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Markku Sandell
Link to article (Finnish)

Ruokailmiöt 2019, Kesko
Link to rapport (Finnish)

Food brands and products that promote well-being and communicate the origin of the ingredients are valued by consumers. According to the study, 55% of the respondents said that informed consumption plays a role in their buying decisions. This trend is rising in comparison to the survey results from 2017. Consumers are not just interested in researching the facts and information about the origin of products, but also looking for professional tips on how to prepare nutrient rich and delicious meals. Finns are also more interested in making individual food choices that differ from the masses.

Increase in tourism and globalisation has made ethnic foods more familiar and accessible for Finns, especially the young generation is a lot more adventurous to explore culinary trends and foods from different cultures.

Top 10 Food Ingredients

Consumers were also asked what products and raw ingredients they are interested in consuming more next year. Fresh fish and berries were on the top of the list.

In 2019, microbrewery beers, fresh sausages and sugar-free custards were also rated high in the list. Compared to the Food Trends 2017 study, potatoes, Finnish superfoods and oat milk-based food products were high in the ranking. Fresh herbs scored third on the list, followed by wild mushrooms.

Surprisingly, avocado, or pulled oats didn’t make it to the top 10 this time around.