Naturally healthy packaged food continued to see steady growth in current value terms in 2021, with the COVID-19 pandemic continuing to force consumers to spend more time eating and cooking at home. There also remained a strong focus on offering convenient and healthier meal options, with new product development continuing to be seen in 2020/2021.
Using the Hearth Symbol on product packaging continues to see expansion with increasing consumer awareness and interest. For example, the new Torino Täysjyväkaura Gnocchi, is domestically-produced gnocchi that is naturally high in fibre and with a 40% oat content, with the product being awarded with a Heart Symbol logo to indicate that it is a healthier choice to consumers.
NH high fibre food remains popular in Finland, with it being by far the largest category of NH packaged food. There is widespread awareness of the immediate and long-term health benefits of a fibre rich diet, with NH high fibre food offering a convenient option.
Consumers are constantly looking for the healthiest options for preparing home cooked meals, with this being likely to inform demand over the forecast period. For example, domestically produced rapeseed oil is often presented to be as healthy as or even healthier than olive oil due to its healthy content of Omega-3 fatty acids.
A domestic origin is likely to be one of the strongest trends within NH packaged food over the forecast period, with the COVID-19 pandemic serving to reinforce the importance of purchasing local and sustainable products. For example, the Virgino brand of NH rapeseed oil carries a Produce of Finland logo on its packaging.
Sustainability and the environment are expected to be increasingly important issues for consumers in Finland when food shopping over the forecast period. Players are already responding to these concerns and are focused on addressing these issues in the form of new product development, packaging and marketing.
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Naturally Healthy Packaged Food
This category includes products on the basis of naturally containing a substance that improves health and wellbeing beyond the product’s pure calorific value. These products are usually a healthier alternative within a certain sector/subsector. High fibre food (wholegrain/wholemeal/brown), soy products, sour milk drinks, nuts, seeds and trail mixes, honey, fruit and nut bars and olive oil are considered NH foods and 100% fruit/vegetable juice, superfruit juice, natural mineral water, spring water, RTD green tea etc. are considerd NH beverages. While many of these products are marketed on a health basis, this might not always be the case. Naturally healthy food and beverages that are additionally fortified fall into the 'fortified/functional' category. For product category definitions please refer to the definitions section (can be found under the "Help" section on Passport) for the respective system: Packaged Food, Hot Drinks, Soft Drinks.See All of Our Definitions
This report originates from Passport, our Naturally Healthy Packaged Food research and analysis database.
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