Finland’s Confidence Rebound Has Turned South; It’s Part of a Nordic Phenomenon

Consumer confidence in Finland moved lower again in October as a new round of weakening appears to be well underway. The graphic shows a clear turning in confidence although the clear turning is not yet represented in sequential averages in the table that show a -11.4 measure over 12 months, -9.8 over six months, a reading that reflects some improvement compared to the 12-month measure, and then further deterioration to -10.7 over three months. The failure of the sequential averages to show what appears to be ongoing and steady deterioration is an artifact of where we are in the cycle of deterioration. Ther is no waffling of the trend, as you can see.

The table (below) also presents the queue standing of confidence in October at 4% which tells us it's been lower historically only 4% of the time (ranking are on data back to 2000). However, this is an improvement from a year ago when the rank was 0.4%.

The Economy, now- The reading for Finland's economy now in October has improved slightly from September, moving up to -40.9 from -42. The expectation for the economy in 12 months, however, is weaker at -18.8 in October compared to -18.1 in September. These two economy readings, one for now, and the other for 12 months ahead, are both substantially weaker than the numbers that were posted in August just two months ago. The rankings, however, are improvements from what they were a year ago but are both still below their respective lower 15-percentile, marking the responses as still extremely weak.

Inflation- Consumer price inflation in one year is expected to be slightly higher. The move up is not so impressive; but what's impressive here is that there's no improvement expected. Meanwhile, Finland is a member of the European Monetary Union and is still subject to the ongoing tightening and efforts of the European Central Bank that claims to be focused on reducing inflation back towards its 2% target.

Unemployment- The prospect for unemployment over the next year has been reduced in October from September and both October and September show weaker readings that are significantly weaker readings than in August. Bringing the unemployment question home to roost, we see that individuals are also less threatened by the more immediate prospect of personal unemployment; their concerns about personal unemployment are diminished in September compared to August and in October compared to September. Ranking these two unemployment measures historically, the risk of overall unemployment has an 18.5 percentile standing while the risk of personal unemployment has a slightly higher 24.2 percentile standing. Both standings are substantially reduced from what they were one year ago when concerns about unemployment were about twice what they are right now in October 2023.

Environmental perceptions Good time to purchase durable goods?- The favorability of the times to purchase durable goods have not changed very much over the span of the last three months although conditions have slightly improved. Nonetheless, the historic ranking of this metric is in its 3.6 percentile, marking it as rarely weaker and therefore marking the slight improvement as a Pyrrhic victory.

Favorable time for saving?- Perceptions of the favorability of the time for saving have worsened slightly over the last three months and the metric has a 1.1% standing. The rankings for the ‘favorability of the time to purchase durable goods’ and the ‘favorability of the time for savings’ one year ago both were at historic lows. Over the past year there has been some improvement but very little. The real story remains that consumers still seem to feel that their backs are to the wall.

Bank loans- The favorability of the time for raising a bank loan has worsened over the last three months. The historic ranking of that response is lower only 0.4% of the time. And the ranking of this metric is slightly worse than it was 12 months ago.

Household financial situation- The overall household financial situation eroded in October compared to September and is also lower than the August reading. At a level of 20.5, it's on its 12-month low. The queue standing for this measure is roughly in the lower 10% of its historic queue of values and it has deteriorated sharply from a year ago when the queue standing was still quite solid in its 81st percentile. This very sharp deterioration reflects a clustering of readings on the financial situation in the mid-20s for this metric historically so that a relatively minor-seeming drop (to 20.5 from 27.4) crashed the overall standing of the response from 80th to the 10th percentile in terms of its historic ranking! On one hand, the financial situation has not been assessed as that much weaker than before; on the other hand, it has still fallen to a historically weak reading. This phenomenon may have something to do with the socialistic nature of the economy and people seeing their lot largely as like everyone else, and with that may come some denial in the willingness of people to recognize deterioration when it happens. Certainly the 81-percentile ranking of one year ago seems more out of line with other year-ago responses than the current 10-percentile ranking amid the 2023 responses.

Savings- Household possibilities for savings over the next month are ranked as slightly stronger month-to-month but weaker in October than in August. September marked a 12-month low on this reading. The October ranking for this measure is low at 3.3% while a year-ago the ranking was at 13.6%. The assessment of the conditions for saving over the next 12 months has worsened over the year.

The chart compares readings on confidence across Nordic respondents. Norway lags in reporting and is the only country that does not show a dip in progress after some recovery. All Nordic countries show a sharp decline in the wake of COVID in 2020. That’s followed by a run-up that peaked in mid-to-late 2021. In turn, that was followed by a more substantial drop than what occurred under COVID after Russia invaded Ukraine. That drop in confidence bottomed out in late-2022 and then rebounded into the first quart of 2023 or so, before losing steam and rolling over again in the current cycle. Except for the worst of readings in the wake of the Russian invasion of Ukraine, the readings in later 2022 are the weakest reading on the chart since 2013. The current rollover in the metrics has not brought any of them to new lows currently.