Finnish Consumer Shopping Trends, September 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 September 2025.
Retailer Share of Wallet
Finnish shoppers split their grocery baskets across multiple chains. In September:
Prisma
11.8%1.7%
S-market
10.1%3.3%
K-Citymarket
6.8%5.2%
Lidl
6.5%0.1%
Osuuskauppa
5.2%
K-Supermarket
4.3%2.1%
Other Retailers
55.3%
Insight
Prisma and S-market both grew share in September, while K-Citymarket lost ground. Lidl remained stable. Local S-Group cooperatives (Osuuskauppa) also surfaced with a measurable 5% share, highlighting the strength of the wider S-Group network in capturing household spend.
Category Highlights
Top categories by spend in September 2025:
Dairy
8.2%1.1%
Snacks
6.1%0.1%
Ready Meals
5.3%4.8%
Beverages Non Alcoholic
5.3%
Fresh Produce
4.6%
Meat
4.5%
Pantry
3.8%
Bakery
3.4%
Womens Clothing
2.9%
Other Categories
55.9%
Insight
Dairy strengthened its position in September, climbing to over 8% of spend. Snacks held steady, while Ready Meals saw a pullback after strong growth in August, suggesting some normalization post-back-to-school. Fresh produce, meat, and beverages remained stable, underscoring that core food categories continue to anchor baskets.
Brand Spotlight: Dairy
In the dairy category, Valio is the top brand:
Valio
7.1%4.4%
Pirkka
6.1%2.7%
Oivariini
4.6%
Pohjolan Meijeri
4.2%
Other Brands
78.0%
Insight
Valio leads the dairy aisle at 7.1% with a strong month, while Pirkka climbed to 6.1%. Oivariini (4.6%) and Pohjolan Meijeri (4.2%) sit mid-pack. The long tail remains dominant, highlighting a fragmented category where targeted promos and distribution wins can quickly move share.
Shopper Behavior
30€
average shopping basket size
7
average trips per user per week
12,3K
total receipts collected
Insight
Shoppers continue to spread spend across multiple trips and retailers, averaging nearly eight store visits per week with basket sizes around 30€. This pattern underscores how fragmented shopping missions are in Finland - retailers need to win on frequency and mission relevance, not just basket size.
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.
