Naturally Healthy Packaged Food in the Philippines

PROSPECTS

Strong positive growth continues to be underpinned by traditional categories

2019 saw further positive sales growth in NH packaged food as sales in the category were accounted for largely by traditional products that have been consumed in large quantities for generations. Among the best performers during the year was the traditional category of NH high fibre bread.

New launches a sign of the changing face of naturally healthy food

Towards the end of the review period, a wide range of new products were launched in naturally healthy food. The face of the category is changing as a new generation of consumers become more interested in clean label products, while still expecting to see products that appeal to their modern tastes.

Dried mango products continue to dominate sales in NH Fruit snacks

Dried mango is the most popular type of dried fruit in the Philippines as well as the most common product type in NH fruit snacks. Local mango production is however declining and with local manufacturers exporting much of their dried mango, sales of NH fruit snacks remain under pressure.

COMPETITIVE LANDSCAPE

Food Industries Inc maintained its position as the category leader

Food Industries Inc remained the leading player in naturally healthy packaged food in 2019. The company’s strong position is derived from its brand Nagaraya, which offers coated nuts in various different flavours.

Gardenia registers the most positive performance in the category in 2019

NH high fibre bread brand Gardenia recorded the most favourable performance in initially healthy food during 2019. Among the major factors contributing to the brand’s robust growth include its new manufacturing plants in Mabalacat City, Pampanga and Misamis Oriental, Mindanao in 2019, each of which was opened during 2019.

Strong growth potential inspires higher investment and corporate activity

With naturally healthy packaged food continuing to benefit from the clean label trend, companies and brands are increasingly interested in investing in the category in search of a bigger slice of the naturally healthy pie. In addition, there was a flurry of corporate activity in the category towards the end of the review period.

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