For coffee-drinkers, morning coffee is particularly important and is a source of strong emotions. Not getting a cup of coffee in the morning may lead to feelings of tiredness or even irritability. Finns are prepared then to give up many things, such as reading the newspaper, browsing the internet, taking a shower or even brushing their teeth to get their coffee first thing in the morning.
People look to morning coffee for a boost or a quiet moment before the start of the hustle and bustle of the day. Traditional filter coffee is still the most popular morning coffee in Finland. Of all those who responded to the survey, 63% drink light roasted coffee in the morning, but over the last few years dark roasted alternatives have started to gain favour, such as Paulig’s Juhla Mokka Tosi Tumma launched in October.
Morning coffee is usually drunk at home from a favourite fun mug. Take-away coffee culture has grown in the last few years though and 21% of 15–25 year olds buy their coffee on their way to work or school. According to the survey, 20% have their morning coffee when they reach their place of work or study.
Many different ways and styles to have your morning coffee
Milk goes hand in hand with coffee, as the majority of Finns (70%) add milk to their coffee. In the morning, it is still customary to peruse the newspaper whilst drinking one’s coffee or browse the internet. There is no dress code for morning coffee. Men are more likely than women to drink their coffee naked or in their underwear. Women on the other hand drink theirs in their pyjamas or dressing gown.
“We Finns are the world’s most prodigious coffee drinkers and this survey demonstrates our love for morning coffee. Morning coffee kick starts the day and we are ready to make small sacrifices in order to get it. For example, 7% of women would be prepared to give up sex to have their morning coffee. Young people would rather give up their breakfast or reading the newspaper, and older people would skip browsing the internet. The 30-somethings are more prepared than others to give up their shower or brushing their teeth for their morning coffee. So, often coffee is the be all and end all!” Paulig’s “Paula”, Maija Niemi sums up the results of the morning coffee survey.
The morning coffee survey was carried out in September 2016 and over 15–79- year olds responded. The results can be extrapolated to apply to the whole of Finland. This survey is a follow-up to the ones made in 2012 and 2014.
*Carried out by Evidens Oy and commissioned by Paulig. 5-12/9/2016. N=1195.