Top Trends in Snacking from
Around the Globe
Melanie Felgate
Food & Drink Analyst
Bord Bia Insights Session on Snacking
March 3, 2014
Agenda
About Datamonitor
Consumer snacking insights
Top innovation trends in snacks
Summary
Datamonitor: consumer and innovation experts
Consumer
Insight
Innovation
Tracking
Market
Assessment
Real insight on
real consumers
Uncover new trends in
products and
packaging
Identify new hot spots
in the marketplace
Agenda
About Datamonitor
Consumer snacking insights
Top innovation trends in snacks
Summary
There is an “unhealthy” stigma attached to snacking
47%
of consumers believe
snacking in-between
meals is unhealthy
18-34
45%
35-54
45%
45-64
65+
Source: Datamonitor’s Consumer Survey 2013
49%
54%
Snacking plays a role in weight management
Top 5 things consumers are doing to….
Lose weight
Gain weight
Exercising more 60%
Eating larger portions 41%
Eating smaller portions 52%
Eating more meals 41%
Healthier meal plan 52%
Snacking more 35%
Snacking less 50%
Specific dietary plan (e.g. high fat) 27%
Eating natural/ less processed foods 27%
Gym-based body building regime 26%
Source: Datamonitor’s Consumer Survey 2013; Data shows the top 5 things consumers are doing to either lose or gain weight.
Consumers are trying to snack more healthily
Consumers who choose healthy snacks in-between meals most or
all of the time
48%
Top 3 markets
India 68%
43%
39%
UAE 59%
Canada 58%
Japan 16%
Source: Datamonitor’s Consumer Survey 2013
50%
Females are more
likely to snack healthily
High income
Low income
…. and high earners
Healthy snacks by subscription
Graze currently
ships an estimated
300,000 snack
boxes each week in
the UK
Graze combines guilt-free snacking with convenience
Agenda
About Datamonitor
Consumer snacking insights
Top innovation trends in snacks
Summary
Top Trends in Snacks
1. Wake Up!
2. Pop go the chips
3. Drinkable snacks
4. Alterna-Chips
5. Novelty
6. Man Up!
#1: Wake Up!
WHAT?
• Caffeine and other energizing
ingredients are being added to snacks,
confectionary & gum
WHY?
• Broaden the energy market beyond
drinks.
• More portable than drinks.
TAKEOUT?
• Potential to “mainstream” energy
enhancement beyond core users of
energy drinks
Energizing snacks appeal to the mid-afternoon slump
Consumers who snack to boost energy, by day part
(Australia only)
Morning
38%
Source: Datamonitor’s Australia Survey 2011
Afternoon
39%
Evening
17%
Energizing Snacks
Snacks positioned as a coffee alternative
Awake bar – "Same
amount of coffee as a
cup o' Joe or 250ml
energy drink."
Source: awakebar.com; buzzstrong.com; energems.net
Buzz Strong's "real
coffee" cookie – "1
Cookie = 1 cup of
coffee."
Energems – "3
gems = 1 cup of
coffee."
Health concerns pose a barrier to caffeinated snacks
Wrigley launched Alert
Energy Caffeine Gum in
April 2013
1 stick of gum equivalent to
caffeine in ½ cup coffee
Pulled from shelves weeks
later amid safety-concerns
#2: Pop go the Chips!
WHAT?
• Air popped potato chips offering a
healthier alternative to fried or baked
crisps
WHY?
• Popped chips have the crunch of fried
crisps, with fewer calories and fat.
TAKETakeOUT?
Out
• Air popping is revolutionising snacking
from potato chips to tortilla chips &
beyond
PopChips: the brand that started it
“Less guilt, more pleasure”
Applied rice cake
manufacturing process to
potatoes
Less than half the fat of fried
crisps
Over $93m sales in 2012
Brands are capitalizing on PopChips success
11% of savory
snacks launched
globally in 2013 were
“popped”
Popping is moving beyond potato chips
Poptillas popped tortilla
chips
Gourmet Basics Pop
Rings
PopCorners Popped
Wholegrain Chips
#3: Drinkable Snacks
WHAT?
• Snacks you can drink instead of eat
WHY?
• Portable and convenient snacking
format – combines drink and food in one
TAKEOUT?
• Adding ingredients and textures to
beverages can turn them into a snack
Consumers who find the concept of a “drinkable
snack” appealing
China 74%
Italy 52%
US 46%
- - - - - - - - - - - - - - - - - Global average 45%
Spain 43%
UK 38 %
Germany 25%
“[PepsiCo has a] whole range of
products…
Drivers in the pipeline that are valueadded products that can be snacks
made into beverages... A way to grow
the beverage business is to take foods
and drinkify them.”
