Despite Covid restrictions tightening across Finland over the Christmas holidays, alcohol sales declined in grocery stores compared to last year.
In S Group stores, sales per litre of alcoholic beverages decreased by about 10 percent from 2020, both during Christmas and over the New Year period. In terms of revenue, however, sales decreased by only a few percent.
Overall sales of alcoholic beverages returned to near-2019 levels as sales had hit exceptionally high levels last year due to the impact of the Covid pandemic.
"Christmas was at a normal, pre-Covid level in terms of sales of alcoholic beverages," S Group's sales manager Mikko Kovalainen told Yle, adding that the high level of vaccination coverage among adults this Christmas may be one reason behind the decrease in sales.
"Many people have partly spent the Christmas and New Year period abroad, and the importing of alcoholic beverages has been possible due to the increase of vaccines and tourism," he said.
Another reason, Kovalainen added, was the shorter than usual Christmas holidays as Christmas Day fell on a Saturday this year.
Alcohol consumption declining in Finland
K-Group outlets reported similar sales volumes this year as last year, and sales of lower-alcohol-content drinks also remained at almost the 2020 level over Christmas and New Year.
"At the end of 2021, the Covid restrictions were more or less as strict as at the end of 2020," K-Group's Purchasing and Sales Director Aki Erkkilä said.
"Overall, alcohol consumption is declining in Finland and sales of non-alcoholic 'alcohol' are growing rapidly," Erkkilä added.
In supermarket chain Lidl, alcohol products were sold in quantities typical of the festive season.
"Covid restrictions did not particularly increase demand. We didn't see any exceptional change in sales volumes during the Covid period. Alcohol products sold as usual," Lidl department head Arto Lähdesmäki told Yle.
Demand for mixed drinks growing
Beer remained the Christmas and New Year best seller in all three supermarket chains.
"The best-selling alcohol products include light lager all year round, but during Christmas, darker beers, such as dark lager and porter, find their way to the table," Lähdesmäki said.
Meanwhile, demand for a variety of mixed drinks and cocktails is growing.
"The change is slow, but there is enthusiasm for trying new things," Lähdesmäki concluded.