Finnish Consumer Shopping Trends, November 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 November 2025.
Retailer Share of Wallet
Finnish shoppers split their grocery baskets across multiple chains. In November:
Prisma
21.1%6.6%
S-market
10.2%1.6%
K-Citymarket
7.0%0.6%
Lidl
5.2%0.6%
Osuuskauppa
3.9%0.7%
K-Supermarket
4.4%0.7%
Other Retailers
48.2%
Insight
S-Group continues to command the significant majority of the Finnish consumer wallet, reinforcing its market dominance. K Group maintains a strong second position, cementing the duopoly that defines the landscape. Meanwhile, Lidl holds its ground as the primary challenger, while specialty retailers like Tokmanni and Puuilo capture smaller, specific segments of consumer spending.
Category Highlights
Top categories by spend in November 2025:
Dairy
8.3%0.4%
Ready Meals
6.2%
Snacks
5.9%0.1%
Beverages Non Alcoholic
5.5%
Meat
4.9%0.4%
Fresh Produce
4.3%0.1%
Bakery
3.6%0.1%
Pantry
3.3%0.2%
Womens Clothing
3.0%0.5%
Other Categories
55.0%
Insight
While Dairy retains its position as the top category, November data reveals a marked shift toward convenience. Ready Meals and Snacks have climbed the rankings, surpassing traditional staples like Meat and Fresh Produce. This indicates that consumers are increasingly prioritizing quick, easy solutions and comfort foods over raw ingredients for scratch cooking during this period.
Brand Spotlight: Dairy
In the dairy category, Valio is the top brand:
Valio
5.7%0.6%
Pirkka
4.9%1.3%
Oivariini
3.9%0.6%
Milbona
3.4%
Other Brands
82.1%
Insight
Valio exhibits massive dominance within the dairy sector. While Pirkka maintains a respectable position as the primary alternative, the chart illustrates that for Finnish consumers, Valio remains the default choice for dairy products, leaving smaller players and private labels to compete for the remaining margins.
Shopper Behavior
32€
average shopping basket size
7
average trips per user per week
9,1K
total receipts collected
Insight
November reveals a shift toward higher value transactions. While the total volume dropped to 9,1K receipts, the average basket size increased to 32€ (up from 30€ in October). This suggests that while consumers may be shopping slightly less in total volume, they are spending more per trip, maximizing the efficiency of their 7 monthly visits.
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.
