Fortified/Functional Packaged Food in Hungary

2020 IMPACT

Home confinement bolsters demand for category staples and snacks

Despite the financial fallout of COVID-19 causing Hungarians to cut back on their spending, FF packaged food kept up its dynamic growth in retail value terms in 2020, with overall performance even improving slightly. Some FF categories accelerated rapidly because of home seclusion, for example FF vegetable and seed oil, thanks to stockpiling, home cooking trends and the newly strengthened health focus.

Loss of consumption opportunities slightly hinder some categories

Spreading health-awareness continues to boost the growth of FF packaged food in Hungary, especially products that are enriched with vitamins, minerals and, more often, superfoods. Because of the lockdown periods in 2020, with gyms being closed for some parts of the year amid the need for greater social distancing, many people sought to become more active by doing outdoor activities or working out at home.

Another dynamic year for FF breakfast cereals

FF breakfast cereals has seen much-improved growth rates in the last two years, with the category recording another double-digit rise in current value sales in 2020. Home seclusion and strengthening health trends relating to digestive health, weight management and fitness saw demand rise rapidly amid COVID-19.

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