Rye bread remains a Finnish favourite – one in three Finns eats rye bread every day

The national rye bread day is celebrated today, 28 February. Rye is an inseparable part of Finnish culinary culture, and Finns eat the most rye in the world with more than 15 kilograms per person annually 1). According to a survey 2) commissioned by Fazer Bakery Finland, the consumption of rye bread is experiencing a slight increase.

Rye bread is chosen for its excellent taste

According to a survey commissioned by Fazer²⁾, four in five Finns eat rye bread at least weekly. For a third of Finns, it is part of their daily diet. By far the most important reason for eating rye bread is its excellent taste: 80 percent of Finns feel this way. Significant selection criteria also include its healthiness (69 percent) and rye bread being a great source of fibre (63 percent).

The popularity of rye bread is not showing any signs of slowing down, rather the opposite. One in four survey respondents says they are eating slightly or significantly more rye bread compared to a year ago.

”It’s great that rye bread is still a favourite among Finns. We are keeping the strong rye tradition alive and bake our rye bread with Finnish rye in the world’s largest rye bakery in Lahti. At the same time, we are continuously developing new rye products that match the Finnish taste. Rye bread is the single most important source of wholegrain in our diet and an easy way to meet the daily recommendation of 90 grams of wholegrain given in the Nordic Nutrition Recommendations,” says Marko Bergholm, Managing Director at Fazer Bakery Finland.

Rye bread gives energy for daily life

Daily life is bursting with moments where good energy is needed. Research shows that rye bread is an essential ingredient in Finns’ breakfast and evening snack spreads. One in two Finns chooses rye bread as their snack when at home and one in three as their on-the-go snack. The survey also discovered that Finns like to enjoy their rye bread topped with cheese, cold cuts, and cucumber.

Rye is the most important source of wholegrain in Finland, and rye bread is the most important individual source of wholegrain. Rye products are also an excellent source of fibre, and Finns get about a quarter of their daily fibre intake from rye.³⁾ In addition, rye is a great source of plant protein and true brainfood as its nutrients – iron, zinc, and magnesium among others – maintain normal brain function as part of a balanced and varied diet and healthy lifestyle.

“A life-long relationship”

According to the survey commissioned by Fazer, Finns link plenty of memories, emotions, and impressions to rye bread.

One in two respondents said that rye bread brings back memories. Most of them are connected to childhood and cosy moments at home. In many memories, rye bread is also associated with the important people in your life, such as parents, grandparents, own children, and friends. Finns also make a connection between rye bread and looking after the ones you love: two in three Finns feel that making someone a sandwich is a sign of caring.

Finns also think that by eating rye bread they can access a state of mind that can be described as cosy, energetic, and safe. Respondents told about their habits and situations related to consuming rye bread in which the good energy provided by rye bread is particularly important.

Sources:

1) Pro Ruis ry, www.proruis.fi

2) Rye bread survey 2024 / Norstat, N = 1,020: The survey commissioned by Fazer Bakery Finland was conducted by Norstat on 24–29 January 2024. The survey was answered by 1,020 Finns, aged 18-74.

3) FinDiet 2017 Survey

Further information:

Tarja Kuusela, Director, Communications, Fazer Bakery Finland, tarja.kuusela@fazer.com, Tel. +358 40 587 6063

Fazer Bakery Finland

Fazer is the bakery industry market leader in Finland. Fazer’s large bakeries are located in Vantaa, Lahti and Lappeenranta, Finland. The company has nearly 140 in-store bakeries within grocery shops where artisanal bakers make bread by hand in the shop premises using Finnish flour. In Finland, Fazer Bakeries employs approximately 1,600 people. In the manufacturing of the bakery products, approximately 92 per cent of the ingredients are Finnish.

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. 

Northern Magic. Made Real. 

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