Naturally Healthy Packaged Food in the US

PROSPECTS

Nuts, seeds and trail mixes benefit from healthy snacking trend

Along with the rise of snacking in the US has been the growing desire among consumers to reduce artificial ingredients in their diets. We have seen a growing number of brands touting simple ingredient lists that make shoppers feel comfortable purchasing their products.

Naturally healthy products appeal to consumers who seek out minimal processing

With so many information sources out there, and so many new diets to choose from, consumers are inevitably divided when it comes to proper nutrition and eating habits. Even with so much variance in what consumers believe about correct dieting, one common thread that connects almost all current diets is the importance of eating natural foods and avoiding artificial ingredients.

High fibre bread continues to slot in well alongside carbohydrate aversions

Popularised by movements such as the ketogenic diet, a growing aversion to carbohydrate intake has influenced much of the US packaged food industry. Even if not strictly adhering to this diet, many Americans are seeking to limit their consumption of carbohydrate-heavy foods, which has exerted a toll on many baked goods categories, including bread.

COMPETITIVE LANDSCAPE

Naturally healthy high fibre pasta struggles to compete with conventional products

Pasta has been scrutinised over the years for being loaded with carbohydrates and “empty calories”. When new products such as whole wheat pasta came to the market, they experienced growth during certain periods.

Kind attempts to benefit from USDA research

Struggling for a number of years with underwhelming sales declines, much of which can be attributed to the growing competition posed by increasingly prevalent and in-demand protein bars, the naturally healthy cereal bars segment has been searching for opportunities to reverse its fortunes. A key advantage historically for the segment has been its appeals to healthy snacking, which manufacturers increasingly are seeking to reclaim.

Naturally healthy fruit and nut bars slow behind Lärabar stagnation, prompting innovation

Growing for years at a healthy clip, the naturally healthy fruit and nut bars segment reversed course in 2019, declining suddenly in sales. Much of this can be attributed to the simultaneous sudden sales reversal of Lärabar, whose plant-based bars with limited ingredients have soared in popularity and made the brand a segment leader in a short period of time.

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