Summary

Finland's Coffee Obsession explores the significant role coffee plays in Finnish culture, consumption habits, and the market, highlighting the social and psychological factors influencing the Finns' love for coffee.

Abstract

The article "Finland’s Coffee Obsession" delves into the deep-rooted coffee culture in Finland, where the average Finn consumes 3 to 5 cups of coffee daily, amounting to approximately 10 kg per person annually. This cultural phenomenon is not just about the beverage itself but also the social interactions and comfort it represents. Coffee in Finland is associated with warmth and joy, and its consumption is socially accepted at all times of the day, including multiple breaks at work and at home. The Finnish coffee market is robust, with popular brands like Gustav Paulig’s Juhla Mokka and Meira’s Kulta Katriina leading the way. The article also touches on the different types of coffee buyers in Finland, ranging from students to elders, and emphasizes the importance of taste, quality, and price in determining customer loyalty. The coffee market in Finland is segmented into upper, middle, and lower-end price ranges, with marketing strategies evolving to include social media and other digital platforms.

Opinions

The author suggests that coffee is an integral part of the Finnish lifestyle, with its influence permeating various aspects of daily life.
It is implied that the high consumption of coffee in Finland is not only due to personal preference but also because of social norms that encourage coffee drinking in gatherings and meetings.
The author expresses a personal observation that non-coffee drinkers in Finland are rare, and those who abstain might opt for herbal teas instead, possibly due to caffeine sensitivity or health concerns.
Coffee is seen as a versatile drink in Finland, suitable for all types of occasions, including celebratory events like weddings and even funerals.
The author highlights a trend towards darker roasts and espresso consumption in recent years, indicating a shift in the traditional coffee preferences of Finns.
Marketing and the shop environment are considered crucial for attracting customers and fostering brand loyalty, with an organized display of various coffee brands and roast levels being important.
The article suggests that the Finnish coffee market is dynamic, with prices varying widely and marketing strategies adapting to include digital media.
The author promotes their own content creation endeavors, including a YouTube channel and Medium articles, inviting readers to support their work by subscribing and engaging with their content.

Finland’s Coffee Obsession

The influence of coffee In Finnish lifestyle will amaze you

Finns are one of the largest coffee consumers in the world. According to Statista, a Finn drinks between 3 to 5 cups of coffee per day, averaging approximately 10 kg of coffee per person each year.

Did you know that it is normal in Finland to pay several euros for one small cup of coffee?

Factors That Influence Coffee Consumption In Finland

There are several psychological and social factors that play in coffee consumption and purchase.

The consumption of coffee isn’t restricted to a specific event.

It is a socially acceptable act in Finland to consume large amounts of coffee a day.

Coffee is consumed as a ‘hot’ drink that is associated with comfort, warmth, and joy.

Social factors can determine the quantity of coffee purchased. For example, in gatherings or meetings, it is more likely to purchase a large amount of coffee as normal for Finns to consume more than one cup of coffee per sitting.

The Influence of Coffee In Finnish Lifestyle

The majority of Finn's lifestyle revolves around coffee drinking.

It is normal for regular Finns to drink coffee in the morning and have two coffee breaks at work than have an afternoon coffee when they return home. This applies to a heavy coffee drinker.

However, I have not met a Finn that doesn’t drink coffee but I think they would rather drink decaffeinated herbal teas throughout the day. This is an increasing trend nowadays as many people have become sensitive to caffeine due to overconsumption or digestive issue.

Coffee is being brought in every situation and event that I know including in work, homes, meetings, events such as birthdays and weddings as well as funerals.

Different Types of Coffee Buyers

Students who consume coffee throughout the day especially in the morning and throughout exam times
Employers who consume coffee during their breaks and purchase coffee for their employees and staff at work.
An employee makes sure his home is stocked with coffee so he may have a cup in the morning and upon returning from home.
Parents who drink coffee nonstop so they can survive the hectic life with their toddlers.
Elders who consume a cup of coffee in the morning and one in the evening.

Factors In Repurchasing of Coffee

The taste, quality, and price of coffee determines if the coffee will be repurchased by the customer.

The shop environment is important when buyers are deciding to buy coffee, they need to have different brands and strengthens (roast levels) of coffee to adjust to the different coffee preference of customers and their brand loyalty.

The shop should be laid out in an organized and neat manner where they showcase their range of coffee.

Customers are more likely to purchase coffee on the go, where coffee is prepared using a vending machine same as in local franchise supermarkets where they have a separate machine for freshly prepared coffee.

Coffee Market In Finland

The most sold coffee brands in Finland are Gustav Paulig’s Juhla Mokka and Meira’s Kulta Katriina.

Longlasting favorites are Juhla Mokka.

The retail price can be divided into 3 segments: upper-end, middle-end, and lower-end Upper-end.

Upper-end: from about €30 per kg to €67.70 per kg
Middle-end: from about €12 per kg to €29 per kg
Lower-end: from about €6 per kg to €12 per kg

Marketing is usually done through TV, banners as well as social media posts by both stores and brand channels.

Coffee Buying & Consumption

Coffee consumption has been greatly affected by trends and preferences as well as the flavors of coffee.

Different cultures introduce their ways of making, producing, and consuming coffee. For example, during the last 10 years Finns have gotten used to using darker roasts when in the previous generation, lightly roasted coffee was the traditional form of coffee consumed.

Espresso is also new to Finns, which changed the buying preference of coffee.

Resources:

Coffee In Finland — Finn partnership report

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About The Author

Noor is a second-year business student at Tredu. She is passionate about marketing and content creation. She recently launched her YouTube channel specializing in holistic healing.