One way of cooking brings a smile to almost every Finn’s face. Finns grill three foods the most.
It’s about to start again, namely the biggest food season for Finns. No, it’s not Christmas, and it’s not Easter either. They are in positions two and three. By far the biggest food season is barbecue season.
When a Finn mentions the word barbecue, it usually brings a good mood and a smile to their face. This is what Atria’s research manager claims Jukka Saarenpää.
– People have a positive psychological charge towards grilling. The long winter is over, it will finally be warm and sunny. The grilling feeling is related to that, says Saarenpää.
Based on the research results, he analyzed that grilling is a completely unique way of cooking. Then you want to see trouble.
– In the last ten years, by far the biggest change in the food market has been that people are moving towards ready-made food. On the other hand, in grilling, the cooking seems to hold its surface, says Saarenpää.
He finds the phenomenon really interesting, because grilling goes in the complete opposite direction to all other ways of cooking. Despite all the workload, Finns find grilling relaxing and calming. Grilling brings positivity.
– Another interesting thing is that grilling is not going anywhere, because younger people are more eager to grill than older people.
Saarenpää predicts a good and bright future for grilling.
– I think that even the younger generations are attracted specifically by the positive feeling of grilling and seeking experience through cooking, even though otherwise the aim is to make cooking easier.
Grilling seems to fulfill a certain psychological need as well.
Chicken meat has become very similar to sausage as the most direct grilled product. Mikko Huisko
The largest mass of people grilling are residents of single-family homes and townhouses who have a backyard where you can easily grill. Somewhat surprisingly, Finns grill the most at home, and by no means at a cabin. Cottage grilling is only the second. Grilling at home on a weekday evening is a small luxury of everyday life for many respondents.
In connection with grilling, men’s desire to grill is often brought up. According to Saarenpää, this did not arise as a problem in the study. Rather, he sees grilling as an equalizer in cooking. The man participates in the cooking and the responsibility is also shared with the family’s children.
– Grilling creates community. The whole family or friends are there when you grill. That is also part of the atmosphere of grilling. Some of the answers joked that the man plays a hero when he has played with that fire, but in fact the mother of the family has done more. But that was also said with humor.
The most negative thing about grilling is the pressure to succeed. If guests are coming and you’re not quite sure whether a more demanding barbecue will work. On the other hand, according to Saarenpää, even this is small compared to how nice grilling is in Finns’ opinion.
So what are we grilling?
There is no doubt about the big three of grilling. The first place is still held by sausage. But the goosebumps have come right up to that point. The third is pork. Meats already cut into steaks are usually preferred.
The proportion of vegetables has also increased. Even 20 years ago, they were hardly put on the grill.
The proportion of vegetables in the grill has increased. Early cabbage, paprika and garlic are seasoned on the grill. MIKA REMES
Beef has a surprisingly small share in grilling. Saarenpää thinks it’s because of the price. This is despite not being as price conscious when grilling as usual.
Also, the origin of the meat is more important when grilling than, for example, in prepared foods.
One ready-made meal has been approved by grillers. It’s barbecue fries. Sales of ready-to-eat grilled potatoes have been growing for several years.
– At this point, grilling follows the general trend where everything has to be easier. In Finland, where ready-to-eat foods are present, grilling is seen as a different way of cooking.
A big reason for this is the flavor that grilling gives to the food. The Finns’ answers reveal that there must be flames in order for the food to have the aromas of fire and smoke. This is one of the reasons why electric grills have not become more common, they lack the idea of grilling, i.e. flames.
In addition, grilling has a very strong element of relaxation. When grilling, you forget about trying to eat right or healthy.
– When grilling, you usually give yourself permission to eat what tastes good. There is no stacking when grilling.
Even bad weather doesn’t make grillers stay indoors. Grillers are surprisingly persistent. If you have decided to grill and have gone to the store, it is a really big threshold to give up grilling. The desire to grill does not go away, even if it rains dish rags from the sky.
Grilling also dictates the choice of store. 72 percent of the respondents stated that they choose a store based on where there is a good selection of barbecue products. The grilling season is quite important for grocery stores.
A big factor in choosing a store is the meat selection. Vegetables also have some effect. Finnish grillers appreciate a large meat counter the most, so that they can find the product that the griller has in mind.
Atria’s survey was carried out in January 2026, and 1009 (N) 18-74-year-olds answered. Material: SuomenOnlinetuikkumas panel.