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Consumer Snacking Habits - Ireland - January 2016

Consumer Snacking Habits - Ireland - January 2016

While health considerations are important for Irish consumers when snacking, they are also choosing to indulge in products such as chocolate and cakes. As such, developing healthy snacks that focus on taste can tap into the treat factor that consumers are looking for and enable them to consume fewer calories without reducing indulgence, thus giving them the best of both worlds.”

– James Wilson, Research Analyst

This report answers the following key questions:

How often do Irish consumers snack throughout the day?

How have Irish consumers’ snacking habits changed?

What types of food are Irish consumers snacking on?

What are the key health issues associated with the snack foods market?


OVERVIEW
What you need to know
Issues covered in this report
EXECUTIVE SUMMARY
The market
Figure 1: Estimated total retail sales of snack foods, by segment, NI and RoI, 2016
Forecast
Figure 2: Indexed estimated total retail sales of snack foods, NI and RoI, 2011-21
Market factors
Irish consumers snacking twice a day
Ireland set to become the ‘fat man’ of Europe
Irish children still exposed to significant level of junk food ads on TV despite ban
Reduced sugar and protein key areas for innovation within snack foods category
Companies, brands and innovation
The consumer
Irish consumers looking for healthy and indulgent snacks
Figure 3: Types of snack food that consumers might use as a snack in a typical week, NI and RoI, November 2015
Healthy snacks at tills a key issue for Irish consumers
Figure 4: Agreement with statements relating to snack foods, NI and RoI, November 2015
What we think
ISSUES AND INSIGHTS
How often do Irish consumers snack throughout the day?
The facts
The implications
How have Irish consumers’ snacking habits changed?
The facts
The implications
What types of food are Irish consumers snacking on?
The facts
The implications
What are the key health issues associated with the snack foods market?
The facts
The implications
THE MARKET – WHAT YOU NEED TO KNOW
Value of snack sales set to fall in 2016
Consumers snack twice a day in Ireland
Obesity levels set to grow
Junk food ads still reaching children in RoI despite ban
MARKET PERFORMANCE INDICATORS
Deflation driving contraction in snack food sales in 2016
Figure 5: Estimated total retail sales of snack foods, IoI, NI and RoI, 2011-21
Snack food sales to recover after 2016
Figure 6: Indexed estimated total retail sales of snack foods, NI and RoI, 2011-21
MARKET SEGMENTATION
Fruit and vegetables account for the largest share of the market
Figure 7: Estimated total retail sales of snack foods, by segment, NI and RoI, 2016
Price deflation impacting the value of the fruit and vegetable market
Figure 8: Estimated total fruit and vegetable retail sales (including fresh and processed), IoI, NI and RoI, 2011-16
Indulgent chocolate snacks still hold appeal to consumers
Figure 9: Estimated total chocolate confectionery sales, IoI, NI and RoI, 2011-16
Crisp snacks popular among Irish consumers
Figure 10: Estimated total value of the crisps, nuts* and corn snacks** market, IoI, NI and RoI, 2011-16
Cheese accounts for a low level of snack food sales in NI and RoI
Figure 11: Estimated retail sales of cheese, IoI, NI and RoI, 2011-16
Yogurt offers potential as a healthy snacking product
Figure 12: Estimated value of the total yogurt market (including soy yogurt), IoI, NI and RoI, 2011-16
Cereal bars and breakfast biscuits seen as ideal snack
Figure 13: Estimated value of the total cereal bars and breakfast biscuits market, NI and RoI, August 2014
MARKET DRIVERS
Irish consumers snacking twice a day
Figure 14: How often consumers snack between meals in a typical day, NI and RoI, November 2015
Obesity will continue to be a major issue in Ireland
Figure 15: Percentage of RoI population estimated to be obese or overweight, 2010 and 2030
Figure 16: Percentage of the UK (including NI) population estimated to be obese or overweight, 2010 and 2030
Sugar tax excluded from RoI Budget 2016
Children still exposed to junk food ads on TV
Reduced sugar and high protein key claims for new snack products
Figure 17: New snack products launched claiming low/no/reduced sugar and high protein, UK and Ireland, 2011-15
COMPANIES AND BRANDS – WHAT YOU NEED TO KNOW
Snack market experiences surge in NPD
Snack bars experience strong growth
