Fortified/functional packaged food faces ongoing challenges from consumers’ growing desire for more natural products, which has been further enhanced by the boost to the health and wellness trends due to COVID-19. For example, fortified/functional fromage frais and quark looked set to see continued decline in 2021, albeit at a less steep level than seen immediately before the COVID-19 pandemic.
FF butter and spreads saw continued growth in 2020, performing well when compared to many of the other FF packaged food categories. However, rather than this being specific to an uptake in fortified/functional butter and spreads for health reasons, it was attributed more to the recent increase in traditional butter prices in France.
Danone France SA remains the largest player in fortified/functional packaged food, thanks to its top Activia brand which is synonymous with promoting gut health. The brand also tops the list in FF dairy and FF yoghurt, with Actimel (also from Danone) coming in in second place in FF yoghurt, thanks again to its well-known reputation for promoting both strong gut health and the immune system – aspects which have proven especially important to consumers in the time of COVID-19.
Fortified/functional packaged food will continue to face challenges from more natural and organic options over the forecast period. If anything, these challenges are likely to become more restrictive, as a growing number of organic and natural options become available at different price points to suit all consumer budgets.
FF baby food and FF milk formula have registered decline in recent years due to the continued fall in the birth rate in France. Moreover, the decline in the birth rate has been exacerbated by the COVID-19 crisis, despite the initial belief that home confinement may lead to a baby boom.
Chewing gum has been amongst the products to suffer most from the sharp decline in impulse purchases and on-the-go consumption occasions during the COVID-19 crisis, as well as already being adversely affected by health and environmental concerns about the product. However, the French market has seen a couple of new launches of fortified gum products that have minimal environmental issues.
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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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