Fortified/Functional Packaged Food in the Netherlands

PROSPECTS

Stonger competition from naturally healthy

FF packaged food is expected to register negative retail value growth at constant 2017 prices over the forecast period. Growth will lag that of the review period due to greater maturity and more competition from other health and wellness categories.

Segmentation with focus on children and ageing consumers

The ageing population will be a focus for further development in FF formulas in packaged food. In dairy products, for example, players are expected to introduce more formulas in milk and yoghurt fortified with calcium, to help prevent common joint ailments such as arthritis.

Rising popularity of seeds and sources of energy and protein to influence packaged food

Consumers’ interest in beans and seeds rose significantly in 2017 as the range and availability of these increased. Major manufacturer HAK hired chef Herman de Bllijker to promote products and educate consumers about the functional benefits.

COMPETITIVE LANDSCAPE

Breakfast cereals and snack bars aim to address nutritional deficits

In snack bars, manufacturers promoted FF formulas that aim to address nutritional deficits caused by some consumers’ lack of time for a traditional breakfast. Bolletje BV promoted the brand Goed Bezig, which includes cereal bars enriched with oatmeal, nuts and grains such as almonds, hazelnuts and spelt.

Unilever targets children with FF products

Unilever Nederland BV was the second largest manufacturer in FF packaged food in 2017, achieved through extensions of mainstream brands such as Becel and Blue Band. The company was active in FF bread, other FF drinking yoghurt and functional spreadable oils and fats.

Greater focus on protein

Friesland Campina was the largest manufacturer in dairy, with Campina its main brand. For FF products, Campina was present with Campina Calcium Plus, a milk product enriched with calcium and targeted at mature and older consumers.

Files are delivered directly into your account within a few minutes of purchase.