FF packaged food saw a marginal dip in growth in 2021 in retail volume terms, compared to 2020, although the nationwide lockdown in light of Coronavirus (COVID-19) pushed consumers to stockpile products in 2020. Furthermore, the disruption to foodservice benefited sales of FF packaged food, with consumers eating more meals and snacks at home.
FF packaged food continued to develop in light of the growing number of health-conscious consumers in Saudi Arabia. While this trend predates the public health crisis, the development of a health-conscious consumer base continued apace in the wake of COVID-19.
While traditional grocery retailers dominated retail value sales of FF packaged food in 2021, modern grocery retailers continued to narrow the gap. This channel shift predates COVID-19, as consumers in Saudi Arabia have increasingly been drawn to the wide range of products and varieties, locally-produced and imported, including FF packaged food.
The COVID-19 experience has placed a strong focus on the immune system, with consumers becoming acutely aware of its role in fighting off infection and maintaining good general health. As such, many consumers are turning to FF packaged food as a way to boost their immune system and focus on health prevention.
The emergence of e-commerce as a significant, if still very small, distribution format for FF packaged food is set to continue in the forecast period. The lingering threat of COVID-19 is predicted to see many consumers remain more home-centred than in the pre-pandemic period, in the short term, at least.
Children are likely to remain the main drivers of new launches and innovations, inspiring companies to continue to focus on new product development. FF packaged food launches are often intended to appeal to children, within areas like dairy, breakfast cereals, baby food and pasta.
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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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