In 2020, naturally healthy packaged food retail volume and value sales overall accelerated because of the COVID-19 impact, with initial stockpiling in the spring boosting demand. Home cooking and more families eating breakfast at home also contributed to general growth in most NH packaged food categories.
Spreading health-awareness continues to drive increasing demand for naturally healthy packaged food, which is still an expanding category in Hungary. Volume sales continued to grow over the review period, due to more consumers wishing to eat healthier, and this trend strengthened in 2020 due to the advent of COVID-19, despite weakened economic conditions.
As economic uncertainty increases as a result of the pandemic, and disruption from the health crisis causes food prices to rise in most NH packaged food categories, more consumers are being forced to switch to cheaper options. For example, some Hungarians are switching from premium olive oil brands to mid-priced private label variants.
Given that performance levels in 2020 were boosted due to stockpiling, somewhat decelerated volume growth is expected for NH packaged food in 2021. Beyond that, growth rates are expected to pick up again or return for most categories.
Growing competition posed by a widening variety of HW products will restrain overall growth for NH packaged food in the forecast period. HW products are becoming more advanced to meet demands from increasingly health-aware consumers.
Some specific categories are expected to perform better than average in NH packaged food over the forecast period. In Hungary, NH sour milk products, namely kefir and Caucasian kefir, will remain very popular, as they are believed to greatly help digestion.
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This report originates from Passport, our Naturally Healthy Packaged Food research and analysis database.
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