In the heart of Finnish culinary culture, bread is more than just a staple—it's a daily pleasure that's undergoing a nutritional revolution. A comprehensive survey by Fazer reveals how Finns are reimagining their relationship with bread, blending tradition with health-conscious choices.

"Although the popularity of wholegrain bread has remained stable, we get far too little whole grain from our daily diet," explains Marika Laaksonen, Senior Manager in Nutrition at Fazer's Research and Innovation unit. "Bread is an easy and quick user interface, as just 5–6 slices of whole grain bread a day are enough to meet the recommended intake."

The research paints a compelling picture of a nation deeply connected to its bread. An impressive three out of four Finns enjoy bread every single day, with 30% of respondents actually increasing their bread consumption. For most, bread isn't just food—it's a celebration of everyday moments, with 91% believing that fresh bread tastes best in homely, intimate settings.

Whole grains have become a critical focus. As Laaksonen further elaborates,

"The fibre in grains maintains intestinal function, and the beta-glucan fibre in oats helps to reduce blood sugar rises. In addition, grains contain good carbohydrates, which are the main source of energy for the brain."

Oat bread has emerged as a particular favorite.

"Oat bread has established its place, and it is considered both a tasty and healthy option that supports well-being," notes Katri Perälä, Research Manager at Fazer Bakery.

Indeed, 40% of respondents thought that the best-tasting bread is made from oats, and 77% considered it a good choice for stomach and heart health.

Sustainability is also playing an increasingly important role in bread selection. Thirty-seven percent of respondents now prioritize sustainable bread choices, a notable increase from 30% in the previous year.

This aligns with a strong preference for local production, with 87% of Finns valuing bread made from domestic grains.

The survey reveals a nuanced relationship with bread—it's simultaneously a daily necessity, a health-conscious choice, and a culinary pleasure. The 2024 National Nutrition Recommendations have set a clear target of 90 grams of whole grains daily, though currently, Finns are only reaching about half of this goal.

From the first slice at breakfast to evening snacks, bread continues to be a cherished part of Finnish food culture, now with a renewed focus on nutrition and sustainability. As Fazer's experts suggest, sometimes the path to better health is as simple as choosing the right slice of bread.

For more information of healthy breads read the Spring 25 edition of Baking Europe, where we showcase which breads are best for health and why.

Source: The Great Bread Survey 2025 by RedNote, survey of 1000 participants representative of the Finnish population