Fortified/Functional Packaged Food in Slovakia

PROSPECTS

A growing number of consumers reach for high protein or products fortified with protein for a boost of health and wellness

High-protein products recorded strong growth during both 2018 and 2019, with numerous product launches and innovations hitting shelves. These products are part of a healthier lifestyle and are marketed not only for active individuals but anyone who wants to maintain or increase their health and wellness.

Vitamins and dietary supplements pose a threat to fortified/functional packaged sales, as many consumers view these as a quick fix for healthy living

Fortified/functional packaged foods continued to see stiff cross-industry competition from vitamins and dietary supplements during 2019. Products fortified with vitamins, minerals are also, in most cases, either organic or free from, tracked in other health and wellness areas.

FF protein/energy bars records the most growth, as players launch innovations in response to the demand for fortified/functional snacks

Healthier snack players are developing fortified/functional packaged foods, being a key driver of growth.

COMPETITIVE LANDSCAPE

Players could focus on health specialists and influencer marketing to height product awareness and drive positive brand reputation

More significant marketing support for fortified/functional products will likely become available over the forecast period, thanks to a growing demand for healthier brands. Marketing and promotional strategies will likely focus on adverts in health-related magazines, internet sites and product labelling.

Players are set to compete with more convenient packaging, enabling a rise in on-the-go consumption

More convenient packaging and smart product presentation in retail stores will drive growth for competitors over the forecast period. Packaging is essential for impulse shopping and on-the-go products or fortified/functional snacking options (for instance snack bars), with easy, accessible packaging making it a simpler purchasing decision for consumers.

Domestic players benefit from having local sourced ingredients, allowing them to have a competitive edge in the landscape

Local product origin is gaining popularity among Slovak consumers, and domestic players can use this angle to compete in the landscape. Food of local origin has the benefit of not only being healthy but of being fresher, with low travel miles.

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