In 2020, BFY packaged food was in greater demand owing to home seclusion arising from COVID-19, with consumers eating from foodservice much less in order to observe social distancing. More consumers stayed at home during the summer rather than travel for a holiday, and many also worked from home or spent their weekends at home, increasing demand for packaged food in general.
As in the previous years of the review period, BFY packaged food recorded slower growth than overall HW packaged food in 2020. This was partly due to BFY packaged food sales being dominated by reduced fat products, predominantly dairy products, with reduced fat having a strong reach in butter, cheese, milk and yoghurt.
The competitive landscape in BFY packaged food is highly fragmented, with many players in a wide range of categories offering reduced fat, reduced salt or reduced sugar products in addition to regular versions. Examples of this fragmentation can be seen in the most important categories of reduced fat dairy and reduced sugar confectionery.
Consumers are expected to keep shifting back to the on-trade as the pandemic eases in Germany. BFY packaged food is therefore predicted to see a slight fall in 2021 as retail sales dynamics normalise from the exceptional demand in 2020.
A shift can be seen in BFY packaged food, with reduced sugar increasingly superseding reduced fat as the prominent BFY positioning. Strong media coverage about the negative impact of packaged food with a high sugar content continued to fuel consumer concerns in 2019.
Reduced salt is still a smaller category than reduced fat and reduced sugar in current value terms, but will keep growing in the forecast period, albeit only to a mild extent. Most sales are generated by reduced salt butter, although this is a highly mature category with major brands and private label competing strongly on price.
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