BFY packaged food, like most packaged food categories, benefitted from the pandemic due to its hygienic packaging and reduced risk of contamination from other shop customers. In addition, the category benefitted from the increased health and wellness focus, with consumers seeking to take more ownership their health during such an uncertain and potentially dangerous time.
Despite the boost the category received from the onset of COVID-19, BFY packaged food will continue to struggle with the same factors that limited sales throughout the review period – namely, that reduced fat or reduced sugar is not the norm. Instead, most manufacturers aim to either state “without added sugar”, “fat free”, “naturally low in fat”, or highlight the use of a natural sweetening alternative such as honey (which also benefits from its natural immune-boosting properties).
The presence of BFY packaged food in indulgence categories such as chocolate and sugar confectionery remains marginal in Sweden in 2021. Although Swedish consumers generally aim to cut down on their calorie-intake, when it comes to indulgence products they are unwilling to compromise on taste.
Over the forecast period, a rising demand for more natural packaged food will continue to negatively affect BFY packaged food. Since consumers will continue demanding food that is less artificial, manufacturers will continue to alter their product formulations, branding, and marketing so that they move from claims such as “30% less sugar” to “80% berries, without added sugar”.
Government initiatives designed to reduce the amount of unhealthy nutrients in food will continue to negatively affect value sales of BFY packaged food in the forecast period. In essence, industry players have agreed with health authorities to reduce the amount of sugar, salt, and fat across the board for all its products, with this being why there are few reduced salt variants in the country.
BFY dairy will continue to account for the largest share of sales within BFY packaged food with most dairy categories often being available in several fat or salt levels (such as standard milk, semi skimmed milk, and skimmed milk). This is also the case with major categories such as cream, cheese, and butter.
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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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