Naturally Healthy Packaged Food in Spain

PROSPECTS

Brighter outlook for NH packaged food

Naturally healthy packaged food is well placed to grow demand in the forecast period. The entry of vegetable-based products and an recognisable ingredients list are boosting interest and understanding in the category.

Manufacturers respond to growing consumer sophistication

Consumers are increasingly interested in and aware of manufacturers’ processes, their reformulations and the ingredients they use. As traceability is a crucial factor in consumers’ purchasing decisions, companies are trying to be as transparent as possible.

NH positioning justifies higher prices

The move towards natural ingredients and away from colourants, preservatives and additives is becoming an increasingly important strategy of NH packaged food manufacturers. While naturally healthy products are positioned as healthier and desirable options, they tend to carry higher unit prices than standard variants.

COMPETITIVE LANDSCAPE

Private label is a key driver

Private label remains a large presence in NH packaged food in Spain. Taken together, private label holds close to one half of retail value sales in the category.

NH high fibre pasta benefits from new product launches

NH high fibre pasta continued to see the fastest retail value sales growth in 2018. Fast growth is supported by new product launches by key players.

Demand for wider choice in NH packaged food

According to industry sources and different studies, most consumers demand a higher presence of naturally healthy products on retailers’ shelves. Around one half of respondents stated that they would also be willing to pay more for NH references, as the health benefits and added value they provide are perceived to justify higher prices.

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