Retail sales of naturally healthy packaged food are set to see value growth almost double in 2020 as a result of the pandemic. There is already strong underlying demand for naturally healthy products in Austria, reflecting consumer preferences for more ‘natural’ diets.
Consumer health anxiety has sharpened acutely in 2020 as a result of the pandemic, and sales of naturally healthy packaged food have benefited as a result. There is widespread understanding of the negative links between obesity and COVID-19, and consumers that are looking to manage their weight are completely overhauling their diets and buying naturally healthy packaged food as a result.
Consumers switching to naturally healthy over the review period and in 2020 has largely been a result of people looking to avoid heavily processed foods containing artificial ingredients and instead replacing them with natural, wholesome foods that support healthy living. However, functionality is also a factor for many consumers, and in common with many countries, there is a rising idea of food as medicine.
Naturally healthy packaged food is predicted to see positive growth over the forecast period. These products are possibly the most fully aligned with underlying with health and wellness trends in Austria, but increasingly consumers are expecting to see more than just free of additives or less processed.
The exponential growth seen by NH high fibre pasta and rice in 2020 will not continue into the forecast period, as most of this was driven by stockpiling at the beginning of 2020, and consumers of regular rice and pasta buying NH versions when they were unable to make their regular purchases. NH high fibre pasta is in fact forecast a decline in volume sales over the forecast period, largely as a result of changing dietary trends.
NH fruit snacks are set to see the strongest value growth over the forecast period. This will be driven by a variety of factors, not least the return to work or education for many consumers and the return of demand for on-the-go snacks.
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This report originates from Passport, our Naturally Healthy Packaged Food research and analysis database.
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