Fortified/Functional Packaged Food in Poland

PROSPECTS

Consumers keen to increase vitamin intake, benefiting F/F packaged food

Polish citizens across all age groups have been steadily adopting more balanced diets, increasing their consumption of minerals and vitamins. Adults who actively engage in sports are focusing on products such as cereal bars, fromage frais and quark or drinking yoghurts.

Prices continue to fall as private label intensifies competition

Unit prices of fortified/functional packaged food products continued to decrease in 2019, primarily due to the growing presence of private label lines offered at favourable prices and heavily promoted in discounters’ and retailers’ outlets. Manufacturers will continue to meet customer demand by providing a constant stream of new products with added-value properties.

F/F faces challenges as consumers turn towards the natural

In 2019, fortified/functional products continued to increase in both volume and value terms. However, rising consumer awareness meant that other health and wellness products gained share at its expense, in particular, free from foods.

COMPETITIVE LANDSCAPE

Nestlé and Nutricia retain their reign of F/F packaged food

Nestlé Polska SA retains its lead of fortified/functional packaged food in 2019, thanks to extensive brand presence. Nutricia Polska Sp zoo took second place, followed by Danone Sp zoo.

Private label holds its share despite slow growth

Private label had some presence in fortified/functional packaged food in 2019, but its growth is not as strong as in, for example, free from food in Poland due to the activity of established brands. Nevertheless, private label holds on to its value share thanks to the continuous expansion of leading discounters, where private label products are vigorously promoted.

Manufacturers invest in product promotion

Manufacturers continue to intensify their focus on strategic marketing of fortified/functional products, in particular through cooperation with known sportsmen and women and celebrities. Promotion is paramount for fortified/functional packaged food, due to increased competition and growing health concerns over the effects of some added ingredients.

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