HKScan's strategic target is to grow into a versatile food company and strengthen its market position in changing markets together with its customers. HKScan invests in strengthening and growing its position in existing and new product categories and sales channels, with evolving retail and the growing food service channel as the key sales channels.
Changes in consumer behaviour emphasise the need for renewal in line with the strategy on our journey to a versatile food company. Renewing ways and channels of food production and supply, combined with rapidly advancing digitalisation, strengthen the need to renew our operations. With changing consumer behaviour, commercial concepts serving customers and consumers and the digital solutions supporting these concepts play a key role in the implementation of HKScan’s strategy. New commercial concepts will utilise everything from the company’s traditional strengths to the latest digital solutions.
HKScan also continues its strategic assessment related to the company structure and reviews the positioning of different market areas as part of the Group’s operations.
After Turnaround, we will continue to strengthen our foundation
Poultry products driving growth
Growth in poultry products is at the core of HKScan’s strategy. In 2020, the company grew strongly in the poultry category in all its home markets, driven by the Business Units Finland, the Baltics and Denmark. Poultry meat consumption has been growing strongly and is expected to continue strong in the future.
In beef, pork and meat products, HKScan’s sales strenghtened in 2020, particularly in branded retail products. The red meat market as a whole has been declining. The company aims to strengthen its position in beef, pork and meat products through its advanced responsibility work, strong brand portfolio and partner network.
In processed meat products and meal components, HKScan has been able to strengthen its position, which plays a key role in increasing the added value of meat raw material. For ready-to-eat meals, growth will focus on the coming years, but will already start during 2021.
New product categories through partnerships
Strong partnerships are a key element of the company’s strategy. Through partnerships, HKScan can expand into new product categories and sales channels. On the other hand, HKScan’s wide commercial network and customer contacts provide many smaller companies with an interesting platform to grow in the Baltic Sea region.
Since 2019, HKScan has extended into new product categories through partnerships. Partnerships create the basis for the company’s growth in new product categories and for its expansion into new raw material bases. At the same time, they support HKScan’s strategic target to grow into a versatile food company.
Long-term financial targets: