Finnish Consumer Shopping Trends, October 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 October 2025.
Retailer Share of Wallet
Finnish shoppers split their grocery baskets across multiple chains. In October:
Prisma
14.5%2.7%
S-market
8.6%1.5%
K-Citymarket
6.4%0.4%
Lidl
5.8%0.7%
Osuuskauppa
4.6%0.6%
K-Supermarket
4.4%0.1%
Other Retailers
55.7%
Insight
Prisma surged ahead in October with a strong +2.7% gain to 14.5%, consolidating its lead as the top grocery retailer. In contrast, S-market (-1.5%) and K-Citymarket (-0.4%) lost share, reflecting shopper migration toward larger-format or price-driven options. Lidl and Osuuskauppa also saw slight declines, while K-Supermarket held steady. The combined S-Group ecosystem (Prisma, S-market, Osuuskauppa) continues to command over 27% of total spend, emphasizing its dominant but increasingly competitive market position.
Category Highlights
Top categories by spend in October 2025:
Dairy
7.9%0.3%
Ready Meals
6.2%0.9%
Snacks
6.0%0.1%
Beverages Non Alcoholic
5.5%0.2%
Meat
4.5%
Fresh Produce
4.4%0.2%
Womens Clothing
3.5%0.6%
Bakery
3.5%0.1%
Pantry
3.1%0.7%
Other Categories
55.4%
Insight
Ready Meals jumped +0.9% to 6.2%, showing that convenience remains a growing priority for Finnish shoppers as routines normalize post-summer. Dairy (7.9%) remains the top category despite a 0.3% dip, while Snacks (-0.1%) and Pantry (-0.7%) saw minor declines. Women's Clothing (+0.6%) rebounded, suggesting renewed discretionary spending. Overall, food staples like Dairy, Snacks, and Fresh Produce (4.4%) continue to anchor household baskets, even as consumers increasingly mix in convenience and lifestyle categories.
Brand Spotlight: Dairy
In the dairy category, Valio is the top brand:
Valio
6.3%0.8%
Pirkka
6.2%0.1%
Oivariini
4.5%0.1%
Oltermanni
4.0%
Other Brands
79.0%
Insight
Valio maintains its category leadership at 6.3% share despite an 0.8% decline, while Pirkka (+0.1%) continues to close the gap at 6.2%, reflecting S-Group's brand strength in dairy. Oivariini (4.5%) and Oltermanni (4.0%) saw small dips, reinforcing a trend of modest brand-level erosion across established players. With 79% of the market still distributed among smaller brands, the category remains highly fragmented — suggesting ample opportunity for private label and innovation-led brands to gain share through value-driven positioning.
Shopper Behavior
30€
average shopping basket size
7
average trips per user per week
10,2K
total receipts collected
Insight
Finnish shoppers continue to demonstrate high trip frequency (7.76 per week) paired with modest basket sizes (30.02€), confirming a fragmented and multi-retailer shopping landscape. This reflects mission-based shopping, where consumers split purchases across different chains for value, proximity, and promotions. For retailers, winning on trip frequency, mission relevance, and loyalty mechanics will be key to sustaining share growth as shoppers optimize both time and spend.
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.
