Bread and porridge the Finnish breakfast favourites – four out of five eat breakfast almost every day
According to a recent study* commissioned by Fazer, the traditional choices of bread and porridge continue to be breakfast favourites in Finland. Almost half of Finnish consumers consider themselves “breakfast people”, and only 9% do not eat breakfast. For a decade now, Fazer Alku has been offering delicious and nutritious options for the breakfast table. This winter, the product family receives a makeover with colourful and more distinctive packaging.
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.
New-look Fazer Alku: a modern breakfast classic
For a decade now, Fazer Alku has been offering delicious and nutritious options for the breakfast table. The product family’s story began in 2014 with the launch of Fazer Alku porridges. These became hugely popular not only for their taste but also their handy packaging, with a spout for easier pouring. Since then, the Alku family has expanded with muesli, granola, cereal and portion-packed instant portions, as well as the most recent additions, Fazer Alku Ruokakaura oats and Fazer Alku Ruokaohra barley. Fazer Alku products are manufactured from northern grain in Finland and Sweden.
This winter, Fazer Alku packaging is getting a bright new look. The makeover makes it easier to distinguish the products on the store shelf, as well as to tell them apart from each other.
“At the core of Fazer Alku products is Fazer’s expertise in manufacturing foods with oats and other high-quality ingredients, and delicious flavour combinations. We offer easy, quick and nutritious breakfast options,” Koivistoinen says.
New soft granola snacks for active living
This winter, the product family is expanding with two newcomers: Fazer Alku Pehmeä Granolapala Mustikka 120 g soft granola and blueberry biscuits and Fazer Alku Pehmeä Granolapala Omena 120 g soft granola and apple biscuits are specifically designed as snacks. These delicious granola snacks are made from Finnish oats, and their sweetness comes from the oats and fruit. They do not contain palm oil. The new products will be launched in early March 2024.
* Source: Fazer Breakfast Habits Study, Nepa Insight, January 2024, Finland: n=1007, Sweden: n=1005
Images for editorial use: https://fast.fazer.com/l/GhDXBxwBHr27
Additional information:
Maria Rämö, communications manager, Fazer Lifestyle Foods, tel. +358 40 847 1020, maria.ramo@fazer.com
Fazer serves the media by phone Mon–Fri from 8 am to 4 pm, tel. +358 40 6682 998 and at media@fazer.com.
Fazer Group
Fazer, The Food Experience Company, enables people to enjoy the best moments of their day. Our mission, Food with a purpose, builds on our strong more than 130-year heritage, consumer first approach and innovations to create the sustainable food solutions of the future. With our dedicated team of approximately 5,000 professionals, we focus on fast-moving consumer goods and our direct-to-consumer business in Northern Europe, and beyond with exports to more than 40 countries. Fazer’s operations comply with its Code of Conduct that is based on the Group’s values and the UN Global Compact. In 2023, Fazer Group had net sales of 1.200 million euros.
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