Roughly one in five consumers thinks about
health when buying food products. Research shows that 74% of Finns try to eat
healthily. *The most popular choice in the product group that promotes health
and well-being is rye bread. In particular, the fibre that comes from whole
grains provides the body with important compounds that have a positive effect
on health.
Consumers of products that promote health and well-being already constitute a
significant target group. About 69% of Finns are likely to favour rye bread in
their choices. The next most popular items are light (57%) and fat-free
products (45%). *
TNS Gallup has divided consumers into four groups on the basis of their attitude
towards food. Consumers that expect food to provide enjoyment totalled 23%
while 18% of people felt healthiness was important. A total of 80% of women and
66% of men try to eat healthily. Healthy thinking is also apparent in the fact
that nearly half of Finns think they should lose weight. *
“It appears that consumption of foods that promote health and well-being will
increase in the future. As an consumption-related economic change, the ageing
population would appear to have an influence on this product group,” estimates
Research Manager Tomi Härmä from Dagmar Oy. According to a forecast by
Statistics Finland, every fourth Finn will reach the age of 65 or older in
2030.
Whole grains are the best
source of fibre
“Whole grain fibre provides us with vitamins, minerals, antioxidants
and phytoestrogens, all of which are important for our bodies,” says Research
and Development Manager Tarja Kujala from Vaasan & Vaasan Oy as she
describes the significance of whole grain fibre. ”The fibre content of rye products
is particularly high, because rye is more likely to be used as whole grain
flour,” she continues.
However, the modern western diet includes too little fibre. Research on the
health effect of grains has a long history in Finland and the Nordic countries,
but now it has also spread to the rest of the world. “Last summer marked the
beginning of the EU-funded HealthGrain research project, which is aimed at
increasing consumption of whole grain products,” says Tarja Kujala as she
describes a project that Vaasan & Vaasan is closely involved in.
Frozen baked goods segment
growing – new products take health into account
Frozen bakery goods are still showing the fastest growth (+10.4%) in
the bread market and are already the second largest frozen product group after
ice cream. The overall market for bread in Finland totals EUR 881 million, of
which fresh bakery products account for EUR 803 million, frozen baked goods EUR
47 million and crisp bread EUR 32 million. ** According to a shopping cart
study, the largest product group is still fresh bakery products (9%). ***
”The trend towards healthiness is reflected in our new products. For example,
our new VAASAN KOTIUUNI light pasty product contains 30% less energy, and
VAASAN Leipänen, which is our soft, white sliced bread, has 7.8% fibre,”
explains Marketing Manager Leena Thorström from Vaasan & Vaasan Oy.
* Source:
TNS Atlas 2005 NMP
** Source: ACNielsen ScanTRack
rolling year 111205
*** Source: ACNielsen Consumer
Panel, Shopping cart study, Aug-Sep 2005
Further information:
Consumer tests
Tomi Härmä
Research Manager, Dagmar Oy
tel. +358 400 797911
tomi.harma@dagmar.fi
Grain products
Tarja Kujala
Research and Development Manager, Vaasan & Vaasan Oy
tel. +358 40 725 6239
tarja.kujala@vaasan.com
Bread market
Leena Thorström
Marketing Manager, Vaasan & Vaasan Oy
tel. +358 40 715 6847
leena.thorstrom@vaasan.com
Vaasan &
Vaasan Group is the largest bakery business in Finland and the Baltic region,
the second largest crisp bread producer in the world and a significant Nordic
producer of bake-off products. Vaasan & Vaasan Group includes Vaasan &
Vaasan Oy in Finland, AS Leibur in Estonia, A/S Hanzas Maiznicas in Latvia, UAB
Vilniaus Duona in Lithuania and Delice Scandinavica AB in Sweden. The Group's
turnover for 2004 was EUR 287 million, generated by approximately 3,700
employees.
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