Finnish Retailer S Group Reports Increase of Over 10% in Plant-Based Milk & Cheese Sales in January

Finnish grocery retailer S Group saw a significant increase in sales of plant-based products in January following a successful campaign in collaboration with Vegaanihaaste. Sales of plant-based milk and cheese products increased by over 10 percent compared to the previous year, with brands like Härkis and Oddlygood experiencing several dozen percent increases in sales. Demand for fresh and frozen vegetables, as well as plant-based cooking products, also rose with the introduction of the “Alle euron hevi” concept, showcasing affordable produce.

These figures mark progress towards S Group's goal of making 65% of the food it sells plant-based by 2030. The retailer is a founding member of Plant Based Food Finland, an association focused on increasing the share of plant-based foods in the Finnish food system. By conducting advocacy and addressing market bottlenecks, the association aims to promote the consumption of plant-based products and make them more accessible to consumers. S Group's Sales Director highlighted the success of the recent campaign, stating that they aim to make plant-based products a regular part of everyday life for customers.