Consumer Trends in the Savory Snacks Market in the UK

Synopsis

This report provides the results for the Savory Snacks market in the UK from Canadean’s unique, highly detailed and proprietary survey of consumers’ Consumer Packaged Goods (CPG) consumption habits, and forms part of an overall series covering all CPG product markets.Its coverage includes, but is not limited to, consumption behaviors, the extent to which consumer trends influence their consumption and the value of the market these trends influence, brand and private label choices as well as retailer choices. Much of this information can also be analyzed by specific consumer group, providing hard and fast data on consumers and markets at the product category level.

Summary

Why was the report written?
Marketers in the Savory Snacks market in the UK face a major challenge. Understanding market size and segmentation is valuable, but the key to effective targeting is to know just how valuable specific consumer groups are, and being able to quantify the impact of consumer trends.This report solves these problems by providing integrated survey-based data on consumer trends, consumer groups and market data which show exactly the size of consumer groups, how much of the Savory Snacks market they account for and which consumer trends drive their behavior.

What is the current market landscape and what is changing?
The traditional view of Potato Chips being driven by kids snacking is now outdated and marketers must react to the changing consumer profile, and likely differing needs, of not just adults, but different groups within adults. Conflicting consumer needs – quality, indulgence clashing with health concerns in general mean careful positioning will be required to responsibly maximize sales in the future.

What are the key drivers behind recent market changes?
Consumers’ uptake of products and the influence of consumer trends are fundamental causes of change in markets – making knowing what these trends are and the extent of their influence crucial.The survey-based data provided in this report examines over 20 consumer trends that affect the market and examines the share of sales across 26 consumer groups – providing through the data a detailed insight into exactly who the consumer is and just how much impact the latest consumer trends are having.

What makes this report unique and essential to read?
The data provided is unique in the market as it tracks consumer behavior through to its actual value impact on a product market. This provides readers with a unique data analysis of the market allowing marketing tactics and strategy to be updated in line with the very latest consumer behaviors.

Scope

Consumer survey data for the following specific categories: ethnic/traditional snacks, meat snacks, nuts & seeds, popcorn, potato chips, pretzels and processed snacks.

Detailed consumer segmentation based on survey data covering over 26 consumer groups, 20 consumer trends and consumption frequency for each product category.

Volume shares in 2011 for brands and private label sales tracked by the survey.

Unique retailer choice and switching data as tracked by the survey are provided at the product category level for 2011.

Reasons To Buy

Unique proprietary data that sizes and segments consumers, tracks their behavior and shows the impact of this on their markets

Results also cover over 20 consumer trends, showing exactly to what extent these trends have a direct influence on a market. As this impact assessment is based not only on how many consumers act on these trends, but also how often they act on this it provides unique insight into the “size of the prize” when targeting these consumer trends in each category covered.

Key Highlights

In 2011 the total value of the Snacks Market (as determined by our category coverage) was worth over £3bn. With a couple of stand-out categories in terms of share attracting the attention some of the smaller categories also offer significant markets to target in their own right.

Private Labels have been very effective in taking share away from Branded products in several categories, especially the smaller ones. With many retailers now increasing the quality of their private label offering, the leading categories should continue to be aware of this threat and seek to consolidate their positions to avoid future share losses.

In volume terms the leading retailers account for a large share of the market, but shares are not consistent across categories. For those seeking to build share, successful relationships with these retailers will be key; and for those looking to grow from a smaller base there are opportunities amongst some of the smaller retailers.