Retail value sales of the NH packaged food category was positively impacted by the pandemic and the category saw significant growth during 2020 as consumers stayed at home during lockdown and increasingly snacked. Most consumers tried to keep a balance between what they eat and tasty snacks that are still healthy.
Many NH olive oil companies, specifically small and medium manufacturers, had to develop new distribution networks in 2020 to sustain their sales as most of these companies sell their products to foodservice outlets. As restaurants were closed for three months as a result of the lockdown imposed by government to curb the spread of COVID-19, these companies were severely impacted.
Naturally healthy is a highly fragmented category with double-digit value share held by “others”. The overall leading player, Panificadora Bimbo del Perú SA, continued to slowly gain value share in 2020, where it offers the brand Pyc Pan Integral (NH high fibre bread).
A significant barrier to the development of this category is the difficulty consumers have in understanding the concept that packaged food products can be naturally healthy, as they consider the two concepts to be in opposition. Many Peruvians believe that packaged food products are always highly processed and contain preservatives, with naturally healthy products only being represented by fresh products.
Manufacturers of naturally healthy prefer to attract consumers by following a general wellbeing health trend, with most products described as generally improving wellbeing rather than being more nutritious due to a certain ingredient. It is easier for manufacturers to communicate the general benefit than specific attributes, making advertising profitable because it is focused on a much larger audience.
NH high fibre food continued to hold the highest value share within naturally healthy in 2020. Within this category, NH high fibre sweet biscuits held the highest share, allowing consumers to indulge but still benefit from the fibre content offered.
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