Finland Word of Mouth Risers 2026

Every month, YouGov identifies the brands generating the strongest surge in consumer conversations in the Finland.

Using data from YouGov BrandIndex, our daily brand tracking solution, we measure Word of Mouth, the percentage of people who say they have talked about a brand with friends or family in the past two weeks.

The brands featured here recorded the largest increase in conversation levels over a four-week period, calculated as the difference between their lowest and highest Word of Mouth scores during that time, using a four-week moving average.

Word of Mouth marketing: Brands recording the greatest growth in April 2026

1. Pepsi: +8.0 percentage points (from 14.7% on April 16 to 22.7% on April 27)
2. Marimekko: +7.8 percentage points (from 15.3% on April 1 to 23.1% on April 24)
3. Lego: +7.7 percentage points (from 5.8% on April 5 to 13.5% on April 29)

Together, these brands drove the biggest shifts in real-world brand conversations this month.

Methodology: April 2026

Word of Mouth scores are based on surveys of adults aged 18 and above, conducted between April 1 and April 30, 2026. Each score reflects a rolling four-week average, meaning it is calculated using data from the previous four weeks. It is measured as the difference between the lowest and highest points within the four-week window, with the lowest point occurring before the highest. Only brands with a minimum sample size of 100 respondents are included. Both parent and child brands, such as Google and YouTube, are included to allow for greater granularity in performance tracking.

Word of Mouth marketing: Brands recording the greatest growth in March 2026

1. Mercedes-Benz: +9.3 percentage points (from 14.0% on March 3 to 23.3% on March 31)
2. BMW: +9.1 percentage points (from 10.9% on March 1 to 19.9% on March 31)
3. Volvo: +8.9 percentage points (from 7.6% on March 11 to 16.5% on March 31)

Together, these brands drove the biggest shifts in real-world brand conversations this month.

Methodology: March 2026

Word of Mouth scores are based on surveys of adults aged 18 and above, conducted between March 1 and March 31, 2026. Each score reflects a rolling four-week average, meaning it is calculated using data from the previous four weeks. It is measured as the difference between the lowest and highest points within the four-week window, with the lowest point occurring before the highest. Only brands with a minimum sample size of 100 respondents are included. Both parent and child brands, such as Google and YouTube, are included to allow for greater granularity in performance tracking.

Word of Mouth marketing: Brands recording the greatest growth in February 2026

1. Asko: +17.5 percentage points (from 2.6% on February 1 to 20.0% on February 28)
2. Sotka: +15.1 percentage points (from 3.4% on February 1 to 18.5% on February 28)
3. MTV Katsomo: +9.9 percentage points (from 13.7% on February 13 to 23.6% on February 28)

Together, these brands drove the biggest shifts in real-world brand conversations this month.

Methodology: February 2026

Word of Mouth scores are based on surveys of adults aged 18 and above, conducted between February 1 and February 28, 2026. Each score reflects a rolling four-week average, meaning it is calculated using data from the previous four weeks. It is measured as the difference between the lowest and highest points within the four-week window, with the lowest point occurring before the highest. Only brands with a minimum sample size of 100 respondents are included. Both parent and child brands, such as Google and YouTube, are included to allow for greater granularity in performance tracking.