Naturally Healthy Packaged Food in Chile

PROSPECTS

High fibre food characterises naturally healthy

NH high fibre food dominated retail volume and value sales of NH packaged food in 2019. Chile’s per capita consumption of bread is high in global terms, and many regular consumers are replacing white bread with high fibre bread.

Snack bars fosters the emergence of new categories

NH packaged food recorded strong retail current value sales growth throughout the review period. This performance owed most to rising consumer awareness of the importance of healthy lifestyles, including good eating habits and high fibre consumption.

The category remains underdeveloped

NH packaged food is underdeveloped in terms of ingredients, marketing and advertising and positioning. In addition, many consumers remain unaware of the potential of naturally healthy products to aid specific health issues, such as cardiovascular or digestive health.

COMPETITIVE LANDSCAPE

Artisanal producers lead

Artisanal continued to account for the highest retail value share in NH packaged food in 2019. This is largely because most bread sold in Chile is unpackaged and widely available through both traditional and modern channels.

Category characterised by several new launches in 2019

During 2019, there were several new launches. For instance, Nestlé launched three cereals that stand out for their high fibre content: Chocapic and two varieties of Fitness Crunchy.

Fibre intake gains importance

Manufacturers are focused on introducing or adding fibre to products. Fibre intake is an increasingly important issue among Chileans, with most fibre intake occurring through the consumption of baked goods, especially bread.

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