Consumers and customers

Highest customer satisfaction in the food industry

Consumers and customers

The retail trade’s valued partner

Valio’s customer satisfaction among both retailers and customers in Food Service provision has been found in surveys to be the highest in the food industry in Finland (Factum survey).

Customers value Valio’s brand products, reliable operations, and professional co-operation.

Valio’s customers include e.g. FMCG chains, staff canteens, restaurants, wholesalers, petrol service stations, Food Service providers and bakeries all over Finland.

Supply performance in Finland was measured at 99.2% in 2014 (2013: 98.5%).

Valio Group net sales in Finland accounted for around 65% of Group net sales in 2014 (2013: 63%). Finnish net sales include domestic sales and sales of raw milk in Finland to other dairy companies.

Sales to the retail trade accounted for some 73% (2013: 74%) of Valio sales in Finland (1 264 million euros), sales to the Food Service sector (e.g. staff canteens, public sector purchases, wholesalers, restaurants, petrol service stations) around 13% (2013: 13%), and industrial sales around 14% (2013: around 13%). Valio’s range includes around 1 000 items.

Valio delivers products to its customers in 85% recirculating and environmentally sound transport units that save customers work.

Should a product fault or error occur, Valio will communicate it openly and as swiftly as possible.

Valio interacts with consumers

Valio provides answers to questions related to its products and operations via the contact form on Valio’s website, by telephone, via the company’s Facebook pages and on Twitter.

Quality measurement yielded a good rating for Valio Consumer Services. Consumers especially valued service speed, friendliness and expertise.

Valio Consumer Services responded to some 32 000 queries in 2014 (2013: 38 000). The Internet was increasingly the most popular medium used to contact and message Valio.

Contacts divided almost evenly between product complaints, and a variety of questions, wishes and ideas.

Consumers were particularly interested in matters related to products, such as their ingredients or suitability for cooking. Consumers also provided Valio product development with lots of ideas and wishes.

Valio online

Valio websites attracted more than 18 million visits in 2014 (2013: 15 million).

The online services are adapted to different devices, so can be accessed conveniently via PC, smartphone or tablet.

Valio is active in social media, reaching and serving on Facebook alone hundreds of thousands of Finns every week.

Valio has set up an online virtual market research community to support product ideation, planning and testing.

Responsible marketing communication

Valio’s value “We make the best.” also guides marketing communication. This means that Valio complies with the international rules and guidelines published by the Association of Finnish Advertisers.

We have also set down four ethical guidelines to be applied in advertising in particular:

1) Principle of truth 2) Principle of equality 3) Principle of respect 4) Principle of safety

We have further provided guidelines on how Valio and Valio employees should behave when acting in the name of the company in social media.

Successful new products

One of 2014’s success products was Valio Hyvä suomalainen Arki® milk drink, a new kind of product for the Finnish market. Made from Finnish milk, the new milk drink has a standardised protein content of 3.0 g/100 g. Arki® milk drink acts as an inexpensive complement to Valio’s extensive range of milks and milk drinks.

The one-litre cartons of Valio’s pasteurised milks and cultured buttermilks were by popular demand converted to screw-cap models. Both the carton and cap are recyclable as beverage carton.

Interest in protein rich products continues

The popularity of products with a high protein content showed no signs of abating in 2014. Valio extended the Valio PROfeel® protein snack range with new products and flavours.

Valio also launched a low lactose soft quark drink, which contains a good deal of milk protein (7 g/100 g) and offers the qualities of unflavoured quark in a drink.

One of Valio’s key product families is Valio Eila® lactose free. May 2014 saw the launch of Valio Eila® Latte drinks.

In 2014, Valio began to export lactose free products to Denmark.

A significant number of Valio cheeses were awarded prizes in 2014. Valio Alppi Kreivi® won gold at the Nordic cheeses quality contest in Herning, Denmark. Valio Oltermanni® organic was designated best matured cheese, and Valio Mustapekka® garlic best cream cheese, in Finland, in the country’s national cheese quality contest arranged by Suomen Juustonvalmistajain Yhdistys Association, Suomen Pienjuustolayhdistys Association, and the Juustovalmistajain säätiö Foundation.