Fresh berry sales soar in Finland as consumer interest rises

The year-round sales of fresh berries have seen significant growth in Finland, reflecting increased consumer interest, particularly in the data from the three largest retailers. For instance, S-Group reported a roughly 25% increase in berry sales from 2020 to 2023, while Lidl indicated similar sales growth. Kesko’s sales in weight have remained stable since 2019, but the number of units sold has increased as consumers are purchasing berries more frequently in smaller packages.

Professor Ursula Schwab from the University of Eastern Finland remarked positively on this trend. According to the new Nordic nutrition recommendations, it is suggested that individuals consume between 500 to 800 grams of fruits, vegetables, and berries daily, a guideline that aligns with a national recommendation set to be released later this year.

Anja Järvi, responsible for the produce section at Citymarket in Kuopio, suggested that the rising interest in fresh berries is tied to Finns’ desire for fitness and healthy eating, noting that oatmeal and products like cottage cheese are frequently topped with berries.

Kesko conveyed that berry products have become mainstream year-round offerings, with the Finnish berry season significantly extended. S-Group believes that their sales increase is also due to improved selection and presentation of fresh berries. Lidl has been offering fresh berries year-round for about a decade, attributing this success to advancements in cultivation, storage, and transportation.

Despite rising inflation, Kesko stated that demand for berries has not diminished, and growth in berry sales has not led to a decline in fruit sales overall. Seasonal purchasing trends indicate that strawberries are popular in summer, while blueberries dominate in winter. Imported berries come from various countries, including the Netherlands, Spain, Peru, and South Africa, but Schwab notes that transportation does not significantly affect their health benefits.