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.
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 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.
Naturally healthy packaged food is expected to record low average retail value growth at constant 2020 prices over the forecast period. NH olive oil and NH cereal bars are expected to record the strongest average value growth.
NH high fibre breakfast cereals is expected to maintain steady positive growth over the forecast period as the addition of superfood ingredients and launch of easier-to-consume formulations help to maintain consumer interest and drive sales. A recent example of this is the “Ovsyanka po-novomu” extension of the Bystrov brand that launched in late 2019.
While NH fruit and nut bars is expected to record positive average value growth over the forecast period, its performance, along with that of NH nuts, seeds and trail mixes, is more dependent on imports, compared to some other categories. As such, fluctuations in the Russian ruble exchange rate are set to persist as the main barrier to more rapid growth.
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