Organic Packaged Food in Portugal

PROSPECTS

Players bet on fastest-growing organic packaged food segments to drive their innovation

Major local and global players are being seen to bet on the fastest-growing organic packaged food segments. From a global perspective, players are paying attention to some of the sub-categories which are showing the highest value growth in 2019.

Popularity of organic packaged food for babies and children helps boost sales

As briefly touched upon above, there is an increase in both demand for and production of organic baby food and snacks. This can account for the success of organic fruit snacks, along with the popularity of organic breakfast cereals launched for children.

Awareness of organic benefits proves essential in face of competition from naturally healthy products

Despite some sub-categories in organic packaged food seeing innovation and strong growth, organic products look set to face competition from other categories such as naturally healthy packaged food. Whilst there is growing awareness of organic farming methods, many consumers in Portugal believe food promoted as being natural is of a higher quality and more healthy.

COMPETITIVE LANDSCAPE

Dietimport SA holds a clear lead with its range of popular products

Dietimport SA holds a clear lead in organic packaged food in 2019, both in company share terms and brand share terms with its Holle brand. Dietimport SA gains its advantage from having a number of brands in organic packaged food in addition to its popular Holle brand, including Naturefoods, Clearspring, Andechser, El Cantero de Letur, Danival, Go Pure and Evernat.

Private label brands continue to invest in organic to increase wide distribution of sales

Private label brands are boosting their investment into organic packaged food, using pricing strategies as a method to attract consumers looking to trade up. For example, as can be seen with the Go Bio range from Pingo Doce (Pingo Doce - Distribuição Alimentar SA).

Artisanal bread remains a favourite with consumers, thanks to promotional boosts from AIPAN and traditional tastes

Artisanal bread (unpackaged leavened bread) brands continue to prove popular in the growth of organic food in Portugal in 2019. This has been assisted by the fact that Associação dos Industriais de Panificação, Pastelaria e Similares do Norte (AIPAN) (Association of Bakery, Pastry and Similar Industries of the North), a national trade organisation specialising in baked goods, has been increasingly promoting artisanal bread to Portuguese consumers since early 2018.

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