Finns' interest in cooking increasingly widespread
According to a brand new survey, every fifth Finn is very interested in cooking and preparing meals. The popularity of Mediterranean foods is growing and consumers plan to increase the use of basic ingredients. On weekdays, Finns are on a lookout for healthy and fast-to-prepare foods. On weekends, aspects related to enjoyment and taste are emphasised. The results show that all Finns indulge themselves with food.
The survey made by TNS Gallup for Kesko Food studied the views of Finns about buying, cooking and eating food. The survey was conducted in August 2006 by interviewing over one thousand Finns.
According to the results, every fifth (21%) Finn is very interested in cooking and preparing meals. In addition, 56% say that they are relatively interested. Interest is expected to grow in the future, as particularly young adults (aged 25–34) and women are more interested than others in cooking.
The survey also inquired about interest in the foods of different countries. Mediterranean food (Italy-Greece-Spain) aroused most interest, but Finnish and Scandinavian food also attracted consumers. Men in particular are interested in the offerings of the Finnish kitchen. Tex-Mex foods appeal more than before particularly to the age group of 18–24.
Eating well on weekends
The difference between weekdays and weekends is emphasised in grocery shopping. The survey reveals that on weekdays a priority is healthy eating and delicious taste requirements come only after that. As many as 38% of Finns plan to increase the use of basic ingredients. On weekends, clearly more attention is paid to the tastiness and variety of food or, in general, what to have for food.
The difference between weekends and weekdays is also reflected in how time is spent. On weekdays three quarters (74%) of adults try to shop for all groceries in under half an hour, while on weekends half (49%) of all respondents spend more than half an hour in grocery shopping. The time difference in cooking and eating is similar. On weekdays over half (53%) of respondents spend a maximum of half an hour at a time cooking a meal. On weekends every sixth (16%) of all respondents spends more than one hour preparing a meal.
”Studies and surveys provide Kesko Food with detailed information on the attitudes of Finns towards cooking on busy weekdays and on weekends. On the basis of this we can develop our selections and service so that people will be
able to prepare balanced and healthy meals within the limits of their schedules,” says Juha Andelin, Marketing Director at Kesko Food.
Self-indulgence with food
According to the survey, all Finns pamper themselves with food and every fifth one (20%) several times a week. People aged 18-24 are particularly active in this respect. Rewarding decreases with age, but not radically. Not much difference was detected between men and women.
The most popular indulgence purchases by far are meat and various steaks. Finns also pamper themselves with cheese, pizza, fresh fish and special delicacies. Sweet treats include chocolate, confectionery and ice cream. Indulgence foods are often slightly more expensive or delicious than average.
Further information:
Juha Andelin, Marketing Director, Kesko Food Ltd, tel. +358 500 504 302
Ulla-Riikka Tapionlinna, Research Manager, TNS Gallup Ltd, tel. +358 40 727 0488
The survey was carried out this way:
- The survey was implemented on weeks 31-32/2006
- 1,017 Finns aged 18-65 replied to the survey
- Half of the respondents were women and half men
- The survey was now implemented for the second time
Extracts from the survey
- 22% intend to spend more time in cooking, as many as 40% of those aged 18-24.
- Women spend more time than men for shopping groceries and cooking particularly at weekends.
- Young people (aged 18-24) pamper themselves more often with something sweet than other age groups.
- The imagination of Finns knows no limits when it comes to rewarding oneself with food. The list is long and includes products from marzipan to sole.
- New favourite flavours are also extremely varied. Someone has taken a fancy to sun-dried tomatoes and someone in combinations of chocolate and chilli.
