Country Profile: Spirits Sector in Finland

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Published: September 30, 2017 Report Code: CS4746MF-ST

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The Spirits sector in Finland is affected by high tax on alcohol and shifting consumer preference towards drinks with less alcohol by volume (ABV). The sector is led by the Vodka market in value terms, while the Rum market is forecast to register the fastest growth in value terms, during 2016-2021. Food & Drink Specialists is the leading channel for the distribution of Spirits in the country. Glass is the most commonly used package material in the sector. Altia Corporation, Leijona Viina and Suomi Viina are the leading players in the Finnish Spirits sector.

GlobalData’s Country Profile report on the Spirits sector in Finland provides insights on high growth markets to target, trends in the usage of packaging materials, category level distribution channel data and market share of brands.

What else is contained?
– Market data: Overall market value and volume data with growth analysis for 2011-2021.
– Category coverage: Value and growth analysis for Fortified Wine, Sparkling Wine and Still Wine with inputs on individual category share within each market and the change in their market share forecast for 2016-2021
– Leading players: Market share of brands and private labels, including private label growth analysis from 2011-2016
– Distribution data: Percentage of sales within each market through distribution channels such as On-trade, Hypermarkets & Supermarkets, Convenience Stores, Food & Drinks Specialists, and others
– Packaging data: consumption breakdown for package materials and pack types in each market, in terms of percentage share of number of units sold. Package material data for Glass, Rigid Plastics, Paper & Board, Flexible Packaging, Rigid Metal and others; pack type data for: Bottle, Stand Up Pouch, Bag-In-Box, Carton-Liquid and Can.

Scope

– The per capita consumption of Spirits is lower in Finland compared to the global and regional level

– Of the eight markets, Vodka was the largest in value terms, in 2016.

– Food & Drinks Specialists accounted for the largest volume share in the distribution of Spirits

– Koskenkorva is the leading brand in the Finnish Spirits sector

– Glass is the most commonly used package material used, while Bottle was the only pack type used in the Spirits sector in 2016

– Consumption of Spirits was higher among the male population in 2016 compared to females

Reasons to Buy

– Identify high potential categories and explore further market opportunities based on detailed value and volume analysis

– Existing and new players can analyze key distribution channels to identify and evaluate trends and opportunities

– Gain an understanding of the total competitive landscape based on detailed brand share analysis to plan effective market positioning

– Access the key and most influential consumer trends driving Spirits consumption, and how they influence consumer behavior in the market which will help determine the best audiences to target

– Our team of analysts have placed a significant emphasis on changes expected in the market that will provide a clear picture of the opportunities that can be tapped over the next five years, resulting in revenue expansion

– The packaging analysis report helps manufacturers, in identifying the most commonly used packaging materials in the sector

– Analysis on key macro-economic indicators such as GDP per capita, population (overall and breakdown by age), and consumer price index. It also covers a comparative analysis of political, economic, socio-demographic, and technological indicators (PEST) across 50 countries.

Altia Corporation
Leijona Viina
Suomi Viina
Pernod Ricard SA
Sodiko N.V
William Grant & Sons Ltd
Russian Standard Corporation
Brown-Forman Corporation

