Table of Contents
Executive Summary
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- The issues
- Low penetration in BFY snack category
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- Figure 1: Snack purchase, June 2017
- Fierce competition in snacking
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- Figure 2: Total US sales of snack categories, at current prices, 2012-16
- Host of hurdles for BFY snacks category
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- Figure 3: Attitudes toward healthy snacks, by confusion, skepticism, and affordability, June 2017
- The opportunities
- Room to grow through familiar forms
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- Figure 4: Sales* of BFY snacks, by segment, at current prices, rolling 52 weeks ending 6/21/15 and 6/18/17
- Consumers snacking on healthier foods
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- Figure 5: Snacking behaviors, healthy snacking and avoiding sweets, March 2017
- Despite skepticism, claims are important to consumers
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- Figure 6: Healthy snack claims, June 2017
- Familiar ingredients, convenient packaging appealing
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- Figure 7: Healthy snack attributes, ingredients and packaging, June 2017
- What it means
The Market – What You Need to Know
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- BFY snacks expected to develop, grow
- “Other” snacks dictate category
- Prevalence of snacking drives increased competition
- Confusion on what healthy really means
- Important BFY snack buying groups gain influence
Market Size
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- BFY snack sales continue to grow
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- Figure 8: Sales* of BFY snacks, at current prices, rolling 52 weeks June 2015-June 2017
Market Breakdown
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- Category driven by “other” snacks segment
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- Figure 9: Sales* of BFY snacks, by segment, at current prices, 52 weeks ending June 18, 2017
- Majority of segments grow
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- Figure 10: Sales* of BFY snacks, by segment, at current prices, rolling 52 weeks ending 6/21/15 and 6/18/17
- Unique BFY snack formats find success
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- Figure 11: Sales* of other snacks, by type, at current prices, rolling 52 weeks ending 6/21/15 and 6/18/17
- Most vegetable and fruit chip types grow
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- Figure 12: Sales* of vegetable and fruit chips, by type, at current prices, rolling 52 weeks ending 6/21/15 and 6/18/17
Market Perspective
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- Variety of snack options available
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- Figure 13: Total US sales of snack categories, at current prices, 2012-16
- Figure 14: Snack purchase, by any BFY snacks* and traditional snacks, June 2017
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- Figure 15: What consumers are snacking on, May 2017
- Snacking is fundamentally indulgent
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- Figure 16: Snacking motivations, March 2017
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- Figure 17: Snacking behaviors, unplanned snacks and snacking when bored, March 2017
- Brand, affordability important to snack buyers
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- Figure 18: Snack purchase drivers, March 2017
- Consumers confused what is truly healthy
Market Factors
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- Majority of Americans snack
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- Figure 19: Snacking frequency, March 2017
- Rise in health issues may lead to exploration of BFY snacks
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- Figure 20: Growth in health issues in the US, 2013-15
- Figure 21: Snacking behaviors, healthy snacking and avoiding sweets, March 2017
- Younger consumers enter influential life stages
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- Figure 22: Households with own children under age 18, by age of householder, 2016
- Median household income increases
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- Figure 23: Median household income, in inflation-adjusted dollars, 2005-15
- Hispanic, Asian populations grow
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- Figure 24: Population growth, by race and Hispanic origin, 2012-22
Key Players – What You Need to Know
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- Affordability, low brand appeal aid store brands
- Free-from claims, specialized positioning drive growth
- Category struggles with blandness
- Continued innovation important for future category growth
What’s Working?
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- Free-from claims, specialized positioning resonate
- Gluten-free BFY snacks grow faster than those without claim
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- Figure 25: Sales* of BFY snacks, by gluten-free labeling, at current prices, rolling 52 weeks ending 6/21/15 and 6/18/17
- BFY snacks with GMO-free labeling find success
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- Figure 26: Sales* of BFY snacks, by GMO labeling, at current prices, rolling 52 weeks ending 6/21/15 and 6/18/17
- Natural and specialized BFY snacks grow
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- Figure 27: Sales* of BFY snacks, by brand positioning, at current prices, rolling 52 weeks ending 6/21/15 and 6/18/17
- Figure 28: BFY snacks brands, by specialty/wellness positioning, 2016-17
- Private label driven by recognition, value
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- Figure 29: Average purchase intent of BFY snacks, by private label and name brands, October 2016-July 2017
- Figure 30: Store brand BFY snacks with high purchase intent, October 2016-July 2017
- Kettle Brand, Snyder’s, Simply 7, and Boulder Canyon are getting it right
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- Figure 31: Purchase intent of products from brands that consumers say are getting it right, October 2016-July 2017
- Fruit snacks, alternative-based chips best other BFY snacks
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- Figure 32: Average purchase intent of BFY snacks and segments, October 2016-July 2017
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- Figure 33: Fruit chips/sticks/snacks with high purchase intent, October 2016-July 2017
- Figure 34: Alternative-based chips with high purchase intent, October 2016-July 2017
What’s Struggling?
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- BFY snacks with organic, vegan, low/reduced fat claims struggle
- Organic vegetable and fruit chips decline in sales
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- Figure 35: Organic share of sales* of BFY snacks, by segment, at current prices, rolling 52 weeks ending 6/21/15 and 6/18/17
- Vegan focus too niche
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- Figure 36: Sales* of BFY snacks, by vegan labeling, at current prices, rolling 52 weeks ending 6/21/15 and 6/18/17
- Full fat BFY snacks are the norm
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- Figure 37: Sales* of BFY snacks, by fat content, at current prices, rolling 52 weeks ending 6/21/15 and 6/18/17
- BFY snacks struggle to compete with indulgence
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- Figure 38: Average purchase intelligence of snack categories, October 2016-July 2017
- Category has several barriers
- Healthy snacks connected to plain flavors
- Association between BFY and particular brands low
- Lack of trust that BFY snacks are truly healthy
- Price is a barrier to entry in the category
What’s Next?
