The performance of fortified/functional packaged food in Romania in 2021 was the result of the upward consumption trend towards health and wellness on one side and, on the other, the desire to have a better protection against COVID-19 which continued to affect normal life through third and fourth waves. The good dynamics in 2021 means increased care for protection of all ages of consumers, from babies to adults.
The biggest value sales and the high dynamics in 2021 for FF yoghurt are the consequence of the belief among Romanian consumers that digestive health is of significant importance in fighting infections of COVID-19. The performance of FF yoghurt in 2020 and 2021 during the pandemic is linked to the medical observation that obese and overweight people are more prone to infection with the new virus.
Looking at broad categories within fortified/functional packaged food, the highest value sales dynamics were recorded in 2021 by FF bread. After a period when the only brand available was Benecol, with heart health claims, 2021 witnessed the launch of Vel Pitar Imuno Bread by Vel Pitar SA.
Fortified/functional packaged food is expected to witness ongoing strong value growth in Romania over the forecast period. In the present situation, COVID-19 is still active and the time horizon of when it will no longer produce significant harm is under question.
FF dairy is expected to remain at the top in terms of value sales over the forecast period, a consequence of the strong interest in digestive health as a source of wellbeing and support of the immune system. Activia is expected to remain synonymous with FF probiotic yoghurt but other brands will continue to enjoy visibility across all retail channels.
Fortified/functional packaged food is expected to remain on a growth path over the forecast period because it remains a ready way to maintain good health and, at the same time, prevent the occurrence of more serious discomfort. The health claims of the products will continue to address population groups of all ages and will continue to be based on different fortified/functional foods and specific flagship brands, such as digestive health and immune support through FF yoghurt and the Activia brand, heart health through FF butter and spreads and the Becel brand, immune support through the Actimel FF probiotic yoghurt brand, and the recently launched Vel Pitar Imuno Bread brand in FF bread.
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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 DefinitionsThis report originates from Passport, our Fortified/Functional Packaged Food research and analysis database.
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