Finland 2026: knowledge and behaviors about microbiota
The survey was conducted by Ipsos among 7,500 people in 11 countries (France, Portugal, Poland, Finland, Italy, Germany, United States, Mexico, Brazil China, and Vietnam).
Finland and microbiota: the lowest awareness but the fastest progression, and a solid foundation for growth.
Summarizing Finland's results in the survey
In 2026, Finland holds the lowest microbiota awareness of all 11 countries surveyed: 52%, compared to a global average of 72%. Yet the story is more nuanced than this single figure suggests. Finnish respondents show the strongest trust in healthcare professionals in Europe (97%), solid general health behaviors, and a low understanding of early microbiota development. That makes Finland one of the most interesting countries to watch in future editions.
1. The lowest microbiota awareness globally but a positive trajectory
In 2026, 52% of Finnish respondents have heard of the microbiota. It’s the lowest rate of all 11 countries, and significantly below the global average of 72%. But this figure needs context: awareness in Finland has grown meaningfully over recent years (vs. 46% in 2025), and the foundation for further progress is visible in the data.
of Finns have already heard of the term microbiota
(+ 6 points vs. 2025)
only 1 in 8 know exactly what microbiota is
(vs. 24% globally)
are aware of the gut microbiota
(vs. 63% globally)
A positive signal: antibiotic knowledge is strong
Despite low overall awareness, Finnish respondents show one notably strong result: their understanding of the antibiotic-microbiota connection is among the highest in Europe, a foundation that HCPs could leverage for broader microbiota education.
- 78% know antibiotics have an impact on the microbiota, above the global average of 71%;
- 84% know diet has significant consequences on microbiota balance;
- 80% correctly link IBS, obesity, and vaginosis to the microbiota.
These are strong results for a country at this level of general awareness. They suggest that specific knowledge can be built independently of broad awareness, and that Finland has more microbiota knowledge than its awareness headline figure implies.
Learn all about microbiota
Learn moreWhere gaps are most significant
As in most countries, knowledge breaks down on the more complex topics:
2. Strong behavioral foundations but limited microbiota-specific habits
44% of Finnish respondents have changed their behaviors to protect their microbiota, below the global average of 53%. But Finland’s behavioral profile is not uniformly weak: several indicators are notably strong, particularly around physical activity and hygiene. The gaps are concentrated in microbiota-specific supplementation habits.
of Finnish respondents have changed behaviors to protect their microbiota
(+5 points vs. 2025)
of them consider their gut microbiota to be well balanced
(vs. 59% globally)
engage in physical activity at least once a week
(vs. 73% globally)
Strong general health behaviors
Finnish respondents consistently perform well on foundational health habits that indirectly support microbiota balance:
Most Finns engage in physical activity at least once a week (83%) and know diet has significant consequences on microbiota balance (84%).
75% consume fermented foods at least weekly, above global average (67%), and 23% of respondents never self-medicate for intimate irritation, which, while low, reflects common patterns in Nordic countries.
Microbiota-specific habits are underdeveloped
Despite these solid foundations, microbiota-targeted supplementation habits are among the lowest in the study:
21% of Finns consume probiotics and 20% consume prebiotics—both way below global averages of 42% and 38%, respectively. This gap likely reflects the limited HCP-transmitted education on these topics specifically.
How to keep a healthy microbiota?
Find out more...
3. Finnish HCPS are the most trusted and the least activated
In 2025, 97% of Finnish respondents trust healthcare professionals as one their primary sources of microbiota information, the highest rate in Europe. And yet, Finnish HCPs share less microbiota information than HCPs in any other country in the study.
of Finnish respondents trust HCPs as one of their primary sources on microbiota information
(vs. 94% globally)
of them received an explanation of what the microbiota is
(vs. 39% globally)
received all key microbiota information from their HCP
(vs. 23% globally)
An opportunity as large as the gap
On every measure of HCP-transmitted education, Finland is last or near-last:
1 in 4 of respondents were educated by their HCP on the importance of preserving microbiota balance (vs. 43% globally). 20% received guidance from their HCP on behaviors to adopt (vs. 43% globally). Only 23% were prescribed probiotics or prebiotics (vs. 51% globally), the lowest rate in the study alongside Germany.
In particular, many HCPs do not seem to take the opportunity to educate about the microbiota when prescribing antibiotics. Finnish patients already know antibiotics affect the microbiota but:
- only 33% were told antibiotics could negatively affect their microbiota balance (vs. 39% globally);
- only 20% received co-prescribed probiotics alongside antibiotics (vs. 38% globally).
Antibiotics: what impact on the microbiota and on our health?
Learn more
4. First 1000 days: solid understanding by Finnish parents despite low HCP engagement
The first 1,000 days focus reveals a striking gap in Finland. While only 19% of Finnish parents and pregnant women have heard of the concept (below the global average of 43%), they seem to understand what influences early microbiota development. That knowledge shows up despite only 14% receiving explanations of the first 1000 days by a pediatrician.
of Finnish parents/pregnant women are aware of the first 1,000 days concept
(vs. 43% globally)
of them claimed to know exactly what it means
(vs. 15% globally)
of them said to have received information
on early microbiota development by an HCP
(vs. 31% globally)
Knowledge and misconceptions among Finnish parents
Finns show specific knowledge of early-life microbiota development:
- 71% know the impact of early antibiotic use on infant gut microbiota development, a rate notably higher than the global average of 65%;
- 64% of them knew that breastfed babies have a different gut bacteria profile than formula-fed babies (vs. 49% globally);
- Half of them know that pet exposure during early life influences the gut microbiota (vs. 38% globally).
However, some gaps persist:
- Only 7% of parents knew that the baby's microbiota does not start developing inside the mother's womb, one of the lowest rates in the study;
- 82% don't know that by age 5 the gut microbiota is not yet adult-like.
Methodology
This fourth edition of the International Microbiota Observatory was conducted by Ipsos among 7,500 individuals in 11 countries (France, Portugal, Poland, Finland, Italy, Germany, USA, Brazil, Mexico, China, Vietnam), between February 3rd and March 13th, 2026. Samples are representative of the population aged 18 and over, via quota sampling (gender, age, region, socio-professional category). Statistical significance is calculated at a 95% confidence level. The survey lasted ten minutes.
The questionnaire covered: microbiota awareness and knowledge; information received from HCPs; behaviors; women's knowledge of the vaginal microbiota; parental knowledge of the first 1,000 days; and health data.
