Naturally Healthy Packaged Food in Russia

2020 IMPACT

NH dairy drives stronger growth for naturally healthy packaged food in 2020

Naturally healthy packaged food recorded stronger retail value and volume growth in 2020 compared to 2019, driven by a sharp rise in sales of NH dairy products during the COVID-19 pandemic. The category is represented entirely by the traditional products of kefir, ryazhenka and prostokvasha, which in previous years experienced a decline in popularity.

Sales of NH high fibre breakfast cereals boosted by home seclusion and greater at-home consumption in 2020

As the second-largest category in terms of retail value sales, NH high fibre food maintained its positive rate of growth in 2020 and contributed to the category’s overall growth trend. NH high fibre breakfast cereals accounted for the bulk of sales in NH high fibre food, satisfying consumer demand for quick and healthy breakfast options during the period of home seclusion when consumers ate breakfast at home more often.

Danone Russia maintains lead as smaller players expand presence across naturally healthy packaged food in 2020

Danone Russia AO maintained its lead within an extremely fragmented competitive landscape in 2020, albeit with a slightly reduced value share. In terms of new product development, within NH high fibre bread, Karl Fazer Oy Ab continued to expand its range and launch a new product in the form of Stroyniy recept, which is based on natural ingredients such as rye flour with no baker’s yeast added.

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