Naturally Healthy Packaged Food in Slovakia

PROSPECTS

Competition from substitutive health categories to strongly limit future sales growth

Competition from other health and wellness categories remained significant in 2018, as many naturally healthy products also carry additional health claims and benefits such as organic or fortified with vitamins/minerals (and are therefore tracked in their respective categories). Furthermore, products that contain no added sugar gained popularity in 2018 and are expected to further strengthen over the foreseeable future thanks to a growing number of brand innovations.

Natural ingredients witness rising popularity

A growing desire of Slovak consumers to live healthier and eat more natural products continued growing as the economic strength of Slovak households increased in 2018. Natural ingredients and the boycott of artificial preservatives, colourants or unnecessary additives (such as taste enhancers) are expected to gain further ground in the future, partially competing with naturally healthy packaged food.

Honey sales drive category growth

Honey remains one of the key growth categories within naturally healthy packaged food in Slovakia, gaining popularity thanks to its growing use in sweetening various food and drinks. Whilst locally sourced products are in high demand, imported honey plays a vital role, as approximately half of all honey has to be imported from other countries due to product limitations.

COMPETITIVE LANDSCAPE

Niche products also see development in 2018

Emco Super Kase (by Emco Slovensko) was an interesting product launch of 2018 within hot cereals; it contains plant-based protein whilst betting on the presence of superfoods, such as quinoa and chia seeds. Superfoods are expected to play an important role in the future growth of naturally healthy products being supported by innovation and improving promotional activities, especially directly in retail stores and over the internet.

Innovation to bring smarter labels and packaging

Packaging innovations are expected to play an increasingly important role for naturally healthy products as local products are going to witness stronger popularity. Regionally sourced products such as honey are expected to perform very well over the forecast period due to consumers becoming more knowledgeable and patriotic about locally produced foods.

Betting on high growth categories as a must do

Snacking and more convenient packaging will play a rising role in naturally healthy packaged food, therefore categories such as trail mixes and snack bars are expected to see significant innovation. In snack bars manufacturers were very active in 2018, particularly in introducing products with added protein such as Tekmar Green Line Vegan Protein Bar Cappuccino, which was introduced nationwide.

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