Fortified/Functional Packaged Food in Germany

2020 IMPACT

Home seclusion gives sales a lift in 2020

Fortified/functional packaged food made further gains in volume sales in 2020, with overall growth rates accelerating mildly compared with 2019. However, the biggest growth rate was recorded within FF dairy, thanks to high-protein yoghurt products, which are increasingly popular.

Pre-pandemic performance fairly sluggish overall

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 FF dairy, the second-largest FF packaged food category.

Danone leads a crowded category

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.

Files are delivered directly into your account within a few minutes of purchase.