Table of Contents
Executive Summary
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- Market factors
- A rise in real disposable income should bolster consumer spending
- Concerns around sugar rise in 2014
- Obesity crisis puts pressure on snack makers
- Pledges to cap portion size and calorie content aim to help consumers
- Innovation will be key in capitalising on demographic changes
- Companies, brands and innovation
- Cakes, pastries & sweet goods attract the most NPD
- Low-allergen snack claims gain in popularity in 2014
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- Figure 1: New product launches in the UK snacks market, by top 15 claims, 2014
- Total adspend rises for the third year in 2014
- The consumer
- There is a role for both healthy and indulgent snacks
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- Figure 2: Snacks eaten between meals, December 2014
- Innovation prompts more than a quarter of impulse buyers
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- Figure 3: Factors that prompt people to buy a snack on impulse, December 2014
- A quarter of snackers look for snacks that keep you fuller for longer
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- Figure 4: Attributes that people look for when buying a snack, December 2014
- One in three snackers sometimes eat snacks instead of a meal
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- Figure 5: Attitudes towards snacking, December 2014
- A third of snack eaters see snacks containing oats as filling
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- Figure 6: Qualities associated with a filling snack, December 2014
- What we think
Issues and Insights
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- Low-sugar NPD activity is low relative to demand
- The facts
- The implications
- More opportunities in added-value snacks
- The facts
- The implications
- Scope for the snacks industry to position single-portion packs as a permissible treat
- The facts
- The implications
Trend Application
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- Trend: Make it Mine
- Trend: Attention Economy
- Mintel Future: Brand Intervention
Market Drivers
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- Key points
- A rise in real disposable income should bolster consumer spending
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- Figure 7: Financial wellbeing index, January 2009-January 2015
- Concerns around sugar rise in 2014
- Sugar makes headlines in 2014
- Snackers cut back on sweet treats
- Obesity crisis puts pressure on snack makers
- Pledges to cap portion size and calorie content aim to help consumers
- Innovation will be key in capitalising on demographic changes
- Under-35s snack the most often
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- Figure 8: Trends in the age structure of the UK population, 2009-14 and 2014-19
- Rise in older cohorts also poses a challenge for the snack market
Strengths and Weaknesses
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Definition
- Cakes, pastries & sweet goods attract the most NPD
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- Figure 9: New product launches in the UK snacks* market, by top 15 segments, 2010-14
- The share of own-label activity has fallen year on year since 2011
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- Figure 10: New product launches in the UK snacks market, own-label vs branded, 2010-14
- Brands explore category-crossing products
- Low-allergen snack claims gain in popularity in 2014
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- Figure 11: New product launches in the UK snacks market, by top 15 claims, 2010-14
- Seasonal snack claims lose pace
- Premium claims plateau
- Brands look to target grown-ups
- Untapped demand for on-the-go snacks
- Low/no/reduced sugar falls outside the top 15 claims on snacks
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- Figure 12: New product launches in the UK snacks market, by selected health claims, 2010-14
- Could more segments utilise high-fibre claims?
- New textures and ingredients gain attention
- Crisps and salty snacks see launches ranging from kale to quinoa
- Yogurt and cookies go soft
Brand Communication and Promotion
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- Key points
- Total adspend rises for the third year in 2014
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- Figure 13: Total advertising expenditure on snacking products *, 2010-14
- Chocolate continues to lead snacking adspend
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- Figure 14: Advertising expenditure on snacking products, by leading categories, 2010-14
- The top 10 advertisers account for more than half of adspend on snacks
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- Figure 15: Total media advertising expenditure on snacking products, by top 10 advertisers, 2010-14
- Müller and Danone lose adspend share whilst Yoplait gains
- Mondelēz increases spend by £4 million in 2014
- Mars steps up spend on five of its leading brands
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- Figure 16: Total media advertising expenditure on snacking products, by top 10 brands, 2010-14
Brand Research – Consumer Snacking
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- What you need to know
- Brand map
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- Figure 17: Attitudes towards and usage of selected brands, February, October, November 2014 and January 2015
- Key brand metrics
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- Figure 18: Key metrics for selected brands, February, October, November 2014 and January 2015
- Brand attitudes: Many brands are defined by trust, quality and reputation
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- Figure 19: Attitudes, by brand, February, October, November 2014 and January 2015
- Brand personality: Kettle Chips has the strongest perception of exclusivity
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- Figure 20: Brand personality – macro image, February, October, November 2014 and January 2015
- Brand analysis
- Cadbury Dairy Milk looks likely to continue success
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- Figure 21: User profile of Cadbury Dairy Milk, February 2014
- Walkers’ product range ensures there is something for everyone
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- Figure 22: User profile of Walkers, November 2014
- Galaxy’s promotion of accessible luxury attracts wide range of consumers
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- Figure 23: User profile of Galaxy, February 2014
- McVitie’s Digestives is most likely to be seen as boring or tired but maintains tradition
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- Figure 24: User profile of McVitie’s Digestives, January 2015
- Haribo performs strongly among families
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- Figure 25: User profile of Haribo, October 2014
- Fox’s has an upbeat brand image but struggles to engage with younger groups
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- Figure 26: User profile of Fox’s, January 2015
- Kettle Chips holds more premium connotations than other brands
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- Figure 27: User profile of Kettle Chips, November 2014
- Butterkist’s popcorn has more sporadic usage and a weaker emotional bond
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- Figure 28: User profile of Butterkist, November 2014
- Skittles appeals to younger groups in particular
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- Figure 29: User profile of Skittles, October 2014
The Consumer – Snacks Eaten, How Often & Where
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- Key points
- There is a role for both healthy and indulgent snacks
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- Figure 30: Snacks eaten between meals, December 2014
- Chocolate wins on impulse
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- Figure 31: Snacks bought as an impulse purchase, December 2014
- Fruit prevails in planned snacking
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- Figure 32: Snacks bought as a planned purchase, December 2014
- Three in four people snack at least once a day
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- Figure 33: How often people snack between meals, by gender and age, December 2014
- A third of energy/sports bar snackers most likely eat them at work/place of study
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- Figure 34: Where consumers are most likely to eat snacks between meals, by type of snack, December 2014
The Consumer – Factors that Prompt an Impulse Buy
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- Key points
- Innovation prompts more than a quarter of impulse buyers
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- Figure 35: Factors that prompt people to buy a snack on impulse, December 2014
- Selected snacks have looked to NPD to drive engagement
- More snack segments could benefit from NPD
- Moving beyond the core category should resonate especially with families
- Meal deals can drive visibility
The Consumer – Attributes Influencing Snack Choice
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- Key points
- A quarter of snackers look for snacks that keep you fuller for longer
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- Figure 36: Attributes that people look for when buying a snack, December 2014
- Health…
- …vs Indulgence
- Untapped interest in high-protein snacks
- Crisps and popcorn move in on the action
The Consumer – Attitudes towards Snacking
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- Key points
- One in three snackers sometimes eat snacks instead of a meal
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- Figure 37: Attitudes towards snacking, December 2014
- Portion control offers a strong selling point for single-portion packs
- FDF members commit to a calorie cap
- Mini formats and portion packs can bolster a permissible positioning
- A third of snack eaters see snacks containing oats as filling
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- Figure 38: Qualities associated with a filling snack, December 2014
- A quarter of consumers view a snack as filling if it contains protein
Appendix – Brand Communication and Promotion
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- Figure 39: Advertising expenditure on snacking products, by leading categories, 2010-14
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Appendix – Who’s Innovating?
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