Table of Contents
Overview
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- What you need to know
- Definition
Executive Summary
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- The issues
- BFY snacks is a $1.1 billion market; room for growth exists
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- Figure 1: Sales* of better-for-you snacks, at current prices, rolling 52 weeks, June 2014-June 2016
- BFY snacks face competition from range of snack options
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- Figure 2: Salty snacks purchase, January 2016
- Consumers are skeptical of BFY snacks
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- Figure 3: BFY snack attitudes – Agree, June 2016
- The opportunities
- Vegetable and fruit chips experience the strongest dollar sales growth
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- Figure 4: Sales* of BFY snacks, by segment, at current prices, rolling 52 weeks ending June 15, 2014 and June 12, 2016
- Consumers ask for lower price points, more flavor from the category
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- Figure 5: BFY snack attitudes – Agree, June 2016
- Big can still be BFY
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- Figure 6: BFY snack attitudes – Agree, June 2016
- What it means
The Market – What You Need to Know
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- BFY snacks is a $1.1 billion market; room for growth exists
- “Other” snacks dominate BFY market
- Nearly all US adults snack daily; snack occasions move into meal times
- BFY snack eaters indicate eating more healthy snacks in the past year
- BFY snacks face competition from range of snack options
Market Size
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- BFY snacks is a $1.1 billion market; room for growth exists
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- Figure 7: Sales* of better-for-you snacks, at current prices, rolling 52 weeks June 2014-June 2016
Market Breakdown
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- “Other” snacks dominate BFY market
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- Figure 8: Sales* of BFY snacks, by segment, 52 weeks ending June 12, 2016
- Vegetable and fruit chips experience strongest dollar sales growth
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- Figure 9: Sales* of BFY snacks, by segment, at current prices, rolling 52 weeks ending June 15, 2014 and June 12, 2016
- Multigrain chips comprise largest share of “other” snacks segment
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- Figure 10: Sales* of other snacks, by type, at current prices, rolling 52 weeks ending June 15, 2014 and June 12, 2016
- “Other” vegetable chips make up largest sale of veg/fruit chip segment
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- Figure 11: Sales* of vegetable and fruit chips, by type, 52 weeks ending June 12, 2016
- Growth of “other” formats point to adoption of less traditional options
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- Figure 12: Sales* of vegetable and fruit chips, by type, at current prices, rolling 52 weeks ending June 15, 2014 and June 12, 2016
- Vast majority of category sales are through MULO channels
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- Figure 13: Sales of better-for-you snacks, by channel, at current prices, rolling 52 weeks ending June 15, 2014 and June 12, 2016
Market Perspective
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- Category players face competition from a range of snack options
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- Figure 14: Total US sales of various snack categories, at current prices, 2010-15*
- Figure 15: Salty snacks purchase, January 2016
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- Figure 16: What consumers are snacking on, June 2016
- Consumers ask for lower price points, more flavor from the category
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- Figure 17: BFY snack attitudes – Agree, June 2016
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- Figure 18: What consumers want from BFY snacks, June 2016
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- Figure 19: Flavors associated with BFY snacks, June 2016
- Consumers snack to satisfy a craving; indulgence plays a role
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- Figure 20: Reasons for snacking, January 2015
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- Figure 21: BFY snack attitudes – Agree, June 2016
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- Figure 22: BFY snack attitudes – Agree, by generation group, June 2016
Market Factors
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- Nearly all US adults snack daily
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- Figure 23: Daily snacking frequency, January 2015
- Half of category participants snack in place of meals
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- Figure 24: BFY snack behaviors – Snack in place of meals, June 2016
- Consumers see the benefit of healthy eating
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- Figure 25: Important to achieve good health – Any top three rank, May 2015
- …but close to a third of consumers don’t have time for healthy meals
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- Figure 26: Attitudes toward health -- Agree
- BFY snack eaters indicate eating more healthy snacks in the past year
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- Figure 27: BFY snack behaviors – Change in purchase/consumption, June 2016
- …but the majority still want more
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- Figure 28: BFY snack attitudes – Agree, June 2016
- Consumers’ view of healthy snacks expands
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- Figure 29: BFY snack attitudes – Agree, June 2016
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- Figure 30: What defines a healthy snack – Then, June 2016
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- Figure 31: What defines a healthy snack – Now, June 2016
- Four in 10 BFY snackers follow special diets
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- Figure 32: BFY snack behaviors – Special diet, June 2016
Key Players – What You Need to Know
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- Big can still be BFY
- BFY-ness may come more from ingredients than from positioning
- Sales of non-GMO and natural offerings are on the rise
- Flavor can be an area of focus in the category
What’s Working?
