Products classed as fortified/functional packaged food have gained much attention, especially during the pandemic, when consumers looked for products perceived to offer a level of immunity or resistance to illness and the virus. Both value and volume sales witnessed positive growth in 2020 and 2021, in contrast to the decline in prior years.
Consumers in the Netherlands have been less focused on products with general health and wellbeing claims and continue to look for fortified/functional products that offer more specific benefits. This is the case also among those consumers who follow vegan or dairy-free lifestyles and who need to find other sources of the nutrition provided in dairy.
During the pandemic, the new reality signalled a change in consumers’ attitude towards fortified/functional products in the Netherlands. Alongside increased purchases of vitamins products in the country, consumers increasingly sought packaged food labelled as fortified with vitamins.
In the forecast period, demand for additional protein in packaged food products is expected to keep growing. While meat and dairy used to be a popular source of protein, Dutch consumers are consuming less and less meat, due to the growth in popularity of vegan, vegetarian and flexitarian diets.
While fortified/functional packaged food will see value sales growth over the forecast period, no significant change is expected for volume sales, which will be buoyed mainly by the growth of the biggest category, FF dairy. The rich with calcium trend will persist during the forecast period.
The COVID-19 experience has seen more consumers move towards specific health benefits, rather than simply general health and wellbeing. This is expected to continue in the forecast period with vitamin D, zinc and other protein-related ingredients, for instance, perceived by consumers as being linked to immunity from or resistance to COVID-19 in consumers’ minds.
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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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