BFY reduced sugar packaged food registered a very strong performance in 2021 as sales rebounded completely from the negative growth registered at the peak of the COVID-19 pandemic in 2020. Numerous BFY reduced sugar products now have a very strong profile across various categories of packaged food, the result of well-supported recent launches by major players.
Reduced fat dairy has traditionally struggled to gain a foothold in Ukraine and this is largely due to widely held perceptions that reduced fat dairy products are less nutritious than the full fat alternatives that are widely available throughout the country. Indeed, when it comes to milk, cream, yoghurt, sour milk products and other types of dairy products that are traditionally popular in Ukraine, per capita consumption of reduced fat options remains low as few consumers regard these as healthy options.
One of the most dynamic categories of better for you packaged food in value terms in 2021 was reduced fat sauces, dressings and condiments. Among the main reasons for the very strong performance recorded in the category during the year was the growth seen in demand for reduced fat table sauces, with the relatively high unit prices of these products resulting in very strong value growth for reduced fat sauces, dressings and condiments in 2021, despite volume sales of declining overall over the course of the year.
With huge numbers of Ukrainian consumers expected to become more interested in reducing their sugar intake during the forecast period, there is strong potential for BFY reduced sugar confectionery to register a very strong sales performance. In particular, it is expected that BFY reduced sugar products will proliferate in chocolate confectionery and sugar confectionery, categories which have strong potential to benefit from the increasing desire of consumers to combine indulgence with health and wellness.
With the Ukrainian population expected to pay increasing attention to the key role that a healthy diet has to play in promoting good health during the forecast period, it is considered inevitable that demand for BFY reduced salt and BFY reduced fat products will increase across numerous categories of packaged food. In particular, it is expected that consumers will become interested in healthier types of savoury snacks and this has already motivated some of the category’s leading players to begin offering healthier products with lower levels of salt and fat.
Reduced fat cheese is expected to generate strong sales growth over the forecast period, underpinning a strong performance for the FY reduced fat dairy overall. In Ukraine, reduced fat cheese is usually marketed as being “light” cheese and this is a reflection of the.
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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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