The AIDOIN mark helps you recognise authentic and clean products quickly — and keep your daily chemical exposure to a minimum, without having to read the entire ingredient list.
of Finnish consumers consider it important that retail selection includes clean, minimally processed products.
feel that retail selection meets their needs for clean products very well — the gap is wide.
Based on a consumer survey conducted in spring 2026 among 53 Finnish consumers.
The consumer segment that values authenticity and purity is a fast-growing, globally significant phenomenon that is developing into a megatrend. Increasingly complex production processes and long ingredient lists have eroded consumer trust — and consumers who value authenticity and purity struggle to find products that match their needs and values.
“It's becoming ever harder for consumers to judge what they're actually buying.”
— Henna-Maria Kailanto, PhD, founder of AIDOIN
Over the course of evolution, humans have had time to adapt to many natural food sources across thousands of years. Many synthetic, heavily processed and novel compounds, by contrast, have appeared in our environment only very recently in evolutionary terms — we still don't know everything about their long-term effects.
At the same time, manufacturing processes have grown more complex and ingredient lists longer. In the midst of a busy everyday life, few have time to dig deeply into a product's background.
— Henna-Maria Kailanto, PhD, founder of AIDOIN
When you see the AIDOIN mark on a product, you know its origin, production chain and composition have been assessed from raw material through to the finished product.
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