Source: Brandchannel.com
Indra Nooyi, CEO of PepsiCo
at Beverage Digest’s Future
Smarts conference in New York,
December 2012
Adding textures can transform juice into a snack
Mamma Chia Squeeze
Vitality Snack combines fruit
& veg juices with chia seeds
Sunmagic Fruit 2 Day
suspends real fruit pieces in fruit
juice
Drinks are replacing traditional breakfast foods
Drinks are replacing traditional breakfast foods
#4: Alterna-Chips
WHAT?
• Beyond the potato
• Chips are now being made from beans,
fruit & veg, seaweed and eggs
WHY?
• Alternative chips are being developed in
pursuit of a healthier substitute for
potatoes
TAKEOUT?
• As pressure mounts on “junk food” to
lend a hand in curbing obesity, expect
growing innovation from unconventional
chips.
Health & Wellness trend is driving “Alterna-Chips”
88%
of consumers agree
a healthy diet can
lower the risk of
disease in later life
Source: Datamonitor’s Consumer Survey 2011 and 2013
70%
of consumers are
making conscious
attempts to eat more
healthily
39%
of consumers are
willing to sacrifice
taste for healthier
foods
Taste still dominates the consumer choices
US: Consumers who consider the following to have a great impact on
their decision to buy food and beverages
27
point
gap
Source: International Food Information Council Foundation, 2013 Food & Health Survey.
25
point
gap
Fruit & Veg Chips
Tyrells Apple Crisps “a sweet,
yet crisp eating experience.”
Brad’s Raw Chips range
includes kale and beetroot chips
Protein Chips
Capitalizing on the protein
trend (7g protein per serving)
Made from egg whites and
corn
20% of consumers prioritize
“high protein” claims when
choosing food & drink
Intelligent Protein Snacks
Egg White Chips
Other “alterna-chip” ingredients
Chickpeas
Pita bread
Ancient grains
Wellaby’s Hummus
Chips
Stacy’s Pita Chips
Udi’s Ancient Grain
Crisps
#5: Novelty
WHAT?
• A novel approach to snacks in flavor or
format
WHY?
• To appeal to consumers desire for fun
and experimentation
TAKEOUT?
• Keep consumers excited about snacks
through continued flavor and format
innovation
Younger snackers will be most attracted by novelty
Consumers who find the concept of a product with a new and exotic
flavour appealing, by age
Source: Datamonitor’s Consumer Survey 2013
Novelty flavors
Guiness Rich Beef
Chilli Crisps
Pringles seasonal
flavors
Pepsi X Frito Lay
Pepsi Cola flavor
Unique combinations: chips & chocolate
Potato chips dipped in
chocolate
Merging two snacks into one
“sweet & salty” combo
Unique pairing generated
media buzz around the world
Taking inspiration from other categories
Pizza snack on a stick
mimics ice-cream format
Can be eaten cold or heated
Available in savoury and
sweet flavors including
chocolate hazelnut
“Most Innovative Product” at
Anuga 2013
#6: Man Up!
WHAT?
• Long taken for granted by supermarkets
and CPG sellers, men are finally getting
noticed
WHY?
• Supermarkets tend to be tailored to
women and children, but more men are
shopping today as household tasks are
shared more equally
TAKEOUT?
•
As more men become the primary
shoppers, products will have to be
designed with the needs of men in mind
Men are taking a greater role in grocery shopping
37%
of men globally
are “completely
responsible” for
their household’s
grocery shopping
In the US, 55% of men claim to be
“completely responsible” for grocery
shopping
This compares to just 14% in 1985
Sources: Datamonitor’s Consumer Survey 2013; "Supermarket Bromance: More Men Are Shopping," October 31, 2013
Meat snacks hold more appeal with men
Which best describes your daily diet?
Sources: Datamonitor’s Consumer Survey 2013
Targeting men with a sports nutrition positioning
McCoy’s: Man Crisps
McCoy’s “Man Crisps” campaign
specifically targets the male gender
Meaty flavors and on-pack Darts
competition appeal to men
Yogurt for Men
Danone for Men
High protein
yogurts for men
Powerful Yogurt
Promotes Greek yogurt as sports snack for men
“Find your inner abs!”
Agenda
About Datamonitor
Consumer snacking insights
Top innovation trends in snacks
Summary
Summary
1. Wake Up!
2. Pop go the chips
3. Drinkable snacks
4. Alterna-Chips
5. Novelty
6. Man Up!
Any questions?
Melanie Felgate
mfelgate@datamonitor.com
Follow me on twitter: @consumer_mel