Sales of cereals and breakfast cereals, juices and even chips with the designations “natural” at times exceeded the average in these categories. According to Nielsen, sales of products with the designation of naturalness (“no additives”, “bio”, “eco”, etc.) on labels are growing at a faster pace for their categories. The company first conducted an analysis of this market segment. It covers sales of cereals, ready-made breakfasts, yoghurts, juices and chips in the largest retail chains during the year (April 2018 – April 2019).
According to Nielsen, products with signs of naturalness occupy at least 29% of sales in these categories. If sales of finished breakfasts grew by an average of 2% in real terms and 7% in money terms over the year, the segment of granules and muesli cereals considered healthier increased by 5% and 11%, respectively, according to Nielsen.
Natural porridges grew by 29% in real terms and 23% in money terms. And the whole category grew on average by 3% and 6% respectively. As for yoghurts, the most growing segments were products with a fat content of 5%, sales of which grew by 32% in real terms and 37% in monetary terms. The fat-free yogurt segment decreased over the same period by 19% and 20% respectively. Sales volume of fruit juices with indications of naturalness increased by 22% in real terms and by 19% in monetary terms. As a whole, the category of juices grew by 2% and 5% respectively.
Chips manufacturers received a significant increase in sales of new products in the category with lower fat content or without GMOs, according to Nielsen. And if the category of potato chips grew by 11% in real terms and by 16% in money terms, then the sales of chips indicating less harmfulness almost doubled - by 79% and 93% respectively.
Judging by the dynamics of sales of natural goods, the trend towards a healthy lifestyle will only intensify, says Olga Dashkevich, Director of Client Relations at Nielsen Russia. At the same time, she notes, that the consumer is ready to purchase natural goods even at higher prices. Designations of usefulness and naturalness can indeed act as an additional incentive for consumers, confirms Stanislav Kaufman, the owner of the Kaufman agency.
According to Euromonitor International, in 2019 the turnover of the food market with a reduced content of “harmful” substances can grow by 4% up to 89.73 billion rubles.