The objective of this thesis was to examine the consumption patterns and attitudes of young Finnish adults towards protein supplements. The aim of this research was to give insight on how 18 to 29 years old Finnish are as consumers, what are their brand preferences, which factors and who influence their purchase decision, and which product attributes they value in protein supplements.

The theoretical part of the thesis was based on the concepts of consumer behavior and studies related to the field, with the focus on factors that affect consumers’ purchase decision, also referred to as “heuristics”.

To reach the objectives, mainly quantitative research method was exploited. An online survey was created and shared via email to students at Satakunta University of Applied Sciences, as well as the author’s acquaints. The survey, which targeted Finnish between the ages 18 to 29, collected 90 responses.

The research findings showed how young Finns prefer foreign and well-known protein supplement brands and like to stick to brands they are already familiar with. The consumption of protein supplements was clearly associated with exercise, and the product attributes the respondents found the most important were taste and price of the product. When it comes to the people who influence the purchase decision of young Finns, a surprising finding was that it is the family members and friends whose recommendations they listen to, not influencers or authority figures.