Finnish Consumer Shopping Trends, August 2025

At Maksuni.fi, we collect anonymized, real receipts from Finnish households to understand how people actually shop. Unlike loyalty programs tied to one retailer, our independent panel shows cross-retailer behavior and category shifts in real time.
    Each month, we publish highlights from our panel. Here's what Finnish shoppers bought in August 2025.

Retailer Share of Wallet

Finnish shoppers split their grocery baskets across multiple chains. In August:

Prisma

13.5%

S-Market

13.4%

K-Citymarket

12.0%

Lidl

6.4%

K-Supermarket

4.0%

Tokmanni

2.2%

Other Retailers

48.5%

Insight

It's clear that Finns diversify their shopping across several chains, with discount channels like Lidl and Tokmanni punching above their weight.

Category Highlights

Top categories by spend in August 2025:

Ready Meals

10.1%

Dairy

7.1%

Other Food & Household

6.9%

Snacks

6.0%

Accessories

5.8%

Other Categories

64.1%

Insight

Ready meals are booming, reflecting busier lifestyles and demand for convenience.

Brand Spotlight: Dairy

In the dairy category, Milbona is the top brand:

Milbona

4.0%

Pirkka

3.4%

Oltermanni

3.0%

Valio

2.7%

Other Brands

86.9%

Insight

Milbona is the top brand, but players like Valio and Oltermanni remain strong household names.

Shopper Behavior

303€

average monthly grocery spend per user

67.7%

of users shop at 2+ retailers regularly

656

total receipts collected

Insight

Finnish shoppers don't stick to just one store, cross-shopping is the norm.

Want More?

This post shows just a snapshot. We prepare detailed, category-level reports (e.g. dairy, beverages, snacks, electronics, furniture) and custom cuts for brands and agencies.