Fortified/Functional Packaged Food in the Czech Republic

PROSPECTS

FF protein/energy bars rides the protein wave to post by far the highest growth rates

FF snacks bars continued to see by far the fastest retail volume and value sales growth in 2019. This is due to the performance of FF protein/energy bars, as FF cereal bars continued to see a downward trajectory in sales terms.

Consumers look to probiotic and protein-enhanced products for health benefits

Probiotic qualities remain highly appreciated, although protein is an increasingly key demand trend in dairy. Thus, surplus values continued to generate lively interest in 2019.

Preference for NH variants hits demand for FF sweet biscuits and FF cereal bars

Local consumers tend to prefer naturally healthy over fortified/functional sweet biscuits, especially wholegrain options with high fibre content and biscuits filled with fruit mixes. Czech consumers also show a preference for NH fruit and nut bars over FF cereal bars, as they search for added-value ingredients.

COMPETITIVE LANDSCAPE

Novelties see local dairies increase the pressure on the leader Danone

Danone remains the leading player in a fragmented category in retail value share terms in 2019. This is due to the ongoing popularity of its FF yoghurts under Activia and Actimel.

Decline in FF sweet biscuits continues to weaken Mondelez’s position

Along with Danone, Mondelez Czech Republic and Unilever CR remained the leading international players. However, they produced differing performances at the end of the review period.

Fast growth in FF protein/energy bars stimulates new product development

Fast retail value sales growth is intensifying the competition in FF protein/energy bars. As the category retains the fastest growth potential in FF packaged food, all companies active in cereal bars have started to focus on FF protein/energy bars.

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