Organic Packaged Food in Chile

PROSPECTS

Marginal sales but promising growth as new launches set to make category more accessible

Retail sales of organic packaged food were marginal at the end of the review period. The largest categories are organic milk formula, prepared baby food and particularly shelf stable processed fruit.

Chile and the EU reach agreement on production norms

In 2018, Chile and the European Union reached a new agreement concerning equivalence of production norms, which will thereby facilitate exports of Chilean products to the EU. Local producers of organic fruit (especially apples) have progressed considerably in recent years.

Consumers seek practical packaging while industry players focus on price

Pouches is the predominant packaging format in prepared baby food and particularly shelf stable processed fruit, which is practical to use as snacks for children and for adults seeking a healthy snack that can be consumed on the go. Price will remain one of the main hindrances to growth, however, although recent launches in prepared baby food in fruit and vegetable purée pouches are being priced at a similar level as regular products, making them more accessible to a wider audience.

COMPETITIVE LANDSCAPE

Contraction for Smiley Kids as AMA Time gains further ground

Smiley Kids is an important player in organic baby food in Chile although it experienced a decline in share in 2019, losing ground to category leader AMA Time, which gained strong share over the previous year. The former is available in a line of products produced in attractive and colourful packaging (pouches) and interesting flavour combinations, including mixtures of fruit as well as vegetables, quinoa and canola.

New launches generate category momentum

AFE launched pouches of organic apple purée and apple blueberry pure expanding its portfolio from regular and organic fruit juices to include purées. In contrast to the other brands of organic purée in pouch format in the market, AFE purées are not clearly positioned towards children as they lack the claim “6 + months” and do not feature a picture of a child on the packaging.

Return of Gerber to organic baby food

Gerber, a traditional brand by Nestlé Chile SA, re-entered organic baby food in 2018/2019. These products retail via hypermarkets, such as Jumbo and Tottus and chemists/pharmacies such as Ahumada, although there are further plans to widen the distribution in the near future.

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