Table of Contents
Executive Summary
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- The market
- Snacks are challenged to cut sugar and calories
- Healthy choices are less important when it comes to snacking
- Busy lifestyles make snacking a necessity
- Mounting pressure for improved sustainability of packaging
- Companies and brands
- Sugar-related claims rise
- Vegan claims continue to grow
- Vegetables gain prominence
- World cuisines continue to inspire NPD
- Sharing remains a key occasion for chocolate NPD
- Adspend on snacks rises
- Need states remain central advertising theme
- Focus on flavours and the sensory experience continues
- The consumer
- ‘Everybody’ snacks
- Treats share the lead with fresh fruit in snack choice
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- Figure 1: Types of snacks eaten, March 2019
- Two in three snack daily
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- Figure 2: Frequency of snacking, March 2019
- Home is the most popular place to snack
- Snacks help fuel the workforce
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- Figure 3: Where snacks are eaten, March 2019
- Hunger is top snacking motivation
- Emotional needs drive many people to snack
-
- Figure 4: Reasons for snacking, March 2019
- Half of snackers are adventurous
- Snacking triggers guilt for many
-
- Figure 5: Behaviours relating to snacks and snacking, March 2019
- Making indulgent snacks healthier would appeal to many
-
- Figure 6: Attitudes towards snacks and snacking, March 2019
- Taste is important throughout the day
- Health is a greater priority in the morning
-
- Figure 7: Correspondence analysis of attributes looked for in snacks, March 2019
- What we think
Issues and Insights
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- Strong openness to healthier characteristics in indulgent snacks
- The facts
- The implications
- Snacks enjoy high acceptance as a way to boost nutritional intake
- The facts
- The implications
- Snacks can play a role as energising or relaxing
- The facts
- The implications
The Market – What You Need to Know
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- Snacks are challenged to cut sugar and calories
- Healthy choices are less important when it comes to snacking
- Busy lifestyles make snacking a necessity
- Mounting pressure for improved sustainability of packaging
Market Drivers
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- Sugar and calories are in the spotlight in fight against obesity
- Sugar reduction is the main battlefront
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- Figure 8: Progress by manufacturers and retailers combined across snack categories covered by PHE’s sugar reformulation programme, as a comparison between the baseline and year 1, 2015 and 2017
- PHE releases advice on limiting calorie consumption…
- …and challenges savoury snacks to cut calories by 20% by 2024
- Crisps and cakes reach salt reduction target
- Government proposes crackdown on ‘junk food’ promotions and advertising
- Healthy choices are less important when it comes to snacking
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- Figure 9: How often people try to eat healthily and look for a healthy snack, November 2017 and February 2018
- The benefits of fibre hit the headlines
- Busy lifestyles necessitate snacking
- ‘Evenings in’ occasion boosts demand for snacks
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- Figure 10: M&S Big Night In Selection Box, 2019
- Uncertainty lingers around the economic outlook
- Packaging sustainability is in the spotlight
- Government launches consultations to tackle issue
- Snack companies commit to tackling plastic packaging issue
- The ageing population poses a challenge to the snack market
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- Figure 11: Trends in the age structure of the UK population, 2013-18 and 2018-23
Companies and Brands – What You Need to Know
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- Sugar-related claims rise
- Vegan claims continue to grow
- Vegetables gain prominence
- World cuisines continue to inspire NPD
- Sharing remains a key occasion for chocolate NPD
- Adspend on snacks rises
- Need states remain central advertising theme
- Focus on flavours and the sensory experience continues
Launch Activity and Innovation
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- Sugar claims are on the rise
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- Figure 12: Share of launches in the UK snack market featuring a sugar-related claim, 2014-19
- Snack bars is biggest area for L/N/R sugar activity
- The Protein Ball Co. targets PHE advice with 100-calorie packs
- Brands launch reduced sugar cakes
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- Figure 13: Examples of low/no/reduced sugar launches in the UK snack market, 2018 and 2019
- ‘Clean label’ snack bars RXBAR and Lärabar launch in the UK
- Relaunches put the spotlight on ingredients
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- Figure 14: Examples of transparent ingredient lists in snacks, 2018 and 2019
- Vegan claims continue to rise
- Popular snacks make vegan claims because they can
- Vegan brands remain active
- Sweets and chocolates attract vegan NPD
- Meat snacks gain vegan alternatives
- Beans and pulses stake their claim as better-for-you ingredients
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- Figure 15: Examples of pulse-based UK snack launches, 2018 and 2019
- Vegetables are given a leading role in snacks
- Snacks with ‘wonky’ veg combat food waste
- A salad in a crispy snack
- Mushroom crisps gain visibility
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- Figure 16: Examples of vegetable-based and mushroom snack launches in the UK, 2018 and 2019
- Snacks tap buzz around gut health
- Yogurt brands look to kefir for fermented goodness
- Plant-based snacks tap fibre and probiotics
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- Figure 17: Examples of UK snack launches supporting gut health, 2018 and 2019
- World cuisines continue to inspire NPD
- Street food inspiration
- On-trend dishes
- Pringles and McCoy’s explore international influences
- Doritos brings back Collisions
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- Figure 18: Examples of world cuisines-inspired savoury snack launches in the UK, 2018 and 2019
- Sharing remains a key occasion for chocolate NPD
- Buttons for Maltesers and Bournville, Nibbles for Jaffa Cakes
- Gifting and bigger bags
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- Figure 19: Examples of UK chocolate launches in sharing formats, 2018 and 2019
- Dairy targets on the go with handheld snack bars
- Snack combos and kits add theatre and appeal
- Fridge Raider and Peperami launch snack combos with cheese
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- Figure 20: Examples of UK snack combo launches with cheese, 2018 and 2019
- Dairylea extends kit ranges
- Snacks pair up with savoury dips…
- …and with sweet ones
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- Figure 21: Examples of UK snack launches with dips, 2019
- Popped lotus seeds look to take on popcorn
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- Figure 22: Examples of popped lotus seed snack launches in the UK, 2016 and 2019
- Still niche, insect-based snacks grow availability and visibility
Start-ups and Disruptors Case Study – Billy Franks
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- Company overview
- What is it?
