New dietary guidelines prompt 15 percent of Finns to change eating habits

Finnish public broadcaster Yle reports that updated national nutrition recommendations have led to a measurable shift in food choices, with 15 percent of Finns consciously altering their diets as a result.

A study by Pro Vege, an association promoting plant-based foods, found that sales of plant-based products in grocery stores rose by 3.6 percent last year compared to 2024. The largest increases were seen in tofu, with a 12 percent sales boost, and canned legumes, up by 14 percent.

The survey also revealed that 39 percent of respondents said the new guidelines had increased their interest in plant-based options. Pro Vege’s executive director, Jukka Kajan, noted in a statement that while the recommendations primarily target professional kitchens and businesses, their visible impact on consumer shopping habits was a positive surprise for the association.

Pro Vege’s members include major Finnish grocery chains such as Kesko, S-Group, and Lidl. The study was conducted as an online survey in late February, with 1,000 Finnish participants.