Better for you packaged food maintained positive retail value and volume growth in 2020. BFY reduced fat packaged food recorded stronger value growth than BFY reduced sugar packaged food.
BFY reduced fat packaged food products generally performed well in the circumstances imposed by the COVID-19 pandemic. Here, reduced fat dairy and reduced fat sauces, dressings and condiments continued to account for the majority of sales, with products in both areas seeing increased demand in 2020 as consumers turned to home cooking.
Multinational players continued to lead better for you packaged food in 2020 despite reduced value shares for the two leading players Mars OOO and Mondelez Rus OOO. This reflects the leading positions of the two players’ brands of sugar-free gum, Orbit and 5 for Mars and Dirol for Mondelez.
Better for you packaged food is expected to record low average retail value growth at constant 2020 prices over the forecast period, with reduced fat savoury snacks excl nuts, seeds and trail mixes offering the strongest growth prospects. Reduced sugar chocolate confectionery and reduced sugar sweet biscuits are also set for better than average performances in terms of value sales, with growth driven by consumers’ desire to reduce their sugar intake while continuing to enjoy lower-calorie treats.
Within reduced fat dairy, reduced fat cheese and reduced fat yoghurt are set to record the strongest average retail value growth over the forecast period. Growth is set to be driven by greater local production as companies further expand their portfolios.
Sales of reduced salt products are expected to remain negligible over the forecast period. However, a growing number of consumers may begin to choose reduced salt products if awareness grows around product labelling.
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