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Fresh Food Leader research:

How Finnish retailers are increasing fresh produce consumption

Fresh Food Leader, with the mission of bringing together producers and retailers, will share the outcomes of its research at the B2B meetings between producers and fruit and vegetable buyers of large retail chains that will take place on January 25, 2024, in Bergamo, Italy.

The photo shows a social media promotion action that involves children in order to increase the purchase of fruit and vegetables online.

82.2% of the Finnish retail market is divided between two groups: S Group has got 47% of the market share (Prisma, S market, Alepa, and Sale for a total of 1 037 points of sale), and 35.2% belongs to K Group, called Kesko, (K-Citymarket, K-Supermarket, K-Market and Neste K for a total of 1 200 points of sale); moreover, Kesko is the most sustainable grocery trade company in Europe and second globally on the 2023 'Global 100 Most Sustainable Corporations in the World' listing issued by the Canadian Corporate Knights.

"In S Group's sustainability program, we committed in 2021 that 65% of the food we sell will be plant-based by the end of 2030," says Sampo Päällysaho, Food Director at S Group Market Store.

Moreover, the S Group decided to encourage customers to consume vegetables by setting the goal of their consumption equal to half a kilo per day, as recommended by nutritional guidelines.

In order to support clients in reaching this objective, S Group has introduced a counter in its S-mobiili mobile application that allows customers to monitor their daily fruit and vegetable consumption. 750 000 S-mobiili customers have already tested this service. After starting to use it, consumers under 35 years of age and women, in particular, have changed their purchasing behavior.

Kesko, on the other hand, has introduced the heart symbol on all products of its Private Label Pirkka in order to indicate a better choice for one's health. The changes will be implemented while renewing the packaging by the end of 2024. Heart Symbols are also being added to recipes in the K-Ruoka service.

In terms of food waste reduction, Kesko reached its target of 13% of reduction between 2016 and 2021 thanks to better category management, starting with more accurate sales analysis and purchase planning; optimization of logistics and supply chain.

Moreover, Kesko has developed its own brand, Hyvis, where edible products that are not fit for sale are used to develop new food waste products.

In the supermarkets, the products for which the sell-by date is approaching are moved to separate discount shelves. The amount of food waste can be reduced by as much as half. Fruit and vegetables are sold in boxes that have been made highly visible in Kesko stores for customers to quickly discover.

For more information:
Fresh Food Leader
Tel.: (+39) 349 7404 885
Email: [email protected]

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