Fortified/Functional Packaged Food in Finland

2020 IMPACT

Fortified/functional sees less bounce from lockdown

Retail sales of fortified/functional packaged food is set to see a stronger growth in 2020 than in 2019, but not markedly higher than seen over the review period. This is partly because many of the key products in this group, such as FF confectionery, FF gum or functional dairy products like the probiotic drinking yoghurt brand Benecol are rarely consumed as part of a meal, and have benefited less from the rise in at home consumption brought about by restrictions to foodservice outlets and consumers working or studying from home where possible.

Changes in meal patterns drive new sales that may linger post virus

The increase in the number of meals taken at home and changing consumer behaviour helped lift sales in number of categories, and in particular the rise in numbers of consumers eating breakfast at home, rather than on the way to work. FF breakfast cereals will see positive growth in 2020 after years of consistent sales decline.

Sharpening health concerns have less effect on FF

Consumer health awareness is understandably sharpening acutely in Finland, and more consumers are looking ways of improving overall dietary health as a means of resisting the virus. Weight management and improved immune systems are key priorities.

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