Shares of Vegetarian Staple Foods (4th Biggest HW Type in Global Staple Foods): % Value 2020-2024
Table 52 Company Shares of No Allergens Staple Foods (5th Biggest HW Type in Global Staple Foods): % Value 2020-2024
Table 53 Forecast Sales of Staple Foods by Health and Wellness Type: Value 2024-2029
Table 54 Forecast Sales of Staple Foods by Health and Wellness Type: % Value Growth 2024-2029
COUNTRY REPORTS DISCLAIMER

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