The health and wellness trend has been growing in Poland in recent years, and this has been further accelerated as a result of the COVID-19 pandemic as consumers are now paying greater attention to their overall health. As a result, products with added nutrients or healthy ingredients are growing in popularity.
Despite the financial repercussions of the COVID-19 pandemic, there have been many new product developments in 2021. For example, Oshee Vitamin, a brand that offers FF bottled water and energy drinks has started offering yoghurts that are fortified with vitamin A and D, alongside added magnesium.
The senior population in Poland, especially those in rural areas, are seen to have the least healthy diets in the country, with many lacking sufficient nutrition. With the outbreak of COVID-19 this has generated widespread concern, with the elderly also being the most at risk from the virus.
The popularity of FF packaged food is already high in Poland and this is set to continue growing over the forecast period thanks to the health and wellness trend. Due to the COVID-19 pandemic, even more consumers are set to prioritise their overall health, thus boosting the demand for healthy products such as FF packaged food.
Given the growth of the health and wellness trend, more players are expected to launch new product developments over the forecast period. Many brands will add vitamins and minerals to their existing products, with the aim of certain features such as building immunity or supporting the development of children.
FF dairy is the largest category in FF packaged food, and it should continue to see stable growth in the forecast period in current value terms. Danone is expected to retain its lead thanks to its hugely popular Activia and Actimel brands of FF yoghurt.
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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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