Lemmikkiruoka Trends in Finland: What’s Popular in 2025?

As more Finnish households welcome furry friends into their families, the demand for high-quality lemmikkiruoka (pet food) has seen an unprecedented rise. In 2025, pet owners in Finland are not just feeding their dogs and cats—they’re nourishing them with thoughtfully chosen, health-focused, and often eco-friendly meals. The pet food industry has evolved rapidly, mirroring broader consumer trends in sustainability, personalization, and health consciousness.

This comprehensive guide dives deep into the latest lemmikkiruoka trends in Finland, providing insight into what’s driving purchases and how online stores like yours can meet the changing demands of today's Finnish pet owners.

Health-Conscious Choices: Natural Ingredients Take the Lead

In 2025, one of the most significant shifts in lemmikkiruoka purchasing behavior is the prioritization of natural ingredients. Finnish pet owners are increasingly opting for food that mirrors the nutrition of wild diets—free from artificial additives, fillers, or preservatives.

This has led to a growing interest in:

• Luonnollinen lemmikkiruoka (natural pet food)

• Viljaton lemmikkiruoka (grain-free pet food)

• Limited ingredient recipes

• Locally-sourced meat and fish proteins

Transparency is key. Brands that clearly label their ingredients and avoid vague terms like “meat by-products” tend to perform better in the Finnish market.

Grain-Free and Hypoallergenic Options Dominate

The rise in grain sensitivities and food allergies in pets has sparked interest in specialized diets. Many dog and cat owners are now actively seeking hypoallergeeninen lemmikkiruoka (hypoallergenic pet food) to manage their pets’ digestive issues, itchy skin, or sensitivities.

Popular choices include:

• Viljaton koiranruoka (grain-free dog food) made with sweet potatoes, chickpeas, or peas

• Hypoallergeeninen kissanruoka using novel proteins like duck, venison, or salmon

• Single-protein recipes to minimize allergic reactions

This segment is particularly strong in online sales, as Finnish consumers often research and compare ingredients carefully before committing to a purchase.

Dry Food vs. Wet Food: What’s Gaining Popularity?

The classic debate between kuivaruoka (dry food) and märkäruoka (wet food) continues, but trends suggest a growing preference for mixed feeding.

Kuivaruoka (Dry Food)

• Still the most commonly purchased type due to its convenience, long shelf life, and dental benefits.

• Premium dry foods with high meat content and no fillers are favored.

Märkäruoka (Wet Food)

• Increasing in popularity for its high moisture content, especially among cat owners.

• More brands are offering märkäruoka in recyclable packaging, aligning with Finland’s sustainability goals.

Combination feeding (mixing dry and wet food) is seen as a balanced approach and is actively promoted by veterinarians and pet nutritionists.

Koiranruoka Trends in 2025

Dogs in Finland are being treated more like family than ever, and that’s reflected in the quality of koiranruoka (dog food) being purchased. The dog food segment has expanded to offer breed-specific formulas, age-focused diets, and even gourmet options.

Trending products include:

• Raw food diets (BARF - Biologically Appropriate Raw Food)

• Koiranruoka enriched with joint supplements (glucosamine, chondroitin)

• Functional foods for digestion, immunity, and coat health

Small breed owners often look for smaller kibble sizes and calorically appropriate meals, while large breed owners focus on hip and joint support.

Kissanruoka Innovations: Beyond Tuna and Chicken

Cat food is seeing a revolution as well. Finnish cat owners are increasingly concerned with the quality of protein, moisture levels, and additives in kissanruoka (cat food). In 2025, premium and specialized kissanruoka is booming.

Key trends:

• High-protein, low-carb formulas replicating carnivorous diets

• Märkäruoka gaining preference over dry food due to hydration benefits

• Fortified formulas for urinary health, especially in sterilized cats

Online stores should offer kissanruoka with a variety of textures (pâté, chunks in gravy, mousse) to cater to picky eaters.

