Tokmanni Group continuously monitors market developments and the retail market in the Nordics and actively develops its own business to maintain its competitive advantages. According to the Group’s view, in the current market situation and intensifying competition, the retailers that succeed best are those able to offer products at lower prices than other operators and provide multichannel services.

The retail market is undergoing both structural and digital transformation. In terms of structural change, consolidation into larger entities and the internationalisation of local companies continued in 2025. On the digital side, business grew in several areas: customer loyalty programs and mobile solutions attracted more active users. Successful retailers collect and analyse customer data to improve their services, personalise offers, and create better customer experiences. There were also signs of recovery in e-commerce growth. The use of AI-based solutions increased significantly in 2025, and this trend is expected to continue in the future.

In 2025, Tokmanni Group’s business was especially affected by increasing competition, weak consumer purchasing power, geopolitical uncertainty, as well as a mild winter and a cool early summer. Price remained the most important factor in consumers’ purchasing decisions, which was reflected in smaller shopping baskets and an increased emphasis on promotional products and daily consumables.

Competitive landscape

Competition in the discount retail market is intense, with sector operators striving to stand out by offering an appealing price-quality ratio, a broad product selection and enticing offers. Consumers are increasingly price-conscious and seek products that combine affordability with quality. This development compels retail companies to continually enhance and streamline their operations.

Tokmanni Group’s principal competitors include hypermarkets, local discount retailers, international discount retail chains and specialty shops. Hypermarkets offer a comprehensive range, from fresh groceries to household goods. Discount retailers compete through low prices and a diverse product selection in specific categories. Specialty shops distinguish themselves with their own brands and focus on offering an extensive range within individual product groups.

Online shops and various digital marketplaces also compete with Tokmanni Group, particularly through low prices and extensive selections. The online retail model differs from physical stores in that customers cannot inspect products in person, and delivery times tend to vary with additional costs often incurred. Furthermore, online shops outside the EU benefit from not having to comply with EU sustainability directives or other regulatory requirements, giving them a competitive advantage. This enables greater flexibility and cost-efficiency, often resulting in lower prices and creating an uneven playing field for companies operating within the EU.

Tokmanni Group’s most significant competitive advantages are low prices, a versatile product offering and a nationwide network of stores. In Finland, customers also have access to two online shops that complement the Group’s store network: tokmanni.fi and clickshoes.fi.