Table of Contents
Scope and Themes
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- What you need to know
- Definition
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- Figure 1: Foods eaten as healthy snacks, December 2007
- Data sources and methodology
- Sales data
- Consumer survey data
- Methodology
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- Figure 2: Usage of nuts/seeds as a snack and as a “healthy” snack, 2007
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Broad-based government action key to long-term healthy snacking growth
- Competition is growing for healthy snacks
- Segmentation reveals struggle between eating what you want and eating right
- Segment overview
- Factors impacting healthy snack sales
- Frito-Lay and Kellogg’s differentiate brands
- Less healthy snacks drive innovation
- Marketing healthy snacks
- Healthy snacks demonstrate healthy frequency of use
- What’s important to consumers—the plus/minus factor
- Taste and satisfaction reign supreme
- Healthy snacks for kids
Insights and Opportunities
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- People aren’t stupid
- Food for thought
- Supporting discussion
- What do we do about chips?
- Food for thought
- Supporting discussion
Fast Forward Trends
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- Fit or Fat
- Extreme Health
- Escape From Either/Or
- Balance
- Eating With Purpose
- Lose Weight? More Energy?
Competitive Context
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- A complex competitive market
- Foodservice vying for its share of the snack market
Segment Performance
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- Key points
- Portion-control packaging implies healthy snack
- Adding functional benefit to elevate health association
- Healthy snackers desire full flavor
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- Figure 3: Selected foods used as healthy snacks, by FDM sales and percentage of use, 2007
Segment Performance—Nuts and Seeds
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- Key points
- Nuts rank high on healthy snacking scale—opportunities remain to add value with flavor and packaging applications
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- Figure 4: Usage of nuts/seeds as a snack and as a “healthy” snack, 2007
Segment Performance—Dried Fruit and Fruit Snacks
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- Key points
- Dried fruit is innately healthy and convenient
- Fruit snacks operate from a less healthy platform
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- Figure 5: Usage of dried fruit and fruit snacks as a snack and as a “healthy” snack, 2007
Segment Performance—Yogurt
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- Key points
- Strong alignment between yogurt and health—opportunity to improve association as a snack food
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- Figure 6: Usage of yogurt as a snack and as a “healthy” snack, 2007
Segment Performance—Rice Cakes
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- Key points
- Rice cakes may be healthy, but scope of users is limited
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- Figure 7: Usage of rice cakes as a snack and as a “healthy” snack, 2007
Segment Performance—Trail Mix
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- Key points
- Trail mix is a go-to snack with a healthy proposition—but could be at risk
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- Figure 8: Usage of trail mix as a snack and as a “healthy” snack, 2007
Segment Performance—Snack Bars
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- Key points
- Varied offerings discount healthy image
- Focus on nutrition
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- Figure 9: Usage of snack bars* as a snack and as a “healthy” snack, 2007
Segment Performance—Popcorn
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- Key points
- Merging health with RTE convenience to build popcorn’s healthy snack image
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- Figure 10: Usage of popcorn as a snack and as a “healthy” snack, 2007
Segment Performance—Cheese
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- Key points
- Promoting cheese as a snack food
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- Figure 11: Usage of cheese as a snack and as a “healthy” snack, 2007
Segment Performance—Pretzels
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- Key points
- Add health value to pretzels and give flavor a kick
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- Figure 12: Usage of pretzels as a snack and as a “healthy” snack, 2007
Segment Performance—Potato/Corn Chips
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- Key points
- Chips rank low as a healthy snack—baked, reduced fat, 100-calorie packs and healthier oil increase nutritional stance
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- Figure 13: Usage of potato/corn chips as a snack and as a “healthy” snack, 2007
Market Drivers
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- Broad-based government action key to long-term healthy snacking growth
- Hold the fat! No significant change in adult obesity rates
- Children continue to battle the bulge
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- Figure 14: Attributes important to choosing snack for children, December 2007
