We asked the S group and Kesko to comment on the real effect of the increase in the prices of soft drinks. However, it is still too early to assess the buying behavior of consumers, because in the short term, sales are also strongly affected by the weather and public holidays.
Many Finnish grocery stores have a wide selection of different soft drinks. Lauri Pajunen
Last week, we reported that the soft drink tax was increased in Finland on April 1, 2026.
The tax on sugar-free drinks increased to 20 cents per liter. The amount of tax on drinks containing sugar was graduated based on the sugar content into six tax levels: 27, 35, 43, 51 or 59 cents per liter.
In addition, the alcohol tax on low-alcohol drinks was increased, the tax exemption conditions for plant-based drinks were supplemented, the taxation of legume-based drinks was harmonized, and the soft drink tax on unsweetened and unflavored waters and mineral waters was updated at the same time.
The taxation of soft drinks was raised again in Finland on April 1, 2026. Anu Kivistö
The increase that comes into effect now is already the ninth since the excise tax was introduced in 2011. This reform increases the tax burden of the domestic soft drink industry in terms of excise taxes alone to 324 million euros per year.
The Brewery and Soft Drink Industry Association stated that one of the highest value added taxes in Europe is levied on beverages in Finland.
The S group does not yet know how to assess how VAT increases will affect the demand for soft drinks.
– We applied the tax changes to sales prices on April 1, 2026. In such a short term, it is not yet possible to draw conclusions about whether this has an effect on sales. The demand for drinks is affected by many things, starting with the weather, comments the sales manager Laura Malin From the S group’s grocery store by e-mail.
– In addition, this week also coincided with Easter, which was celebrated a couple of weeks earlier than last year, which also significantly affects the purchase of soft drinks, he continues.
The same is said from Kesko.
– For now, unfortunately, it is still too early to take a position on how the tax change has possibly affected the sale of soft drinks. The requested review time when Easter falls, when the demand for soft drinks is generally different from the usual week, commented Kesko’s Purchasing and Sales Manager Salla Tuuri.