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 snacks and as healthy snacks, February 2009
- Data sources
- Sales data
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Market at a glance
- Challenges abound
- But so do opportunities
- 12 diverse segments show mixed results through FDMx
- Innovations include fortified/functional versions of familiar snacks and new snacks that blur category lines
- What is a healthy snack?
- What do people want in healthy snacks?
- Race/Hispanic origin affects views on snack foods
- Better-for-you and better-for-planet positioning of SunChips
- Creating a weapon against “bad” snacks helps promote sales
Insights and Opportunities
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- Known flavors help consumers manage expectations
- Sweet potatoes move from exotic to commonplace
- Consumers are seeing through 100-calorie packs
- Boomer food
- Raw food trend and nutrition bars
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- Figure 2: Natural supermarkets’ retail sales of nutrition and energy bars, by type, 2006 and 2008
Inspire Insights
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- Customization
- What it’s about
- What we’ve seen
- Implications for healthy snacking
- Mood from Food
- What it’s about
- What we’ve seen
- Implications for healthy snacking
Market Size and Forecast
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- Key points
- Snack food sales rise, but not as fast as inflation
- Volumes decline while prices rise
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- Figure 3: FDMx sales of healthy snacks, at current prices, 2003-13
- Figure 4: FDMx sales of healthy snacks, at inflation-adjusted prices, 2003-13
Competitive Context
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- Key points
- More competition from private label
- Snack bars
- Yogurt
- QSR value menus and snacks continue to compete for snack dollars
- Innovation in natural/organic markets gives direction for larger healthy snacking market
Segment Performance
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- Key points
- Dairy segments show strong growth
- Fiber in snack bars has sparked new interest in a stagnating segment
- Trail mix and rice/popcorn cakes grow
- Dried fruit/snacks and BFY chips grow slowly
- Sales and forecast
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- Figure 5: FDMx sales of healthy snacks, by segment, 2006 and 2008
Segment Performance—Cheese
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- Key points
- Natural cheese carries segment
- Most forms of natural cheese grow
- Natural cheese takes share from processed
- Incidence of eating cheese as a healthy snack
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- Figure 6: Incidence of eating cheese as a snack and as a healthy snack, 2009
Segment Performance—Cereal
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- Key point
- Mature segment with little growth
- Thinking outside the box
- Healthier options come at a premium
- Incidence of eating cereal as a healthy snack
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- Figure 7: Incidence of eating cereal as a snack and as a healthy snack, 2009
Segment Performance—Crackers
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- Key points
- Uneven sales results vary by type of cracker
- Baked and wholegrain versions propel sales
- Incidence of eating crackers as a healthy snack
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- Figure 8: Incidence of eating crackers as a snack and as a healthy snack, 2009
- Sales and forecast
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- Figure 9: FDMx sales and forecast of crackers, at current prices, 2003-13
Segment Performance—Yogurt
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- Key points
- Strong growth through innovation and the addition of new flavors
- Functional benefits grow segment
- Dessert-flavored yogurts complement traditional fruit varieties
- Superfruits find a new medium
- Incidence of eating yogurt as a healthy snack
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- Figure 10: Incidence of eating yogurt as a snack and as a healthy snack, 2009
Segment Performance—Energy, Cereal, Diet and Snack Bars
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- Key points
- Inherent portability and convenience grow segment
- Bars are packed with fiber
- Sales of nutrition and energy bars in the natural channel
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- Figure 11: Natural product supermarket retail sales of nutrition and energy bars, at current prices, 2006-08
- Incidence of eating energy/diet/cereal/snack bars as a healthy snack
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- Figure 12: Incidence of eating energy/diet/cereal/snack bars as a snack and as a healthy snack, 2009
Segment Performance—Nuts and Seeds
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- Key points
- Sales rise even amid safety concerns
- Snack nuts are taking on new shapes and flavors
- Recalls have not had severe negative effects
- Incidence of eating nuts and seeds as a healthy snack
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- Figure 13: Incidence of eating nuts and seeds as a snack and as a healthy snack, 2009
- Sales and forecast
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- Figure 14: FDMx sales and forecast of nuts and seeds, at current prices, 2003-13
Segment Performance—Dried Fruit and Fruit Snacks
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- Key points
- Fruit snacks a drag on sales
- Superfruits attract attention to the segment
- Prunes get a makeover
- Interest in other dried fruits detracts from raisins
- Incidence of eating dried fruit and fruit snacks as a healthy snack
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- Figure 15: Incidence of eating dried fruit and fruit snacks as a snack and as a healthy snack, 2009
- Sales and forecast
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- Figure 16: FDMx sales and forecast of dried fruit and fruit snacks, at current prices, 2003-13
Segment Performance—BFY Chips
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- Key points
- Olestra and Light chips drag on sales
- Whole grains and baked chips drive sales
- Incidence of eating potato/corn chips as a healthy snack
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- Figure 17: Incidence of eating potato/corn chips as a snack and as a healthy snack, 2009
- Sales and forecast of BFY chips
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- Figure 18: FDMx sales and forecast of BFY chips, at current prices, 2003-13
Segment Performance—Popcorn
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- Key points
- Diacetyl concerns and lack of innovation stifle growth
- RTE and kernel go organic
- Incidence of eating popcorn as a healthy snack
