Naturally Healthy Packaged Food in Poland

PROSPECTS

Health and wellness trend provides favourable conditions for NH packaged food

Naturally healthy packaged food continues to benefit from rising consumer awareness and the health and wellness trend, which encompasses the superiority of naturalness in food over added artificial ingredients. The demand for healthier alternatives across virtually all packaged food products drives development primarily in naturally healthy products.

Continued growth predicted for NH packaged food

Over the forecast period, naturally healthy packaged food is to continue to perform well. The relative simplicity of reformulating products as naturally healthy variants will support sales as the trend towards naturalness continues to drive consumer demand.

Consumers show growing interest in superfoods

Superfoods have been available in Poland for many years but are far from being considered mainstream. Growing general knowledge of certain superfoods has led to increased awareness of their promised positive impact on overall wellbeing and in addressing particular health-related issues, among both consumers and manufacturers.

COMPETITIVE LANDSCAPE

Fragmentation remains in NH food in 2019

Naturally healthy packaged food remains highly fragmented in 2019. There is no change in the leading players with Colian Sp zoo as the number one company, followed by Jeronimo Martins Polska SA, Tesco Polska Sp zoo and Lidl Polska Sklepy Spozywcze Sp zoo Sp k.

Artisanal companies continue to hold highest value share

Naturally healthy packaged food continues to be characterised by artisanal products in 2019. Artisanal companies hold the greatest value share overall between them and dominate naturally healthy high fibre bread.

Continuous development drives NH packaged food

The primary growth driver of naturally healthy products has been a continuous stream of innovations, especially among smaller products that are easy to reformulate, such as cereal bars and nuts, seeds and trail mixes. Regular launches and relaunches include new flavours, the addition of fruit and seeds to cereal bars, the creation of new combinations in packs of bags with nuts and seeds.

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