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- Figure 23: Billy Franks Buffalo Hot Wing British Turkey Jerky, 2019
- Founded:
- Company mission statement:
- Founder’s story:
- Sources of funding and support
- Mintel analyst view
- Mintel Trends
- Why it could succeed
- Why it could fail
- The verdict
- The product
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- Figure 24: Sample of Billy Franks product listing, 2019
- Figure 25: Billy Franks, April 2019
- Purchase Intelligence
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- Figure 26: Perception of Billy Franks compared to meat-based jerky products, April 2018-April 2019
- Product stockists
- Media profile
- Social media metrics
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- Figure 27: Social media metrics for Billy Franks as of April 2019
Start-ups and Disruptors Case Study – The Plantifull Food Co.
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- Company overview
- What is it?
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- Figure 28: Plantifull Food Co. Teriyaki Pineapple Vegan Jerky, 2019
- Founded:
- Company mission statement:
- Founder’s story:
- Sources of funding and support
- Mintel analyst view
- Mintel Trends
- Why it could succeed
- Why it could fail
- The verdict
- The product
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- Figure 29: Sample of Plantifull Food Co. products listing, 2019
- Figure 30: Plantifull Food Co., April 2019
- Purchase Intelligence
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- Figure 31: Perception of The Plantifull Food Co. Jerky compared to other jerky products, April 2018-April 2019
- Product stockists
- Media profile
- Social media metrics
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- Figure 32: Social media metrics for The Plantifull Food Co. as of April 2019
Start-ups and Disruptors Case Study – Purl Pops
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- Company overview
- What is it?
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- Figure 33: Purl Pops Salted Caramel Popped and Roasted Lotus Seeds, 2019
- Founded:
- Company mission statement:
- Founder’s Story:
- Sources of funding and support
- Mintel analyst view
- Mintel Trends
- Why it could succeed
- Why it could fail
- The verdict
- The product
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- Figure 34: Sample of Purl Pops product listing, 2019
- Figure 35: Purl Pops, April 2019
- Purchase Intelligence
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- Figure 36: Perception of Purl Pops compared to popcorn products, April 2018-April 2019
- Product stockists
- Media profile
- Social media metrics
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- Figure 37: Social media metrics for Purl Pops as of April 2019
Start-ups and Disruptors Case Study – Superfoodio
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- Company overview
- What is it?
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- Figure 38: Superfoodio Cacao Orange and Turmeric Sweet Clusters, 2017
- Founded:
- Company mission statement:
- Founder’s story:
- Sources of funding and support
- Mintel analyst view
- Mintel Trends
- Why it could succeed
- Why it could fail
- The verdict
- The product
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- Figure 39: Sample of Superfoodio products listing, 2019
- Figure 40: Superfoodio, March 2019
- Purchase Intelligence
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- Figure 41: Perception of Superfoodio compared to all other snack mixes, April 2018-May 2019
- Product stockists
- Media profile
- Social media metrics
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- Figure 42: Social media metrics for Superfoodio as of March 2019
Start-ups and Disruptors Case Study – Thanks for Franks
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- Company overview
- What is it?
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- Figure 43: Thanks for Franks A New York Minute Salted Caramel Granola Bar, 2019
- Founded:
- Company mission statement:
- Founder’s Story:
- Sources of funding and support
- Mintel analyst view
- Mintel Trends
- Why it could succeed
- Why it could fail
- The verdict
- The product
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- Figure 44: Sample Thanks for Franks products listing, 2019
- Figure 45: Thanks for Franks product range, May 2019
- Purchase Intelligence
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- Figure 46: Perception of Thanks for Franks compared to all cereal bar products, April 2018-May 2019
- Product stockists
- Media profile
- Social media metrics
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- Figure 47: Social media metrics for Thanks for Franks as of May 2019
Start-ups and Disruptors Case Study – Wholey Moly
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- Company overview
- What is it?
