Research reveals: businesses focusing on the Finnish sauna experience expect rapid growth

Helo Deco Linea Maxi Aspen_Rocher with chrome collarAccording to a market research study commissioned by the Sauna from Finland association, companies hold a very positive view of the growth and internationalisation opportunities in the sauna sector. 75% of respondents estimated that the sauna market will grow during the next two years. Service concepts related to the sauna experience in particular are on the rise.

Over 200 companies with sauna-related business activities responded to the survey. The respondents represented companies from the travel and hospitality, service, construction and wellness sectors as well as companies which manufacture and sell sauna products. The survey was carried out to determine the growth potential and diversity of sauna-related business. The survey was conducted by Innolink Research Oy during April and May 2016.

“In order to support the sauna industry we need a comprehensive view of its potential. There is a lot of business potential in the sauna industry, and companies operating in various business sectors can find sauna-related business opportunities. Only the sky is the limit,” says Sauna from Finland’s Executive Manager Carita Harju.

Sauna from Finland is a network spanning 130 companies.  In recent years, Sauna from Finland member companies have invested heavily in developing products and services around an authentic Finnish sauna experience.

According to the results, companies expect a growing demand for productised sauna services and sauna experience services. The respondents estimated that the growth potential for comprehensive sauna experience concepts is over 60%. They expect most revenue growth to come from corporate customers.

11289087456_6728cc835e_oEntrepreneur Marjo Määttä works in the tourism sector in Kuusamo, Western Finland, and believes in the Finnish sauna experience.
“Investing in the development of sauna experience services has paid off for our company Rukan Salonki; our sauna service sales have gone up by 70% in recent years. Tourists from all over the world come here for an authentic Finnish sauna experience. Our Saunatour concept turned the sauna experience into a guided programme for tourists,” says Määttä.

Comprehensive concepts put sauna on the map

Companies that participated in the survey were keen on finding international customers. They viewed Central Europe (especially Germany) and Asia (China and Japan) as the most promising regions in which to grow their business. Over 30% of the companies already operate on the international market. The Finnish sauna export business is well-established in the Baltic region, Scandinavia, Russia and German-speaking countries in Europe.

“Lots of growth opportunities exist all over the world,” says Helo Oy’s Export Sales Manager Vesa Hietalahti. “However, individual products are not enough; we need comprehensive concept packages for export purposes. Networking and collaboration between companies is the key to building a successful export business. Sauna from Finland is taking Finnish sauna businesses abroad, especially to central Europe,” Hietalahti concludes.

Sauna from Finland aims at creating the world’s best Finnish sauna experience. Its member companies work towards this goal by offering products, services and know-how. 130 companies have already joined the network.

For more information, please contact:

Carita Harju,
Executive Manager, Sauna from Finland
Tel. +358 40 566 2481

Anna Oikarinen, Innolink Research Oy
Tel. +358 50 523 6541




Ota yhteyttä

Carita Harju

Puh: 040 566 2481

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