The September equinox marked the start of the magical blue moment lasting over the winter

According to a recent survey by Fazer, Finns like to curl up on the sofa in the autumn. Almost half of Finns believe they need even more hygge home time. Karl Fazer Milk Chocolate, known in Finland as Fazer Blue, now declares the dark time of the year as the blue moment and encourages Finns to write while enjoying their time at home. In 2024, a book titled Sininen hetki (“A Blue Moment”) to be co-written by Finns will be published.

Autumn is the perfect time for hygge and staying at home. In the autumn, more than 90% of Finns happily stay in to enjoy a great film, book, chocolate, and music – best experienced when lounging on a sofa.

According to the survey* ordered by Fazer and carried out by IRO Research, the key feature about Finns’ cosy home time is having some “me-time” (81%). Of young respondents, one in two respondents (55%) combines cosy home time with good company, whereas of those in the busy years of family life and careers, aged 35–44, only one in five (22%) wants company during their home time. Almost half (45%) relate cosy home time with woollen socks, and a third (33%) pair it together with chocolate. Chocolate is more important to women and young men than to older generations.

Is the Blue Moment a Finnish superpower? 
 
According to the survey, three in four Finns (75%) feel that the dark time of the year is perfect for recharging one’s batteries by staying in. After the energetic summer months, a breather is needed. 

Finns perceive cosy home time as a generally accepted, positive thing that can be enjoyed when possible. The majority (73%) is not worried about missing out fun times with other people when spending time at home. This fear of missing out raises its head more among young respondents. A bit over a quarter of the respondents feel that they should commit more time to being at home. Lack of time as a result of a busy daily schedule poses its challenges. 

“Over the years, we have received hundreds of photos from Finns that depict their perfect blue moment. Most often, the blue moment is connected to serenity and rest. In the recent survey, most respondents said that they enjoy the feeling when autumn arrives and they can stay home and enjoy a good book or chocolate tablet. In the hectic modern world, it’s important to feel that sometimes you can just be,” says Liisa Eerola, Vice President, Communications & PR, at Fazer.

Finns’ blue moments to be compiled into a book

As evenings start to get darker, Finland is wrapping itself in the soft dark blue time of the year. The survey shows that Finns connect blue widely with different times of the year – especially November and January evenings are highlighted in the responses. 

In the autumn, a limited edition of Sininen hetki collector’s items will be released. The item will be available in Akateeminen Kirjakauppa, Fazer Café at Kluuvikatu, and Fazer’s online store. This delicious special edition hides inside six milk chocolate tablets, and hopefully it will inspire Finns to write, as Karl Fazer Milk Chocolate invites all Finns to co-write on a book, Sininen hetki (“A Blue Moment”), which will be published next autumn. The content of the book will be collected for the upcoming six months.

“Karl Fazer Milk Chocolate, born out of an act of kindness, reminds people of rest and self-compassion by starting the blue moment, or a period of time that celebrates recharging your batteries. The blue moment is celebrated for 180 days, from the September equinox until the March equinox. We are inviting everyone to share their blue moments on social media and submit them for the upcoming Sininen hetki book,” says Linda Lukkarinen, Senior Marketing Manager for Karl Fazer Milk Chocolate.

Read more: https://www.fazerinsininen.fi/

Pictures

Print-ready pictures are available in Fazer’s public image bank and can be found by following the path: www.fazergroup.com/media - Image & video bank - Public Image Bank - Media_Press – Finland – Sininen hetki 2023

Additional information 

Liisa Eerola, Vice President, Communications & PR, Fazer Confectionery,
tel. +358 44 710 8860, liisa.eerola@fazer.com

The Fazer media phone line is open Mon–Fri from 8 am to 4 pm,
tel. +358 40 668 2998, media@fazer.com

In August, Fazer charted Finns’ thoughts on cosy home time and the dark autumn and winter time. IROResearch Oy conducted the “Tuhat suomalaista” (1,000 Finns) survey by collecting data online via the company’s own national consumer panel. To make the sample representative of the entire Finnish population, it was weighted by age and gender, as well as the type and region of the respondent’s place of residence. The total number of respondents was 1,000.The data was collected between 17–27 August 2023.The maximum statistical margin of error was approximately +  3.2 percentage points.

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 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 some 40 different countries. Fazer’s operations comply with its Code of Conduct that is based on the Group’s values and the UN Global Compact. In 2022, Fazer Group had net sales of 1.100 million euros.   

Northern Magic. Made Real.