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- Figure 48: Wholey Moly Cacao & Hazelnut Cookie, 2019
- Founded:
- Company mission statement:
- Founder’s story
- Sources of funding and support
- Mintel analyst view
- Mintel Trends
- Why it could succeed
- Why it could fail
- The verdict
- The product
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- Figure 49: Sample of Wholey Moly product listing, April 2019
- Purchase Intelligence
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- Figure 50: Perception of Wholey Moly compared to all cookie products, January 2018-April 2019
- Product stockists
- Media profile
- Social media metrics
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- Figure 51: Social media metrics for Wholey Moly as of April 2019
Advertising and Marketing Activity
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- Adspend on snacks rises
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- Figure 52: Total above-the-line, online display and direct mail advertising expenditure on sweet and savoury snacks, 2015-19
- Snacks demonstrate their ability to power fans through the day
- Need states remain centre stage from cheese to chocolate
- Bel UK pushes Laughing Cow’s versatility
- Snickers and Boost+ combat hunger and low energy
- Me-time is pushed by Galaxy and Lindt
- Sharing and connecting people remain key themes
- McVitie’s shifts focus on ‘Sweeter Together’
- Cadbury focuses on generosity
- Sweet brands want to help people connect
- Focus on flavours and the sensory experience continues
- The flavour experience takes centre stage from Doritos to Aero
- Nākd makes TV debut with flavour focus
- McCoy’s adds a Mexican flare to ‘When Flavour Calls’, Walkers spotlights a Mexican street market
- Walkers celebrates 70th anniversary with nostalgic and regional flavours
- Humour permeates snack advertising
- In sweets…
- …chocolate…
- …and crisps
- Crisps link with football
- Evening-in promotions continue
- Nielsen Ad Intel coverage
The Consumer – What You Need to Know
-
- ‘Everybody’ snacks
- Treats share the lead with fresh fruit in snack choice
- Two in three snack daily
- Home is the most popular place to snack
- Snacks help fuel the workforce
- Hunger is top snacking motivation
- Emotional needs drive many people to snack
- Half of snackers are adventurous
- Snacking triggers guilt for many
- Making indulgent snacks healthier would appeal to many
- Taste is important throughout the day
- Health is a greater priority in the morning
Types of Snacks Eaten
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- ‘Everybody’ snacks
- Treats share the lead…
- …with fresh fruit
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- Figure 53: Types of snacks eaten, March 2019
- Most snacks see usage fall among older consumers
- Meat snacks are more popular among men, fresh fruit among women
- Most people eat a wide variety of snacks
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- Figure 54: Repertoires of types of snacks eaten, March 2019
Frequency of Snacking
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- Two in three snack daily
- The young are the biggest snackers
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- Figure 55: Frequency of snacking, March 2019
Where Snacks are Eaten
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- The home is the most common place to snack
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- Figure 56: Where snacks are eaten, March 2019
- Snacks help fuel Britain’s workers
- Scope for brands in healthier workplace initiatives
- Many snack while commuting/travelling
Why People Snack
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- Snacks are firstly eaten to satisfy hunger…
- …but half of snackers do not cite this as a reason
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- Figure 57: Reasons for snacking, March 2019
- Emotional needs drive many people to snack
- Snacking is a tool to improve the mood for many
Snacking Behaviours
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- Half of snackers are adventurous
- Limited editions remain a key tool for offering newness
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- Figure 58: Behaviours relating to snacks and snacking, March 2019
- Two in five try to keep their snacking within a calorie limit
- Snacking fosters negative feelings
- The young are the most self-conscious snackers
Attitudes towards Snacking
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- Making indulgent snacks healthier would appeal to many
-
- Figure 59: Attitudes towards snacks and snacking, March 2019
- Snacks can help to boost nutritional intake
- Fibre and protein remain attractive
Attributes Sought for Snacking Occasions
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- Taste is important throughout the day
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- Figure 60: Attributes looked for in snacks, by time of day, March 2019
- Health is a greater priority in the morning…
- …as is convenience
- Scope for morning snacks to embrace energy proposition
- Evenings bring out the nation’s sweet tooth
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- Figure 61: Correspondence analysis of attributes looked for in snacks, by time of day, March 2019
- Methodology
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
Appendix – Launch Activity and Innovation
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- Figure 62: Share of new product launches in the UK snack market, by top 15 sub-categories, 2014-19
- Figure 63: Share of new product launches in the UK snack market, by top 15 claims, 2014-19
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- Figure 64: Share of new product launches in the UK snack market, by branded and private label, 2014-19
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