Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Healthy snacking consumer overview
- What’s considered a healthy snack?
- Being overweight is the norm in America
- Stuttering economy impacts snacking and innovation
- Demographics help identify healthy snackers
- Competition for healthy snacks
- Health trends in snack innovation
- Marketing strategies important in driving association as healthy snack
- Choosing a healthy snack
- Product attributes
- “Low in” qualities
- “High in” qualities
- Packaging/branding
- Choosing a healthy snack for kids
- Product attributes
- “Low in” qualities
- “High in” qualities
- Packaging/branding
Insights and Opportunities
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- Overview
- The least likely healthy snacking consumer: men aged 18-34
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- Figure 1: Dr Pepper, Top Ten ad, November 2011
Inspire Insights
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- Trend: Perfecting the Details
- Trend: Mood to Order
Snacks Considered Healthy
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- Key points
- Basic food groups top list of healthy snacks
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- Figure 2: Snacks considered healthy, by gender, August 2011
- Past and present health trends impact healthy snack perceptions
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- Figure 3: Snacks considered healthy, by age, August 2011
- Households with kids are more apt to consider a variety of snacks as healthy
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- Figure 4: Snacks considered healthy, by presence of children in household, August 2011
Snack Consumption Habits
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- Key points
- Majority of snacks eaten in a given day are considered healthy
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- Figure 5: Frequency of snack consumption and healthy snack consumption, by gender, August 2011
- Healthy snacks represent a smaller share of daily snacks among 18-34s
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- Figure 6: Frequency of snack consumption and healthy snack consumption, by age, August 2011
- Families consume fewer healthy snacks
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- Figure 7: Frequency of snack consumption and healthy snack consumption, by presence of children in household, August 2011
Market Drivers
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- Overweight Americans in need of healthy snacks
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- Figure 8: Age-adjusted prevalence of being overweight, obese, or extremely obese, among adults aged 20 or older, 1988-2008
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- Figure 9: Percentage of population who are overweight or obese, 2-19 years of age, 1976-2006
- Majority of people consider themselves normal weight
- Overweight is the new normal
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- Figure 10: Body composition identification, January 2011
- Aligning healthy intentions with action
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- Figure 11: Health attitudes and behaviors, April 2010-June 2011
- Economic uncertainty impacts use and innovation of healthy snacks
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- Figure 12: Real personal disposable income, January 2007-August 2011
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- Figure 13: Median household income in inflation-adjusted dollars, 2000-10
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- Figure 14: Unemployment and underemployment rates, January 2007-October 2011
- Figure 15: Consumer Sentiment Index, March 2007-October 2011
- Changes in snacking habits from a year ago
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- Figure 16: Snack consumption compared to a year ago, August 2011
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- Figure 17: Healthy snack consumption by any snack consumption compared to a year ago, August 2011
- Healthy snacking skewed by demographic profiles
- Women want healthy snacks
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- Figure 18: Snack consumption compared to a year ago, by gender, August 2011
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- Figure 19: Health attitudes and behaviors, by gender, April 2010-June 2011
- Young generation of snackers
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- Figure 20: Snack consumption compared to a year ago, by age, August 2011
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- Figure 21: Health attitudes and behaviors, by age, April 2010-June 2011
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- Figure 22: Population, by age, 2006-16
- The family factor
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- Figure 23: Households, by presence of children, 1999-2009
Competitive Context
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- Overview
- Traditional snack innovations tempt consumers
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- Figure 24: Eating habits and attitudes toward snack foods, April 2010-June 2011
- Creating indulgent snacks out of health foods
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- Figure 25: Eating habits and attitudes toward snack foods, April 2010-June 2011
Innovations and Innovators
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- Overview
- More snackers equals more demand for healthy snacks
- Health trends support increase in whole-grain, allergen, and gluten claims
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- Figure 26: Snack product launches by health claims, 2004-11
- Kosher accounts for largest share of health claims
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- Figure 27: Snack product launches by top 20 health claims, 2004-11
- Innovation: Energy/nutrition bars
- Deliver functional health benefits
- Targeting specific users
- Innovating with flavor
- Innovation: Fruit snacks
- Innovation: Salty snacks
Marketing Strategies
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- Overview
- Brand analysis: Dannon Activia
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- Figure 28: Dannon, Healthier Lifestyle ad, December 2010 – March 2011
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- Figure 29: Dannon, Snack Renewal ad, February – June 2011
- Figure 30: Brand analysis of Dannon Activia, 2011
- Brand analysis: Quaker
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- Figure 31: Quaker Chewy, Good Chews ad, January -October 2011
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- Figure 32: Quaker Chewy, Big World ad, March -May 2011
- Figure 33: Brand analysis of Quaker Chewy, 2011
- Brand analysis: Nature Valley
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- Figure 34: Nature Valley, Sweet & Salty ad, July -August 2011
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- Figure 35: Nature Valley, Deliciously Different ad, August -September 2011
- Figure 36: Brand analysis of Nature Valley snack bars, 2011
- Brand analysis: Special K
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- Figure 37: Special K Challenge print ad, 2011
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- Figure 38: Special K Challenge & Beyond book, published April 2011
- An integrated approach to marketing health
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- Figure 39: SpecialK.com monthly people, April 2011-September 2011
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- Figure 40: Special K myPlan iPhone screen shot
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- Figure 41: Brand analysis of Special K, 2011
Choosing a Healthy Snack—Product Attributes
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- Key points
- Taste and satiation most important attributes of a healthy snack
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- Figure 42: Important product attributes when selecting healthy snacks, August 2011
- Women find taste and satiation as more important
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- Figure 43: Important product attributes when selecting healthy snacks, by gender, August 2011
- Wellness and functional attributes are important to young healthy snackers
