After seeing slow but stable retail current value growth for most of the review period, NH packaged food has seen a far more dynamic increase in 2020. This is mainly due to rising health-consciousness as a result of the COVID-19 pandemic.
Also tapping into the gut health trend are products which are naturally rich in fibre, such as whole wheat pasta, bread, bread substitutes and breakfast products (biscuits, mini cakes and pastries). These have also become more popular amongst consumers in light of the COVID-19 outbreak.
NH olive oil has remained by far the largest category within NH packaged food in value terms in 2020. It has also returned to growth after many years of decline.
COVID-19 is expected to have a longer-term impact on NH packaged food due to increasing consumers’ health awareness. After a year of dynamic growth in 2020, the rate of increase is expected to slow in 2021, but solid rates of growth are predicted throughout the forecast period; higher than the growth rates seen in most of the review period.
More players have been highlighting the naturally healthy positioning of their honey brands. For instance, Terra e Oro launched the Luna di Miele Benessere e Salute line, which has four product variants: Honey and Royal Jelly, Honey and Propolis, Honey and Ginseng and Pollen in Grains.
After seeing a year of exceptional retail current value growth due to COVID-19 in 2020, NH high fibre pasta is set to see a decline in 2021, as the impact of the virus passes along with the rollout of vaccines. This will offset part of the growth seen the previous year.
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Understand the latest market trends and future growth opportunities for the Naturally Healthy Packaged Food industry in Italy with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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