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Consumer Snacking - UK - March 2015

INTRODUCTION
Definition
Abbreviations
EXECUTIVE SUMMARY
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
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
Figure 2: Snacks eaten between meals, December 2014
Innovation prompts more than a quarter of impulse buyers
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
Figure 4: Attributes that people look for when buying a snack, December 2014
One in three snackers sometimes eat snacks instead of a meal
Figure 5: Attitudes towards snacking, December 2014
A third of snack eaters see snacks containing oats as filling
Figure 6: Qualities associated with a filling snack, December 2014
What we think
ISSUES AND INSIGHTS
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
Trend: Make it Mine
Trend: Attention Economy
Mintel Future: Brand Intervention
MARKET DRIVERS
Key points
A rise in real disposable income should bolster consumer spending
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
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
Strengths
Weaknesses
WHO’S INNOVATING?
Key points
Definition
Cakes, pastries & sweet goods attract the most NPD
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
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
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
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
Key points
Total adspend rises for the third year in 2014
Figure 13: Total advertising expenditure on snacking products *, 2010-14
Chocolate continues to lead snacking adspend
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
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
Figure 16: Total media advertising expenditure on snacking products, by top 10 brands, 2010-14
BRAND RESEARCH – CONSUMER SNACKING
What you need to know
Brand map
Figure 17: Attitudes towards and usage of selected brands, February, October, November 2014 and January 2015
Key brand metrics
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
Figure 19: Attitudes, by brand, February, October, November 2014 and January 2015
Brand personality: Kettle Chips has the strongest perception of exclusivity
Figure 20: Brand personality – macro image, February, October, November 2014 and January 2015
Brand analysis
Cadbury Dairy Milk looks likely to continue success
Figure 21: User profile of Cadbury Dairy Milk, February 2014
Walkers’ product range ensures there is something for everyone
Figure 22: User profile of Walkers, November 2014
Galaxy’s promotion of accessible luxury attracts wide range of consumers
Figure 23: User profile of Galaxy, February 2014
McVitie’s Digestives is most likely to be seen as boring or tired but maintains tradition
Figure 24: User profile of McVitie’s Digestives, January 2015
Haribo performs strongly among families
Figure 25: User profile of Haribo, October 2014
Fox’s has an upbeat brand image but struggles to engage with younger groups
Figure 26: User profile of Fox’s, January 2015
Kettle Chips holds more premium connotations than other brands
Figure 27: User profile of Kettle Chips, November 2014
Butterkist’s popcorn has more sporadic usage and a weaker emotional bond
Figure 28: User profile of Butterkist, November 2014
Skittles appeals to younger groups in particular
Figure 29: User profile of Skittles, October 2014
THE CONSUMER – SNACKS EATEN, HOW OFTEN & WHERE
Key points
There is a role for both healthy and indulgent snacks
Figure 30: Snacks eaten between meals, December 2014
Chocolate wins on impulse
Figure 31: Snacks bought as an impulse purchase, December 2014
Fruit prevails in planned snacking
Figure 32: Snacks bought as a planned purchase, December 2014
Three in four people snack at least once a day
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
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
Key points
Innovation prompts more than a quarter of impulse buyers
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
Key points
A quarter of snackers look for snacks that keep you fuller for longer
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
Key points
One in three snackers sometimes eat snacks instead of a meal
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
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
Figure 39: Advertising expenditure on snacking products, by leading categories, 2010-14
APPENDIX – WHO’S INNOVATING?

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