In light of COVID-19, consumers have increasingly been looking for foods with functional benefits that help to support general and immune health. Especially in the first quarter of 2021, retail sales of fortified/functional (FF) packaged food were elevated due to lockdown restrictions and the subsequent increase in home seclusion.
Increasing awareness of the health benefits of FF packaged food boosted the performance of FF yoghurt, and more specifically those products bearing claims linked to protein and probiotics. Protein is recognised to carry benefits linked to fitness lifestyles, but also to general health, and a link is sometimes also drawn to mental health.
FF breakfast cereals saw the strongest growth after the outbreak of the pandemic in 2020, given that consumers had more opportunities to have breakfast at home, driven either by remote working for adults or home-schooling for children. With breakfast cereals becoming a staple, consumers have been increasingly looking for options that offer additional health benefits, including support of gut and immune health.
FF packaged food is set to continue growing in the forecast period, as consumers are likely to remain highly concerned about their health and will look for added vitamins, minerals and other functional nutrients that can improve their general and immune health. The demand for FF packaged food has accelerated, with the presence of COVID-19 strengthening the health and wellness trend and increasing awareness of the benefits of healthy nutrition.
The pandemic has raised concerns about a variety of health issues, including the risks associated with COVID-19 and obesity, and has shed light on the role of healthy nutrition on preventive health care. Increasing awareness of the link between gut and immune health is expected to lead more and more consumers to look for products enriched with probiotics and other functional nutrients.
Sales of FF gum continued to underperform in 2021, due to the slow recovery of impulse sales. Even from 2022 onwards, although the British economy will gradually recover from the impact of the pandemic, the demand for gum is set to continue declining as increasing numbers of consumers do not see the added value of gum consumption.
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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 DefinitionsThis report originates from Passport, our Fortified/Functional Packaged Food research and analysis database.
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