Better for you packaged food is basic in Romanians’ demand for a healthy lifestyle and is associated in the majority of cases with reduced sugar and reduced fat. BFY reduced salt food is still a much smaller category in comparison to BFY reduced sugar packaged food and BFY reduced fat packaged food.
BFY reduced fat packaged food, the second largest category in value terms within better for you packaged food, recorded positive value growth overall in 2021 despite the different evolutions of its components. In addition, the impact of COVID-19 in 2021 on reduced fat food was reduced because the performance of each of the main reduced fat butter and spreads, reduced fat yoghurt and reduced fat flavoured milk drinks was in line with their performance before the outbreak of COVID-19.
BFY reduced salt food, the smallest category, achieved the best performance in 2021 and this was linked to the growth of reduced salt butter and spreads. The recent emergence of these products means high growth potential, especially as reducing salt intake is medically recommended to people suffering from heart and circulatory diseases.
Better for you packaged food is projected to witness positive value growth over the forecast period as the result of the increasing adoption of a healthy lifestyle by Romanians of all ages and incomes. A healthy lifestyle is perceived as capable of reducing the risk of infections during expected new waves of COVID-19.
The return to positive growth of better for you packaged food in Romania from 2022 onwards will be the consequence of the return to a normal life through vaccination and specific protection methods. This will see the return to growth of sugar-free gum (non-FF), the largest category in value terms, as a means to provide fresh breath and teeth whitening during the increasing social activity and office working.
Over the forecast period, BFY reduced fat packaged food is projected to witness slowly decelerating value growth rates and continuous decline in volume sales. The negative performance is due to the decline of reduced fat dairy, and the main source for the decline is reduced fat yoghurt which is suffering from the perception that natural fats are harmless and thus consumption of such food is in line with the healthy diet trend.
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Understand the latest market trends and future growth opportunities for the Better For You Packaged Food industry in Romania with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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 Definitions
This report originates from Passport, our Better For You Packaged Food research and analysis database.
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