Fortified/Functional Packaged Food in Russia

PROSPECTS

FF dairy and FF baby food are expected to stagnate in the forecast period

FF dairy and FF baby food are the two largest categories in FF packaged food as FF products have been traditionally strong in dairy and baby food for a number of years. Nevertheless, these categories are expected to stagnate or achieve only modest growth due to saturation and a declining birth rate in Russia.

Strong development expected for FF cereal bars and FF breakfast cereals

FF breakfast cereals and FF cereal bars are likely to experience strong growth over the forecast period. Both categories are largely being driven by Nestlé Russia, which offers a number of FF brands.

Future development in FF packaged food set to include new positioning claims

Based on the health claims placed on FF product packaging, most FF packaged food in Russia is positioned around general wellbeing, immune support and digestive health. There are also several other types of FF positionings which are only important in particular categories: brain health and memory – in FF baby food; bone and joint health – in FF dairy; cardiovascular health – in FF butter and spreads; oral/respiratory health – in FF gum.

COMPETITIVE LANDSCAPE

Danone Industriya and Nestlé Russia lead FF packaged food

Danone Industriya leads FF packaged food due to its strong position in FF dairy and FF milk formula, while Nestlé Russia ranked second due to its strong position in FF milk formula and FF prepared baby food. Nestlé Russia also benefits from its strong presence in FF breakfast cereals with its Nesquik, Nestlé Gold, Kosmostars and Khrupka brands and is rapidly growing in FF cereal bars with its Cini Minis brand.

Epica, a recent brand launch in FF yoghurt, drives yoghurt development in 2018

Epica was launched by Ehrmann in Russia at the end of 2016 in FF yoghurt and is available in both drinking and flavoured formats. Epica yoghurt is enriched with proteins, which has helped make it successful, as has a fully natural content, unusual flavours, appealing packaging and is backed by sound distribution as well as marketing and promotional campaigns.

Fortified/functional products appear in a number of categories

In addition to the largest FF packaged food categories, fortified/functional innovations appear in a number of other categories. For instance, FF energy bars is a niche in FF packaged food, although these products are popular mainly among those engaged in sport, while other Russians treat FF energy bars with caution, as additions such as a high protein content are perceived as not being fully natural.

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