Naturally Healthy Packaged Food in Spain

2020 IMPACT

COVID-19 boosts demand, as worried consumers seek out ‘natural’ products to boost their defences against the virus

COVID-19 had a significant positive effect on retail current value sales of naturally healthy (NH) packaged food, with the rate of growth more than doubling during 2020 and reaching its highest level in more than a decade. Demand for NH packaged food was lifted by the rising tide of consumer interest in health and wellness, as they sought to boost their immune systems and lose weight in an effort to protect themselves from the worst symptoms of virus.

Consistent strong growth tempts international players into launching more NH fruit and nut bars

During the review period as a whole, NH fruit and nut bars were the top performer in NH food, and this strong performance continued into 2020, despite the fact that the pandemic led to a reduction in on-the-go consumption. New product development in NH fruit and nut bars continues to be vigorous, with international players a growing presence: Mars Inc launched Be-Kind bars with nuts, dark chocolate and sea salt; Grupo Nestlé España SA launched Yes, which is made with nuts, fruits and seeds; General Mills Iberica SA introduced Nature Valley Crunchy; and Kellogg España launched SA Nuts & Raw fruits.

Breakfast cereal manufacturers reformate their products and launch new NH brands

Breakfast cereal producers like Grupo Nestlé España SA have been reformulating products and launching new brands in order to respond to growing demand for healthier products. For example, it has launched NAT in children's cereals.

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