Naturally Healthy Packaged Food in Russia

PROSPECTS

Moderate growth expected for naturally healthy packaged food

NH packaged food is the largest HW category in Russia. NH packaged food is represented by several key categories the first being NH dairy.

Strong potential of NH high fibre breakfast cereals and NH high fibre sweet biscuits

Of the various NH high fibre food categories, NH high fibre bread is the largest and most developed category. As such, it is fairly saturated and is expected to show moderate development over the forecast period, especially, taking into account the overall decline in bread consumption in Russia, which has been observed over a number of years.

Expected growth in smaller NH packaged food categories likely to lead to greater diversification

In addition to the largest NH packaged food categories, there are some that are currently relatively small but which are likely to register more noticeable growth in the mid-term. NH olive oil is the second most popular type of edible oil type in Russia after sunflower oil and is expected to grow alongside recovery in disposable incomes, increasing category awareness and wider distribution networks across a variety of distribution channels throughout the country.

COMPETITIVE LANDSCAPE

Several key manufacturers lead naturally healthy packaged food

Danone Russia and Wimm-Bill-Dann Produkty Pitania are the two leading manufacturers in NH packaged food. They both have similar value shares in the category due to their strong positions in NH dairy.

Fazer drives the development of NH high fibre bread

Fazer plays an important role in packaged leavened bread in Russia and pays special attention to break-through innovations. The company offers a number of NH high fibre bread products and launched several novelties in 2017 and 2018.

Bite drives the development of naturally healthy fruit and nut bars

NH fruit and nut bars is a small, but rapidly growing category in NH packaged food, with this trend set to continue into the forecast period. Brands such as FitoFruit (Prodinko), FrutiLad (Beloe Derevo), Formula (KDV Group Smart) and Shelkovitsa Iz Pamira (Healthy Market) play important roles in the category.

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