Fortified/Functional Packaged Food in the US

PROSPECTS

Protein fortified pasta struggling to attract health-conscious consumers

Protein fortification has become commonplace in many categories throughout packaged food. While products such as protein fortified sweet biscuits and snack bars have proven successful, protein fortified pasta has struggled for a number of years.

Better performance for sugar-free varieties of fortified functional sugar confectionery

Even with sugar’s generally poor reputation, sugar-free products do not always outperform their conventional counterparts. In many instances, consumers would rather reduce consumption than purchase a modified product that may contain more artificial ingredients.

Fortified/Functional cereal bars continues its freefall, performing worst among segments

Following years of double-digit value sales declines, fortified/functional cereal bars once again in 2019 experienced steep decline, posting far and away the worst performance of any segment of the US fortified/ functional packaged food space. Where American consumers once enthusiastically purchased fortified cereal bars primarily featuring added fibre, this interest in fibre benefits from snack bars has given way to a greater preference for high protein content, igniting demand for protein/energy bars that has been detrimental to this segment.

COMPETITIVE LANDSCAPE

Fortification of sweet biscuits helps brands to differentiate in an indulgent segment

Fortified/Functional sweet biscuits continues to outperform conventional sweet biscuits. These products, often fortified with protein, are great examples of bringing a popular health trend to a segment often associated with indulgence.

Awake explores alternative path to growth for fortified/functional cereal bars, though doubts remain

The worst-performing segment of the US fortified/functional packaged food space, fortified/functional cereal bars, has historically been heavily comprised of bars fortified with added fibre. For years, these products have been falling out of favour with consumers, who are demonstrating a stronger proclivity towards bars offering high protein content, with many of these products also providing fibre benefits.

Previously resistant brand TruMoo falls victim to milk’s difficult realities

For years, fortified/functional flavoured milk drinks brand TruMoo defied the broad struggles of the US milk industry, which has seen severe declines as consumers drink less milk, oftentimes in favour of plant-based alternatives. As these declines played out, TruMoo exhibited strong and consistent growth, revealing a resistance to market dynamics behind the appeal of its flavour offerings to children and the strength of its nutritional benefits in the eyes of parents.

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