Fortified/functional is the largest product area in terms of value sales within health and wellness packaged food and is a mature product area. As such, value growth was minimal.
Protein enriched packaged food continued to gain value share in 2021. In, particular whey-based protein, the residue formed from cheese and curd production was popular, as it is more affordable than other protein variants.
Gum with health benefits or functional properties was becoming increasingly popular in Slovakia at the end of the forecast period. For example, Airwaves with caffeine improved its distribution network, as increasingly consumers looked for added energy rather than fresh breath from chewing gum.
Players will look to make their labelling more transparent and understandable for the consumer. There are also new labelling directives being considered by government.
Local brands will gain value share over the forecast period. The pandemic and subsequent disruptions to the global food chain, as well as local jobs losses, has made Slovakian consumers even more determined to support local.
E-commerce will gain further traction among consumers over the forecast period as logistics continue to improve. Moreover, major retail chains such as Coop Jednota and Fresh Potraviny have been testing their e-commerce capabilities in certain regions and plan to expand further in Slovakia.
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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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