Fortified/functional packaged food is the largest product area in terms of value sales within health and wellness packaged food. The pandemic has benefitted the sector, with increased current value and volume growth both in 2020 and 2021, as consumers are more concerned about their health due to the pandemic and look to strengthen their immune system.
Dairy continued to be the largest product area within fortified functional products, with probiotic yoghurt, led by brand Actimel, accounting for the most value sales. Fortified milk, or what are called super milks, are also a popular product, as families looks to get a range of nutrients from one source, including folic acid and vitamin D.
Increased availability of fortified/functional products has led to increased competition and in turn lower prices, with the expanding range of private label also contributing to the downward price pressure. Players more and more need to stand out from the competition and many have updated their packaging and their messaging in order to attract consumers.
Fortified/functional will register moderate constant value and volume growth over the forecast period. This is the largest product area within health and wellness packaged food and there is already a significant range of products available and as a result, there is little room for growth.
Tighter regulations from both the EU and Irish government regarding claims on packaging could potentially have a negative impact of fortified/functional over the forecast period. Messaging will need to comply with new laws and there will be tighter regulations for instance about promoting breastfeeding within FF milk formula and breakfast cereals and dairy will also have to have clear messaging that is backed by scientific research.
The trend towards more naturally fortified foodstuffs, such as vegetables, rice, beans and fruit is also likely to limit growth of fortified/functional packaged food over the forecast period. Consumers are increasingly looking for less ingredients and are put off by a long list of ingredients when shopping for packaged foods and are focusing more on natural sources of nutrients.
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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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