Consumers are becoming more health-conscious than ever, especially since the COVID-19 pandemic which has increased the health and wellness trend even more. As a result, consumers are looking for ways to improve their health through their diet, which is proving to be a huge advantage for FF packaged food.
Since the outbreak of COVID-19, a growing number of consumers want to purchase products that boost their immunity health, such as those with added vitamin C and vitamin D. As a result, consumers purchased more probiotic yoghurts and fortified smoothies in a bid to strengthen their immune systems and prevent contracting the virus.
Spreading health-awareness continues to boost the growth of FF packaged food in Hungary, especially products that are enriched with vitamins, minerals and, more often, superfoods. Because of the lockdown periods in 2020, with gyms being closed for some parts of the year amid the need for greater social distancing, many people sought to become more active by doing outdoor activities or working out at home.
An improved performance is predicted for FF packaged food in Hungary over the forecast period. Retail current value and volume sales are set to rise at faster levels than over the review period, as these products benefit from strengthening health trends, including supplementation, with many people, now more mindful of potential illness owing to COVID-19, becoming more aware of nutritional gaps in their diet.
Fortified protein bars are becoming more popular in Hungary and as a result, a growing number of retail chains will expand their portfolio of protein-enriched products. In 2021, Spar and TESCO increased their shelf space of Biotech USA protein bars, which are one of the most popular protein bars in Hungary.
Another key trend aside from the health and wellness trend is the sustainable or eco-friendly trend. As a result, sustainable packaging is getting more attention from consumers.
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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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