Market Overview

At Altia we constantly collect information from our markets and continually produce foresight how the consumer behavior is evolving in the future. We know our consumers and local consumption preferences through regular studies on trends, consumer behavior, market dynamics and innovations.

On this page you find an overview of Nordic alcohol markets. You find more information for example on INFORMATION ON THE NORDIC ALCOHOL MARKET -report, produced by Finnish alcohol retail monopoly Alko and Finnish National Institute for Health and Welfare.

Alcohol Consumption in the Nordics

  • Recorded consumption: The sum of domestic off-premise retail sale and on-premise retail sale of alcoholic beverages.
  • Unrecorded consumption: Alcoholic beverages imported by travelers minus alcoholic beverages exported by foreign travelers, home brewed and fermented alcoholic beverages and illegal private distilling, smuggling, substitutes of alcohol. In Finland, alcohol consumed by Finnish tourists abroad is also included in unrecorded alcohol consumption. In other Nordic countries the amount of alcohol consumed by tourists abroad is not included in unrecorded consumption.
Alcohol consumption in 2016 Finland, Sweden, Norway

Monopolies’ share of total alcohol consumption
(litres of 100 % alcohol)

The extent of the monopoly rights:

  • Alko (Finland): Alcoholic beverages, beverages with an alcohol content over 2.8 % by volume with the exception of fermented alcoholic beverages with an alcohol content of 4.7 % by volume at most and Finnish farm winery products 13 % by volume at most.
  • Systembolaget (Sweden): Alcoholic beverages, beverages with an alcohol content of over 2.25 % by volume with the exception of beers with an alcohol content of 3.5 % by volume at most.
  • Vinmonopolet (Norway): All alcoholic beverages with an alcohol content over 4.7 % by volume.
Monopoly market shares in 2016 Finland, Sweden, Norway
Nordic monopoly markets in 2016

In Finland, the modest decline in sales that began in the autumn 2016 continued until the end of the year. In terms of product groups, the decline was particularly visible in fortified wines and bitters. Gins, dark rums as well as sparkling and rosé wines continued to grow.

In Sweden, total sales continued to grow. Red wines continued to decline not only in absolute volume, but also in their relative share compared to the fastest-growing product groups, white and sparkling wines. The sales of rosé wines were higher than in the previous year. As in Finland, the fastest-growing product groups among spirits were gins and dark rums. Liqueur sales continued to grow.

In Norway, total sales turned to growth. The exception to the growth in the spirits category were grape distillates, the sales of which fell by 5.6 % from the previous year. In the light wines category, sparkling wines saw a strong growth of nearly 20 %. Red wine sales continued to decline slightly.

Monopoly sales development, Finland

Wine monopoly sales Finland
Spirits monopoly sales Finland

Monopoly sales development, Sweden

Wine monopoly sales Sweden
Spirits monopoly sales Sweden

Monopoly sales development, Norway

Wine monopoly sales Norway
Spirits monopoly sales Norway

Monopoly sales network in the Nordics

Source: INFORMATION ON THE NORDIC ALCOHOL MARKET

354

monopoly stores and 66 order points in Finland

438

monopoly stores and about 500 order points in Sweden

315

monopoly stores in Norway

On-premise retail sale networks for alcoholic beverages

Source: INFORMATION ON THE NORDIC ALCOHOL MARKET

8 392

bars and restaurants in Finland

12 412

bars and restaurants in Sweden

7 589

bars and restaurants in Norway