There have been few changes in FF packaged food in 2021. Although the category received a boost from the pandemic (as consumers strove to take ownership of their health during this uncertain time), it is a category that faces numerous struggles, with many of the negative review trends persisting.
Like in BFY packaged food, Swedish FF packaged food manufacturers tend to state the content of the products on the packaging rather than actively positioning it as FF. For example, rather than writing “protein enriched”, most companies simply state the amount of protein contained in the products (such as 20g protein).
The exercise trend resulted in a boom in high protein products during the review period, with some stating that they are naturally high in protein and some that they have been fortified with protein. However, towards the end of the review period this has migrated towards simply stating the exact protein content on the front.
Like in the review period, FF packaged food will struggle with being heavily regulated at both EU and national level. The EU issues general rules on product fortification and enrichment, whilst local Swedish rules determine mandatory enrichment requirements.
Many categories and brands that are enriched with minerals do not tend to be actively marketed as FF and thus to not derive any special benefit from their classification. This is the case with breakfast cereals and sugar confectionery.
Given the problems the category experienced, it is expected that there will continue to be little competition in several FF categories, including in sugar confectionery, gum, and flavoured milk drinks. As such, these categories are anticipated to see limited investment and innovation over the forecast period.
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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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