Table of Contents

Table of Contents

1. Report Scope 1

2. Executive summary 2

3. Finland in the global and regional context 3

3.1. Finland’s share in the Global and Western EuropeanSpirits sector 3

3.2. Finland compared to other leadingcountries in Western Europe 4

4. Market size analysis – Spirits sector 5

4.1. Value and volume analysis – Spirits sector in Finland 5

4.2. Per capita consumption -Finland compared to Western Europe and globally 6

4.3. Value and volume analysisof markets in the Spirits sector 7

4.4. Growth analysis by markets 8

5. Market and category analysis 9

5.1. Per capita consumption analysis by markets 9

5.2. Market analysis: Brandy 10

5.3. Market analysis: Gin & Genever 13

5.4. Market analysis: Liqueurs 14

5.5. Market analysis: Rum 17

5.6. Market analysis: Specialty Spirits 20

5.7. Market analysis: Tequila & Mezcal 23

5.8. Market analysis: Vodka 24

5.9. Market analysis: Whiskey 27

6. Distribution analysis 30

6.1. Distribution channel share analysis: Spirits 30

6.2. Distribution channel share analysis: Brandy 31

6.3. Distribution channel share analysis: Gin & Genever 32

6.4. Distribution channel share analysis: Liqueurs 33

6.5. Distribution channel share analysis: Rum 34

6.6. Distribution channel share analysis: Specialty Spirits 35

6.7. Distribution channel share analysis: Tequila & Mezcal 36

6.8. Distribution channel share analysis: Vodka 37

6.9. Distribution channel share analysis: Whiskey 38

7. Competitive landscape 39

7.1. Brand share analysis by sector 39

7.2. Brand share analysis by markets 44

7.3. Brand share analysis by category 56

7.3.1. Brandy 56

7.3.2. Liqueurs 57

7.3.3. Rum 59

7.3.4. Specialty Spirits 60

7.3.5. Vodka 61

7.3.6. Whiskey 62

8. Packaging analysis 64

8.1. Packaging share and growth analysis by package material 64

8.2. Packaging share analysis by package material 65

8.3. Packaging share and growth analysis by pack type 66

8.4. Packaging share analysis by pack type 67

8.5. Packaging share and growth analysis by closure type 68

8.6. Packaging share analysis by closure type 69

8.7. Packaging share and growth analysis by primary outer type 70

8.8. Packaging share analysis by primary outer type 71

9. Macroeconomic analysis 72

9.1. GDP per Capita 75

9.2. Population and population growth 76

9.3. Consumer Price Index 77

9.4. Population breakdown by age 78

10. Consumergraphics 79

10.1. Consumption by Gender 79

10.2. Consumption by Age 80

10.3. Consumption by Education 81

10.4. Consumption by Degree of Urbanization 82

11. Methodology 83

12. Definitions 84

13. Appendix 88

14. About GlobalData 101

15. Disclaimer 102

16. Contact Us 103

Table

List of Tables

Table 1: Volume share of Finland in the global and Western Europe Spirits sector, 2011-2021 3

Table 2: Growth analysis by markets, 2016-2021 8

Table 3: Per capita consumption* (by markets) in Finland, Western Europe and Global average, 2016 9

Table 4: Value analysis by of Brandy market categories, 2011-2021 11

Table 5: Volume analysis of Brandy market by categories, 2011-2021 12

Table 6: Value analysis of Liqueurs market by categories, 2011-2021 15

Table 7: Volume analysis of Liqueurs market by categories, 2011-2021 16

Table 8: Value analysis of Liqueurs market by categories, 2011-2021 18

Table 9: Volume analysis of Rum market by categories, 2011-2021 19

Table 10: Value analysis of Specialty Spirits market by categories, 2011-2021 21

Table 11: Volume analysis of Specialty Spirits market by categories, 2011-2021 22

Table 12: Value analysis by of Vodka market categories, 2011-2021 25

Table 13: Volume analysis of Vodka market by categories, 2011-2021 26

Table 14: Value analysis of Whiskey market by categories, 2011-2021 28

Table 15: Volume analysis of Whiskey market by categories, 2011-2021 29

Table 16: Brand Volume – Spirits sector, 2016 40

Table 17: Brand Volume – Brandy market, 2016 44

Table 18: Brand Volume – Gin & Genever market, 2016 46

Table 19: Brand Volume – Liqueurs market, 2016 47

Table 20: Brand Volume – Rum market, 2016 49

Table 21: Brand Volume – Specialty Spirits market, 2016 50

Table 22: Brand Volume – Tequila & Mezcal market, 2016 51

Table 23: Brand Volume – Vodka market, 2016 52

Table 24: Brand Volume – Whiskey market, 2016 54

Table 25: Brand Volume – Cognac category 56

Table 26: Brand Volume – Bitters category, 2016 57

Table 27: Brand Volume – Cream Liqueurs category, 2016 57

Table 28: Brand Volume – Fruit Liqueurs category, 2016 58

Table 29: Brand Volume – Other Liqueurs category, 2016 58

Table 30: Brand Volume – Dark Rum category, 2016 59

Table 31: Brand Volume – Light Rum category, 2016 59

Table 32: Brand Volume – Other Specialty Spirits category, 2016 60

Table 33: Brand Volume – Flavoured Vodka category, 2016 61

Table 34: Brand Volume – Unflavoured Vodka category, 2016 61

Table 35: Brand Volume – American Whiskey category, 2016 62

Table 36: Brand Volume – Canadian Whiskey category, 2016 62

Table 37: Brand Volume – Irish Whiskey category, 2016 62

Table 38: Brand Volume – Scotch Whisky category, 2016 63

Table 39: Consumption of Spirits by gender and markets (Million Liters, 2016) 79

Table 40: Consumption of Spirits by age and markets (Million Liters, 2016) 80

Table 41: Consumption of Spirits by education and markets (Thousand Liters, 2016) 81

Table 42: Consumption of Spirits by degree of urbanization and markets (Million Liters, 2016) 82

Table 43: Market Definitions 84

Table 44: Category Definitions 85

Table 45: Channel Definitions 87

Table 46: Market Value for Brandy – by category (€ Million) 2011-2021 88

Table 47: Market Value for Brandy – by category (US$ Million) 2011-2021 88

Table 48: Market Volume for Brandy – by category (Million Liters) 2011-2021 89

Table 49: Market Value for Liqueurs – by category (€ Million) 2011-2021 89

Table 50: Market Value for Liqueurs – by category (US$ Million) 2011-2021 90

Table 51: Market Volume for Liqueurs – by category (Million Liters) 2011-2021 90

Table 52: Market Value for Rum – by category (€ Million) 2011-2021 91

Table 53: Market Value for Rum – by category (US$ Million) 2011-2021 91

Table 54: Market Volume for Rum – by category (Million Liters) 2011-2021 92

Table 55: Market Value for Specialty Spirits – by category (€ Million) 2011-2021 92

Table 56: Market Value for Specialty Spirits – by category (US$ Million) 2011-2021 93

