Fortified/functional packaged food received a notable boost in sales from the COVID-19 pandemic, as local consumers sought healthier options to eat at home while working from home in 2020 and 2021. While FF yoghurt current value sales were declining in 2019, moderate growth was seen in 2020 as players continued to innovate.
In Belgium, diets in favour of low carbohydrate, high protein and high fibre intake are slowly taking roots among niche consumer bases. Out of greater concern for health and wellness, emerging diets that help consumers lose weight or be in better condition have fuelled the development of new products along those lines.
After the noticeable boost to sales seen in 2020 and the ensuing stagnation in growth in 2021, fortified/functional packaged food is set to return to moderate retail current value growth in 2022, and sustain that level of growth throughout the remainder of the forecast period.
Many fortified/functional ingredients used in packaged food are less popular among younger generations, so players are likely to undertake innovation to make their products more appealing to such consumers. Younger consumers tend to have a more positive response to super foods, such as goji and acai berries, moringa, acerola, ginger, hemp seed, seaweed, mushroom, etc.
In 2020, new European Union regulations were enforced on baby milk formula including new mandatory requirements regarding fortification ingredients. Based on the latest scientific research and recommendations from the European Food Safety Agency, the content of some nutrients (such as vitamin D, iodine, vitamin A and selenium) which are already present in FF milk formula, will need to be increased.
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Fortified/Functional Packaged Food
This category includes packaged food to which health ingredients have been added as well as brands that are positioned to deliver a certain functionality. Fortified/functional packaged food provides health benefits beyond their nutritional value and/or the level of added ingredients wouldn’t normally be found in that food. To merit inclusion in this category, the defining criterion here is that the product must have been actively fortified/enhanced during production. As such, inherently healthy products such as naturally healthy soy milk are only included under ‘functional’ if additional functional ingredients (eg omega-3) have been added. To be included, the health benefit needs to form part of positioning/marketing of the product. There is one exception to the inclusion of fortified products in this category: Products to which vitamins have been added to replace vitamins lost during processing are excluded. These products would not typically be positioned on the basis of containing added nutrients.See All of Our Definitions
This report originates from Passport, our Fortified/Functional Packaged Food research and analysis database.
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