Better For You Packaged Food in Australia

PROSPECTS

Reduced-fat ready meals the strongest volume performer but faces challenges from competing categories

Despite the overall volume decline in BFY packaged food, ready meals was a category that experienced encouraging volume growth in 2018. In particular, reduced-fat ready meals recorded the strongest volume growth in 2018.

Consumer attitudes evolve away from reduced-sugar and -fat products to other healthy alternative formats

The value of BFY products in packaged food continued to struggle to record positive growth in 2018. This has been as a result of consumer attitudes shifting away from reduced-sugar and reduced-fat products to other even healthier alternatives that are completely free from sugar or fat.

COMPETITIVE LANDSCAPE

Simplot Australia Pty Ltd’s exit highlights a challenge for some BFY categories

Nutrition that is convenient has been at the heart of successful brands across packaged food. Consumers are looking for easy meal solutions that encourage healthy living, instead of challenging it.

Mars Australia Pty Ltd leads flatlining category

Mars Australia leads reduced-sugar confectionery with its sugar-free gum Extra and Eclipse range. It is expected to maintain its dominance across BFY reduced-sugar products, particularly as competition remains very low.

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