Finnish retail giant Kesko has reported a notable increase in sales of meat alternatives and plant-based proteins at K-food stores. Sales of plant-based products surged by over 80% between 2018 and 2021 before declining for a few years, only to trend upwards again in late 2024. By early 2025, plant-based items were increasingly making their way into shopping baskets, with refrigerated plant-based meat alternatives seeing a 4% sales increase, tofu sales up by 20%, and sales of canned beans, lentils, and dry soy protein products also growing.

In addition to plant-based proteins, fruit and vegetable sales have also seen an increase at K-food stores, possibly due to new national nutrition recommendations and the introduction of new customer-interesting products. K Group's own-brand vegan product offering includes nearly 200 items, continuously being improved in response to customer demand. Another retailer, S Group, also reported a rise in plant-based product sales through various promotions, offering them at good value, and providing personalized offers based on customer shopping history.