Fortification with vitamins and other nutrients has progressively become a minor aspect among consumers’ priorities over the review period, as new perspectives on health and wellness have emerged, meaning that fortified/functional claims no longer carry a relevant impact on product differentiation. The flat performance of fortified/functional packaged food stems back to pre-pandemic trends within the market which saw health claims considered to be more sophisticated by a wider range of consumers such as free from and naturally healthy.
While vitamin-fortified products suffered from rising competition from other health and wellness claims, brands focusing on improving wellness on a holistic level witnessed increasing demand, which largely included immunity boosting and digestive health products. As a result of heightened health awareness since the pandemic, and general fear of contamination, consumers started to revaluate their diets and search for specific ingredients which they perceived to offer better immunity protection.
As families entered quarantine following the emergence of the pandemic in Brazil in early 2020, eating occasions became entirely concentrated at home, which offered a relevant opportunity for between-meal snacking. Impulse consumption of snacks during the day was also leveraged by the general need for self-pampering and indulgence, enhanced by the stress of isolation.
In addition to facing competition from other health and wellness claims, fortified/functional packaged food is also expected to be impacted by sugar intake avoidance, which has been gaining traction amongst a wider range of consumers in Brazil. Although the pandemic scenario has restrained the appetite for reduced sugar products, the return to regular out-of-home routines is likely to promote a recovery of these products in consumers’ everyday diets.
The addition of protein to dairy products has been recently launched in Brazilian packaged food, but has rapidly grown to be a strategic line within the portfolios of major companies. Protein yoghurt brands have gained strong attention from consumers, targeting mainly gym-going and highly physical consumer groups, although not limited to this key audience.
As observed during the pandemic, compared to other health and wellness claims, fortified/functional packaged food recorded a weaker performance as the health claims of these products gradually lost their appeal amongst consumers searching for better food choices. Vitamin and calcium fortification, widely positioned for children’s consumption, faced increasing challenges regarding the avoidance of high sugar content amongst more aware parents as they are present in the same categories including breakfast cereals and sweet biscuits.
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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 DefinitionsThis report originates from Passport, our Fortified/Functional Packaged Food research and analysis database.
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