Naturally healthy packaged food achieved still strong value growth in Romania in 2021. The dynamics of this category of HW packaged food in 2021 were mainly the result of the good performance of the large categories, such as NH honey, NH high fibre bread, NH sour milk products and NH nuts, seeds and trail mixes, which have a long and strong tradition of consumption in the country.
NH high fibre food is the category with the biggest value sales and good growth rates. This is the result of the positive effect of the products on digestive health, which is considered essential for the immune system and increasing resistance to the COVID-19 virus.
NH sour milk products and NH honey enjoy a long tradition of consumption in Romania. NH sour milk products benefit from the perception that the products are a continuation of the traditional products made at home from local fresh milk.
Naturally healthy packaged food is projected to experience good value growth rates in Romania during the forecast period. The further development of naturally healthy packaged food will be the result of the upward trend towards a healthy lifestyle which is expected to be adopted by an increasing number of Romanians due to the pandemic and its effects in the coming years.
NH high fibre food is expected to continue to dominate sales of naturally healthy packaged food in Romania over the forecast period. The urban population will continue to be responsible for the majority of consumption due to lifestyle patterns that result in less physical activity, overweight and even obesity and require increasing attention to digestive health and its contribution to wellbeing and strengthening of the immune system.
Fragmentation will continue to characterise the competitive landscape of naturally healthy packaged food over the forecast period. The reason for this stands in the very strong fragmentation of NH high fibre bread which transfers this characteristic to the whole category because of its dominant position in sales.
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Understand the latest market trends and future growth opportunities for the Naturally Healthy Packaged Food industry in Romania 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 Definitions
This report originates from Passport, our Naturally Healthy Packaged Food research and analysis database.
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