The store’s ready-to-use slippers have become a real social phenomenon.
Pancakes can be filled in many different ways. Eeva Paljakka
The consumption of ready-made pancakes is growing fast. Pancakes are indeed one of Finland’s fastest growing convenience foods.
Atria, Finland’s largest manufacturer of ready-made pancakes, found out in a pancake survey conducted in August 2025, why Finns resort to ready-made pancakes more and more often.
When Atria asked in its survey what makes respondents grab a packet of pancakes, almost half (45 percent) answered that it was effortless.
22 percent of the respondents describe the stress created by the rush of everyday life as driving the purchase decision. For some (21 percent), ready-made pancakes bring back memories of childhood or grandma. The price is also decisive, almost half of the respondents (47 percent) say that they buy pigtails because of their affordable price.
Pancakes have become a social phenomenon
Pancakes are especially a snack for Finns and are eaten most by people who are active, families with children and people under 35.
Pancakes have become a social phenomenon. Many tips are shared on social media about what kind of fillings you can eat flatbreads with.
One of the factors explaining the growing popularity of pancakes are curd pancakes that have entered the market and are considered healthy snacks. Especially young men who are actively working out have found ready-made curd pancakes in the store. Surprisingly, young and fit men are more active pancake eaters than average.
You can offer, for example, roasted nuts, nutella cream and figs with the sweet cakes. Eeva Paljakka
Atria’s product group manager Kati Rannila says that the popularity of pancakes has been growing for ten years, and the market is expected to continue to grow. Pancakes are one of the most popular products in the ready-to-eat category. Although curd pancakes have been a hit, spinach pancakes are still in first place.
Rannila states that pancakes are eaten because they are prepared easily and quickly.
The same has been noticed in Saarioin. The ready-made curd doughs they launched in September have found their target group. Atria and Saarioinen’s novelty wafers have curd, so they appeal to those who prefer protein-rich foods.
Category manager of Saarioinen Minna Salmi says that the idea was to bring consumers a product that combines ease and good taste.
According to Salmi, the new products have attracted a lot of interest.
– Especially on social media, we have seen a lot of comments and posts. The puff pastry has sold beyond expectations, Salmi says.
According to him, Saarioinen was expected to be enthusiastic about curdled dough, because no similar product has been on the market.
The popularity of ready-made lentu and lentu dough is also explained by the growing consumption of snacks. Not everyone even heats up the pancakes, but eats them cold straight from the package.
There are no signs of abating among consumers.
– At the moment, the interest in ready-made curd dough looks very good, Salmi states.
The results of the Atria survey are based on the answers given by 1002 respondents, which were collected from the Finnish online survey panel. The respondents were Finns aged 18–74.