Market Research Approach - Use of Edible Oils in Finland

Abstract

The use of edible oils plays an important role in household food preparation, dietary health, and sustainability considerations. Consumer preferences for edible oils are influenced by factors such as nutritional value, environmental impact, price, and local production. This bachelor’s thesis examines the use of edible oils in Finland from a market research perspective, with particular focus on commonly used oils such as rapeseed, olive, sunflower, soybean, corn, and palm oil. The study combines a literature review with a quantitative survey to explore consumer habits, preferences, and awareness related to edible oils. Primary data were collected through a printed questionnaire distributed to residents in Finland, resulting in 50 valid responses. The survey data were analysed using descriptive statistical methods to identify consumption patterns, key decision-making factors, and attitudes toward health and sustainability. The findings indicate that rapeseed oil is the most frequently used oil in Finnish households, primarily due to its affordability, local production, and strong nutritional profile. Health considerations play a central role in consumers’ purchasing decisions, with many respondents associating edible oils with benefits such as heart health and omega-3 content. However, sustainability concerns were found to be less influential, ranking below key factors such as taste, price, and health. Although some awareness of environmental issues related to palm oil exists, this awareness is uneven and does not consistently translate into reduced consumption. These results provide valuable insights for food producers, retailers, and policymakers, highlighting the need for clearer sustainability communication and improved consumer education to support more informed and sustainable oil consumption in Finland.