Retail current value sales of NH dairy – the largest category in NH packaged food – exhibited a marginal decline during 2021. Traditional sour milk products like kefir, ryazhenka, prostokvasha dominate NH dairy, but demand for them is mature.
The rate of growth in retail current value sales of NH Nuts, Seeds and Trail Mixes – the second-largest category in NH packaged food – accelerated modestly during 2021, as the fact that consumers were moving around more as pandemic restrictions were eased boosted impulse purchasing and on-the-go consumption. More exotic types of nuts, such as Brazil nuts and macadamias, are growing in popularity with local consumers, as are peanuts with such additives as oriental spices and black salt.
Having slowed significantly during 2020 due to a combination of the economic shock of the pandemic and restrictions on movement, the rate of growth in retail current value sales of NH fruit and nut bars returned to double digits during 2021. A revival in local consumer participation in sports and exercise as COVID-19 restrictions were eased was the main driver of this.
The rate of growth in retail current value sales of NH packaged food will continue to accelerate in 2022 as economic conditions improve, and it will remain vigorous for the rest of the forecast period. However, there will a sharp divergence in performance between NH sour milk products and less mature categories – most notably NH fruit and nut bars.
NH fruit and nut bars will remain the most dynamic category in NH packaged food, posting a double-digit annual rate of growth in retail current value sales throughout the forecast period. Widening distribution, rising consumer awareness and the growing trend of ‘grazing’ on snacks, rather than eating proper meals, will all play a role in this.
NH honey is expected to remain a niche, but new product launches that break with traditional perceptions of honey have good growth potential. These could include the addition of various spices, herbs and flavours to honey.
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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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