Finns favour domestic products at a level that is exceptional on a global scale

The tendency to favour domestic products is a global phenomenon in which Finland rises to the top, as Finns prefer domestic products more than average. At K Group, we work hard to ensure the good availability of Finnish products in both our grocery and building and home improvement stores, and the effort is reflected in our sales data. Growth in the sales of Finnish products, especially those with origin labelling, clearly exceeded market growth in Finland last year.

The 2020 sales data for K Group’s grocery stores shows that the sales of Finnish products, especially those with origin labelling, clearly exceeded the market in Finland. Sales of products with the Hyvää Suomesta (Produce of Finland) label grew by 18%, sales of Seed leaf symbol products by 16% and sales Key Flag symbol products by 30%.

Finns associate products made in Finland with responsibility and transparency: conscientious consumers want to know where a product comes from and whether it is reliable and safe. They also want to support Finnish work and keep jobs in Finland.

“The pandemic has changed Finnish consumption, with consumers now favouring Finnish work and manufacture, Finnish food and Finnish services. While globally, some 65% of people favour domestic products and services, the rate in Finland is 90%. In this, Finns even eclipse the patriotic Americans, as the rate in the US is 79%,” says Tero Lausala, CEO of the Association for Finnish Work.

“The K-Rauta building and home improvement stores offer a wide selection of products to both consumers and professionals. Finnish products account for a significant portion of our sales, and we are a major distributor for the Finnish building supplies industry. Favouring Finnish building and renovation products can increase the number of jobs in the Finnish production chain,” notes K-Rauta Finland’s Chain Director Olli Pere.

“There is an extensive impact on the whole society: if Finnish consumers spend an additional €10 a month on Finnish products, demand for Finnish companies will grow by €900 million, creating 10,000 new jobs and €300 million in tax revenues,” says Lausala.

Categories in K Group’s grocery trade where the share of Finnish products is high (share of retail sales) include dairy products, eggs, meat, convenience food, cheese and bread.

Categories in K Group’s building and home improvement trade where the share of Finnish products is high (share of retail sales) include timber, paints, traditional building and renovation products, home and garden products, and sauna products.

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