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The FF packaged food performance in 2019 was very much in line with the review period CAGR – with both figures reflecting stagnating sales in current value terms. FF packaged food is being undermined by the lack of products available in many categories and a shift away from products containing added functional ingredients towards those naturally containing functional properties, notably in dairy, the second largest FF packaged food category.
In 2019, FF confectionery continued to be the biggest product area in FF packaged food. It continued to benefit from the robust performance of medicated confectionery, with the positioning of these products suffering less from their high sugar content than other sugar confectionery.
While EU legislation introduced considerably stricter rules and regulations regarding the usage of health claims in the early part of the review period, the use of health claims is still permitted for some products under certain circumstances, with these expected to record above-average growth over the forecast period. Many of these are in some way connected to the ageing German population.
As FF packaged food comprises many different products, including baby food, bread, breakfast cereals, confectionery and dairy, a large number of manufacturers, ranging from multinationals and domestic manufacturers to private label players, will continue to be active in the category. Competition remains strong but the category is also characterised by a high level of fragmentation as, in many cases, manufacturers not only offer FF products but also those from other health and wellness categories as well as standard products.
In breakfast cereals, leading players continue to drive FF sales with major brands, especially in children’s breakfast cereals, for example Nestlé with Cini Minis and Kellogg with Frosties. Nestlé gained share thanks to new recipes for Cini Minis and Lion with filled cereals.
In sugar confectionery, Ricola is one of the key FF brands. Ricola is a major player in FF packaged food as a result of its number one ranking in medicated confectionery, followed by Fisherman’s Friend, with both brands benefiting from their positioning centred strongly around functional properties.
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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 Germany with research from Euromonitor's team of in-country analysts.
Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.
The Fortified/Functional Packaged Food in Germany market research report includes:
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Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.