Naturally Healthy Packaged Food in the United Kingdom

PROSPECTS

Naturally healthy products attract consumers

The category continues to grow as NH products are perceived to be simple, less processed and with more nutritional value. NH fruit and nut bars, NH nut, seeds and trail mixes are positioned mostly next to the check out in stores, targeting consumers looking for something healthy to snack on.

Clean label and simple ingredients list

A clean label and simple ingredient list attract consumers to NH packaged food. Time-constrained consumers appreciate easy-to-understand, clear ingredients lists highlighting the products’ health benefits.

High fibre – a new trend?

The NH high fibre category continues to increase as consumers are looking for products that have high fibre content to benefit their digestive health. NH high fibre bread is recording further growth and is active with new product development to attract health-conscious consumers looking for digestive and gut health benefits.

COMPETITIVE LANDSCAPE

Private label and premiumisation

An increase in the value sales of private label in the NH space is mostly driven by premiumisation of baked goods and breakfast cereal. Consumers are looking for more exciting and innovative baked products that contain healthy grains, naturally occurring fibre and improve digestive health.

On-the-go breakfast consumption

Weetabix, owned by Post Holdings Inc, is the most popular brand in the naturally healthy category. It successfully tapped into the high-protein and on-the-go consumption trends with its breakfast drinks, which it supported with TV campaigns.

Kellogg’s reformulates its products

Consumer demand for less sugary breakfast cereals has impacted Kellogg’s value sales. As a result, Kellogg’s announced that it will reduce the sugar content of a number of its cereal brands, especially its children’s breakfast cereals.

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