Prior to the pandemic, fortified/functional packaged food was not a particularly dynamic category in Germany - instead, for many products, fortification was simply considered the norm by the industry. Fortified/functional products were particularly established across baby food, bread, breakfast cereals, confectionery and dairy, offered by a high number of manufacturers, ranging from multinationals and domestic manufacturers to private label players.
With many consumers looking to enhance their immune systems, the addition of vitamins is attractive. Vitamin D in particular, is being added to several products, cited as having a sizeable impact on strengthening one’s immunity.
With FF dairy seeing the introducing new variants fortified with vitamins, adding protein has also become increasingly popular in Germany. Ehrmann offers an entire range of products beyond dairy.
The high protein trend is expected to continue over the forecast period. It has been present in Germany for a number of years, and can be considered more established on the dairy shelves of German supermarkets, including the offer of private label.
One of the heightened trends during the pandemic was “hometainment”, which saw increasing numbers of Germans playing video games, and led to increasing demand for hardware and video consoles. In turn, packaged food companies are attempting to leverage this trend by offering new forms of nutrition that are positioned to improve gamers’ ability to react quickly or stay awake for longer.
In addition to the return to the gym and attempts to increase muscle mass, another aspect of health and wellness may gain in relevance in the coming years. Mental health is increasingly scrutinised, and becoming a focus in society.
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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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