Naturally Healthy Packaged Food in Colombia

PROSPECTS

Fibre celebrated as an important superfood

NH high fibre food remained the largest area of NH packaged food in 2019. There was growing noise in the media towards the end of the review period regarding the importance of consuming enough fibre, with experts advising an intake of at least 25g of fibre per day.

Healthy snacking a key growth driver

Tied in with the health and wellness and convenience trends, there was growing demand for healthy snacking options during the review period, both from adults and parents who are keen to ensure a healthier nutrition for their children. This was reflected in the strong performances of NH cereal bars, NH fruit snacks and NH nuts, seeds and trail mixes, all of which recorded dynamic current value growth in 2019.

Consumers switching to healthier options within edible oils

Consumers started to pay more attention to the ingredients used in their cooking during the review period, with many households switching from edible oils with an unhealthy image, such as palm oil, to other options such as olive oil. This benefited sales of NH olive oil (which accounts for all sales of olive oil) which has a healthy image and can be used both for cooking and in salads and dressings.

COMPETITIVE LANDSCAPE

PepsiCo leads through Natuchips

PepsiCo Alimentos Colombia is the leading player in a fragmented landscape, largely due to the strong performance of its Natuchips brand. Since its launch, Natuchips has been marketed as a “healthier” alternative to other savoury snacks.

Cía de Galletas Noel SA launches new line of NH nuts, seeds and trail mixes

Cía de Galletas Noel SA was one of the most dynamic players in NH packaged food in 2019. The company leads NH cereal bars with its Barra de Cereal Tosh, while its Tosh brand is popular in NH high fibre biscuits, as well as being present in NH fruit snacks.

Global giant Unilever dips its toe into NH packaged food with new brand

A significant new entrant into NH packaged food in 2019 was Unilever, which up until now had only a limited presence in health and wellness packaged food with its line of reduced salt butter and spreads. Recognising the growing demand for naturally healthy products, the company launched NH high fibre breakfast cereals and NH snack bars under the Maizena Superalimentos brand.

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