Fortified/Functional Packaged Food in Denmark

2020 IMPACT

COVID-19 has marginal effect on FF packaged food sales as media hype was more centred on health maintenance in other packaged food categories in 2020

COVID-19 had a marginally positive effect on demand for fortified/functional (FF) packaged food in Denmark, with retail value sales increasing slightly during 2020. FF dairy accounted for the bulk of retail value of FF packaged food, with FF yoghurt the only category within FF dairy to have significant sales.

Home baking trend negatively impacts FF bread in 2020

The importance is vitamin D is increasingly promoted in Denmark; however, most consumers purchase it as a dietary supplement in tablet form as there is a general lack of vitamin D-fortified packaged food products. Therefore, despite the high expectations of vitamin D enriched FF bread, these breads did not reach the high volume growth rates expected in 2020.

Protein loses its status as most popular added ingredient due to gym closures and sport restrictions in 2020

Protein enriched FF packaged food lost its popularity in 2020. Generally, active Danes associate it with lean muscle building, and it was popular in bread and various dairy products.

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