Sanoma's consumer consumption study reveals that trust is almost as important as price in purchase decisions
Consumers’ views of their personal finances have remained relatively stable. Nearly half (49%) expect their financial situation to stay the same, while 37% anticipate it will worsen and 9% expect it to improve.
Economic uncertainty is reflected in consumers’ everyday lives in many ways. More than half of respondents are concerned about their personal finances. At the same time, 43% are still able to put money aside, showing that financial concerns and the ability to save often go hand in hand.
Purchasing decisions are carefully considered
Finnish consumers are taking a highly considered approach to spending. 77% of respondents say they are thinking more carefully about their current purchasing habits, while 72% are cutting back on some purchases so they can spend more on others. Consumers are also seeking more information: 70% say they are actively looking for more information to support their purchasing decisions.
However, economic uncertainty has not dampened consumers’ willingness to spend. 60% of respondents feel that they have the right to invest in themselves even during challenging times. Many have also tried new brands or switched service providers in order to save money.
Despite the caution and careful consideration shaping purchasing behaviour, some Finnish consumers are currently planning bigger purchases.
Many also feel that their household budgets still leave room for spending on wellbeing, leisure and everyday purchases.
Price drives decisions, but brand trust matters too
Price remains by far the most important factor influencing purchasing decisions. 99% of respondents say that price has a significant impact on their decision. However, brand trust has emerged as a new factor that is almost as important, with 94% saying it has a significant influence on their choice.
Product availability and a smooth in-store purchasing process also influence many consumers’ decisions. Consumers are therefore looking for options that are both affordable and trustworthy.
Sustainability matters, but financial constraints remain
Sustainability is becoming increasingly important to Finnish consumers, but financial constraints set limits. Around half of respondents would like to make more sustainable purchasing decisions but feel their financial situation prevents them from doing so. 41% of respondents pay attention to the sustainability of products or brands.
There are also positive signs of change. Fewer consumers now find it difficult to make sustainable choices, with the proportion falling noticeably compared with previous surveys.
Travel and wellbeing top consumers’ wish lists
Travel and wellbeing feature prominently in consumers’ spending aspirations for the near future. 43% dream of travelling within Finland, while 42% would like to travel abroad. Products and services related to their own or their family’s wellbeing appeal to 29% of respondents.
Fewer consumers now dream of buying a home than before. Instead, many Finns prefer to invest in their current homes by decorating or renovating.
Online shopping is part of everyday life for Finns
Online shopping has become an established part of Finnish consumers’ shopping habits. 85% of Finns buy products or services online at least occasionally, while 71% are comfortable combining online shopping with purchases from physical stores.
Mobile and internet plans, clothing and electronics are among the most commonly purchased products and services online. As many as one in four consumers also buy groceries online fairly regularly. Trust plays a major role in where consumers choose to shop: the most popular online stores are well-known and reputable, while free delivery is a key deciding factor for many.
AI has become part of Finnish consumers’ purchasing decisions. Nearly 80% use AI to search for information about products or services, while 55% say their use of AI has increased over the past year.
The Consumer consumption survey was conducted online via Sanoma’s Suomitutka panel 4.9.–10.9.2026. There were 816 respondents, and the data is representative of Finns aged 18–69, weighted by age, gender, and region of residence.
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