Fortified/Functional Packaged Food in Hungary

PROSPECTS

Fortified/functional bread offerings help to counteract the growing perception that bread is unhealthy

Packaged bread is often perceived to be unhealthy, and in 2019, an increasing amount of consumers were preferencing health, above considerations such as convenience and longer shelf life.

FF butter and spread benefit from having similar price points, taste and texture to regular butter and spread

The importance of vitamins, and especially omega fatty acids, have been promoted for a long time in Hungary. Butter and spreads are often fortified with these ingredients, making it easy for consumers to reach their daily vitamin and fatty acid intake.

Growth in FF protein/energy bars is driven by growing disposable incomes and an increase in active lifestyles

FF protein/energy bars received the highest amount of growth in 2019, driven by several factors. Firstly, these FF bars are perceived as a solution to supplement meals for those with busy lifestyle, not just used by those who are into body building.

COMPETITIVE LANDSCAPE

Danone Kft maintain its lead of the landscape, benefiting from well-established offerings Activia and Actimel

Within the fortified functional products landscape, Danone Kft is almost unmatched in Hungary due to their dominant presence in FF dairy. Their probiotic offerings Activia, and drinking yoghurt Actimel, continue to have success, benefiting from wide consumer recognition, awareness and high levels of media and marketing support.

Bunge Növényolajipari Zrt leads FF vegetable and seed oil, however, Upfield Hungary Kft is tough competition in FF butter and spreads

Bunge Növényolajipari Zrt has the most share within FF vegetable and seed oil, which in Hungary represents a relatively high share of regular vegetable and seed oil, thanks to the popularity of these FF products. Bunge Növényolajipari Zrt’s offering of Floriol oil contains omega 3 & 6 and added E-vitamin, while even the mainstream line, Vénusz has FF versions.

New releases in FF protein/energy bars are players compete within the growing landscape of added protein

Cerbona Élelmiszergyártó Kft attempted to reach a wider audience in 2019, with its release of Sport+ protein bars that complement its existing sport-oriented FF cereal bars - slim, energy and protein - as well as its full portfolio. Cerbona Élelmiszergyártó Kft’s offerings saw success in 2019, thanks to high levels of marketing, partnered with protein trend hitting the mainstream.

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