Three images about the great redistribution of Finnish grocery market shares

NielsenIQ released grocery market shares in Finland from the unprecedented year 2022. Similarly to UK, where the price led companies have grabbed market shares, price was the dominant factor in Finnish grocery market.

Unlike in the UK, the local incumbent S-Group was able to grow market share more than Lidl. Especially the hypermarket chain Prisma was the great winner of the year.

There are not many traditional grocery retailers that have been able to win the German discounters.

The longer perspective - the decline of Kesko

If Prisma was the great winner, the biggest decline (in fact the only) came from Kesko, which saw market share decline by -1,4%. On the surface that might seem a small decline. However, it represents a huge shift in an industry, where changes are traditionally measured in decimals of percentage points.

In the longer term, since 1980, Kesko’s market share has declined more only once. This happened in 1997, which was at the height of the explosive growth of S-Group. Since 2000 this is only a third time when Kesko’s market share declines by more than one percentage point.