K Group's Grocery Market Share Increased in Second Half of 2025
K Group's market share in grocery trade saw an upturn in the latter half of 2025. The company's full-year market share reached 33.5% according to industry data.
Helsinki – K Group's share of the Finnish grocery market began to grow in the second half of 2025, with notable gains particularly between September and December. According to the Finnish Grocery Trade Association (PTY), the market share increased by 0.5 percentage points.
For the full year 2025, K Group's total market share was 33.5%, as reported by Nielsen IQ Grocery Shop Directory. In the hypermarket segment, K-Citymarket gained market share throughout the year.
Ari Akseli, President of Kesko's grocery trade division, attributed the positive market share development to investments in quality, price, and the store network. "We have systematically worked to improve these areas," Akseli stated. Efforts to enhance quality included locally tailored store concepts and improvements in fruit, vegetable, and bakery departments.
The importance of price for customers was highlighted, with K Group reducing prices on over 1,200 products at the beginning of 2025. Active campaigns and personalized benefits also contributed to increased customer traffic. While 60 new or remodeled stores were opened in 2025, the store network's impact on market share remained negative, though it is expected to become neutral in 2026 and gradually support market share growth in subsequent years. Annual investments in the network amount to €200-250 million.
Online grocery sales grew by 7.9%, accounting for 3.9% of total grocery sales. K Group plans to continue its focus on strengthening quality, developing its store network, and improving price competitiveness.