Increasing by €100 million from the previous year, the Finnish consumer market for textiles and fashion grew to €5.5 billion in 2023, according to Statistics Finland. Of the two, clothing remained the dominant category, accounting for 3.7 per cent of overall consumer spending and over €4 billion of the total market value.

Footwear emerged as a fast-growing segment, with consumers spending nearly €1 billion annually. Over the past two years, Finns have increased their footwear expenditures by €200 million, highlighting a shift in consumer priorities. On average, each Finn spent €175 on footwear in 2023, a notable rise from €115 in 2020. Women’s footwear continued to dominate this category, representing roughly half of the total expenditure.

While spending on clothing and footwear increased, home textiles experienced a slight decline, falling to €529 million in 2023 from €544 million the previous year. Despite this drop, long-term trends indicate growth, supported by the home decor boom during the COVID-19 pandemic. On average, Finns spent €94 on home textiles in 2023, with bedding accounting for €51 per person.

Only 14 per cent of spending on fashion and textiles went to domestic brands, highlights Ville Salonen, Economic and Statistical Expert, Suomen Tekstiili & Muoti ry.

Women’s clothing remains the most purchased category, accounting for €352 per person in 2023, compared to €196 spent on men’s clothing. Overall, the average Finn spent €720 on clothing, a modest increase from €709 in 2022. However, spending has yet to reach the pre-pandemic level of €770 per person recorded in 2019.