In January–March, the retail sales before taxes of S Group’s supermarket trade totalled EUR 2,485.2 million. Compared with the corresponding period in the previous year, sales grew by 0.2 per cent.

The significance of an affordable and high-quality shopping basket was further emphasised in grocery trade. At the turn of the year, S Group implemented a considerable price reduction, lowering the prices of all grocery products of the Xtra brand and nearly 200 branded products.

“The sales of our supermarket trade continued at a good level during the first part of the year, and our number of customers grew. According to our estimate, the sales of S Group’s grocery trade has continued to grow more strongly than the rest of the sector’s market,” says Hannu Krook, CEO of SOK.

Early in the year, customers were particularly interested in fruit and vegetables, as well as various cooking and baking products. In consumer goods trade, demand was strong for mobile phones and TVs, among other things, the latter spurred by the digital change. The early spring boosted the start of the season for novelty drinks and barbecue products, as well as the start of bicycle sales.

The appeal of campaigns and online shopping continued for specialty stores

The sales of S Group’s specialty stores (previously “department stores and speciality stores”) amounted to EUR 51.6 million in January–March, with a decrease of 4.9 per cent from the previous year. This was in part due to the different timing of campaigns than in the previous year.

Campaigns continued to be interesting to consumers in the first part of the year. They were very successful for Sokos and the Emotion chain. Demand continued to be high in the product segment of cosmetics, in particular. At the same time, the exceptionally warm winter was reflected in the fashion sales that picked up as the spring approached. The sales of the Sokos.fi online store developed particularly strongly early in the year. Appropriate assortments, the speed of deliveries and free deliveries to the company’s outlets have received positive feedback from customers.

Brisk demand for the services of fuels retail and service stations during the first part of the year

The total sales of S Group’s fuels retail and service stations in January–March amounted to EUR 447.6 million, with a decrease of 7.3 per cent from the previous year. The low world market prices of fuels and the fact that Easter and the leap day fell within the comparison period in the previous year contributed to the development.

“Early in the year, traffic volumes are traditionally lower compared to the rest of the year in Finland. Despite this, the sales of the first quarter developed as expected. The trend was positive across the board. Many road users stopped at ABC service stations, and demand was high for car washes, electric charging and the services of ABC service station stores and restaurants,” Hannu Krook says.

Travel industry and hospitality business had better sales than in the year before

The sales of S Group’s travel industry and hospitality business grew by 1,8 per cent during January–March compared to the previous year to EUR 185.1 million. The development was favourable at both hotels and restaurants.

In travel industry, demand increased among both domestic and international customers, and the market leadership in travel industry reached in 2024 was strengthened during the first part of the year. In hospitality business, particularly positive development was seen at restaurants. Development was also positive in the conference and event business.

“We have made investments in the development of our network and services on a long-term basis, based on customers’ needs. S Group’s well-known and trusted restaurant concepts and hotels have succeeded in meeting the consumer demand even in the challenging market situation,” says Hannu Krook.

The retail sales before taxes of regional cooperative enterprises, SOK and their subsidiaries 1–3/2025

Supermarket trade includes S-Group’s grocery trade and Prisma’s consumer goods trade. *The figure includes sales in Estonia.

**The previous name of the business area was department stores and specialty goods sales.