Megatrends

Global changes are shaping our operating environment. We recognise the impacts of megatrends on our business operations and prepare for the future by making sustainable choices that support our strategy. Megatrends are also taken into account in our focus areas of corporate responsibility.

Sustainable development and responsible operating methods

Impacts

• The importance of sustainability for business credibility is increasing, and stakeholders expectations are growing. Transparency and safety are expected across the entire value chain, and consumers are increasingly interested in the carbon footprint of products.
• Regulations and reporting are increasing and tightening, while the scarcity of natural resources highlights the need for resource efficiency as well as climate change mitigation and adaptation.
• The circular economy becomes a necessity, and the impacts of climate change such as warming,
  extreme weather events, changes in water resources and biodiversity loss are increasingly visible.
• The development of sustainable technologies is progressing.

Our answer

•  We consider the impacts, risks, and opportunities of sustainability and develop our operations in accordance with the principles of sustainable development throughout the value chain in cooperation with our partners.
• We actively participate in the fight against climate change and biodiversity loss by reducing emissions and promoting the circular economy.
• We invest in sustainable technologies and in promoting social responsibility and local vitality.

Digitalisation

Impacts

•  The increase in the amount and need for information creates a data economy and digital ecosystems, enabling faster and wider informationsharing. On the other hand, the importance of
  information security is emphasised.
• Automation, robotics and artificial intelligence improve efficiency.
• Digitalisation accelerates the transformation of technology and operations, highlighting the
  constant need for competence development.
• Digitalisation and social media affect consumer behaviour and increase the demands for ease and
  speed. The physical and virtual worlds connect on different platforms throughout the value chain.

Our answer

•  Digitalisation is a key part of our strategy to ensure competitiveness and change readiness.
• We are investing in data management and proactive management by knowledge and in
  improving information security.
• We use multichannel communication and interaction in consumer communications and in
  improving the customer experience.
• We ensure the competence of our personnel and integrate digitalisation into our everyday life

Globalisation and global economy

Impacts

•  Global changes such as geopolitical tensions and the vulnerability of long supply chains are affecting local conditions.
• The volume of local procurement is growing, and the markets are integrating as trends and product
  ideas spread rapidly.
• Pandemics, epidemics and mental health problems are on the increase, and human rights perspectives are becoming more prominent.
• The population is growing and ageing, and the dependency ratio is deteriorating.
• Refugees and urbanisation are increasing, and economic and social inequalities are growing.

Our answer

• We are focusing on selected markets, distinguishing ourselves locally while strengthening our international capabilities.
• We aim to use scenario work to identify geopolitical changes.
• We react to global trends with agile operating models and product development.
• We ensure the predictability of material prices and availability, focus on business continuity
  and risk management, and develop diversity management.

Consumer behaviour

Impacts

• Naturalness, health, individuality, sustainability and product origin are emphasised in consumer choices.
• The lifespan of products is reducing as a result of the rapid globalisation of trends. Consumer groups are polarising, and consumption is personalised.
• Single-person households are increasing, and growing hybrid shopping is changing the relationship between physical and digital purchasing.
• Purchase decisions are increasingly based on peer reviews.
• Inflation is reducing purchasing power and affecting consumer behaviour.

Our answer

• We invest in consumer insight, marketing, sales and brand awareness.
• We develop product innovations and new segments, taking health and well-being into
  account, as well as trends in flavours, raw materials and packaging.
• We pay attention to the opportunities created by new consumer groups and packaging sizes.
• We support multichannel sales and hybrid shopping and develop product and service concepts in different price categories.
• We improve the management of production and logistics processes as product volumes increase.

Updated 11.3.2026