Finland Landscapes 2018 shows there is a potential for growth in the wine market as government restrictions now allow for more choice and availability of different wines outside of the country’s alcohol monopoly and a greater proportion of Finns now say that they are increasingly driven by food choices when selecting wine.
Traditionally a vodka-drinking nation, Finland has been on a journey towards lower alcohol products – hitherto the transition has focused on full strength wine and beer. A key finding of this latest report is that there is a recent growth in awareness and consideration of low alcohol (under 5.5%) wines, which are now available outside of the monopoly retailer Alko thanks to a recent legislative change. In addition, a recent tax increase on wine is having a knock-on effect on prices of full strength wine, so value for money is becoming an increasingly important driver in Finland.
Another key catalyst of change in the Finnish wine market stems from importers being able to list a greater variety of wines through the Alko website directly. As this digital channel enables both a quicker and less complex process than getting wine through to shelves in stores, market experts suggest that this is contributing to consumers’ embracing exploration with wine.
In addition, sparkling wine continues to grow, with Finnish consumers enjoying sparkling wine across of a broader range of less formal occasions. Cava is still the market leader in Finland, although this market is also experiencing the global Prosecco boom.
Drawing on data collected from our October 2017 wave of Vinitrac® (the world’s largest ongoing omnibus survey on wine consumer attitudes and behaviors), trade interviews, secondary sources and market experience, this 97-page report offers a detailed analysis of how the market is performing and includes:
▪Demographics of regular wine drinkers in Finland by gender, age, Finnish regions and income
▪Wine buying behaviour, including channel and store usage as well as choice cues
▪Wine-producing country and region awareness and varietal consumption
▪Wine brand health analysis and insight and measures such as brand awareness, purchase, conversion to purchase, consideration, affinity and recommendation with tracking
▪A focus on packaging formats, to gather insights into innovation trends within the industry
▪Analysis of perceptions and purchase of ‘alternative wines’ including low-alcohol, organic and vegan
▪A full user-friendly data table with data from the questions asked of consumers, cross-tabbed by gender, age and Finnish region