Exporting a Product from the Yrttipaja Brand of Finnish Company Nordic Herbs Oy to Belgium: An Export Feasibility Study
Patris, Taïssy (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025060420041
https://urn.fi/URN:NBN:fi:amk-2025060420041
Tiivistelmä
This thesis studied the market feasibility of introducing Finnish organic nighttime herbal infusions into the Belgian market. As nighttime infusions represent the top-selling product category for the case company in Finland, this research focused on the potential of exporting this signature product to a new European market.
The objective of the study was to evaluate whether a Finnish organic infusion brand could successfully enter the Belgian market. The study was conducted as a market feasibility analysis, combining qualitative and quantitative methods. First, secondary research was carried out using academic literature, market data, and sector reports on herbal tea consumption trends. Then, primary research was conducted through interviews with professionals in the Belgian organic retail sector, including bio shop managers, wholesalers, and specialized retailers.
The results showed that Belgian consumers are increasingly interested in organic and functional beverages, especially those related to well-being, such as sleep-enhancing products. Nighttime infusions are a recognized category in Belgium, and their demand is growing. However, the market is already competitive, and success would depend on the brand’s ability to differentiate itself through storytelling, ecological values, and taste. Distribution in trusted organic shops was considered a key success factor.
In conclusion, it was found that exporting the Finnish nighttime infusion to Belgium is feasible, provided that the company adapts its branding and marketing to local expectations, invests in visibility, and partners with relevant actors in the organic retail ecosystem.
The objective of the study was to evaluate whether a Finnish organic infusion brand could successfully enter the Belgian market. The study was conducted as a market feasibility analysis, combining qualitative and quantitative methods. First, secondary research was carried out using academic literature, market data, and sector reports on herbal tea consumption trends. Then, primary research was conducted through interviews with professionals in the Belgian organic retail sector, including bio shop managers, wholesalers, and specialized retailers.
The results showed that Belgian consumers are increasingly interested in organic and functional beverages, especially those related to well-being, such as sleep-enhancing products. Nighttime infusions are a recognized category in Belgium, and their demand is growing. However, the market is already competitive, and success would depend on the brand’s ability to differentiate itself through storytelling, ecological values, and taste. Distribution in trusted organic shops was considered a key success factor.
In conclusion, it was found that exporting the Finnish nighttime infusion to Belgium is feasible, provided that the company adapts its branding and marketing to local expectations, invests in visibility, and partners with relevant actors in the organic retail ecosystem.