Naturally Healthy Packaged Food in Ireland

PROSPECTS

Health concerns set to continue to drive sales of naturally healthy packaged food

Naturally healthy packaged food is expected to continue to benefit from ongoing health concerns in Ireland. The prevalence of serious conditions such as cardiovascular disease and diabetes, which is very likely to increase, will, against the background of an ageing Irish population, likely lead to a growing number of consumers looking for ways to improve their health.

Consumers increasingly seek fresh products over shelf stable

Similarly, there is a growing consumer preference and emphasis on fresh rather than shelf stable products. The diet of consumers is changing, with a focus on a well-balanced diet and the positive health benefits of food.

NH dairy remains popular due to its natural calcium content

NH dairy continued to perform strongly in 2019 due to the natural benefits of these products. As dairy remains a popular source of calcium, dairy products have promoted their naturally occurring calcium to win a competitive edge over the added calcium in plant-based dairy alternatives, for example.

COMPETITIVE LANDSCAPE

Artisanal products popular in naturally healthy packaged food

Artisanal products continue to account for a good percentage of overall sales of naturally healthy packaged food in Ireland and continue to gain share. The products have a strong presence in the overall category, as well as NH high fibre food and NH high fibre bread in particular, with freshly baked unpackaged products proving popular in retail outlets.

A trend towards natural and less processed

Natural and less processed foods are increasingly in demand in Ireland. Within cow’s milk, there is a move back to full-cream milk which is less processed and has a richer taste compared with reduced fat options, while kefir is also becoming increasingly popular.

Private label continues to take share

The value share of private label in naturally healthy packaged foods continued to grow in 2019 and to exert pressure on branded products. Despite the positive economic situation in Ireland, consumers continue to choose unbranded products as they see very little difference compared with branded products.

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