Naturally Healthy Packaged Food in Slovakia

PROSPECTS

Competition comes from products with added value, as consumers view these as being premium compared to naturally healthy packaged foods

Competition from other health and wellness packaged foods remained significant in 2019, especially as many naturally healthy products carry additional health claims and benefits - such as organic, or fortified with vitamins and minerals – which sees them adding value sales to other packaged food groups. Preservative-free and added natural ingredients are also a threat to naturally healthy food, as consumers view these items as having additional added value, and therefore they feel that they are premium offerings.

Natural ingredients are becoming more popular, as consumers boycott artificial preservatives and reach for naturally healthy cereal bars

A growing desire of Slovak consumers to live healthier and eat more natural products continued to grow in 2019, primarily as disposable incomes were on the rise. Natural ingredients and the boycott of artificial preservatives, colourants or unnecessary additives, such as taste enhancers, are expected to gain further ground over the forecast period, partially competing with naturally healthy packaged food.

Honey drives growth due to its diversity and popularity, however, lower VAT could reduce forecast value sales

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

COMPETITIVE LANDSCAPE

Local players and those from the Czech Republic compete by having ingredients sourced locally

Country of origin played an important role in naturally healthy packaged food in 2019. Government campaigns partnered with food scandals regarding imported products successfully motivated Slovak consumers to pay slightly extra for local goods.

Players turn to superfood ingredients to compete in the landscape, giving them a clear advertising message and heightening appeal to consumers

Palma As launched a new range of edible oils in 2019, offering a cold-pressed oils in three variants; poppy, nut and pumpkin oil, all based from natural ingredients. Palma competed in the landscape by focusing on their naturally healthy positioning, while also strengthening awareness regarding other edible oils and their use.

Domestic players are set to focus on labelling, giving them a competitive edge as they highlight their locally sourced ingredients

Packaging innovations will play an increasingly important role for competitors in naturally healthy products, especially domestic players who are set to witness strong growth. Regionally sourced products such as honey are expected to perform very well over the forecast period, as consumers become more knowledgeable and patriotic about locally sourced foods.

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