Value sales of fortified/functional packaged food in South Korea are set to see a marginal improvement in 2021, following a sharp decline in 2020. However, growth patterns differ across the category.
Amidst a prolonged pandemic, the importance of maintaining a strong and healthy immune system is being increasingly perceived as a way of protecting against infection by local consumers. However, as South Koreans fulfil these demands through probiotic supplements, domestic dairy manufacturers are responding by launching new functional products reinforced with additional health benefits, rather than simply making immunity claims.
Lotte Confectionery is attempting to strengthen its offer of health-oriented products that highlight fortified/ functional ingredients within confectionery by announcing its "Beyond Sweet" project, as an increasing number of consumers show greater interest in their overall health as a result of the pandemic. The company is focusing on the combination of functional raw materials with other ingredients to ensure that the flavour associated with its standard confectionery is not compromised, whilst using functional claims certified by the Ministry of Food and Drug Safety.
Fortified/functional packaged food is expected to gain further traction over the forecast period, with these options expanding to appeal to new consumer trends, although most sales will continue to be dominated by FF dairy. Despite expectations for functional labelling for general foods, which is a new implementation that enables packaged food to carry functional claims if there is sufficient scientific evidence supported by the Ministry of Food and Drug Safety as of 2021, the introduction of functional raw materials to packaged food has lagged during the pandemic as indulgence became the key factor influencing consumers’ purchasing decisions.
Over the forecast period, domestic pharmaceutical companies will increasingly look to identify opportunities to expand their consumer reach and drive sales, including the growing jellies segment within FF confectionery. Indeed, Kwang Dong Pharm Co already released a series of jellies infused with its well-known energy and vitamin drinks earlier in the review period, with the company maintaining a consistent sales performance since.
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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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