In 2021, NH packaged food will continue to perform well due to the health and wellness trend that is gathering pace because of the COVID-19 pandemic, which has seen more consumers pay greater attention to their overall health. NH products have been around for quite some time in Poland, but in recent years, the products have gained even more attention.
Driven by the health and wellness trend and a desire to improve their health due to COVID-19, Polish consumers are showing growing curiosity towards so-called superfood ingredients since the outbreak of COVID-19. With a breadth of information available online, consumers are becoming increasingly educated and aware about the health benefits of ingredients such as goji berries, chia seeds, spirulina, chlorella, quinoa, and acai, among many others.
In 2021, NH dairy products such a sour milk and other drinking products are becoming increasingly popular. As a result, key brands are releasing new products such as Fusion by Muller.
NH packaged food is set to perform well over the forecast period, largely driven by the health and wellness trend that will gather further pace in response to the COVID-19 pandemic. As a result, such products are becoming more appreciated by consumers, as health awareness grows and information regarding healthy eating is readily available online via social media.
One of the barriers to NH packaged food is the high unit prices, limiting the consumer base to only high-income earners. Strong economic growth and social programmes were behind a rise in disposable income during the review period, making NH packaged food more accessible and thus supporting growth.
Due to the increasing popularity of NH packaged food, there are set to be many new product developments from all key players in 2022 and beyond. The offer has become more competitive, and products are becoming much harder to differentiate.
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Understand the latest market trends and future growth opportunities for the Naturally Healthy Packaged Food industry in Poland with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Naturally Healthy Packaged Food
This category includes products on the basis of naturally containing a substance that improves health and wellbeing beyond the product’s pure calorific value. These products are usually a healthier alternative within a certain sector/subsector. High fibre food (wholegrain/wholemeal/brown), soy products, sour milk drinks, nuts, seeds and trail mixes, honey, fruit and nut bars and olive oil are considered NH foods and 100% fruit/vegetable juice, superfruit juice, natural mineral water, spring water, RTD green tea etc. are considerd NH beverages. While many of these products are marketed on a health basis, this might not always be the case. Naturally healthy food and beverages that are additionally fortified fall into the 'fortified/functional' category. For product category definitions please refer to the definitions section (can be found under the "Help" section on Passport) for the respective system: Packaged Food, Hot Drinks, Soft Drinks.
See All of Our DefinitionsThis report originates from Passport, our Naturally Healthy Packaged Food research and analysis database.
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