Fortified/functional packaged food performed well during the pandemic with current value growth remaining at similar to levels to previous years of the review period. The health and wellness trend has gathered pace in response to the pandemic which has led consumers to favour offerings within FF packaged food.
Regardless of a decline in household purchasing power due to the health crisis, households continued to purchase FF foods in 2021. Their choice was mainly based on the ingredient lists on the product labels of FF foods with those that feature essential vitamins and minerals being particularly attractive.
Nestlé Maroc maintained its clear lead in 2021, benefiting from its lead in FF milk formula, a large category in FF packaged foods. Through its wide product range and popular brands such as Nan, Nido and Nativa, Nestlé Maroc continued to register a highly competitive sales performance.
Over the forecast period, fortified/functional packaged food is set to register strong category growth in part thanks to an ongoing desire to maintain good health given the prolonged nature of the COVID-19 virus in the country and around the world. These products will therefore be sought to improve immunity.
With demand rising for vitamin C and zinc products from chemists/pharmacies during the pandemic, industry players in fortified/functional packaged food are expected to launch more products that are rich in these particular components. Therefore, packaged foods rich in these elements are set to drive more consumers to the category.
Although fortified/functional packaged food is expected to perform well over the forecast period, competition will become more intense from naturally healthy packaged and unpackaged food. In line with the growing health and wellness trend (that will gather pace in response to the COVID-19 pandemic) more Moroccan consumers will favour products that are naturally healthy rather than those that are highly processed.
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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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