The rate of growth in retail current value sales of FF packaged food more than halved during 2020 and recovered no more than partially during 2021. FF dairy is largest category in FF packaged food, ahead of FF baby food.
FF baby food is dominated by FF milk formula. Retail current value sales of FF baby food declined for a second consecutive year during 2021, albeit marginally.
The rate of growth in retail current value sales of FF Breakfast Cereals, the third largest category in FF packaged food, continued to slow during 2021. Products that offer indulgence, convenience and novelty, such as Popcrunch Honey Granola with Popcorn All Light by Novaproduct AG OOO, continue to perform relatively well.
The rate of growth in retail current value sales of FF packaged food will more than double during 2022 and remain robust for the rest of the forecast period. An anticipated post-pandemic economic rebound will be the main driver of this.
Having declined during both 2020 and 2021, retail current value sales of FF confectionery will begin to expand again during 2022. Demand for FF gum will be boosted by the fact that local consumers will be moving around more, which will lead to an increase in impulse purchasing and on-the-go consumption.
FF sweet biscuits, snack bars and fruit snacks will continue to post a double-digit rate of growth in retail current value sales for most of the forecast period. The product offer in both of these categories is steadily widening, while both distribution and consumer awareness are growing.
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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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