HELSINKI, Finland – According to a survey* commissioned by Fazer, the main breakfast favourites in Finland are bread (for 66% of respondents) and porridge (40%). Finland is also famously a coffee-loving nation, with 71% of respondents enjoying it in the mornings. Four out of five eat breakfast either every day or almost every day.
Only 9% eat breakfast less than once a week, or not at all. The most frequent reason these respondents gave is that they’re just not hungry in the morning.
Breakfast is most often skipped by those in the 45–54 age group: 15% of respondents in that group say they don’t eat breakfast at all, while the corresponding figure in the 16–24 age group is 9%.
“Breakfast plays an important role in setting the rhythm of eating throughout the day, and eating breakfast helps you stay alert at work, school and on your free time. For breakfast, it is good to include good carbohydrates and fiber, such as porridge or bread, as well as a portion of vegetables, berries, or fruit. In addition, it’s good to add sources of high-quality protein and good-quality fat”, says Marika Laaksonen, Senior Manager, and nutritionist at Fazer.
Finns want breakfast to be healthy, tasty and convenient
According to the survey, the most important characteristics of the Finnish breakfast are that it tastes good, is quick to prepare, healthy, and keeps hunger away for long. Almost half of breakfasters would like healthier breakfast options.
They also want to see new flavours and inspiring products on the market. The study shows that although breakfast preferences in Finland and Sweden are largely similar, there are some differences.
When asked what they most often eat for breakfast, in Finland porridge an cold cuts were more popular than in Sweden, whereas in Sweden eggs, muesli and cereals are more popular than in Finland.
“Taste and practicality are important in Finland. Responses from Swedish consumers emphasise a more holistic experience: in addition to taste, breakfast must look good,” says Mia Koivistoinen, Portfolio Manager for the Fazer Alku product family.
* Source: Fazer Breakfast Habits Study, Nepa Insight, January 2024, Finland: n=1007, Sweden: n=1005
