Healthy Snacking: Future Trends & New Insights

Published by: Datamonitor

Published: Aug. 17, 2007 - 32 Pages

Table of Contents

DATAMONITOR VIEW

CATALYST

SUMMARY

THE FUTURE DECODED

TREND: Consumer interest in healthy snack alternatives is increasing

The frequency of healthy snacking is increasing

Healthy snacks are consumed with greater regularity than unhealthy ones

Healthy snacking occasions now outnumber unhealthy ones

Healthy beverage occasions are leading the market in growth terms

Healthy snacking is viewed as a viable regular mealtime alternative by consumers

TREND: On-the-go lifestyles are fuelling healthy snacking behavior

Consumers' on-the-go snacking is less likely to be healthy

On-the-go beverage occasions are becoming more healthy across Europe

TREND: Consumer desires for less healthy, more indulgent snacks will remain

Traditional snacks retain a strong appeal to consumers

There is a clash between the notion of healthiness and snacking

Skepticism towards snack's health claims persists

Poor alignment between ""bad-for-you"" snacks and healthy trends perpetuates consumer distrust

Health considerations have a limited bearing on traditional snack choices

INSIGHT: Healthy attitudes are influencing ingrained snacking behavior

Consumers are choosing healthy snacks to actively improve their diet and address bad habits

INSIGHT: Consumers seek to satisfy their health, convenience and indulgence requirements through snacking

Consumer demand for healthy indulgence is influencing new snack product releases

US beverage releases in particular are experiencing strong growth in healthy claims

INSIGHT: Consumer perceptions of what constitutes a healthy snack poses a challenge for the industry

Healthy versions of unhealthy snacks are not perceived as credibly healthy

INSIGHT: Taste is more important than healthiness in influencing snack and beverage choices

When making snack choices consumers place healthiness on a par with convenience, but behind taste

""Healthy"" is often equated with compromized taste and flavor benefits by many consumers

INSIGHT: The emphasis on healthy snacking for kids will fuel market growth in the future

Companies are already responding to the children's healthy snack movement

ACTION POINTS

ACTION: More clearly link the notion of authenticity with health in snacks

Consumers are seeking more authenticity

Authenticity = better quality = healthier

Consumers want authentic, simple and thus healthy snacks

ACTION: Respond to consumers' changing health priorities in snack formulation and positioning

Case Study: One-shot fruit drinks offer quick convenient solutions to health on-the-go

Case study: Coca-Cola augments the Minute Maid juice range to target functional health

Back up healthy attributes with a strong sensory appeal

ACTION: Tailor product positioning and goals relative to the three consumer trends of avoidance, moderation and positive nutrition

ACTION: Focus on providing credible healthy offerings within typically ""carefree"" categories

Case Study: the Spanish market for functional cookies

APPENDIX

Definitions

Methodology

Further reading

Ask the analyst

Datamonitor consulting

Disclaimer

List of Tables

Table 1: Consumer survey results: the extent to which consumers are making an effort to improve the health of their snacking behaviors

Table 2: Consumer survey results: frequency of consumption of healthy snack products

Table 3: Consumer survey results: frequency of consumption of unhealthy snack products

Table 4: Number of overall and per capita 'healthy and 'unhealthy' snacking occasions, by country, 2006-2011

Table 5: Number of overall and per capita 'healthy and 'unhealthy' non-alcoholic beverage occasions, by country, 2006-2011

Table 6: Consumer survey: the extent to which European and US consumers sought food and drinks which are both convenient AND healthy compared to 12 months previously, 2006

Table 7: Number of overall and per capita 'healthy and 'unhealthy' on-the-go snacking occasions snacking occasions, by country, 2006-2011

Table 8: Number of overall and per capita 'healthy and 'unhealthy' on-the-go non-alcoholic beverage occasions, by country, 2006-2011

Table 9: Per capita consumption (liters) of bottled water and carbonates, Europe & US, by country, 2002-2011

Table 10: Consumer survey: the impact of healthy options on impulse driven snack and beverage choices

Table 11: Consumer survey: reasons for engaging in healthy snacking

Table 12: Consumer survey: perceptions concerning the healthiness of key snack food categories

Table 13: Consumer survey: the relative importance of different need states in influencing snack choices

Table 14: Consumers see ""fresh"" as the key indicator of healthiness in the snacking context

List of Figures

Figure 1: The majority of US and European consumers are actively looking to eat more healthily

Figure 2: Consumers do not view healthy snacking as a nutritional compromize like they did historically

Figure 3: Busy consumers are looking for a combination of convenience and health

Figure 4: Unhealthy snacks retain a strong share of occasions and are declining slowly

Figure 5: Unhealthy snack beverages dominate occasions in Europe and the US

Figure 6: The majority of consumers doubt the health claims of snack foods and beverages

Figure 7: Eat sweets to look prettier? Unhealthy products jumping on the wrong functional/healthy trend add to questioning of healthy snacks' credibility

Figure 8: Consumers want to escape the pressures of everyday life through small indulgences

Figure 9: Health is becoming an increasingly prominent product claim in indulgent/snack categories

Figure 10: Beverage releases in the US lead Europe in claiming healthy attributes

Figure 11: Coca-Cola Zero focuses on delivering a healthier version of the original Coke taste

Figure 12: Authenticity in ingredients and production processes supports snacks' health claims

Figure 13: Current snack products that respond to consumers' indicators of healthiness

Figure 14: Shot-based fruit and vegetable drinks offer answers to a variety of consumer health needs

Figure 15: Healthy snack targeting can be guided by the three trends of avoidance, moderation and positive nutrition

Figure 16: Healthy snack variants in ""carefree"" categories are proliferating

Abstract

• Detailed insight and analysis covering healthy eating attitudes and behaviors within the context of snack foods and beverages.
• Showcases the latest best-practice product and marketing innovation highlighting how to capitalize on the developing trends now and looking forward.
• Strategic action points highlighting how manufacturers and retailers should direct resources towards answering consumers' healthy snacking needs.
• Country coverage: France, Germany, Italy, Netherlands, Spain, Sweden, UK and the US.

• Access a compelling blend of quantitative and qualitative data illustrating consumer attitudes, behaviors, and market developments.
• Understand which health concerns matter most to consumers when snacking and which healthy attributes they prioritize.
• Use the latest evidence based insight to help guide crucial health driven new product development in the healthy snacking sector.

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