According to newly published statistics from the Finnish Institute for Health and Welfare (THL), recorded alcohol consumption in Finland continued to decline in 2025. Recorded consumption fell by 4.5% compared to 2024 and amounted to just 6.9 litres of pure alcohol per person aged 15 and over. According to THL, this is the lowest level of recorded alcohol consumption since the 1970s.

Both on-premise consumption in restaurants and bars and retail sales declined at a similar pace. On-premise alcohol consumption decreased by 4.5%, while retail sales through grocery stores and Alko fell by 4.3% compared to the previous year.

A Long-Term Trend Continues

Alcohol consumption in Finland has been following a downward trend for many years. Overall alcohol consumption has generally declined since its peak in the late 2000s, while drinking habits have changed significantly across the population.

Several factors contribute to this development:

• Growing health consciousness among consumers

• Increasing popularity of alcohol-free and low-alcohol beverages

• Economic uncertainty and reduced purchasing power

• Changing lifestyles, particularly among younger generations

• A broader shift towards moderation and wellness

The decline in alcohol consumption is part of a wider trend seen across many European countries.

What the Figures Do Not Tell Us

An important detail in the 2025 statistics is that THL did not publish an estimate of Finland’s total alcohol consumption. This is due to changes in the data collection methods used to measure traveller imports and purchases from foreign online retailers.

As a result, there is currently no comprehensive estimate of how much alcohol Finnish consumers acquire from outside Finland.

In previous years, traveller imports and purchases from foreign online stores have accounted for approximately 15% of total alcohol consumption. Therefore, the decline in recorded consumption does not necessarily reflect the full picture of alcohol purchasing behaviour.

What Does This Mean for Distance Sales of Alcohol?

Finland is currently reforming its alcohol legislation to create a clearer legal framework for cross-border distance sales of alcohol within the European Union.

While overall alcohol consumption continues to decline, consumer expectations and purchasing habits are evolving. More consumers are looking for:

• Wider product selections

• Specialty wines, beers and spirits

• Better price transparency

• Convenient home delivery options

• Premium and niche products not available locally

• Alcohol-free alternatives

These trends create opportunities for innovative and compliant online retailers operating across the European market.

Transparency Becomes Increasingly Important

As competition grows and consumer choices expand, access to reliable information becomes more important than ever.

At DrinkData, our goal is not to increase alcohol consumption. Instead, we aim to improve market transparency by helping consumers compare products, prices and retailers while promoting responsible and fully compliant cross-border alcohol sales.

We believe that well-informed consumers make better purchasing decisions and that transparent markets benefit both consumers and responsible businesses.

Lower Consumption, More Competition

THL’s latest figures confirm that Finland is not a growth market in terms of alcohol consumption volume. However, the structure of the market is changing.

Future success will likely depend less on selling larger quantities of alcohol and more on providing consumers with:

• Better product information

• Greater transparency

• Wider selection

• Higher service quality

• Efficient and reliable delivery

DrinkData will continue to monitor developments in the Finnish alcohol market and provide insights into the regulatory, commercial and consumer trends shaping the future of the industry.

---

DrinkData / BlueBell Markets Ab Ltd
Piitie 1
01510 Vantaa
Finland
www.drinkdata.eu