By focusing on consumer needs, Snellman managed to grow in a declining market
Snellman, a family-owned business from Pietarsaari, has grown into a leader in the Finnish food industry. Founded in 1951, the company has remained true to its core principle: making the best possible meat products. Over the past decade, however, the consumption of pork has steadily declined, with alternative proteins gaining popularity. Despite these trends, Snellman has managed to thrive.
“Since 2020, Snellman Group’s turnover has grown by 100 million euros, with 60% of that growth coming from the meat business unit”, reveals Juuso Reinikainen, CMO.
What on earth is the secret behind such remarkable growth in a declining market?
The answer lies in a deep understanding of consumer needs. In 2018, the board of Snellman’s meat business unit made a deliberate decision to commercialise their Finnish landrace pig. Since then, the turnover of Snellman branded pork has increased by more than 10 million euros, while profitability has increased significantly. The company delved into the everyday lives of Finns, seeking to uncover the barriers to pork consumption.
“With the help of cultural anthropologists, we went to Finnish homes to observe people’s routines and understand their cooking habits. It became evident that the time and effort required for meal preparation is steadily decreasing. Additionally, many found pork uninspiring and difficult to use”, Reinikainen explains.
To align with the evolving lifestyles of its customers, Snellman began to rethink its product design and enhance its range with versatile, easy-to-prepare products. New, uplifting flavours, lower fat pork product options and recipes that highlight pork as an integral part of modern-day cooking were part of the solution.
Snellman’s strategy revolves around targeting specific meal occasions – whether it’s quick weekday dinners, uplifting everyday moments, or special celebrations. This adaptability, coupled with consistent messaging about quality and trust, has allowed the brand to meet the needs of modern consumers while staying true to its heritage.
“We achieved a new position on the market by elevating the product’s quality image, which has always been integral to our brand. At Snellman, we don’t create separate premium and everyday product lines. Instead, our everyday products are at the core, and we focus on making them better and better”, Reinikainen says.
