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.
