Operating environment

The trading sector is affected by various global megatrends ranging from digitalisation to climate change. By identifying the trends that affect K Group’s operations, we can effectively anticipate future challenges and opportunities and better respond to them.



  • Intensifying price competition
  • Global supply


Digital trade and services

  • Growth in international and Finnish online trade
  • Seamless online and mobile customer experience
  • Impactful marketing that addresses individual needs


Increasingly individual customer behaviour

  • Customers value convenience and quality
  • Urbanisation
  • Changes in purchase habits, individualisation
  • Customers looking to optimise their lives

Customers hold the power

  • Conscientious consumers seek information as the basis for their choices
  • Peer experiences have a big impact on choices
  • Customers want to affect selections
  • Transparency in pricing, availability and the supply chain
  • Responsibility and smart consumption significant criteria

Sustainability and strong brands as preconditions for success

  • Good corporate governance
  • Responsible operating principles
  • Climate change and circular economy
  • Transparency of purchasing chains
  • Open dialogue with stakeholders
  • Responsible investment

Climate change

  • Sustainable lifestyle: food, living and mobility
  • Renewable energy
  • Circular economy solutions
  • Minimising food waste


 Read more about opportunities and risks in our operating environment in Annual Report for 2019.

To top