Naturally Healthy Packaged Food in the US

PROSPECTS

Manufacturers of NH snack bars employ nut butters as a main ingredient

In the packaged food industry, it is common to see products claiming to be high in protein, either because of the nature of their ingredients or because they have been fortified with a specific nutrient. As product texture is an important component in consumers’ product choices, companies have found that by including nuts in their butter format, they can provide consumers with a smoother taste than by adding whole nuts.

“All natural” claims lack a legal definition

As consumers become more aware of what they eat, the use of food labels should be defined in order to have a universal definition, for both the sake of consumers and manufacturers. As there is no legal definition in the US for the term “all natural”, many consumers are confused when buying products that include this as a claim.

Grains are growing as demand for naturally healthy foods increases

Grain bowls are one of the latest trends in high in protein meal options. These bowls are based on different kinds of grains and seeds as a way of increasing the consumption of important nutrients and to incorporate texture to a simple meal.

COMPETITIVE LANDSCAPE

Mondelez leads in NH biscuits

Mondelez International retained its led in NH biscuits in 2018, present with three brands, Belvita, Honey Maid and Nabisco Newtons. These brands each have whole grain varieties which categorises them as NH packaged food.

Consumers shy away from artificial ingredients

Many consumers are avoiding artificial ingredients and are trying to incorporate more natural foods into their diet. This has subsequently led to an increase in naturally healthy packaged food.

Strong performance of naturally healthy fruit snacks

Naturally healthy fruit snacks grew well in 2018 with players such as Bare, which produces natural fruit chips, performing well. Other strong performers include Welch’s, Betty Crocker and Mott’s.

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