Fortified/Functional Packaged Food in Denmark

PROSPECTS

Importance of vitamin D and age-specific nutrition

The importance is vitamin D is increasingly promoted; however, most consumers purchase it as a dietary supplement in tablet form. One of the reasons for this trend is the lack of vitamin D-fortified products.

Protein remains the most popular added ingredient

Protein remains the most popular added ingredient. Generally, active Danes associate it with lean muscle building, and it is popular in bread and various dairy products.

Better understanding of importance of FF foods due to consumer self-education

Increasing consumer self-education in Denmark ensures that people have a better understanding of the importance of fortified and functional foods. By understanding the nutritional needs and tailoring their diets to better match their lifestyles, fortified and functional packaged foods are looking at a bright future.

COMPETITIVE LANDSCAPE

Kohberg struggles with private label competition

Kohberg’s current struggle with the competition from private label in the baked goods category forces the company to set its focus on subcategories where growth rates are sharper and there are more opportunities to improve. Operating in that spirit, it put more fortified products on shelves with additional unique selling points, such as protein fortified bread and protein fortified buns that gained additional shelf space and visibility in the last 12 months.

Arla’s Protino line to compensate for declining milk consumption

Protein is becoming the most popular fortified ingredient. This trend offers an option for the domestic dairy company Arla to increase its sales volumes using protein as a USP, for instance with its Arla Protino product line.

Private label potential as it is accepted as offering high-quality products

Private label has an opportunity in fortified and functional as its presence is currently rather insignificant. Given that consumers have accepted Danish private label as a supplier of high-quality packaged foods, it would be a good strategic move for private label to increase its presence in these categories going forward.

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