Fortified/Functional Packaged Food in Switzerland

PROSPECTS

Swiss consumers expected to focus on clean label products

Over the forecast period, Swiss consumers are expected to increasingly include in their daily diets products which are as natural as possible and which include few artificial ingredients and preservatives. Besides, many Swiss consumers will continue to show strong scepticism over the health claims of fortified/functional packaged food manufacturers, believing that such claims are only used for marketing purposes.

Strong performance of fortified functional cereal bars

Healthy eating and convenience will remain major trends in Switzerland over the forecast period, with many products coming under criticism for their high levels of sugar and salt, and numerous new launches will attempt to entice consumers keen to pursue a healthier lifestyle. Fortified functional cereal bars is expected to experience the most dynamic growth over the forecast period.

Moderate growth expected over the forecast period

The ongoing debate over health claims for functional foods may continue to have direct implications for fortified/functional food manufacturers over the forecast period. The threat of advertising bans due to unsubstantiated health claims could have a major impact on the fortified/functional category over the forecast period.

COMPETITIVE LANDSCAPE

Migros will continue to lead sales

Migros Genossenschaftsbund eG is expected to remain the leading player in fortified/functional packaged food over the forecast period. This is primarily attributable to the retail giant’s expansive number of private label products that it developed to compete directly with other major fortified/functional brands.

Fortified/functional to remain dynamic through new product launches

In 2018, Wander AG launched Ovomaltine Drink High Protein in the drinking milk products category. Ovomaltine’s products are considered healthy, but with this launch, the brand offers additional features and benefits of health and wellness (such as high protein, low sugar content, low fat, no sweeteners and a formula adapted to lactose-intolerant consumers).

Private label continues to hold an overwhelmingly high share

Private label will remain a dominant force in fortified/functional food in terms of overall value share. Migros and Coop are extremely well positioned to dominate the fortified/functional packaged food category over the forecast period.

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