Sustainability and Eco-Friendly Packaging

Eco-consciousness is deeply rooted in Finnish consumer culture. As such, sustainability is now a major decision factor in pet food purchases. Brands that prioritize:

• Recyclable or biodegradable packaging

• Locally-sourced ingredients

• Carbon-neutral production processes

• Ethical animal treatment

are gaining strong customer loyalty.

Some Finnish brands have even introduced insect-based proteins as a sustainable and nutritious alternative to traditional meats.

Personalized and Functional Nutrition

Just as human nutrition has moved towards customization, so has lemmikkiruoka. Finnish pet owners are increasingly interested in tailored nutrition plans based on:

• Pet’s breed

• Activity level

• Allergies

• Life stage (puppy, adult, senior)

Functional ingredients—like probiotics, omega-3s, turmeric, and collagen—are commonly found in high-end lemmikkiruoka products.

Subscription Models and E-commerce Growth

The convenience of home delivery has made online lemmikkiruoka shopping the go-to choice for busy Finnish pet parents. Online stores that offer:

• Subscription-based deliveries

• Loyalty programs

• Flexible order management

• Fast shipping

are experiencing significant growth. In fact, online sales of lemmikkiruoka have surpassed brick-and-mortar sales in some urban areas of Finland in 2025.

Finnish Consumers Trust Local Brands

While global names like Royal Canin and Hill’s continue to dominate in some segments, there’s rising enthusiasm for Finnish pet food brands. Local consumers trust domestic products for their:

• Familiar sourcing

• High-quality control

• Support of local agriculture and economy

Some of the local Finnish brands that are trending in 2025 include:

• MUSH – known for their raw dog food

• PrimaDog – affordable and balanced dry food options

• Lemmikki Oy – family-owned business focused on grain-free recipes

Transparency and Education Drive Sales

Savvy consumers in Finland want more than flashy marketing—they want facts. Online stores that provide:

• Detailed ingredient breakdowns

• Nutritional charts

• Blogs or guides on pet nutrition

• Comparison tools

see higher conversion rates. Trust is everything when it comes to lemmikkiruoka sales.

Popular Lemmikkiruoka Categories in 2025 (with Examples)

Category	Description	Example Products
Kuivaruoka	High-protein dry kibble for daily feeding	PrimaDog Adult Chicken, Royal Canin Maxi
Märkäruoka	Moist, palatable food in tins or pouches	Hill’s Science Diet Chicken Stew, Bozita Chunks in Jelly
Viljaton	Grain-free food for allergy-prone pets	Acana Grain-Free Salmon & Herring
Luonnollinen	All-natural recipes with minimal processing	Orijen Original, Lily’s Kitchen Natural Recipes
Hypoallergeeninen	Formulated for sensitive pets	Hill’s Prescription Diet z/d, Purina Hypoallergenic
Raakaravinto (BARF)	Raw meat, bones, and organs	MUSH Vaisto Raw Mixes

Tips for Online Pet Food Retailers in Finland

To stay competitive in the Finnish market in 2025, your online store should:

• Highlight local, natural, and sustainable product lines

• Offer subscription and auto-reorder discounts

• Translate packaging details into Finnish for imported products

• Provide live chat or vet consultation features

• Keep blog content fresh and focused on nutrition education

Marketing tip: Use SEO keywords such as “lemmikkiruoka verkossa,” “koiranruoka tilaus,” and “parhaat kissanruoat 2025” to attract organic traffic.

Conclusion: What the Future Holds for Lemmikkiruoka in Finland

The lemmikkiruoka industry in Finland is evolving quickly—driven by passionate pet owners who are committed to providing the very best. As we move further into 2025, it’s clear that trends around health, sustainability, and personalization will continue to shape consumer expectations.

Online pet food retailers are in a prime position to lead this transformation by offering diverse, high-quality, and informative shopping experiences. Whether you sell koiranruoka, kissanruoka, or specialized lemmikkiruoka solutions, now is the time to lean into innovation and transparency.

By understanding the modern Finnish pet owner's priorities, your store can become a trusted partner in their pet's health journey.