- Scientific research fuels consumers’ perception of what is healthy
Selected Brand Analysis—Nuts/Seeds
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- Key points
- Contemporary flavors increase appeal by offering variety to snackers
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- Figure 15: Selected FDM brand sales of nuts/seeds in the U.S., 2006 and 2007
- Explicitly targeting health-minded consumers with NUT-rition line and single-serve packaging
- Blue Diamond is successful with BOLD flavors; Emerald offers sweet and savory
- Promotion of lesser-known nuts and seeds offers growth potential
Selected Brand Analysis—Dried Fruit and Fruit Snacks
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- Key points
- Conveniently delivering exotic flavor experiences and functional health
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- Figure 16: Selected FDM brand sales of dried fruit in the U.S., 2006 and 2007
- Brands featuring unusual fruit or fruit mixes are attracting attention
- Ocean Spray and Sunsweet score with functional benefits of cranberries and dried plums
Selected Brand Analysis—Yogurt
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- Key points
- Dannon, Yoplait kids’ brands should emulate adult yogurt nutritional value
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- Figure 17: Selected FDM brand sales of yogurt in the U.S., 2006 and 2007
- Dannon innovates with functional benefits; Yoplait Light and Weight Watchers court dieters
- Danimals: applying lessons learned
Selected Brand Analysis—Rice Cakes
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- Key points
- Frito-Lay dominates sales—fueling growth through calorie-control packs
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- Figure 18: Selected FDM brand sales of rice cakes in the U.S., 2006 and 2007
Selected Brand Analysis—Trail Mix
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- Key points
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- Figure 19: Selected FDM brand sales of trail mix in the U.S., 2006 and 2007
- New brands enter segment to challenge Planters
Selected Brand Analysis—Snack Bars
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- Key points
- Yin and yang: balancing convenience and health
- Where’s the fruit?
- Momentum favors healthier products and flavor innovation
- Brand power: Kellogg’s flexes Special K muscle
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- Figure 20: Selected FDM brand sales of snack bars in the U.S., 2006 and 2007
Selected Brand Analysis—Popcorn
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- Key points
- Snackers want healthy popcorn brands…
- …but RTE convenience is also in demand
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- Figure 21: Selected FDM brand sales of popcorn in the U.S., 2006 and 2007
- Implied healthier branded popcorn like Frito-Lay’s Smart Food perform well
- Ready-to-eat popcorn brands rise—proving convenience is king
Selected Brand Analysis—Cheese
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- Key points
- Inherently healthy natural cheeses packaged and formatted for snackability
- Processed cheeses can find a niche among healthy snackers
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- Figure 22: Selected FDM brand sales of processed cheese in the U.S., 2006 and 2007
- Natural cheese appeals to healthy snackers—featuring form and function
- Few processed cheese brands healthy cheese snackers can turn to
Selected Brand Analysis—Pretzels
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- Key points
- Moving beyond fat-free to attract current health-conscious snackers
- Creating excitement with flavor innovation
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- Figure 23: Selected FDM brand sales of pretzels in the U.S., 2006 and 2007
- Snyder’s and Utz—offering healthier pretzel choices
- Brands offering flavor innovations reap greatest gains
Selected Brand Analysis—Potato Chips
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- Key points
- Frito-Lay seeks healthier position for all its chip brands
- Brands succeed with baked and reduced fat varieties
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- Figure 24: Selected FDM brand sales of potato chips in the U.S., 2006 and 2007
- Regular and light brands fall; baked and reduced fat thrive
- Pringles targets healthy snackers with calorie-controlled options
Brand Qualities
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- Frito-Lay
- The Kellogg Company
Innovation and Innovators
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- Product launches targeting healthy snackers escalate
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- Figure 25: New healthy snack product launches*, by sub-category, 2003-07
- Healthy snacking innovators
- PepsiCo (Frito-Lay/Quaker)
- Kellogg’s
Advertising and Promotion
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- Overview
- Health benefits
- Product reformulations
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- Figure 26: Television ad for Lay’s with sunflower oil
- Functional health
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- Figure 27: Television ad for Dannon Activia
- Figure 28: Television ad for Kraft LiveActive
- Healthy living
- Lifestyle changes
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- Figure 29: Television ad for Frito-Lay SunChips
