Organic Packaged Food in Russia

PROSPECTS

Growth momentum set to pick up for organic packaged food

Organic packaged food was the smallest HW packaged food category in retail value terms in 2018. However, it was also one of the fastest growing, a trend that is set to continue over the forecast period.

Organic baby food remains the main driver of organic packaged food growth

Organic baby food is the largest category in organic packaged food with notable growth being seen in organic milk formula, organic dried, prepared and other baby food. All these categories are expected to continue their prominent growth over the forecast period with organic baby food likely to remain a key driver of organic packaged food development.

Consumers require more information on organic products and their specific benefits

In organic packaged food, organic sauces, dressings and condiments achieved steady growth in 2018 while some brands of organic rice, organic chocolate confectionery and organic sweet biscuits can be found on retailers’ shelves. Nevertheless, the level of consumer awareness of organic products is low in Russia: consumers often do not understand the difference between organic products and regular ones, which along with relatively high retail prices of organic alternatives, is hampering the development of organic packaged food in the country.

COMPETITIVE LANDSCAPE

Hipp Rus is a clear leader in organic packaged food

Hipp Rus retained its outright lead in organic packaged food in 2018. The company’s highly popular Hipp brand is present in a number of organic baby food categories: organic milk formula; as well as organic dried, prepared and other baby food categories.

Local manufacturers launch new baby food products within the organic framework

Progress is one of the leading producers of prepared baby food in Russia. The company is particularly strong in baby fruit puree, frequently invests in innovations and is a driver of category development.

Local brand Slobada produced by Efko remains popular

Efko is a large Russian manufacturer that has been present in several packaged food categories for over 15 years. Sloboda is one of Efko’s key brands and has been traditionally strong in categories such as vegetable and seed oil, mayonnaise, ketchup and table sauces.

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