Table 57: Market Volume for Specialty Spirits – by category (Million Liters) 2011-2021 93

Table 58: Market Value for Vodka – by category (€ Million) 2011-2021 94

Table 59: Market Value for Vodka – by category (US$ Million) 2011-2021 94

Table 60: Market Volume for Vodka – by category (Million Liters) 2011-2021 95

Table 61: Market Value for Whiskey – by category (€ Million) 2011-2021 95

Table 62: Market Value for Whiskey – by category (US$ Million) 2011-2021 96

Table 63: Market Volume for Whiskey – by category (Million Liters) 2011-2021 96

Table 64: Spirits Sales Distribution in Germany – by Markets (Million Liters), 2016 97

Table 65: Package Material (in Million pack units) 97

Table 66: Pack Type (in Million pack units) 97

Table 67: Closure Type (in Million pack units) 98

Table 68: Primary Outer Type (in Million pack units) 98

Table 69: Exchange Rates: (US$-€), 2011-2021 99

Table 70: GDP Per Capita (€), 2011-2016 99

Table 71: Population, 2011-2016 99

Table 72: Consumer Price Index, 2011-2016 99

Table 73: Age Profile (Millions of Persons) , 2016 100

Figures

List of Figures

Figure 1: Finland compared to other top four countries in Western Europe – market size, growth, and competitive landscape 4

Figure 2: Market size analysis by value and volume, Spirits sector, 2011-2021 5

Figure 3: Per capita consumption*in Finland compared to global and Western European average, 2011-2021 6

Figure 4: Value and volume growth analysis by markets, 2016-2021 7

Figure 5: Value and volume growth analysis, Brandy market, 2011-2021 10

Figure 6: Value and volume growth analysis, Gin & Genever market, 2011-2021 13

Figure 7: Value and volume growth analysis, Liqueurs market, 2011-2021 14

Figure 8: Value and volume growth analysis, Rum market, 2011-2021 17

Figure 9: Value and volume growth analysis, Specialty Spirits market, 2011-2021 20

Figure 10: Value and volume growth analysis, Tequila & Mezcal market, 2011-2021 23

Figure 11: Value and volume growth analysis, Vodka market, 2011-2021 24

Figure 12: Value and volume growth analysis, Whiskeymarket, 2011-2021 27

Figure 13: Distribution channel share (Volume), Spirits, 2011-2016 30

Figure 14: Distribution channel share (Volume), Brandy market, 2011-2016 31

Figure 15: Distribution channel share (Volume), Gin & Genever market, 2011-2016 32

Figure 16: Distribution channel share (Volume), Liqueurs market, 2011-2016 33

Figure 17: Distribution channel share (Volume), Rum market, 2011-2016 34

Figure 18: Distribution channel share (Volume), Specialty Spirits market, 2011-2016 35

Figure 19: Distribution channel share (Volume), Tequila & Mezcal market, 2011-2016 36

Figure 20: Distribution channel share (Volume), Vodka market, 2011-2016 37

Figure 21: Distribution channel share (Volume), Whiskey market, 2011-2016 38

Figure 22: Leading brands in the FinnishSpirits sector, volume share, 2016 39

Figure 23: Leading brands in the Brandy market, volume share, 2016 44

Figure 24: Leading brands in the Gin & Genever market, volume share, 2016 46

Figure 25: Leading brands in the Liqueurs market, volume share, 2016 47

Figure 26: Leading brands in the Rum market, volume share, 2016 49

Figure 27: Leading brands in the Specialty Spirits market, volume share, 2016 50

Figure 28: Leading brands in the Tequila & Mezcal market, volume share, 2016 51

Figure 29: Leading brands in the Vodka market, volume share, 2016 52

Figure 30: Leading brands in the Whiskey market, volume share, 2016 54

Figure 31: Packaging share and growth analysis by package material, 2011-2021 64

Figure 32: Use of package material by markets (in pack units), 2016 65

Figure 33: Packaging share and growth analysis by pack type, 2011-2021 66

Figure 34: Use of pack type by markets (in pack units), 2016 67

Figure 35: Packaging share by closure type, 2011-2021 68

Figure 36: Growth analysis by closure type, 2011-2021 68

Figure 37: Use of closure type by markets (in pack units), 2016 69

Figure 38: Packaging share and growth analysis by primary outer type, 2011-2021 70

Figure 39: Use of primary outer type by markets (in pack units), 2016 71

Figure 40: Relative comparison of countries based on PEST analysis 72

Figure 41: Finland’s GDP per capita, 2011-2016 75

Figure 42: Population growth in Finland, 2011-2016 76

Figure 43: Consumer Price Index, Finland, 2010-2016 77

Figure 44: Age Profile, Finland, 2016 78

Figure 45: Consumption of Spirits by gender, Finland, 2016 79

Figure 46: Consumption of Spirits by age, Finland, 2016 80

Figure 47: Consumption of Spirits by education, Finland, 2016 81

Figure 48: Consumption of Spirits by degree of urbanization, Finland, 2016 82

Figure 49: About GlobalData 101

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