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- Big can still be BFY
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- Figure 33: BFY snack attitudes -- Agree, June 2016
- A third of BFY snacks are gluten-free
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- Figure 34: Sales* of better-for-you snacks, by segment and gluten-free labeling, at current prices, rolling 52 weeks ending June 15, 2014 and June 12, 2016
- Consumers think Quaker, Kashi, and Trader Joe’s are getting it right
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- Figure 35: Who’s getting it right, June 2016
- Non-GMO claims rise
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- Figure 36: Sales* of better-for-you snacks, by segment and GMO ingredients, at current prices, rolling 52 weeks ending June 15, 2014 and June 12, 2016
- Half of BFY snacks are labeled natural
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- Figure 37: Sales* of better-for-you snacks, by "natural" labeling or perception, at current prices, rolling 52 weeks ending June 15, 2014 and June 12, 2016
What’s Struggling?
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- The majority of BFY snacks are not organic
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- Figure 38: Sales* of better-for-you snacks, by segment and organic ingredients, at current prices, rolling 52 weeks ending June 15, 2014 and June 12, 2016
- Whole grain losing share; may signify a move away from grain-based snacks
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- Figure 39: Sales* of better-for-you snacks, by segment and Whole-Grain-Council certification, at current prices, rolling 52 weeks ending June 15, 2014 and June 12, 2016
- Less than a quarter of BFY snacks are low/no/reduced fat
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- Figure 40: Sales* of better-for-you snacks, by segment and fat content, at current prices, rolling 52 weeks ending June 15, 2014 and June 12, 2016
What’s Next?
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- The young category can play host to snack innovation
- BFY snacks have room for both healthy and indulgent flavors
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- Figure 41: BFY snack launches, by leading flavors, July 2011-June 2016
- What’s inside sets this category apart from other snacks
- Portability will be key for maintaining relevance
The Consumer – What You Need to Know
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- Half of consumers purchase BFY snacks
- Flavor leads purchase drivers, but consumers care about ingredients
- Small formats can meet the needs of portion control and portability
- Category participants are paying attention to labels
- Consumers are skeptical of BFY snacks
Better-for-you Snack Purchase
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- Half of US adults purchase BFY snacks
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- Figure 42: BFY snack purchase – Net*, June 2016
- Veggie-based snacks lead
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- Figure 43: BFY snack purchase, June 2016
- Men are more likely to purchase BFY snacks
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- Figure 44: BFY snack purchase – Net*, by gender, June 2016
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- Figure 45: BFY snack purchase, by gender, June 2016
- Seven in 10 Millennials purchase BFY snacks
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- Figure 46: BFY snack purchase – Net*, by generation, June 2016
- Hispanics are strong targets for BFY snack purchase
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- Figure 47: BFY snack purchase – Net*, by Hispanic origin, June 2016
- BFY snack purchase generally correspondents with HH income
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- Figure 48: BFY snack purchase – Net*, by HH income, June 2016
- Parents are twice as likely as non-parents to purchase BFY snacks
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- Figure 49: BFY snack purchase – Net*, by parental status, June 2016
Purchase Drivers
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- Flavor leads purchase drivers, but consumers care about ingredients
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- Figure 50: Purchase drivers, June 2016
- Brand plays a less important role in BFY snacks than for snacks overall
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- Figure 51: Important features when eating a snack, January 2015
- Half of BFY snack buyers look for the lowest price
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- Figure 52: BFY snack behaviors – low price, June 2016
- A focus on flavor can attract less likely users, such as women
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- Figure 53: Purchase drivers, by gender, June 2016
- …and older shoppers
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- Figure 54: Purchase drivers, by generation, June 2016
- Portion size, including snack formats appeal to Hispanics
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- Figure 55: Purchase drivers, by Hispanic origin, June 2016
- A third of parents rely on brand
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- Figure 56: Purchase drivers, by parental status, June 2016
Purchase Location
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- Supermarkets lead purchase locations
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- Figure 57: BFY snack attitudes – Agree, June 2016
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- Figure 58: Purchase location, June 2016
- The majority of BFY snackers buy the products on impulse
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- Figure 59: BFY snack behaviors – Impulse, June 2016
Product Claims