Allergen claims remain high
Popcorn – Not just for the cinema
WHO INNOVATING?
New snack food launches increases in 2015
Figure 18: Total new snack products launched, UK and Ireland, 2010-15
Snack bars account for most product launches in 2015
Figure 19: Number of new product launches in the snacking category, UK and Ireland, 2010-15
‘Clean eating’ trend driving growth in no additive NPD
Figure 20: Top five claims on new snack launches, UK and Ireland, 2010-15
Popcorn products see surge in NPD
Figure 21: Total new popcorn product launches in the UK and Ireland, 2010-15
COMPETITIVE STRATEGIES – KEY PLAYERS
Graze
Key facts
Brand NPD
Product portfolio
Recent developments
Kellogg’s
Key facts
Brand NPD
Product portfolio
Recent developments
Largo Foods
Key facts
Brand NPD
Product portfolio
Recent developments
Mars Ireland
Key facts
Brand NPD
Product portfolio
Recent developments
Mondelēz International
Key facts
Product portfolio
Recent developments
Nestlé Ireland
Key facts
Brand NPD
Product portfolio
Recent developments
Ornua
Key facts
Product portfolio
Brand NPD
Recent developments
PepsiCo
Key facts
Brand NPD
Product portfolio
Recent developments
Tayto NI
Key facts
Product portfolio
Recent developments
Valeo Foods
Key facts
Brand NPD
Product portfolio
Recent developments
THE CONSUMER – WHAT YOU NEED TO KNOW
Healthy snacks popular among Irish consumers
Late Gen Xers most likely to snack on crisps
Consumers still looking for indulgence despite health focus
Out-of-home snacking low in Ireland
Sweet-free checkouts well received by Irish consumers
THE CONSUMER – TYPES OF SNACK FOODS EATEN
Fresh fruit and vegetables the most popular snack foods in Ireland
Figure 22: Types of snack food that consumers might use as a snack in a typical week, NI and RoI, November 2015
Women most likely to snack on fresh fruit and vegetables
Figure 23: Consumers that have eaten fresh fruit and vegetables as a snack in a typical week, NI and RoI, November 2015
Figure 24: Location in which consumers are most likely to snack on fresh fruit or vegetables, NI and RoI, November 2015
Crisp snacks appeal to late Gen Xers
Figure 25: Consumers that have eaten crisps/crisp style snacks (eg Walkers, Pringles, Mini Cheddars, pretzels) as a snack in a typical week, NI and RoI, November 2015
Figure 26: Location in which consumers are most likely to snack on crisps/crisp style snacks (eg Walkers, Pringles, Mini Cheddars, pretzels), NI and RoI, November 2015
Snacking on chocolate influenced by children
Figure 27: Consumers that have eaten chocolate (eg bar, block etc) as a snack in a typical week, NI and RoI, November 2015
Figure 28: Location in which consumers are most likely to snack on chocolate (eg bar, block etc), NI and RoI, November 2015
THE CONSUMER – ATTITUDES TOWARDS SNACK FOODS
Confectionery-free tills appeals to Irish consumers
Figure 29: Agreement with statements relating to snack foods, NI and RoI, November 2015
Healthy snacks at tills well received by parents and guardians
Figure 30: Agreement with the statement ‘I prefer to see healthy snacks at tills/cashpoint in shops as opposed to confectionery’, by gender and presence of children in the household, NI and RoI, November 2015
Irish parents interested in snacks with added vitamins and minerals
Figure 31: Agreement with the statement ‘I prefer to buy snacks that have added vitamins or minerals (eg vitamins, protein, fibre)’, by presence of children in the household, NI and RoI, November 2015
Increased snacking prevalent among young Irish consumers
Figure 32: Agreement with statements relating to snack foods, by age, NI, November 2015
Figure 33: Agreement with statements relating to snack foods, by age, RoI, November 2015
Sugar headlines most likely to impact snacking among NI Millennials and over-25s in RoI
Figure 34: Agreement with the statement ‘The negative headlines around sugar have made me reduce the amount of sweet snacks I eat’, by age and social class, NI and RoI, November 2015
APPENDIX – DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Data sources
Market size rationale
Abbreviations
APPENDIX – THE CONSUMER
NI Toluna Data
Figure 35: Types of food that consumers might use as a snack in a typical week, by demographics, NI, November 2015
Figure 36: Types of food that consumers might use as a snack in a typical week, by demographics, NI, November 2015 (continued)
Figure 37: Types of food that consumers might use as a snack in a typical week, by demographics, NI, November 2015 (continued)
