Fortified/Functional Packaged Food in Russia

PROSPECTS

Consumers start to shift from naturally healthy milk products towards F/F milk

Fortified /functional dairy and fortified/ functional baby food maintain their hold of the largest shares of value sales in 2019. Fortified/functional products have been traditionally durable in both dairy and baby food for many years, and their growth looks set to continue, albeit at a slightly slower pace, over the forecast period.

Further development expected for F/F cereal bars and F/F breakfast cereals

Fortified/ functional cereal bars led fortified/functional packaged food in terms of growth in 2019 and is likely to see further active growth over the forecast period. As with fortified/functional breakfast cereals, fortified/functional cereal bars is driven by Nestlé Russia OOO, a company which enjoys an extensive presence in fortified/functional with several of its brands.

Future development in F/F packaged food to include new positioning claims

Based on the health claims carried by fortified/functional product packaging, most fortified/functional packaged food in Russia is positioned around general wellbeing, immune support and digestive health. Several other types of fortified/functional positionings which are specific to certain products are also available.

COMPETITIVE LANDSCAPE

Danone Russia and Nestlé Russia lead F/F packaged food, thanks to extensive brand presence

Danone Russia AO kept continued its lead of fortified/functional packaged food in 2019, followed by Nestlé Russia OOO and Istra-Nutricia OAO in second and third place, respectively. The two top brands were both Danone’s Activa and Actimel, whose leadership remains unchallenged.

F/F dairy stays active with new brands

The review period saw much activity in fortified/functional dairy, with the launch of several new brands in the wake of rising consumer interest in fortified/functional yoghurt and milk products. Domestic company Firma Agrokompleks Imeni N.

F/F products extend their presence across a variety of products

Fortified/functional protein/energy bars remains a niche within fortified/functional packaged food. Although its products are popular among those engaged in sport, other Russian consumers treat fortified/functional protein/ energy bars with caution, considering them to be not entirely “natural”.

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