Idea tournament helped to prioritise sustainability messages across all group markets 

In 2022 Olvi conducted an extensive study on sustainability messages with an external research partner in Finland, and in 2024-2025, the similar study was conducted in Estonia, Latvia, Lithuania, Belarus and Denmark. The main objective was to identify key sustainability messages that resonate best with consumers and to ensure that messages are relevant and effective for locally. Based on the results Olvi has defined sustainability messages for consumer groups.  

The study was conducted across main product categories considering Environmental, Social, and

Governance aspects in the tested messages.  

The tested messages were divided into meta level themes such as ingredients and origin, social responsibility, healthiness, packaging and production. This was done to capture themes or topics that stand out in the tournament particularly well – not only in terms of importance but also in uniqueness.  

Results guide the development of sustainability messaging 

Natural ingredients and health-related claims tend to be ranked high in importance across markets. Some interesting differences between markets were also found – in some markets packaging-related messages stood out, whereas domesticity ranked high in others. 

The project’s results received good feedback from the different Olvi Group companies. At the same time, the results reinforced confidence that the chosen product development and communication strategies are in line with consumer expectations.  

The results also highlighted to further develop more consumer-directed sustainability communications.   

“Understanding consumer scepticism or distance from production-related topics provides guidance for refining communication strategies — finding ways to make sustainability more personally relevant – good for me and the planet,” says Mari-Liis Õunapuu, Communications Manager of Olvi Group’s Estonian subsidiary A. Le Coq. 

“Insights that we gained from the study will help us to make our messages more effective”, tells Anette Malig, Brand Manager, Beer from Olvi Group’s Danish subsidiary Vestfyen. “Consumers want us to be more specific and define for example, what is meant by natural.” 

Overall, the survey results provide a clear picture of the current situation and consumers’ expectations and attitudes towards sustainability-related consumer communications within different product categories in Olvi Group countries.