Naturally Healthy Packaged Food in the United Kingdom

PROSPECTS

Naturally healthy products attract consumers with their simplicity

In 2019, NH packaged food continued to see retail current value growth, as consumers perceive naturally healthy products to be simple, less processed, and with more nutritional value. Naturally healthy high fibre food is particularly in demand, as consumers are increasingly educated about the importance of fibre in digestive health.

Healthy snacking trend benefits some categories

Sales of NH fruit and nut bars, NH nuts, seeds and trail mixes and high fibre sweet biscuits continued to grow in current value terms in 2019. These products benefited from the snacking trend, as they are considered healthy alternatives to other snacks, such as confectionery and crisps.

Clean labels and simple ingredients lists attract consumers

Clean labels and simple ingredients lists attract consumers to NH packaged food. Time-constrained consumers appreciate easy-to-understand, clear ingredients lists which highlight the health benefits of products.

COMPETITIVE LANDSCAPE

Healthy breakfasts remain popular, particularly for on-the-go consumption

Weetabix, owned by Post Holdings, remained the leading player in NH packaged food in value terms in 2019. It has successfully tapped into the high protein and on-the-go consumption trends with its breakfast drinks, which it supports with television campaigns.

Snacking products are often successful, but not always

Since being acquired by Unilever in 2019, Graze has continued to grow, and has expanded its range of NH nuts, seeds and trail mixes to compete with other savoury snacks, such as crisps. Continuous innovation based on data, consumption ratings and feedback gathered through Graze’s online platform has allowed the brand to maintain its growth momentum, along with the rising snacking trend.

Expansion of the range in NH sour milk products

Biotiful Dairy continued to dominate NH sour milk products in value terms in 2019. In January 2019, it expanded its range of kefir by adding two new flavours to the range – cacao and honey and ginger.

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