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- Figure 44: Important product attributes when selecting healthy snacks, by age, August 2011
Choosing a Healthy Snack—“Low in” Qualities
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- Key points
- “Low in” attributes have nearly equal influence
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- Figure 45: Importance of “low in” attributes when selecting healthy snacks, August 2011
- Women find calorie claims more important
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- Figure 46: Importance of “low in” attributes when selecting healthy snacks, by gender, August 2011
- Those younger than 25 less likely to deem “low in” attributes important
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- Figure 47: Importance of “low in” attributes when selecting healthy snacks, by age, August 2011
Choosing a Healthy Snack—“High in” Qualities
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- Key points
- A third of healthy snackers find “high in” claims very important
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- Figure 48: Importance of “high in” attributes when selecting healthy snacks, August 2011
- “High in” attributes more important to women, but well-accepted among men
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- Figure 49: Importance of “high in” attributes when selecting healthy snacks, by gender, August 2011
- Consumers aged 65+ not as likely to value snacks high in protein or vitamins/minerals
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- Figure 50: Importance of “high in” attributes when selecting healthy snacks, by age, August 2011
Choosing a Healthy Snack—Packaging/Branding
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- Key points
- Convenience and price top list of important packaging attributes
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- Figure 51: Importance of packaging/branding attributes when selecting healthy snacks, August 2011
- Younger snackers look for trendy products
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- Figure 52: Importance of packaging/branding attributes when selecting healthy snacks, by age, August 2011
Healthy Snacking Attitudes and Habits
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- Key points
- Roughly two out of five consumers eat healthfully most of the time
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- Figure 53: Healthy snacking habits, by gender, August 2011
- 18-24s show need for convenient healthy snacks
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- Figure 54: Healthy snacking habits, by age, August 2011
Health Attitudes by Healthy Snack Focus
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- Key points
- Healthy snackers have healthier eating habits
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- Figure 55: Health attitudes and behaviors, April 2010-June 2011
Promoting Health to Children
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- Key points
- Promoting healthy eating to kids is important
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- Figure 56: Importance of promoting health among kids, August 2011
- It’s more important to moms to promote health among kids
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- Figure 57: Importance of promoting health among kids, by gender, August 2011
- Younger parents more concerned about meal and snack options for overweight kids
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- Figure 58: Importance of promoting health among kids, by age, August 2011
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- Figure 59: Prevalence of obesity among children aged 2-19, 1988-2008
Choosing Healthy Snacks for Children: Product Attributes
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- Key points
- All-natural and organic are more important in snacks for kids
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- Figure 60: Important product attributes when selecting healthy snacks, August 2011
- Moms find product attributes of kids’ snacks more important
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- Figure 61: Important product attributes when selecting healthy snacks, by gender, August 2011
- Young parents have heightened interest in all-natural and organic kids’ snacks
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- Figure 62: Important product attributes when selecting healthy snacks, by age, August 2011
Choosing Healthy Snacks for Children—“Low in” Qualities
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- Key points
- Sugar is a hot button for parents when selecting kids’ snacks
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- Figure 63: Importance of “low in” attributes when selecting healthy snacks, August 2011
- Moms home in on low-sugar snacks
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- Figure 64: Importance of “low in” attributes when selecting healthy snacks, by gender, August 2011
Choosing Healthy Snacks for Children—“High in” Qualities
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- Key points
- Parents look for snacks high in vitamins/minerals
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- Figure 65: Importance of “high in” attributes when selecting healthy snacks, August 2011
- Moms find added health benefits in kids’ snacks important
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- Figure 66: Importance of “high in” attributes when selecting healthy snacks, by gender, August 2011
- Older parents are less interested in snacks high in vitamins/minerals or protein
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- Figure 67: Importance of “high in” attributes when selecting healthy snacks, by age, August 2011
Choosing Healthy Snacks for Children—Packaging/Branding
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- Key points
- Convenience is very important
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- Figure 68: Importance of packaging/branding attributes when selecting healthy snacks, August 2011
- Moms more likely than dads to be price-sensitive
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- Figure 69: Importance of packaging/branding attributes when selecting healthy snacks, by gender, August 2011
- Young parents favor snacks designed for the age of their child
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- Figure 70: Importance of packaging/branding attributes when selecting healthy snacks, by age, August 2011
Custom Consumer Groups—Gender and Age
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- Key points
- Lower acceptance of healthy snacks among young men
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- Figure 71: Snacks considered healthy, by gender and age, August 2011
- Consumers younger than 35 snacking more, but women are snacking more healthfully
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- Figure 72: Snack consumption compared to a year ago, by gender and age, August 2011
- Men younger than 35 looking for trendy, organic, energy-boosting snacks
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- Figure 73: Important attributes when selecting healthy snacks, by gender and age, August 2011
- Young men agree that it takes time to prepare healthy snacks
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- Figure 74: Healthy snacking habits, by gender and age, August 2011
Custom Consumer Groups—Parents
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- Key points
- Women with kids more likely to consider a variety of snacks healthy
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- Figure 75: Snacks considered healthy, by gender and presence of children in household, August 2011
- Yet, the list of healthy snacks moms eat is shorter
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- Figure 76: Healthy snacks consumed, by gender and presence of children in household, August 2011
- Moms look for portable, portion-controlled, energy-boosting snacks
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- Figure 77: Important attributes when selecting healthy snacks, by gender and presence of children in household, August 2011
Appendix—Trade Associations
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