The Finnish OTC and Consumer Health Market A reference guide for foreign suppliers of branded and private-label OTC medicines, food supplements, medical devices and health & beauty products Contents: market volume · major players · opportunities · market access requirements (EU / non-EU Europe / outside Europe) · products with good sales potential · directory of importers, distributors and buyers Edition: October 2026 Market
Table of Contents
1. Executive Summary.........................................................................................................................................3
2. Market Overview and Market Volume.......................................................................................................... 3
2.1 Key figures....................................................................................................................................................3
2.2 Market trends................................................................................................................................................4
2.3 The 2027 OTC reform – what changes......................................................................................................... 4
3. Market Structure and Major Players............................................................................................................ 5
3.1 Pharmacies...................................................................................................................................................5
3.2 Wholesale and distribution............................................................................................................................5
3.3 Brand owners and consumer health companies...........................................................................................5
3.4 Retail channels outside pharmacies.............................................................................................................5
4. Market Opportunities for New Foreign Suppliers.....................................................................................5
4.1 Branded products.......................................................................................................................................... 5
4.2 Private label / no-name products..................................................................................................................6
4.3 Success factors and barriers........................................................................................................................6
5. Products and Product Groups with Good Sales Potential.....................................................................6
6. Market Access Requirements........................................................................................................................ 7
6.1 Requirements by product category............................................................................................................... 7
6.2 Suppliers from the EU...................................................................................................................................7
6.3 Suppliers from non-EU Europe (e.g. UK, Switzerland, Norway, Turkey, Serbia)..........................................7
6.4 Suppliers from outside Europe (e.g. USA, Asia, Latin America, Africa)........................................................8
7. Recommended Market Entry Strategy........................................................................................................8
8. Directory of Importers, Distributors and Buyers......................................................................................8
8.1 Pharmaceutical full-line wholesalers and pre-wholesalers............................................................................8
8.2 Consumer health marketing and in-licensing partners (pharmacy channel).................................................9
8.3 Health product wholesalers and importers (supplements, natural health, organic).....................................10
8.4 Pharmacy chains and pharmacy marketing chains.....................................................................................11
8.5 Grocery and discount buying centrals......................................................................................................... 12
8.6 Health store chains and online shops......................................................................................................... 12
9. Authorities, Associations and Useful Contacts......................................................................................13
10. Sources and Methodology.........................................................................................................................13
10.1 Methodology.............................................................................................................................................13
10.2 Sources..................................................................................................................................................... 14
1. Executive Summary
Finland is a small (5.6 million inhabitants), affluent and highly regulated consumer health market. Over-the-counter (OTC) medicines are still sold almost exclusively through pharmacies, which are owned by licensed pharmacists, and pharmaceutical distribution runs through a single-channel system dominated by two full-line wholesalers, Tamro and Oriola. At the same time, food supplements, dermocosmetics, medical devices and natural health products are sold freely through pharmacies, grocery chains, health stores and online shops. • Market size: Finnish OTC medicine sales were about EUR 398 million at retail prices in 2024 (Fimea), out of total medicine sales of EUR 4.0–4.2 billion. OTC volumes are slowly declining (–1 to –3 % p.a.), while vitamins, supplements, gut-health, sleep/stress and self-care devices grow. • Structural change from 2027: A limited selection of OTC medicines may be sold outside pharmacies (grocery stores, kiosks, optical stores) from 1 January 2027. Products need product-by-product approval by Fimea on application of the marketing authorisation holder; outlets need a retail sales licence. Analgesics such as ibuprofen and paracetamol remain pharmacy-only. • Opportunities: Best chances for newcomers lie in food supplements, medical devices (class I/IIa self-care products), dermocosmetics and natural health products – categories that do not need a marketing authorisation and can be placed in all channels. OTC medicines are realistic mainly through in-licensing to a Finnish/Nordic partner holding or obtaining the marketing authorisation. • Private label: Pharmacy chains (Yliopiston Apteekki with its YA range), grocery (Kesko, S Group, Lidl) and the discount chain Tokmanni operate own-label ranges for vitamins, supplements and personal care, which creates openings for contract manufacturers. • Market access: All consumer-facing labelling must be in Finnish and Swedish. Food supplements require a notification to the Finnish Food Authority (Ruokavirasto) before launch; cosmetics require an EU Responsible Person and CPNP notification; medical devices require CE marking under MDR. Non-EU suppliers additionally need an EU-based importer, responsible person or authorised representative. • Route to market: The typical route is a Finnish distributor or brand-building partner (e.g. the brand units of Tamro and Oriola, Berner, Via Naturale, Midsona, Biomed) plus listing negotiations with the pharmacy chains and grocery buying centrals. Chapter 8 lists 22 relevant importers, distributors and buyers with contact data.
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