Organic packaged food sees strong growth across all sub-categories in 2020 (bar one), thanks to the ongoing health and wellness trend which has been further enhanced by the event of COVID-19. Only one sub-category is in declining figures, namely organic cereal bars, for reasons already discussed in this report about the decline in cereal bars overall (deemed to be less healthy due to processing factors, fewer on-the-go snacking occasions, seen as a non-essential product, etc).
Organic baby food continues to be a sub-category worth mentioning, despite the declines in sales seen and expected over the forecast period. Said declines are attributed to a declining birth rate, however, consumers typically tend to be less price-sensitive about the products they purchase for their children and therefore organic baby food continues to maintain a degree of appeal.
Private label Carrefour SA maintains its lead in the highly fragmented category of organic packaged food in 2020, thus demonstrating the growing strength of private labels in organic produce. There are a number of private labels in organic packaged food, albeit with smaller shares than the leader.
Organic packaged food is by far the strongest category in health and wellness packaged food, a strength which is set to continue over the forecast period. The strongest drivers for this are the growing health and wellness trend which has been further enhanced by the event of COVID-19, alongside the growing prevalence of private label organic products, thus widening availability across a range of consumer income brackets.
It is expected that private label players will continue to launch new ranges of organic packaged food over the forecast period, thus enhancing competition both between themselves and also with branded players. Private labels are therefore expected to grow their shares over the forecast period, especially thanks to the lower consumer spending power resulting from the financial impacts of COVID-19.
Whilst sales levels are expected to gradually decline over the forecast period, all sub-categories in organic packaged food are expected to continue to show healthy growth, with organic dried baby food expected to see the strongest value sales at the end of the forecast period, which supports the ongoing attention placed on organic baby food as a whole. Furthermore, organic cereal bars, which sees the only negative sales figures in 2020, is expected to bounce back strongly in 2021-2022, as consumers start to experience more on-the-go snacking occasions and therefore have a higher demand for convenient products of this type.
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This report originates from Passport, our Organic Packaged Food research and analysis database.
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