Naturally Healthy Packaged Food in Argentina

PROSPECTS

Unpackaged products gain ground due to fall in real salaries

Unpackaged naturally healthy food has the advantage of being a more economical product compared to the packaged format. In the context of depreciation of real wages and contraction of the economy, consumers tried to maximise their salaries.

Consumption of NH honey is extremely low despite high production

The per capita consumption of NH honey remained low in 2018 despite the fact that Argentina is one of the main producers worldwide. According to industry sources, this trend can hardly be reversed in the short to medium term given that consumers only perceive NH honey as a product for cooking.

NH cereal bars is most important category in value terms

NH cereal bars held the highest value share in overall naturally healthy packaged food in 2018. This is due to its excellent positioning, perceived by consumers as a nutritive and healthy food.

COMPETITIVE LANDSCAPE

Arcor strengthens leadership

Naturally healthy packaged food is characterised as a highly fragmented category. Arcor SAIC retained its leadership due to its excellent positioning in NH cereal bars with its Cereal Mix brand.

Limited communication regarding benefits of naturally healthy packaged food

Local consumers do not have extensive knowledge of the health benefits of naturally healthy packaged food. Companies did not carry out important advertising campaigns highlighting the benefits of this kind of product, with most advertisements promoting the ingredients but not their benefits for the body.

New product categories to emerge over forecast period

Over the forecast period, the recovery of the economy is not only expected to facilitate the growth of naturally healthy packaged food but also the development of new categories. Companies are slowly expected to invest in new products that boost consumer awareness of the benefits of naturally healthy packaged food.

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