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- Figure 19: Incidence of eating popcorn as a snack and as a healthy snack, 2009
- Sales and forecast
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- Figure 20: FDMx sales and forecast of popcorn, at current prices, 2003-13
Segment Performance—Pretzels
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- Key points
- Thins and crisps and flavored varieties grow sales
- Incidence of eating pretzels as a healthy snack
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- Figure 21: Incidence of eating pretzels as a snack and as a healthy snack, 2009
- Sales and forecast
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- Figure 22: FDMx sales and forecast of pretzels, at current prices, 2003-13
Segment Performance—Trail Mix
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- Key point
- Exotic mixes give new life to the segment
- Incidence of eating trail mix as a healthy snack
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- Figure 23: Incidence of eating trail mix as a snack and as a healthy snack, 2009
- Sales and forecast
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- Figure 24: FDMx sales and forecast of trail mix, at current prices, 2003-13
Segment Performance—Rice/Popcorn Cakes
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- Key points
- Rice cakes struggle to deliver the flavor consumers want
- Incidence of eating rice/popcorn cakes as a healthy snack
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- Figure 25: Incidence of eating rice/popcorn cakes as a snack and as a healthy snack, 2009
- Sales and forecast
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- Figure 26: FDMx sales and forecast of rice/popcorn cakes, at current prices, 2003-13
Market Drivers
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- Key points
- Unemployment and fears of job loss lead consumers to tighten food budgets
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- Figure 27: Seasonally adjusted unemployment rate, 16 years and older, by month, 2000-09
- Weight issues create market for healthier alternatives
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- Figure 28: Age-adjusted* prevalence of overweight and obesity among U.S. adults, age 20 and over, 1988/94-2005/06
- Childhood obesity is an ongoing concern
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- Figure 29: Prevalence of overweight among children and adolescents aged 6-19 years, 1971/74-2005/06
- Growth in food allergies creates market for low-allergen foods
- More people reading labels means fewer foods may be seen as “healthy”
Selected Brand Analysis—Cheese
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- Key points
- Kraft processed and natural sales take a tumble
- Sargento grows on natural products
- Manufacturer and brand sales
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- Figure 30: Selected FDMx brand sales of cheese, 2008 and 2009
Selected Brand Analysis—Cereal
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- Key point
- Kashi meets BFY demand and hits popular price point
- Special K as a dieter’s friend
- Manufacturer and brand sales
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- Figure 31: Selected FDMx brand sales of cereal, 2008 and 2009
Selected Brand Analysis—Crackers
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- Key point
- More BFY brands hit FDMx
- Whole grains and baked varieties boost traditional brands
- Toasted versions are on the decline
- Manufacturer and brand sales
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- Figure 32: Selected FDMx brand sales of crackers, 2008 and 2009
Selected Brand Analysis—Yogurt
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- Key points
- Brands promoting digestive health thrive
- Manufacturer and brand sales
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- Figure 33: Selected FDMx brand sales of yogurt, 2008 and 2009
Selected Brand Analysis—Energy, Cereal, Diet and Snack Bars
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- Key points
- Fiber continues to reinvigorate category
- Sales of diet bars uneven
- Manufacturer and brand sales
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- Figure 34: Selected FDMx brand sales of energy/cereal/diet/snack bars, 2008 and 2009
Selected Brand Analysis—Nuts and Seeds
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- Key point
- Innovative packaging helps consumers count calories
- Kraft expands its natural offerings
- Manufacturer and brand sales
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- Figure 35: Selected FDMx brand sales of nuts and seeds, 2008 and 2009
Selected Brand Analysis—Dried Fruit and Fruit Snacks
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- Key points
- Antioxidants and fiber hit the sweet spot
- Manufacturer and brand sales
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- Figure 36: Selected FDMx brand sales of dried fruit and fruit snacks, 2008 and 2009
Selected Brand Analysis—BFY Chips
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- Key points
- BFY snack giants lose traction
- Manufacturer and brand sales
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- Figure 37: Selected FDMx brand sales of BFY chips, 2008 and 2009
Selected Brand Analysis—Popcorn
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- Key points
- Natural and organic are the key words
- Smart Food appears in your microwave
- Pop Secret changes hands
- Manufacturer and brand sales
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- Figure 38: Selected FDMx brand sales of popcorn, 2008 and 2009
Selected Brand Analysis—Pretzels
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- Key point
- Snyder’s multigrain misses mark
- Manufacturer and brand sales
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- Figure 39: Selected FDMx brand sales of pretzels, 2008 and 2009
Selected Brand Analysis—Trail Mix
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- Key point
- Kraft launches more natural products
- Manufacturer and brand sales
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- Figure 40: Selected FDMx brand sales of trail mix, 2008 and 2009
Selected Brand Analysis—Rice/Popcorn Cakes
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- Key point
- Highly concentrated segment owned by Quaker Oats Company (PepsiCo)
- Manufacturer and brand sales
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- Figure 41: Selected FDMx brand sales of rice/popcorn cakes, 2008 and 2009
Brand Qualities
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- Key point
- SunChips, the better-for-the-planet snack
Innovation and Innovators
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- Omega-3 and antioxidants in new versions of familiar snacks
- Nut crisps offer a non-traditional way to consume nuts
Advertising and Promotion
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- Key points
- Manufacturer initiatives
- PepsiCo Inc.
