Soft drinks at Citymarket in Helsinki. Photo: Emmi Korhonen / Lehtikuva
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Bottled water consumption in Finland has nearly doubled in ten years, reflecting a national shift away from beer, cider, and sugary drinks.
Data from the Federation of the Brewing and Soft Drinks Industry shows that Finns drank almost 116 million litres of bottled mineral water in 2024, compared to 68 million litres in 2015.
The real figure is considerably higher. The industry federation does not include production data from Finn Spring, Finland’s largest bottled water company, which is not a member of the association.
Lasse Pipinen, CEO of the federation, said the shift reflects wider consumer changes.
“People are choosing healthier, non-alcoholic options. Let’s not forget that flavoured waters have also entered the market,” Pipinen said.
Retailers confirm the trend. Mikko Kovalainen, Sales Manager at S Group’s grocery division, said water sales have doubled over the past decade. Sparkling water now sells significantly more than still water.
Sales of non-alcoholic alternatives have also increased. S Group data shows that sales of alcohol-free beers, long drinks and wines have more than tripled over the same period.
Finland’s move toward bottled water comes despite its global reputation for clean tap water. According to the City of Helsinki, a UN World Water Development Report named Finland’s water supply the cleanest in the world.
Still, bottled water continues to gain ground. The market began developing in the 1990s, when imported brands such as Evian appeared in Finnish shops. Today, Finnish producers dominate the sector.
Finnish Customs data shows just 1.7 million litres of unsweetened sparkling water were imported into the country last year. This represents less than one percent of the bottled water consumed in Finland.
Central Ostrobothnia-based bottler Finn Spring holds the largest share of the domestic market, accounting for nearly 40 percent of bottled water sold nationwide.
Iiris Nylander, sales and marketing director at Finn Spring, attributed the growth to changing consumption habits.
“Many customers are now choosing flavoured water instead of soda,” Nylander said.
She added that product packaging and pricing have helped accelerate the trend.
“Stores sell cheap multipacks of 12 and 24 bottles. They act as loss leaders, used to boost sales,” she said.
HT
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Source: www.helsinkitimes.fi
