Sanoma survey: consumers are mostly confident about the future of their economy
Finnish people's purchasing decisions are still driven by prudence and caution: 78% are more careful about their purchasing habits and 71% are more cautious in their consumption decisions than before. However, more than half feel that they have the right to spend and invest in themselves, regardless of the world situation or economic situation. The majority will continue to buy familiar products and services as before. Currently a quarter of consumers are considering major purchasing decisions. The search for information to support their decisions has increased.
The purchase of events, experiences and travel is most likely to increase over the next six months. Purchases of restaurant and café services are most likely to be reduced.
Travel and everyday well-being
60% are confident about their economy, but 35% expect the situation to worsen. 46% of households are able to save. Spending intentions are increasingly focused on everyday well-being and tourism.
86% shop online at least occasionally and the number of regular online shoppers is increasing. Familiar shops have an advantage, as trust in online shops is cautious.
Price is still the most important factor influencing purchasing decisions, but its importance has declined slightly. Stock availability and the country of origin of the product also have a significant influence on the purchase decision.
The importance of responsibility in everyday decisions is declining. Many people would like to make more responsible purchasing decisions, but the economic situation limits their purchasing opportunities.
The Consumption Pulse is an online survey conducted by Sanoma's Suomitutka panel on a representative sample of the population (N=780). The data was collected between 3 and 13 October 2025.
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