Fortified/functional packaged food is on the rise but is displaying lower growth than other health and wellness areas or packaged food overall. While fortified/functional packaged food continues to profit from an increasing number of consumers who are realising that they are potentially not taking in enough vitamins and nutrients on a daily basis, many Austrian consumers are turning to food that is perceived as being less processed or naturally-healthy.
As they become more knowledgeable about the food they consume, Austrians are expected to increasingly opt for products that bring as much health benefits as possible. This is expected to result in growing demand for products that are not only fortified/functional but also contain superfruits and ancient grains or less sugar.
Fortified/functional packaged food is also expected to face potential threats over the forecast period. The recent results of the Austrian Nutritional Report 2017 could trigger a growing number of consumers to focus on purchasing more fruit and vegetables and thus taking in more vitamins and fibre, rather than opting for fortified/functional packaged food.
With the top four positions being held by big global players, fortified/functional packaged food was dominated by foreign brands in 2018. Given domestic manufacturers are placing more emphasis on products other than fortified/functional, this trend is expected to continue over the coming years.
Domestic manufacturers, while present in fortified/functional packaged food, were not able to successfully compete with global producers in 2018. Regional manufacturers were mainly active in FF (fortified functional) dairy and FF vegetable and seed oil.
While FF packaged food is expected to register continued growth as the general health and wellness trend continues to flourish, in a relative sense it will diminish in importance due to growing competition from organic, free from and naturally healthy packaged food. Consequently, multinationals that typically played a leading role in introducing these products may, in the even longer term, choose to divert their research and development resources elsewhere.
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Overview: Discover the latest market trends and uncover sources of future market growth for the Fortified/Functional Packaged Food industry in Austria with research from Euromonitor's team of in-country analysts.
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The Fortified/Functional Packaged Food in Austria market research report includes:
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