Fortified/Functional Packaged Food in Portugal

PROSPECTS

Range of fortified/functional packaged foods widened to include more essential products

The fortified/functional packaged food market has significant potential for growth. For instance, consumer concerns about health and an increasing number of diet and lifestyle ailments and diseases are often behind consumer buying decisions in this category.

FF yoghurt set to remain popular

FF yoghurt remained a significant feature of fortified/functional packaged food in 2018 as several types of probiotic yoghurt available in the country are popular and experience strong demand. Producers look to dairy-based yoghurt as a potential investment area and opportunity to launch new products.

Gyms stimulate healthy living and interest in FF packaged food

Thanks to growing adoption of healthy lifestyles, what had once appeared to be a fad has become an important part of modern living among many consumers who are increasingly embracing physical exercise. This has led to an increase in the number of gyms in the country, such as Solinca, but especially low-cost concepts including Fitness Hut, Urban Fit and Go Gym, which are investing in smaller spaces to offer customers affordable training and exercise opportunities.

COMPETITIVE LANDSCAPE

Danone Portugal retains strong lead in FF packaged food

Danone Portugal remained the outright leader in fortified/functional packaged food in 2018. Its high popularity in dairy and stable of traditional and trusted brands has helped it to maintain a high profile in dairy products featuring functional ingredients.

Nestlé Portugal aims for the leading position

Second-ranked Nestlé Portugal ranked some distance behind Danone Portugal. The company endeavours to differentiate through activities, such as the launch of an e-learning tool (e-nutrir Nestlé, Sabe Bem Saber), which enables consumers to learn and test their knowledge of the basic principles of nutrition.

Fitness trend fuels demand for niche brands in fortified/functional packaged food

Growth in the fitness trend and number of gymnasiums in the country is fuelling consumer demand for more products that supplement their fitness-centric diets and lifestyles. As a result, smaller branded players are emerging as specialists in fortified/functional and supplemented packaged food.

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