Naturally healthy is the second largest product area in terms of value sales within health and wellness packaged food. The sector has benefitted from the pandemic, with healthy current value and volume growth both in 2020 and 2021 and higher than the growth registered prior to the pandemic, as consumers focus more on eating healthily.
NH high fibre bread is the best seller, with Brennan’s Brown Sandwich Pan leading, followed by Tesco private label. The second largest bestselling product in terms of value sales is NH breakfast cereal, with Irish brand Flahavan’s being the clear brand leader, with its porridge oatlets.
While Irish consumers have always looked to support local, this sentiment increased further during the pandemic, as consumers looked to support the Irish economy and local jobs, as the pandemic led to economic uncertainty. Consumers are proud of their food heritage and perceive Irish brands to be of good quality, especially in dairy and meat.
The outlook is positive over the forecast period, with healthy constant value growth predicted. Consumers are increasingly knowledgeable about food and are looking to eat healthily, with constant reporting in the media about unhealthy packaged food, on top of environmental concerns, feeding into a desire for less processed packaged food.
People’s awareness of the importance of nutrition for health and wellness has been accelerated due to COVID-19 and value growth will continue over the forecast period. In particular, naturally healthy is coming to the fore, as consumers shun additives.
Of all product area, NH cereal bars will register the lowest constant value growth over the forecast period. NH cereal bars, which had been growing strongly early in the review period, have seen growth in value sales lowering in recent years.
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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 DefinitionsThis report originates from Passport, our Naturally Healthy Packaged Food research and analysis database.
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