Naturally Healthy Packaged Food in Portugal

PROSPECTS

Socioeconomic factors and health and wellness trend support further category development

The Portuguese are increasingly concerned about health and wellness, looking for products considered healthier or with characteristics that bring them greater health benefits. With favourable socioeconomic indicators, especially declining unemployment and higher purchasing power, consumers are moving to trendy and strongly advertised naturally healthy packaged food.

NH olive oil and NH high fibre food set to remain the leading types

NH olive oil and NH high fibre brands remain the leading types in the category in retail value and volumes sales. Portuguese cuisine features extensive use of olive oil, while producers advertise it as the healthiest vegetable fat.

Investment is set to fuel NH fruit snacks

Savoury snacks, outside of nuts, seeds and trail mixes, continued to suffer from the perception that they are not particularly healthy in 2018. As a result, NH fruit snacks continued to erode sales of savoury snacks excluding nuts as these are considered better for the health.

COMPETITIVE LANDSCAPE

Leading players in private label continue to invest in NH packaged food

Private label retailers continued to target HW packaged food categories in 2018 as key categories in which to focus their investment. However, as purchasing power rises, consumers are returning to pre-crisis consumption habits and demanding more expensive branded products.

NH brand Cem Porcento launches new range of Veganíssimos

During 2018, the Cem Porcento NH nuts, seeds and trail mixes packaged food brand was extended to include seven product lines that include slicing rolls without the need for refrigeration. The slicing rolls are based on peanuts and cashew nuts and come in four flavours: Pure Peanut, Mediterranean, Vegan Cheese and Olive Pimento.

Young consumers increasingly attracted to brands over long-standing artisanal alternatives

Although artisanal achieved the highest value share in NH high fibre bread, the majority of the remaining players in the category were grocery retailers and their private label offerings. While Portugal has a strong attachment to traditional and crafted products, young consumer groups are becoming more attracted to branded products, particularly in urban areas, where there is much less access to artisanal alternatives.

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