By Laura Turunen and Katja Thiele-Hann
A baking culture has taken root in Finland – one that is deeply ingrained in regional traditions while being equally diverse and innovative. The market is characterized by traditional artisanal bakeries, a small number of large-scale industrial bakeries, and young start-ups.
Rye bread: a part of Finnish culture
Rye bread (Finnish: Ruisleipä) has long been an integral part of Finnish culture – and, since 2017, has even held the status of Finland’s national dish. While Finnish rye bread (made from 100% rye) is historically characterized by a typically dense and tangy profile, consumers today seek out milder, softer – and thus more ‘European-style’ – varieties. As is the case in other countries, there is a distinct trend toward greater softness. Fazer, for instance, has reinterpreted rye bread to align with this trend through its Reissumies product line.
The Finnish fondness for rye bread comes as no surprise, says Johanna Mäkelä, Professor of Food Culture at the University of Helsinki. Rye has been cultivated in Finland for over 2,000 years. Rye possesses the ability to adapt to diverse soil conditions and to ripen during the short Nordic summer. “Finnish rye bread tells the story of a poor country, for there were few ingredients that were consistently available,” notes Mäkelä.
Typically Finnish
Other traditional baked goods – such as Finnish ‘pulla’ (yeast buns) – are also undergoing sensory evolution to adapt to new taste preferences. Today, ‘pulla’ is less sweet, fluffier, and often offered in a variety of flavors. Karelian pies (Finnish: Karjalanpiirakka) – a savory snack often featuring a filling of rice, potato, or traditional barley – also have a long-standing tradition. Oats are currently viewed as a trending ingredient; they are considered healthy, local, and sustainable. Another typically Finnish feature is the abundance of berry cakes found in local bakeries. While Finland may not possess a distinct cake culture like that of Germany or Sweden, it offers a rich variety of hearty cakes and fine pastries.
The global leader in coffee consumption
This, too, is typical for the country’s culture: the rich coffee culture. According to Statista, Finland is the country with the highest coffee consumption in the world (often followed by other Nordic nations). Consumption stands at 10 to 12 kg of green coffee per person per year. This means Finns drink twice as much coffee as Germans, for instance (annual per-capita consumption: 5.5 kg). Mathematically speaking, therefore, every Finn drinks, on average, at least four cups of coffee a day.
Finns do not have a specific term of their own for their coffee culture – unlike the Swedes, who refer to a coffee break as ‘Fika’. But, in principle, there is no difference in people’s love for coffee:
+ Daily coffee breaks are a standard practice.
+ Coffee is enjoyed alongside pastries (such as ‘pulla’, cinnamon buns, or ‘munkki’).
+ Coffee drinking is deeply ingrained in Finnish life, both in the workplace and at home.
About Finland
Finland has a total area of 338,450 km², making it one of the largest countries in Europe in terms of land area. The country encompasses approximately 40,000 islands, most of which are uninhabited. A significant proportion of Finland’s population of around 5.62 million (74%) is classified as urban. Roughly one in eight inhabitants lives in Helsinki alone.
Major oat exporter
Despite its northern location and harsh climate, grain cultivation is an essential component of Finnish agriculture. The most important grain crops are oats, barley, wheat (primarily spring wheat), and rye. Oats are booming: Finland is a major producer and exporter of oats (producing approximately 1.1 million tonnes per year, which accounts for 14% of the total European volume). Oats are increasingly being cultivated as the primary grain crop, often taking precedence over barley. The annual grain harvest typically exceeds 3 million tonnes. Due to the short summer season (120–150 days), cultivation is concentrated in the southern part of the country.
Every workspace has its own coffee machine. Many companies even offer established Friday routines: the ‘Perjantaipulla’ (which roughly translates as ‘Friday pulla’). On Fridays, employees gather in ‘coffee rooms’ to enjoy coffee accompanied by pastries. It serves as an unofficial get-together at the end of the workweek and offers an excellent opportunity to chat with colleagues in a relaxed, informal setting.
When Finns invite friends over for coffee at home, the old adage applies that ‘seven varieties’ must be served. This refers to seven different types of pastries – such as ‘oat peaks’, ‘spoon breads’, or date cake – along with something savory, such as open-faced salmon sandwiches or Karelian pies. And, of course, ‘pulla’ is always on the menu.
‘Bake-off’ on the rise
Convenience during shopping is becoming increasingly important to Finnish consumers. This is one reason why in-store bakeries are experiencing a strong surge in popularity within the retail sector. A trend toward premiumization and the use of higher-quality ingredients is also evident. Furthermore, Finnish consumers are paying increased attention to clean label attributes when selecting food products.
Extensive range of gluten-free products
One key growth driver in the Finnish baked goods market is the gluten-free product segment. In terms of both market share and product availability, Finland is considered a European leader in gluteeniton (which is the Finnish term for ‘gluten-free’). Whether in small local shops or large supermarkets, the selection is extensive, ranging from bread, pastries, and pasta to beer and ready-made meals. Many restaurants now also offer gluten-free options. Nowadays, gluten-free products are virtually indistinguishable from their standard counterparts.
Baked goods vs. eating occasions in Finland
+ Daily: Rye bread, ‘pulla’
+ Coffee time: ‘Pulla’, korvapuusti (cinnamon buns), munkki (doughnuts)
+ As a snack: Karelian pies, oat bars, small rye flatbreads
+ Lent: ‘Laskiaispulla’ (Finnish Shrove Tuesday buns)
+ Christmas: ‘Joulutorttu’ (Christmas pastries), ‘piparkakku’ (gingerbread cookies – which are somewhat thinner than similar pastries in the rest of Europe and are seasoned differently)
+ On February 5: ‘Runebergintorttu’ (Runeberg tarts). These are enjoyed in Finland on February 5, which is the birthday of the national poet Johan Ludvig Runeberg.
+ On May 1: ‘Vappu’ – the festival of spring, students, and workers traditionally features ‘tippaleip’ (funnel cakes/fried pastries) and ‘munkki’.
Bakeries in Finland
+ Fazer Bakery (Market leader; 2025 net revenue: EUR 446.9 million)
+ Lantmännen Unibake Finland (with a turnover of EUR 129.4 million and over 350 employees in 2024)
+ Vaasan Oy (Part of Lantmännen Unibake)
+ Primula (Part of the Leipomo Salonen bakery group since 2023)
+ Porokylän Leipomo (Reindeer Village Bakery)
+ Moilas (Gluten-free bakery)
+ Uotilan Leipomo (Producer of traditional breads)
+ Putaan Pulla (Producer of regional specialties)
The major companies are experiencing moderate growth, benefiting from exports, the trend toward in-store bakeries, and their own innovations. Furthermore, Fazer Bakery owns numerous small local bakeries throughout Finland, which it continues to operate under their respective established brand names. These include the Oululainen bakery in Lahti and Vuoksen Leipä in Imatra. In addition to these major players (Fazer, Lantmännen, and Vaasan), approximately 600 bakeries are currently operating in Finland, most of which are small businesses. Some regional bakeries even distribute their products nationwide, such as the family-owned Rosten bakery in Turku (which supplies crispbread, among other items), Café Trube from Kuopio (confectionery products), and Linkosuo in Tampere (bread and crispbread).