Young Finns’ tableware picks differ from their parents—experts reveal why
Why buy an entire tableware set from one collection when you can mix and match creatively? Experts from two major Finnish department stores share their observations on generational differences in tableware purchases.
In the past, people would collect an entire tableware series, from cups to creamers. That no longer appeals to most young adults, says home category director Anna Seppälä from the Finnish department store Stockmann.
“People are no longer loyal to a single collection; instead, they mix pieces from different ones.”
Seppälä says young people also enjoy pairing different colors and textures in their table settings.
Sales environment manager Piia Rahikka from the Helsinki Sokos department store has also noticed that young adults are bold in mixing different sets of dishes.
“They don’t buy the whole series, but might get mugs from one collection and plates from another. Young people are also highly conscious of the kind of tableware they want and have a clear vision for the look they’re after. Social media definitely plays a big role in this,” says Rahikka.
Young people, according to Seppälä, buy somewhat different types of tableware than their parents, because dining habits have changed. Bowls are popular now, thanks to bowl-based meals, often eaten with chopsticks—which is why ceramic chopstick holders are in demand. Coffee machines are widespread, so espresso cups are also popular.
“Instead of coffee cups, young people tend to use mugs. They buy them from different collections, and I suspect mugs get swapped around quite freely,” Seppälä says.
According to Seppälä, young Finns’ brand preferences are actually quite traditional, much like those of older generations: Iittala, Arabia, Marimekko, and, among foreign brands, Villeroy & Boch.
“Arabia Paratiisi has never lost its appeal, while from Iittala Teema, the seasonal colors and white remain popular. And, of course, Moomin mugs.”
Rahikka also mentions Teema and Paratiisi as young people’s favorite collections. She also highlights Marimekko’s Unikko.
“For the past few years, the Ultima Thule glassware collection by Iittala has also been gaining popularity.”
In the past, when a Finn was moving out on their own, they would often gather tableware and other essentials from their childhood home. Now, Rahikka says you see young people shopping with their parents and grandparents, telling them exactly what they want.
Young Finns also buy a great deal of used tableware, and, in Rahikka’s view, creatively combine old and new. Their open-mindedness is clear: the fact that a certain dish has traditionally been used for a specific purpose doesn’t limit them. Instead, tableware can be used in many different ways.
