The pandemic has pushed Australians to place health and wellbeing at the top of their list of priorities, with a renewed focus on gut and microbiome health. Conversation around the gut-brain axis having a profound effect on immune health has aroused interest across packaged food in promoting digestive wellness.
FF gum experienced notable decline in 200, with predictions for further, albeit slower, declines in 2021 due to various lockdown restrictions in Australia. The declining demand for FF gum has been exacerbated by home seclusion, as it tends to be mainly consumed outdoors as a breath freshener in school and the working environment but due to pandemic-induced lockdowns, Australians have been restricted to their homes, reducing consumption occasions.
Consumers are increasingly searching for high protein packaged options with the soaring popularity of high protein diets such as keto continuing in 2021. Australians are growing increasingly conscious of what they consume and how it impacts their health and the environment.
FF dairy witnessed a further boost to value growth in 2021, and is set to see further positive value and volume growth over the forecast period, driven by FF flavoured milk drinks and FF yoghurt as interest in digestive wellbeing and gut health increases. FF yoghurt’s rise in popularity can be attributed to its highly nutritional properties including calcium, essential vitamins A, B12 and riboflavin as consumers increasingly focus on health and wellness.
Over the forecast period, local consumers are expected to demand more from their snacks, with an increasing number of companies meeting this demand by introducing snacks with functional health benefits. Many of these products include probiotic ingredients, including Probiotic Brekkie Balls developed by Food for Health.
As Australian consumers spent greater time at home at the end of the review period, nut and seed-based spreads experienced a significant rise in demand, due to a rise in eating and snacking occasions at home. The rise in demand can be attributed to increasing consumer awareness of the health benefits of innovative new product varieties becoming available.
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Fortified/Functional Packaged Food
This category includes packaged food to which health ingredients have been added as well as brands that are positioned to deliver a certain functionality. Fortified/functional packaged food provides health benefits beyond their nutritional value and/or the level of added ingredients wouldn’t normally be found in that food. To merit inclusion in this category, the defining criterion here is that the product must have been actively fortified/enhanced during production. As such, inherently healthy products such as naturally healthy soy milk are only included under ‘functional’ if additional functional ingredients (eg omega-3) have been added. To be included, the health benefit needs to form part of positioning/marketing of the product. There is one exception to the inclusion of fortified products in this category: Products to which vitamins have been added to replace vitamins lost during processing are excluded. These products would not typically be positioned on the basis of containing added nutrients.
See All of Our DefinitionsThis report originates from Passport, our Fortified/Functional Packaged Food research and analysis database.
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