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Food favourites on a regional level

March 4, 2016

I ran across an interesting article in Helsingin Sanomat on February 25. The S-group (one of the big retail chains in Finland) analyzed 70 million purchases made in 2015. Based on those purchases they were able to determine regional food favourites and there were differences in the results.* You’ll have to forgive me – in some cases I have to add the Finnish word for the food because I couldn’t find a translation for it.

In the south, people are partial to specialty cheeses, dark roasted coffee and noodles.

In the north, pork, flat breads, fresh fish and Edam cheese are favourites.

In the east, people favour pork, Edam cheese, buttermilk, rye bread, so-called “post-oven breads (jälkiuunileipä) and sour dough-type and oat breads. People also use more of the butter / margarine spreads that have been shown to have positive effects on lowering bad cholesterol levels (i.e Becel).

In the west, people purchase a lot of sandwich breads and “varrasleipä”, beef, pulla, doughnuts and bread cheese (leipäjuusto)

It was also reported that chicken wings are a particular favourite in the Tampere region. There is also a clear distinction in the taste for food in the east vs. west. Research showed that people in eastern Finland clearly favour sour dough-type breads and people in the west have more of a sweet tooth, favouring pulla and other coffee breads. People in eastern and northern regions purchase more flour than the rest of the country as they are still partial to making their own food more than people in the south and the west. People living in southern Finland also have more exposure to specialty shops that offer products from other parts of the world.

Are you in Finland? Do you have any food favourites? Do you find yourself liking a lot of the same foods as your regional counterparts?

I definitely favour pulla – in ANY part of Finland. 🙂

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*The Jyväskylä region was left out of the analysis.

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3 Comments leave one →
  1. anonymous permalink
    March 5, 2016 8:16 pm

    More flour and butter/margarine might simply mean they make their own pullas. (I know I do. I don’t live in the East, though I have loads of relatives there.) They might eat the same amount of the sweet stuff and simply eat more (proper) bread.

    Also, this.

    • March 7, 2016 8:31 am

      Ha! Love the Oululainen ad – those two are from the movie rare Exports – recognized them immediately!

  2. March 8, 2016 10:25 pm

    Hi,
    I have just discovered your nice blog. I guess this study also aims at targeting better the adverts and sell more and more pulla (or flour to bake pulla)!

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