Naturally Healthy Packaged Food in Poland

PROSPECTS

Raw packaged food on the increase

Thanks to increasing knowledge about healthy eating habits in Poland, the demand for raw, unprocessed packaged food is flourishing, as consumers are increasingly embracing NH products. Examples include dried fruit or NH fruit and nut bars, which apart from featuring simple recipes and clean label, are sold as tasty snacks.

Good prospects for NH food

Over the forecast period NH packaged food is expected to perform relatively well. The convenience it offers, affordable prices and relative simplicity of updating a non-HW product to an NH variant will positively affect the sales of naturally healthy products, especially nut- and fruit-based products, as well as NH honey, rice and dairy.

Consumers increasingly embrace superfoods

Superfoods have been present in Poland for many years but are far from being considered mainstream. This is despite growing general knowledge about superfood and its benefits in addressing general wellbeing, as well as particular health-related issues, among both consumers and manufacturers.

COMPETITIVE LANDSCAPE

Strong presence of local companies

Extensive knowledge of the market, established brands and relative simplicity of the production process has enabled local companies to compete on equal terms with large, international players. Colian Holding, SM Mlekpol, GP Sadecki Bartnik and Bakalland operate in nuts, seeds and trail mixes as well as sour milk products, which are considered to be core NH products given the simplicity in creating NH variants.

Dominance of artisanal and private label

NH packaged food was characterised by artisanal products in 2018. The large sales of bread enabled NH high fibre bread to flourish, which benefited from the perception of being healthier and beneficial for the digestive system.

Reliance on innovation

The main growth engine of NH products has been a constant stream of innovations, especially among smaller and easier to refresh categories, such as cereal bars, nuts, seeds and trail mixes and, bread to a lesser extent. Such changes included new flavours, the addition of fruit and seeds to cereal bars, the creation of new mixtures of bags with nuts and seeds, together with package redesigns to stress the new formula and natural origin of the product, as in the case of the Vital fruit bar by FreeYu or BeRAW by a celebrity sportswoman, Ewa Chodakowska.

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