Fortified/Functional Packaged Food in the Netherlands

2020 IMPACT

FF packaged food rebounds as Coronavirus (COVID-19) increases the demand for products that support the immune system

The Coronavirus (COVID-19) crisis helped fortified/functional packaged food to register its first retail volume and current value growth of the review period over 2020. As consumers looked for products perceived to offer a level of immunity or resistance to illness and the virus, fortified/functional packaged food leveraged sharp increases in sales of all types of food supplements to see an overall rebound.

Protein-enriched products drive new product development and current value sales as consumers link ingredients to COVID-19 immunity or resistance

During the pandemic, consumers became less focused on products with general health and wellbeing claims in favour of options offering more specific benefits. As vitamin D, zinc and other protein-related ingredients, for instance, became linked to immunity from or resistance to COVID-19 in consumers’ minds, the demand for FF packaged food and other products containing these components grew.

FF protein/energy bars fits well with prevailing health trends to drive growth in FF snack bars during the pandemic

In FF snack bars, retail volume and current growth continued to be driven by the increasing demand for protein/energy bars, but also other protein-rich positioned options like cereal bars. FF fruit and nut bars also gained some traction during COVID-19.

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