Naturally Healthy Packaged Food in Spain

PROSPECTS

Consumers are increasingly willing and able to buy higher-priced NH products

NH packaged food continued to see a rebound in demand in 2019, following retail volume sales declines earlier in the review period. The general move towards natural ingredients and away from colourants, preservatives and additives is an increasingly important strategy of NH packaged food manufacturers.

New formulations aim to satisfy increasingly sophisticated consumer demand

Consumers are paying more attention to manufacturing processes, product reformulations and ingredients. As traceability is a key factor in consumers’ purchasing decisions, players aim for transparency.

Healthy lifestyle trend spurs demand for “all-natural” concepts like nuts

Naturally healthy packaged food is set to see consistent growth in demand over the forecast period. The entry of vegetable-based products and recognisable ingredients lists are piquing consumer interest and understanding in the category.

COMPETITIVE LANDSCAPE

The use of nuts offers players “natural attribute” competitive advantage

Snacking is being modernised by the concept of “natural attribute”. For example, savoury snacks derived from nuts, such as nut bars, have acquired popularity among consumers.

Kefir’s health benefits provide a platform for innovation within NH packaged food

Category innovation is being derived from kefir (sour milk) products, which are perceived to provide health benefits like the conservation of beneficial bacteria in the body. The private label retailer Mercadona started the expansion of kefir in the mid-review period, with all major and many other manufacturers following suit.

Mercadona leverages popularity and natural health credentials of olive oil to lead

Private label remains a strong presence in NH packaged food in Spain. The leading player, Mercadona, offers a wide range of NH products under its Hacendado private label.

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