Snacking is the over-arching driver in the food industry, affecting every category. This report examines innovations in format, ingredients and marketing and includes 15 detailed Case Studies of healthy snacking brands (see full list of case studies below). Among the case studies are the three most successful snack launches of the last two years - one of them offering “natural functionality” and fun marketing, another the natural health benefits of fruit, while the third is a brand that has legitimized the idea of snacking at breakfast for slow-release energy.
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Additional InformationCompanies and brands in this report
Apure Foods
Balance Bar
Be Fruity
Belvita
Campbell’s V
Castus
Clif
Coca-Cola
CocoaPro
CocoaVia
Danone
Driscolls
Eat.Think.Smile
Fiber One
Flat Earth
Frito-Lay
General Mills
Good Natured Fruit
Goodness Knows
Iron Girl Energy Bar
Kind Healthy Snacks
Kraft
Luna
Marathon Smart Stuff
Mars
Nairns
Nature Addicts
Nestlé
Ocean Spray Craisins
Paramount Farms
PepsiCo
Pom Wonderful
Popchips
Probake
Quaker Oats
Red Bull
Simply Eight
Solinest
Snack a Jacks
Sunsweet Ones
Tasty
thinkThin
Wonderful Pistachios
Continents/Countries in this report
NORTH AMERICA
USA
Canada
EUROPE
France
Scotland
Denmark
Belgium
Netherlands
UK
- Executive summary.
- 1. Healthy snacking: a wealth of innovation opportunities.
- 1.1 Four factors for success in snacking.
- 1.2 Innovation without limits.
- 1.3 The essential qualities needed for innovation.
- 2. Key trends in healthy snacking.
- 2.1 Trend 1: Naturalness.
- 2.2 Trend 2: Fruit & vegetables.
- 2.3 Trend 3: Higher protein, slower carbs.
- 3. Brand positioning in healthy snacking
- 3.1 Targeting the right consumers.
- 3.2 Distribution & routes to market: smart thinking finds smarter ways to take health to market.
- 3.3 Marketing communications.
- 4. Seven strategies to increase your chances of success in healthy snacking.
- 5. Case studies.
- Innovation in format.
- Case study 1: Popchips - new product format delivers healthier chip at premium price.
- Innovation in ingredients.
- Case study 2: Mars - exploring how to make cocoa the next ingredient success in snacks.
- Targeting the technology consumer.
- Case study 3: Probake 50 - new format brings a healthy dose of protein.
- Targeting the lifestyle consumer.
- Case study 4: Smaller, leaner, kinder: bars tap into women’s needs.
- Case study 5: ThinkThin Bars’ wellness platform resonates with women.
- Targeting the mass market.
- Case study 6: Kraft Belvita Breakfast - giving people permission to have a sweet snack at breakfast.
- Case study 7: Fiber One - an expert brand in digestive health.
- “Naturalness” - the biggest trend.
- Case study 8: PepsiCo transforms the snack food aisle into the natural food aisle.
- Case study 9: Wonderful Pistachios - making natural into a super-premium success.
- Case study 10: Nairns - product innovation, “natural energy” from expert brand in oat-based snacks.
- Fruit & vegetables.
- Case study 11: Nature Addicts - Europe’s most successful new snack brand.
- Case study 12: Castus fruit snacks - a hit with Danish children.
- Case study 13: Frito-Lay’s fruit and vegetable snack brand ambitions fall to earth.
- Case study 14: Ocean Spray - from bog fruit to big fruit.
- Case study 15: Berries - convenience, indulgence and “natural functionality” drive a super-premium success story.
- Charts
- Chart 1: Percent of food & beverage new product Pacesetters offering health & wellness benefits vs historical trend.
- Chart 2: 2010 New product Pacesetters.
- Chart 3: Fruit & vegetable snack product launches 2009-2011 (YTD).
- Chart 4: Change in body weight during the Diogenes study.
- Chart 5: The nutritional product life cycle - how it works.
- Chart 6: Technology consumers, a key segment for health brands.
- Chart 7: Lifestyle consumers, a key segment for health brands.
- Chart 8: Mass market consumers.
- Chart 9: Mass-market sales of Luna Bar, the leader in the women’s nutrition bar segment.
- Chart 10: Recession-proof digestive health - the rise and rise of Fiber One.
- Chart 11: The nutritional product life cycle - how trends evolve.
- Chart 12: The irresistible rise of the Wonderful snack brand.
- Chart 13: The decline and fall of Flat Earth.
- Chart 14: US sales of Ocean Spray Craisins 2004-2010.
- Chart 15: Health and convenience enables the lowest volume product to command the highest value.
- Chart 16: Berries - the super premium success story.
- Tables
- Table 1: Popchips and Flat Earth: a comparison.
- Table 2: Label messages for healthy snacks in our case studies . 18-
- Table 3: Popchips - A comparison.
- Table 4: What’s in Probake50?.
- Table 5: Tasty organic pumpkin pie cereal bar nutrition facts.
- Table 6: Nutrition and ingredients facts for ThinkThin protein bar (dark chocolate).
- Table 7: Fiber One Oat & Chocolate bar ingredients & nutrition facts.
- Table 8: Lay’s “All-natural” potato chips ingredients & nutrition facts.
- Table 9: Ingredients and nutrition facts for Castus fruit bars (strawberry).
- Table 10: US and UK berry sales to May 2011.
- Boxes
- Box 1: Portion control a “win win” strategy in snacking.
- Box 2: Naturalness is a key element in brand success.
- Box 3: Even Mars chooses ingredients with a health halo.
- Box 4: Slow release carbs message from Kraft .
- Box 5: Simply Eight keeps it simple for consumers.
- Box 6: Applied Nutritional Research.
- Box 7: Slow release energy a key part of Kraft Brand positioning.
- Box 8: Belvita TV advertising.
- Box 9: Natural foods are the new standard in the supermarket: Pepsico’s stated goal is to transform the snack aisle into a natural food aisle.
- Box 10: Wonderful Pistachios’ quirky television advertising.
- Box 11: Oats’ natural “slow release energy” advantage
- Box 12: Creating a free-from advantage for oat snacks.
- Box 13: Televison advertising for N.A!.
- Box 14: Ocean Spray Craisins advert.
- Box 15: Good merchandising boosts Craisins sales.
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