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- Figure 30: Television ad for Laughing Cow Cheese
- Figure 31: Television ad for Emerald Snack Nuts
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- Figure 32: Television ad for Sun-Maid Raisins
- Figure 33: Television ad for Special K bars
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- Figure 34: Television ad for Quaker Granola Bites
- Diet-centric
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- Figure 35: Television ad for Yoplait
- Small packaging is big in advertising
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- Figure 36: Television ad for Pringles Mini
- Figure 37: Television ad for Sunsweet Ones
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- Figure 38: Television ad for Quaker Mini Delights
Usage
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- Figure 39: Foods considered snacks, December 2007
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- Figure 40: Foods eaten that are considered healthy snacks, December 2007
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- Figure 41: Percentage consumnption as healthy snack, December 2007
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Frequency of Use
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- Figure 42: Frequency of healthy snack consumption, December 2007
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- Figure 43: Frequency of healthy snack consumption, by age, December 2007
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- Figure 44: Frequency of healthy snack consumption, by HH income, December 2007
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Attitudes and Motivations
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- Low-in claims
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- Figure 45: Importance of low-in claims when choosing a healthy snack, by gender, December 2007
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- Figure 46: Importance of low-in claims when choosing a healthy snack, by age, December 2007
- Figure 47: Importance of low-in claims when choosing a healthy snack, by HH income, December 2007
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- Figure 48: Importance of low-in claims when choosing a healthy snack, by race/ethnicity, December 2007
- Added-value claims
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- Figure 49: Importance of added-value claims when choosing a healthy snack, by age, December 2007
- Figure 50: Importance of added-value claims when choosing a healthy snack, by race/ethnicity, December 2007
- Taste/appetite/looks
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- Figure 51: Importance of taste, appetite satisfaction, and packaging when choosing a healthy snack, by gender, December 2007
- Figure 52: Importance of taste, appetite satisfaction, and packaging when choosing a healthy snack, by age, December 2007
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- Figure 53: Importance of taste, appetite satisfaction, and packaging when choosing a healthy snack, by race/ethnicity, December 2007
Cluster Analysis
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- Snackers first
- Who they are
- Snackers who seek a balance
- Who they are
- Finicky healthy snackers
- Who they are
- Healthy snackers who need direction
- Who they are
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- Figure 54: Healthy snacking clusters, December 2007
- Figure 55: Healthy snacking clusters, by gender, December 2007
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- Figure 56: Healthy snacking clusters, by age, December 2007
- Figure 57: Healthy snacking clusters, by income, December 2007
Custom Consumer Groups: Parents with Children in the Home
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- Figure 58: Attributes important in choosing snack for children, December 2007
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- Figure 59: Attributes important in choosing snack for children, by gender, December 2007
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- Figure 60: Attributes important in choosing snack for children, by HH income, December 2007
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IRI/Builders Panel Data
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- The big picture
- Yogurt—can’t get much healthier, but it’s trying
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- Figure 61: Household sales of selected yogurt products for the 52 weeks ending 06/24/07
- Cheese—manufacturers missing out by not promoting the healthier products
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- Figure 62: Household sales of selected cheese products for the 52 weeks ending 06/24/07
- Snack Bars—so many to choose from
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- Figure 63: Household sales of selected snack bar products for the 52 weeks ending 06/24/07
- Potato chips—proving that some things are less likely to be turned into healthy snacks
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- Figure 64: Household sales of selected potato chip products for the 52 weeks ending 06/24/07
- 100-calorie packs
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- Figure 65: Household sales of selected categories/brands for the 52 weeks ending 06/24/07
Appendix: IRI/Builders Panel Data Definitions
Appendix: Trade Associations
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