Photo: Ronnie Hole
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Moomin mugs have been a staple in Finnish homes for decades. While collectors chase rare editions, the mugs are widely used in everyday life. A new survey by Prisma, conducted in celebration of the 80th anniversary of the Moomins, reveals just how many mugs Finns typically own—and which one is the most common.
Nearly 1,200 members of the S Group responded to the survey. Of them, 69% reported owning at least one Moomin mug.
Among those with mugs, a quarter (25%) said they had between 11 and 50. Another 22% owned between 6 and 10, while 2% had amassed over 100.
“Moomin mugs have been beloved by Finns for decades, and it’s no surprise that so many people have collected them over time. They remain some of the best-selling tableware items at Prisma year after year,” said Matti Viitanen, sales manager for home goods at Prisma.
One of the all-time best-selling mugs is the Tove’s Jubilee mug, released in 2014. More recently, Prisma’s exclusive Muki Roosa and Muki Vihreä have been among the most popular.
“There’s no clear favourite colour, but the character on the mug makes a difference. Little My is always a top choice, but new characters like The Muskrat also attract interest,” Viitanen said.
According to sales data, Moomin mugs sell best in spring and winter, especially in the first three weeks after a new release.
Moomin mugs have become a go-to gift in Finland. Among survey respondents who own a mug, 66% said they had received one as a present.
“They’re something most Finns have grown up with, and they’re popular across all age groups, from infants to grandparents. That makes them a safe and easy gift choice,” Viitanen explained.
The most common reasons for owning a Moomin mug were:
- It’s nice to drink coffee from (36%)
- I like how they look (32%)
- I collect them for fun (23%)
Only 5% said they collect Moomin mugs for their value.
“The idea that people are hoarding Moomin mugs for investment purposes is probably exaggerated. Many collect them, but it’s more about completing the series than making money. In a way, it has become a national hobby,” Viitanen noted.
Of those who own Moomin mugs, 72% said they use them daily. Another 11% use them only on special occasions, while the same proportion avoid using their rarer mugs.
Meanwhile, 30% of respondents said they don’t own any Moomin mugs. When asked why, the most common answer (26%) was: I don’t know why I don’t own one.
“That response alone says a lot about how deeply Moomin mugs are ingrained in Finnish culture,” Viitanen said with a laugh.
HT
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Source: www.helsinkitimes.fi