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- BFY snacks have various avenues for appeal
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- Figure 60: Product claims, June 2016
- Organic is especially important to alternative-based chips buyers
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- Figure 61: Product claims, by BFY snack type purchased 2016
- Protein, vitamins appeal to men; women avoid artificial ingredients
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- Figure 62: Product claims, by gender, June 2016
- Added nutrients can appeal to Hispanics
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- Figure 63: Product claims, by Hispanic origin, June 2016
BFY Snack Behaviors
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- The majority of BFY snackers eat the products on-the-go
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- Figure 64: BFY snack behaviors – On-the-go, June 2016
- Category participants are paying attention to labels
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- Figure 65: BFY snack behaviors – Label awareness, June 2016
- Some segments may struggle with ingredient recognizability
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- Figure 66: BFY snack behaviors – Label awareness, by BFY snack type purchased, June 2016
- Variety packs may find appeal among majority of consumers
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- Figure 67: BFY snack behaviors – Multiple snacks, June 2016
Attitudes toward Better-for-you Snacks
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- Consumers are skeptical of BFY snacks
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- Figure 68: BFY snack attitudes – Agree, June 2016
- Natural, low calorie, non-GMO, and organic imply BFY
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- Figure 69: Claims associated with BFY snacks, June 2016
- Fresh still leads as BFY
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- Figure 70: Perception of BFY snacks, June 2016
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Consumer survey data
- Consumer qualitative research
- Abbreviations and terms
- Abbreviations
- Terms
Appendix – Market
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- Figure 71: Sales* of better-for-you snacks, at current prices, rolling 52 weeks June 2014-June 2016
- Figure 72: Sales* of better-for-you snacks, by segment, at current prices, rolling 52 weeks ending June 15, 2014 and June 12, 2016
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- Figure 73: Sales* of other snacks, by type, at current prices, rolling 52 weeks ending June 15, 2014 and June 12, 2016
- Figure 74: Sales* of vegetable and fruit chips, by type, at current prices, rolling 52 weeks ending June 15, 2014 and June 12, 2016
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- Figure 75: Sales of better-for-you snacks, by channel, at current prices, rolling 52 weeks ending June 15, 2014 and June 12, 2016
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Appendix – Key Players
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- Figure 76: Sales* of better-for-you snacks, by gluten-free labeling, at current prices, rolling 52 weeks ending June 15, 2014 and June 12, 2016
- Figure 77: Sales* of better-for-you snacks, by segment and gluten-free labeling, at current prices, rolling 52 weeks ending June 15, 2014 and June 12, 2016
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- Figure 78: Other snacks launches, by top 10 leading flavors, July 2011-June 2016
- Figure 79: Vegetable and fruit chips launches, by top 10 leading flavors, July 2011-June 2016
- Figure 80: Puffed snacks launches, by top 10 leading flavors, July 2011-June 2016
- Figure 81: Soy crisps and snacks launches, by top 10 leading flavors, July 2011-June 2016
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- Figure 82: Sales* of better-for-you snacks, by GMO ingredients, at current prices, rolling 52 weeks ending June 15, 2014 and June 12, 2016
- Figure 83: Sales* of better-for-you snacks, by segment and GMO ingredients, at current prices, rolling 52 weeks ending June 15, 2014 and June 12, 2016
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- Figure 84: Sales* of better-for-you snacks, by "natural" labeling or perception, at current prices, rolling 52 weeks ending June 15, 2014 and June 12, 2016
- Figure 85: Sales* of better-for-you snacks, by segment and "natural" labeling or perception, at current prices, rolling 52 weeks ending June 15, 2014 and June 12, 2016
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- Figure 86: Sales* of better-for-you snacks, by organic ingredients, at current prices, rolling 52 weeks ending June 15, 2014 and June 12, 2016
- Figure 87: Sales* of better-for-you snacks, by segment and organic ingredients, at current prices, rolling 52 weeks ending June 15, 2014 and June 12, 2016
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- Figure 88: Sales* of better-for-you snacks, by Whole Grain Council certification, at current prices, rolling 52 weeks ending June 15, 2014 and June 12, 2016
- Figure 89: Sales* of better-for-you snacks, by segment and Whole-Grain-Council certification, at current prices, rolling 52 weeks ending June 15, 2014 and June 12, 2016
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- Figure 90: Sales* of better-for-you snacks, by fat content, at current prices, rolling 52 weeks ending June 15, 2014 and June 12, 2016
- Figure 91: Sales* of better-for-you snacks, by segment and fat content, at current prices, rolling 52 weeks ending June 15, 2014 and June 12, 2016
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Appendix – Consumer
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- Figure 92: Attitudes toward health – Agree
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