NH dairy continued to register positive sales growth in 2021 as the category benefited from the widely-held perception that cheese is an essentially healthy product, a perception based on the idea that dairy products are inherently healthy due to the absence of artificial ingredients in their manufacture. Ukrainian consumers are generally very prepared to place their trust in simple products that are made using few ingredients and this means that spreadable processed cheese brands such as Philadelphia, Hochland and Almette are perceived as healthier and more natural than fromage frais and quark, for instance, which are generally made from reconstituted milk powder.
Outside of the categories of naturally healthy packaged food tracked by Euromonitor International research, a proliferation of products with a naturally healthy positioning is being seen. 2021 for instance saw numerous new products with a naturally healthy positioning launched in dried ready meals and instant soup, categories which have not traditionally been regarded as part of the health and wellness packaged food industry.
While naturally healthy remains a popular category of health and wellness packaged food in Ukraine, the category faces increasingly robust competition from other health and wellness categories. One of the challenges that players active in naturally healthy packaged food face is that their products lack a certain glamour as their health and wellness properties are based on nothing more than the nutritiousness of their ingredients and absence of potentially harmful ingredients, rather than any efforts to add value via fortification, reductions in potentially harmful ingredients such as sugar, salt and fat and/or the removal of allergens and other potentially disruptive substances such as gluten and lactose.
One of the most important trends in naturally healthy packaged food during the forecast period is expected to be the increasing importance of combining a naturally healthy positioning with an image as an indulgent product or brand. Indeed, the review period saw rapid growth in demand for products with a naturally healthy positioning various categories of packaged food that have traditionally been seen as inherently indulgent, including chocolate confectionery and chilled desserts.
One huge advantage that products and brands with a naturally healthy positioning are likely to have in the Ukrainian packaged food industry during the forecast period is that local consumers are increasingly likely to link a naturally healthy positioning with inherently high quality. This is part of the widely held perceptions among the population of Ukraine that products that are made using as few ingredients as possible and with as natural ingredients as possible are inherently superior in terms of quality to products made using artificial inputs and/or which have long lists of obscure ingredients.
Attitudes towards naturally healthy packaged food are expected to become even more positive among the population of Ukraine during the forecast period and one key factor underpinning this trend is set to be the proliferation of products in various categories of packaged food containing naturally healthy ingredients that could be seen as unusual and novel. With local consumers already having proven amenable to new taste experiences as well as additional health benefits when it comes to products that form the core of their nutrition, players across various categories of packaged food are expected to appeal to the increasingly experimental palates of the Ukrainian population with products that are designed to attract the interest of adventurous consumers.
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Naturally Healthy Packaged Food
This category includes products on the basis of naturally containing a substance that improves health and wellbeing beyond the product’s pure calorific value. These products are usually a healthier alternative within a certain sector/subsector. High fibre food (wholegrain/wholemeal/brown), soy products, sour milk drinks, nuts, seeds and trail mixes, honey, fruit and nut bars and olive oil are considered NH foods and 100% fruit/vegetable juice, superfruit juice, natural mineral water, spring water, RTD green tea etc. are considerd NH beverages. While many of these products are marketed on a health basis, this might not always be the case. Naturally healthy food and beverages that are additionally fortified fall into the 'fortified/functional' category. For product category definitions please refer to the definitions section (can be found under the "Help" section on Passport) for the respective system: Packaged Food, Hot Drinks, Soft Drinks.See All of Our Definitions
This report originates from Passport, our Naturally Healthy Packaged Food research and analysis database.
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