Fortified/Functional Packaged Food in Argentina

2020 IMPACT

COVID-19 leads to a sharp increase in demand for FF breakfast cereals, while demand for FF dairy products falls

While retail volume sales in fortified/functional (FF) packaged food overall saw a negligible decline in 2020, COVID-19 impacted the various product areas differently. Sales of FF yoghurt declined sharply in volume terms.

Development of category due to Affordable Prices programme

At the beginning of the review period, there were a large number of new product launches within fortified/functional packaged food for basic products such as milk and yoghurt, although it should be noted that these new products were not the result of consumers’ higher awareness of their benefits. Instead, the development was due to the previous government’s Precios Cuidados (“Affordable Prices”) programme.

Dairy companies dominate fortified/functional packaged food

Mastellone Hnos SA retained its lead of fortified/functional packaged food in 2020 due largely to its dominant position in FF milk, the largest and most important category. The company offers the brand La Serenísima, although its affordable brand Armonía saw a large increase in its value share at the end of review period as a result of the unstable economy.

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