Over several years, companies marketing probiotic products have come under repeated criticism by Swedish authorities for failing to validate claims scientifically that probiotic products really are healthier. However, probiotic brands have been able to surf the wave of consumer interest in intestinal health, allowing companies to simply mark their products as containing various types of probiotics while avoiding making specific health-related claims.
In early 2018, the Swedish National Food Agency launched new enrichment requirements, stipulating that not only dairy products but also free from dairy products, milk replacement products and cooking oils needed vitamin D enrichment. With a growing trend towards veganism, and with increasing amounts of Middle Eastern and African immigrants (who have difficulties securing the necessary vitamins in the Swedish climate), fortification with vitamins can be expected to increase.
Many cereal products, particularly breakfast cereals, are enriched with minerals, without any efforts being made to market the products actively as fortified/functional. This is the case also with confectionery brand, Läkerol, which, despite package markings clearly stating it as such, is relatively unknown for its fortified/functional qualities.
Most fortified/functional packaged food categories are dominated by one or two single companies, such as Cloetta Sverige in FF sugar confectionery with Läkerol or Arla Foods in FF flavoured milk drinks. In these categories, fortified/functional products are either the dominant products of their type or brand, such as Verum Hälsoyoghurt or Läkerol, or are brand extensions of lines from other category types.
Competition in FF breakfast cereals stands out in comparison to other fortified/functional packaged food categories with the high number of active players and the relatively small difference in value of fortified/functional products offered by these players. Here, the situation more closely resembles perfect competition, and it is possible that companies turn to fortified/functional marketing messages to attempt to drive some form of change to the status quo.
Fortified/functional packaged food is heavily regulated at both EU and national Swedish level. The EU issues general rules on product fortification and enrichment, while local Swedish rules determine mandatory enrichment requirements.
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Overview: Discover the latest market trends and uncover sources of future market growth for the Fortified/Functional Packaged Food industry in Sweden with research from Euromonitor's team of in-country analysts.
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The Fortified/Functional Packaged Food in Sweden market research report includes:
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