Age influences what kind of bread you want to eat outside the home.
According to the study, the selection of bread and its freshness influenced the image of the entire restaurant. Tuuli Lindgren
Finns’ relationship with bread is in a state of transformation, according to a study commissioned by Lantmännen unibake, which specializes in bakery products.
According to the survey, consumers need more and more breads in restaurants and at hotel breakfast.
Younger people under the age of 55 want to eat attractive, stuffed and heated bread outside the home.
On the other hand, people over 55 are more traditional. For them, the amount of whole grain is important, they prefer rye bread and especially appreciate the health of the bread.
Bread is seen as part of a balanced meal, while for younger breads can be a snack or independent meal.
The parents responded in particular to the health characteristics of bread, and especially rye bread. Eve Paljakka
Pampering product
Half of the respondents want a more interesting and higher quality selection of breads in restaurants. Up to 80 % of consumers would eat more bread at either bread tables or showcases if the supply would be more interesting and higher quality.
The bread selection also serves as a quality criterion on the level of the restaurant, the study says. This is particularly emphasized in lunch buffets and hotel breakfasts.
– Bread still plays an important role in Finns as a source of healthy nutrition, but also increasingly as a pampering product. Experiences can come from, for example, attractive appearance, delicious composition or various filling and spreading options, says Lantmännen Unibake Finland Business Development Specialist, says Ida Jouhki in the bulletin.
We have previously announced how eating Finnish bread has decreased.
Whole wheat bread is the most important source of whole grain and fiber intake for Finns. According to nutrition recommendations, low -low intake is one of the biggest health challenges in Finns. At the population level, total grain intake is linked to lower total mortality and a lower risk of developing, among other things, thick and rectal cancer, cardiovascular disease and type 2 diabetes.
Lantmännen Unibake Bread Survey was conducted in the spring of 2025. 1,000 Finns participated in the survey.