Fortified/Functional Packaged Food in Slovakia

PROSPECTS

Vitamins and dietary supplements sales create competition for fortified packaged foods

Fortified/functional packaged foods continued to see strong cross-industry competition from vitamins and dietary supplements during 2018. Consumers were increasingly concerned about not being able to take in enough healthy foods and drinks, or understanding that they live an unhealthy lifestyle whilst attempting to compensate by taking various supplements on a daily basis.

Products fortified with protein become sought after

Added protein was the most significant developing trend in terms of product innovation and marketing support in Slovakia at the end of the review period. A large number of innovations were present within packaged foods; they included, for example, a growing assortment of Rajo Active Protein dairy (by Rajo) or Max Sport Protein Chips (by Max Sport).

Snacks are amongst the fastest-growing PK categories in 2018, sparking innovation within fortified/functional product options

Healthier snacking was one of the main health and wellness trends developing in Slovakia during 2017 and 2018. A good example of this would be Fresh Healthy Living snack bars fortified with vitamins B6 and B12 and marketed as lower sugar and high in energy.

COMPETITIVE LANDSCAPE

New products help fortified/functional products to compete against non-HW brand extensions

Product innovation within fortified/functional packaged food was visible also in new categories. For instance, Palma Raciol + Vitaminy (by Palma Group) was introduced in 2018 within cooking oils.

Packaging innovation favours convenience

More convenient packaging and smart product presentation in retail stores is going to become a growth driver that quickly gains importance. Especially impulse shopping types, such as on-the-go products or fortified/functional snacking options (for instance snack bars) are expected to see rising consumer demand over the foreseeable future.

Efficient marketing spending required

More significant marketing support for fortified/functional products will likely become available, thanks to a growing demand for healthier brands. Nonetheless, actions will remain limited to adverts in health-related magazines and internet sites and product labels.

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