Figure 38: Types of food that consumers might use as a snack in a typical week, by demographics, NI, November 2015 (continued)
Figure 39: Location in which consumers are most likely to snack on fresh fruit or vegetables, by demographics, NI, November 2015
Figure 40: Location in which consumers are most likely to snack on chocolate (eg bar, block, etc), by demographics, NI, November 2015
Figure 41: Location in which consumers are most likely to snack on sweets (eg Haribo, Skittles etc), by demographics, NI, November 2015
Figure 42: Location in which consumers are most likely to snack on crisps/crisp-style snacks (eg Walkers, Pringles, Mini Cheddars, pretzels), by demographics, NI, November 2015
Figure 43: Location in which consumers are most likely to snack on flavoured/salted/roasted nuts (eg salted peanuts), by demographics, NI, November 2015
Figure 44: Location in which consumers are most likely to snack on popcorn (sweet/savoury), by demographics, NI, November 2015
Figure 45: Location in which consumers are most likely to snack on meat snacks (eg beef jerky, Mattessons Fridge Raiders, Peperami), by demographics, NI, November 2015
Figure 46: Location in which consumers are most likely to snack on savoury biscuits (crackers, rice cakes, etc), by demographics, NI, November 2015
Figure 47: Location in which consumers are most likely to snack on yogurt, by demographics, NI, November 2015
Figure 48: Location in which consumers are most likely to snack on cheese (cheese snack packs, individual portions), by demographics, NI, November 2015
Figure 49: Location in which consumers are most likely to snack on raw nuts/seeds, by demographics, NI, November 2015
Figure 50: Location in which consumers are most likely to snack on dried fruit, by demographics, NI, November 2015
Figure 51: Location in which consumers are most likely to snack on cereal bars/breakfast biscuits (eg Nutri-Grain, Special K Bars), by demographics, NI, November 2015
Figure 52: Location in which consumers are most likely to snack on energy/sports bars (eg Trek Bars, Maximuscle Bars), by demographics, NI, November 2015
Figure 53: Location in which consumers are most likely to snack on cakes/sweet bakery goods (eg doughnuts, hot cross bun, crumpet), by demographics, NI, November 2015
Figure 54: Location in which consumers are most likely to snack on pie/pasty/sausage rolls, by demographics, NI, November 2015
Figure 55: Location in which consumers are most likely to snack on sweet biscuits (excluding breakfast biscuits) (eg McVitie’s, Fox's), by demographics, NI, November 2015
Figure 56: Location in which consumers are most likely to snack on other types of food, by demographics, NI, November 2015
Figure 57: How often consumers snack between meals in a typical day, by demographics, NI, November 2015
Figure 58: Agreement with the statement ‘I prefer to see healthy snacks at tills/cashpoint in shops as opposed to confectionery’, by demographics, NI, November 2015
Figure 59: Agreement with the statement ‘I am snacking more compared to 12 months ago’, by demographics, NI, November 2015
Figure 60: Agreement with the statement ‘Single portion snacks help me to control how much I eat’, by demographics, NI, November 2015
Figure 61: Agreement with the statement ‘I prefer to buy snacks that have added vitamins or minerals (eg vitamins, protein, fibre)’, by demographics, NI, November 2015
Figure 62: Agreement with the statement ‘I try to watch what types of snacks that my children eat’, by demographics, NI, November 2015
Figure 63: Agreement with the statement ‘The negative headlines around sugar have made me reduce the amount of sweet snacks I eat’, by demographics, NI, November 2015
Figure 64: Agreement with the statement ‘It is unhealthy to eat snacks between meals’, by demographics, NI, November 2015
Figure 65: Agreement with the statement ‘Multipacks of snack foods encourage me to snack more often’, by demographics, NI, November 2015
Figure 66: Agreement with the statement ‘I subscribe to a healthy snack box service (eg Graze)’, by demographics, NI, November 2015
Figure 67: Agreement with the statement ‘I would like to see more free-from snacks on store shelves (eg gluten free)’, by demographics, NI, November 2015
RoI Toluna Data
Figure 68: Types of food that consumers might use as a snack in a typical week, by demographics, RoI, November 2015
Figure 69: Types of food that consumers might use as a snack in a typical week, by demographics, RoI, November 2015 (continued)
