2021 saw FF dairy register a positive sales growth again after a stagnant performance was registered in the category at the peak of the COVID-19 pandemic in 2020. The pandemic situation has sharpened the focus of many Ukrainian consumers on the role that a healthy diet and good nutrition play in supporting general health and boosting immune system function.
Recent years have seen a spike in demand for high protein food and while this applies mainly to fresh food that is naturally high in protein, there has also been a proliferation of packaged food enriched with added protein on retail shelves. This applies across numerous categories of packaged food, including in soup, where Street Soup and Bonner now offer bean-based instant soups, while in chilled snacks Zlagoda offers high protein products.
In addition to the traditional digestive health positioning that FF dairy products have long relied on to capture the attention of consumers, calming and relaxing has recently emerged as a key positioning, especially in sour milk products. Sour milk products is a category with a long tradition in Ukraine and one which has an inherently healthy profile, with huge numbers of people consuming sour milk products to improve their digestive system function.
Two categories which are expected to perform well in fortified/functional packaged food during the forecast period are FF breakfast cereals and FF snack bars and this is set to be largely due to the increasing popularity of products enriched with vitamins. Both breakfast cereals and snack bars are categories of packaged food in which most products are already considered to be inherently healthy and nutritious, making them the ideal choice for companies that wish to target health-conscious consumers with fortification claims.
One of the more interesting fortification trends that is slated to develop in Ukraine’s packaged food industry during the forecast period is the fortification of FF vegetable and seed oil with omega 6 and omega 9 fatty acids, substances proven to have a positive effect on human health, especially on joint and heart health. As consumers become more aware of the very real health benefits of regular consumption of omega fatty acids, it is increasingly likely that fortification with omega 6 and omega 9 fatty acids will be applied to various products in vegetable and seed oil and butter and spreads.
Fortification is expected to become a more salient trend in drinking milk products during the forecast period, with various manufacturers poised to rely on fortification to reassure consumers about the healthiness of their products at a time of rising concern over the healthiness of industrially processed cow’s milk. Fortification has the potential to allay consumer concerns over the low nutritional value of commercially produced cow’s milk and this is likely to give category players which market their products by reference to fortification strong advantages over unfortified rival brands.
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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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