FF probiotic yoghurt remains the largest product area in fortified/functional packaged food. This product benefits from an overall healthy positioning that resonates with consumer priorities because of the COVID-19 pandemic, including gut health, immunity and preventative nutrition.
The COVID-19 pandemic had a marginally positive effect on demand for fortified/functional packaged food in 2020, with retail current value sales growth increasing slightly in the year as consumers spent more time at home. However, media attention shifted away from FF packaged food towards the end of the review period and was more focused on products with a clear relationship to COVID-19, leading to consumers becoming less interested in some FF packaged food products.
Protein enriched FF packaged food is less developed in Denmark than in many other Western European countries. Consumers seeking to increase the protein in their diets will instead often opt for products that are naturally high in protein or via consumer health products such as protein powder in sports nutrition.
One challenge likely to hinder the growth of fortified/functional packaged food in the forecast period is positioning, with many products not actually positioned as fortified/functional. Packaged food manufacturers in Denmark often simply state nutritional contents on packaging rather than positioning products as fortified/functional.
Consumers’ increased interest in holistic and preventative health offers a possible opportunity for fortified/functional packaged food in the forecast period. This trend offers a potential for products enriched with vitamins and minerals in particular.
Sales of many product areas in fortified/functional food continue to be hindered by little or no competition. This limits growth, as does an associated lack of innovation.
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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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