Figure 70: Types of food that consumers might use as a snack in a typical week, by demographics, RoI, November 2015 (continued)
Figure 71: Types of food that consumers might use as a snack in a typical week, by demographics, RoI, November 2015 (continued)
Figure 72: Location in which consumers are most likely to snack on fresh fruit or vegetables, by demographics, RoI, November 2015
Figure 73: Location in which consumers are most likely to snack on chocolate (eg bar, block, etc), by demographics, RoI, November 2015
Figure 74: Location in which consumers are most likely to snack on sweets (eg Haribo, Skittles etc), by demographics, RoI, November 2015
Figure 75: Location in which consumers are most likely to snack on crisps/crisp-style snacks (eg Walkers, Pringles, Mini Cheddars, pretzels), by demographics, RoI, November 2015
Figure 76: Location in which consumers are most likely to snack on flavoured/salted/roasted nuts (eg salted peanuts), by demographics, RoI, November 2015
Figure 77: Location in which consumers are most likely to snack on popcorn (sweet/savoury), by demographics, RoI, November 2015
Figure 78: Location in which consumers are most likely to snack on meat snacks (eg beef jerky, Mattessons Fridge Raiders, Peperami), by demographics, RoI, November 2015
Figure 79: Location in which consumers are most likely to snack on savoury biscuits (crackers, rice cakes, etc), by demographics, RoI, November 2015
Figure 80: Location in which consumers are most likely to snack on yogurt, by demographics, RoI, November 2015
Figure 81: Location in which consumers are most likely to snack on cheese (cheese snack packs, individual portions), by demographics, RoI, November 2015
Figure 82: Location in which consumers are most likely to snack on raw nuts/seeds, by demographics, RoI, November 2015
Figure 83: Location in which consumers are most likely to snack on dried fruit, by demographics, RoI, November 2015
Figure 84: Location in which consumers are most likely to snack on cereal bars/breakfast biscuits (eg Nutri-Grain, Special K Bars), by demographics, RoI, November 2015
Figure 85: Location in which consumers are most likely to snack on energy/sports bars (eg Trek Bars, Maximuscle Bars), by demographics, RoI, November 2015
Figure 86: Location in which consumers are most likely to snack on cakes/sweet bakery goods (eg doughnuts, hot cross bun, crumpet), by demographics, RoI, November 2015
Figure 87: Location in which consumers are most likely to snack on pie/pasty/sausage rolls, by demographics, RoI, November 2015
Figure 88: Location in which consumers are most likely to snack on sweet biscuits (excluding breakfast biscuits) (eg McVitie’s, Fox's), by demographics, RoI, November 2015
Figure 89: Location in which consumers are most likely to snack on other types of food, by demographics, RoI, November 2015
Figure 90: How often consumers snack between meals in a typical day, by demographics, RoI, November 2015
Figure 91: Agreement with the statement ‘I prefer to see healthy snacks at tills/cashpoint in shops as opposed to confectionery’, by demographics, RoI, November 2015
Figure 92: Agreement with the statement ‘I am snacking more compared to 12 months ago’, by demographics, RoI, November 2015
Figure 93: Agreement with the statement ‘Single portion snacks help me to control how much I eat’, by demographics, RoI, November 2015
Figure 94: Agreement with the statement ‘I prefer to buy snacks that have added vitamins or minerals (eg vitamins, protein, fibre)’, by demographics, RoI, November 2015
Figure 95: Agreement with the statement ‘I try to watch what types of snacks that my children eat’, by demographics, RoI, November 2015
Figure 96: Agreement with the statement ‘The negative headlines around sugar have made me reduce the amount of sweet snacks I eat’, by demographics, RoI, November 2015
Figure 97: Agreement with the statement ‘It is unhealthy to eat snacks between meals’, by demographics, RoI, November 2015
Figure 98: Agreement with the statement ‘Multipacks of snack foods encourage me to snack more often’, by demographics, RoI, November 2015
Figure 99: Agreement with the statement ‘I subscribe to a healthy snack box service (eg Graze)’, by demographics, RoI, November 2015
Figure 100: Agreement with the statement ‘I would like to see more free-from snacks on store shelves (eg gluten free)’, by demographics, RoI, November 2015

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