Better for you is a more mature product area than other health and wellness packaged food product areas and so while value growth has continued over the review period, growth rates have been lower than other product areas. In 2021, better for you registered moderate current value and volume growth, though volume growth in particular was lower than in 2020, when retail groceries benefited from a boom during the strict lockdowns.
Irish society is generally well-educated in terms of nutrition and labelling of packaged food due to extensive government programmes, as well as the sugar tax on sugary drinks implemented in 2018, which indirectly affected packaged food products with sugar as consumers became increasingly aware of the amounts of sugar in packaged food and beverages, with many opting for better for you products as alternatives. However, reduced fat is the largest product area in terms of value sales and the products which registered the highest growth were reduced fat butter and spreads and reduced fat sauces, dressings and condiments.
The pace of new brand and product launches in better for you packaged food is expected to slow down. During the review period almost all major packaged food companies active in Ireland developed BFY products to diversify their brand portfolios.
Better for you packaged food will register moderate constant value and volume growth over the forecast period. As it is one the more mature product areas, there is less room for further growth.
While BFY reduced fat will remain the largest product area, BFY reduced salt will register the highest growth, followed by BFY reduced sugar. As consumers look to reduce blood pressure, which is a prevalent health condition in Ireland, consumers will look to reduced BTY reduced salt products.
In Ireland there is not a required system for front of pack labelling, though some companies have voluntarily adopted the traffic light Nutri-Score system. However, there are plans to introduce a uniform system and there was an invitation from the Food Safety Authority of Ireland in 2021 for interested parties to submit their views on what a uniform system should look like.
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Understand the latest market trends and future growth opportunities for the Better For You Packaged Food industry in Ireland with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
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Better For You Packaged Food
Products where the amount of a substance considered to be less healthy (eg fat, sugar, salt, carbohydrates) has been actively reduced during production. To qualify for inclusion in this category, the “less healthy” element of the foodstuff needs to have been actively removed or substituted during the processing. This should also form a key part of the positioning/marketing of the product. Products which are naturally fat/sugar/carbohydrate -free are not included as nothing out of the ordinary has been done during their production to make them “better for you”. “No added sugar” claims are excluded too. Products most likely to be included here will be those which are low-fat/low-sugar versions of standard products (eg reduced fat mayonnaise, reduced fat cheese, reduced fat milk, reduced sugar confectionery, etc). For product category definitions please refer to the definitions section (can be found under the "Help" section on Passport) for the respective system: Packaged Food, Hot Drinks, Soft Drinks.
See All of Our DefinitionsThis report originates from Passport, our Better For You Packaged Food research and analysis database.
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