The boost provided to the health and wellness trend by the experiences of the COVID-19 crisis proved particularly impactful in fortified/functional (FF) packaged food. Concerns about maintaining an effectively functioning immune system in the face of the SARS-CoV-2 virus encouraged consumers to look for foods with added nutrients such as vitamins, which were perceived to offer a natural way to help to fight off viral infection.
While consumers looked for packaged food that was fortified with added nutrients, they remained concerned about the potential health impact of consuming artificial additives. As a result, the fortified/functional packaged food category saw demand evolve in line with the general shift towards more natural ingredients.
As well as vitamin-enhanced products, consumers, particularly those interested in exercise, are increasingly seeking protein-enriched foods. As a result, new product developments that are high in protein are being launched on a regular basis.
Despite its popularity, fortified/functional packaged food is expected to face a significant challenge in the form of competition from other health and wellness categories during the forecast period. In line with the broad trend towards more natural ingredients, Swiss consumers are likely to seek more natural and organic products.
A focus on superfoods is expected to attract those consumers who have, up until now, shown little interest in fortified/functional packaged food. Superfoods are considered more natural and less processed than many functional additives.
Private label to is set to continue to dominate fortified/functional packaged food during the forecast period. Both Migros and Coop have established strong private label ranges in the fortified/functional packaged food segment and their strategies involve dynamic new product introduction rates.
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Fortified/Functional Packaged Food
This category includes packaged food to which health ingredients have been added as well as brands that are positioned to deliver a certain functionality. Fortified/functional packaged food provides health benefits beyond their nutritional value and/or the level of added ingredients wouldn’t normally be found in that food. To merit inclusion in this category, the defining criterion here is that the product must have been actively fortified/enhanced during production. As such, inherently healthy products such as naturally healthy soy milk are only included under ‘functional’ if additional functional ingredients (eg omega-3) have been added. To be included, the health benefit needs to form part of positioning/marketing of the product. There is one exception to the inclusion of fortified products in this category: Products to which vitamins have been added to replace vitamins lost during processing are excluded. These products would not typically be positioned on the basis of containing added nutrients.
See All of Our DefinitionsThis report originates from Passport, our Fortified/Functional Packaged Food research and analysis database.
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