Water sales surge as Finnish consumers seek healthier drinks

Sales of mineral and spring water rose sharply in Finland during the spring and early summer, according to Yle, citing figures from the Finnish Grocery Trade Association.

Sales value for water was nearly 25 per cent higher in April to June than during the same period last year. Carbonated mineral water and spring water recorded the strongest growth.

Flavoured mineral and spring waters are included in the same category as energy and sports drinks, known as other non-alcoholic beverages. Sales in that category rose by more than 10 per cent over the same period.

PTY communications manager Mari Mattila said the result was not unexpected, as non-alcoholic drinks have been gaining popularity for some time. The figures measure sales value, which is affected by both the quantity sold and product prices. Water prices rose by just over 10 per cent from the previous year.

Water sales value was nearly 70 per cent higher than in the first quarter. In April, the government also raised the soft drinks tax, which applies to water and may have contributed to the increase in sales value.

Manufacturers see a health trend

Beverage manufacturers have also noticed the increase. Sinebrychoff communications manager Timo Mikkola said the warm early summer was an important factor in the company’s sales growth.

Wellbeing and sugar-free products are among this year’s strongest beverage trends at Sinebrychoff. Consumers are also showing interest in functional waters containing added vitamins or trace elements.

At Olvi, traditional unflavoured Vichy waters remain popular, but the company’s growth in water sales has come specifically from flavoured products. Senior brand manager Laura Innilä said consumers may be attracted by the natural character of water, even as soft drinks increasingly move towards artificially sweetened alternatives.

Mineral and functional waters can appeal to consumers in summer because the salts and trace elements they contain help maintain the body’s fluid balance, Innilä said. Sinebrychoff’s Mikkola added that some people may take a six-pack of water to the sauna instead of beer.

Younger adults, he said, are particularly interested in trying new flavours and products. Alongside wellbeing, consumers also want their drink choices to provide enjoyment.

Weather and wider selection drive choices

Figures from the Finnish Brewery and Soft Drinks Association also show growing demand for water, with sales up more than 6 per cent from the previous year. Sales of all other beverages fell in the January to June figures.

The most certain factor behind water’s popularity was the weather. Spring and early summer were warmer than usual in Finland. Mattila said the broader popularity of non-alcoholic drinks and the expanding range of water products had also contributed.

Mattila said it was possible that consumers were drawn to water because it is sugar-free and additive-free, although sales statistics do not show why people choose water instead of soft drinks. She also said effective marketing could steer consumers towards mineral and spring waters containing vitamins and trace elements.