- Quaker Foods
- Frito-Lay
- A Woman’s World (Frito-Lay)
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- Figure 42: Awomansworld.com (Frito-Lay) TV ad, 2009
- Brand-specific ad activity
- Kashi wants to make all eating occasions healthier
- Philadelphia Cream Cheese (Kraft Foods) is not just for breakfast anymore
- Emerald Nuts (Diamond Foods) uses humor
- Yoplait Whips (General Mills) become an indulgent, but healthy treat
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- Figure 43: Yoplait Whips TV ad, 2008
- Dannon Light & Fit (Groupe Danone) is too good to resist
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- Figure 44: Dannon Light & Fit TV ad, 2009
- Activia (Groupe Danone) works or your money back
- Kellogg’s Special K (Kellogg Co.) competes with traditional chocolate treats
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- Figure 45: Kellogg’s Special K Chocolately Delight TV ad, 2009
- Sunsweet Ones (Sunsweet Growers) aren’t your grandparents’ prunes
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- Figure 46: Sunsweet Ones TV ad, 2007
- Partnerships with retailers
What is a Healthy Snack?
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- Key points
- Snacks more likely to be salty than fruity
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- Figure 47: Foods eaten as snacks and as healthy snacks, February 2009
- Women have a broader view of what makes a healthy snack
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- Figure 48: Foods eaten as snacks, by gender, February 2009
- Figure 49: Foods eaten as healthy snacks, by gender, February 2009
- Healthy snacking is a daily occurrence
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- Figure 50: Incidence of eating a healthy snack, February 2009
Attitudes and Motivations
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- Key points
- Attributes that make a snack healthy
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- Figure 51: Important attributes when choosing a healthy snack, by gender, February 2009
- Younger adults willing to sacrifice taste for health, while older adults look for what’s not in a snack
- The search for energy not limited to drinks
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- Figure 52: Important attributes when choosing a healthy snack, by age, February 2009
- No surprise—women place higher value on healthy eating
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- Figure 53: Behaviors and opinions towards healthy snacking, by gender, July 2007-September 2008
- Healthy eating concerns appear to be grown into
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- Figure 54: Behaviors and opinions towards healthy snacking, by age of head of household, July 2007-September 2008
- Majority of respondents have not let the down economy impact their snacking habits
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- Figure 55: How snacking habits have changed along with changes in economy, by age, February 2009
Race and Hispanic Origin
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- Key points
- Black and Hispanic respondents show higher interest in price and nutrition
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- Figure 56: Important attributes when choosing a healthy snack, by race/Hispanic origin, February 2009
- Hispanics least likely to snack between meals, but most likely to try new healthy snacks
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- Figure 57: Behaviors and opinions towards healthy snacking, by race/Hispanic origin, July 2007-September 2008
- Hispanics changing snacking habits with economy
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- Figure 58: How snacking habits have changed along with changes in economy, by race/Hispanic origin, February 2009
Custom Consumer Groups
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- Key points
- Young men want it all
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- Figure 59: Attributes important to men when choosing a healthy snack, by age, February 2009
- What older women want from a snack
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- Figure 60: Attributes important to women when choosing a healthy snack, by age, February 2009
- Kids go to mom to get what they want
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- Figure 61: Important attributes when choosing a healthy snack for children, dads vs. moms, February 2009
- Dads snacking healthier in response to changes in the economy
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- Figure 62: How snacking habits have changed along with changes in economy, dads vs. moms, February 2009
Cluster Analysis
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- Introduction
- Tasties
- Who they are
- Opportunity
- Steadies
- Who they are
- Opportunity
- Cluster 3: Adjusters
- Who they are
- Opportunity
- Cluster characteristics
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- Figure 63: Healthy snacking clusters, February 2009
- Figure 64: Incidence of eating a healthy snack, by healthy snacking clusters, February 2009
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- Figure 65: Important attributes when choosing a healthy snack, by healthy snacking clusters, February 2009
- Figure 66: How snacking habits have changed along with changes in economy, by healthy snacking clusters, February 2009
- Cluster demographics
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- Figure 67: Healthy snacking clusters, by gender, February 2009
- Figure 68: Healthy snacking clusters, by age, February 2009
- Figure 69: Healthy snacking clusters, by HH income, February 2009
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- Figure 70: Healthy snacking clusters, by race, February 2009
- Figure 71: Healthy snacking clusters, by Hispanic origin, February 2009
- Cluster methodology
Appendix: Other Useful Consumer Tables
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- Detailed sample sizes for foods eaten as snack and considered a healthy snack
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- Figure 72: Foods eaten as snacks and as healthy snacks, February 2009
Appendix: Trade Associations
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