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- Unconventional flavors and bases
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- Figure 39: BFY snack launches, by leading flavors, January 2017-July 2017
- Opportunity to increase portability
- Nothing to hide
- Snacks with plant-based protein
- Influence from online channels
- Graze, NatureBox enter retail
- Amazon enters brick and mortar
The Consumer – What You Need to Know
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- About half of consumers buy BFY snacks
- Consumer confusion, cynicism about what is healthy
- Fresh is the new healthy
- Consumers differ on what makes a snack BFY
- Indulgence still important in BFY snacks category
Snack Purchase
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- Nearly half of consumers purchase BFY snacks
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- Figure 40: Snack purchase, June 2017
- Most BFY snack buyers purchase one type
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- Figure 41: Repertoire of BFY snack purchase, June 2017
- BFY snack purchase higher among younger adults
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- Figure 42: Snack purchase, by any BFY snacks*, by age, June 2017
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- Figure 43: Repertoire of BFY snack purchase, by age, June 2017
- Parents most likely to purchase across BFY snack types
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- Figure 44: Snack purchase, by any BFY snacks and segments, by parental status, June 2017
- Asians, Hispanics most likely buyers of BFY snacks
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- Figure 45: Snack purchase, by any BFY*, by race and Hispanic origin, June 2017
- Household income a key indicator for healthy snack purchase
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- Figure 46: Snack purchase, by any BFY*, by household income, June 2017
- Location impacts access to BFY snacks
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- Figure 47: Snack purchase, by any BFY snacks and segments, by location, June 2017
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- Figure 48: Snack purchase, by traditional snacks, by location, June 2017
Attitudes toward Healthy Snacks
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- Confusion, skepticism about what is healthy
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- Figure 49: Attitudes toward healthy snacks, by confusion, skepticism, and affordability, June 2017
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- Figure 50: Attitudes toward healthy snacks, by reasons for snacking, taste, satisfaction, and sampling, June 2017
- The fresher, the healthier
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- Figure 51: Health perceptions, June 2017
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- Figure 52: Perception of BFY snacks, May 2017
- Greater distrust of healthy snacks among older consumers
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- Figure 53: Attitudes toward healthy snacks, by age, June 2017
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- Figure 54: Health perceptions, by any healthy, by age, June 2017
- Price is an obstacle
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- Figure 55: Attitudes toward healthy snacks, snacks marketed as healthy are too expensive, by race and Hispanic origin, household income, and location, June 2017
Healthy Snacking Behavior
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- BFY snack buyers habitual and health-focused
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- Figure 56: Healthy snacking behavior, June 2017
- Women more focused on healthy snacking
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- Figure 57: Healthy snacking behavior, by gender and age, June 2017
- Lack of purchase in category doesn’t mean disinterest in healthy snacks
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- Figure 58: Healthy snacking behavior, try to keep healthy snacks on hand, by location, June 2017
- Consumers struggling with weight looking to snack healthier
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- Figure 59: Healthy snacking behavior, by body mass index, June 2017
Healthy Snack Claims
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- Wide range of interest in health claims
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- Figure 60: Healthy snack claims, June 2017
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- Figure 61: Ingredient claims looked for when purchasing BFY snacks, May 2017
- Mix of claims appeal to bulk of BFY snack buyers
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- Figure 62: TURF analysis – BFY claims – June 2017
- Ingredient claims signify BFY for consumers aged 55+
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- Figure 63: Healthy snack claims, by age, June 2017
Healthy Snack Attributes
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- Taste, flavor, and wholesome ingredients important to consumers
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- Figure 64: Healthy snack attributes, June 2017
- Taste and flavor especially important to older women
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- Figure 65: Healthy snack attributes, by gender and age, June 2017
- Trust and convenience valued by parents
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- Figure 66: Healthy snack attributes, by parental status, June 2017
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 – TURF Analysis
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- Methodology
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- Figure 67: TURF analysis – BFY claims – June 2017
- Figure 68: Table – TURF analysis – BFY claims – June 2017
Appendix – The Market
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- Figure 69: Sales* of BFY snacks, at current prices, rolling 52 weeks June 2015-June 2017
- Figure 70: Sales* of BFY snacks, by segment, at current prices, rolling 52 weeks ending 6/21/15 and 6/18/17
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- Figure 71: Sales* of vegetable and fruit chips, by type, at current prices, rolling 52 weeks ending 6/21/15 and 6/18/17
- Figure 72: Sales* of other snacks, by type, at current prices, rolling 52 weeks ending 6/21/15 and 6/18/17
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Appendix – Key Players
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- Figure 73: Sales* of BFY snacks, by organic ingredients, at current prices, rolling 52 weeks ending 6/21/15 and 6/18/17
- Figure 74: Organic share of sales* of BFY snacks, by segment, at current prices, rolling 52 weeks ending 6/21/15 and 6/18/17
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- Figure 75: Sales* of BFY snacks, by gluten-free labeling, at current prices, rolling 52 weeks ending 6/21/15 and 6/18/17
- Figure 76: Gluten-free labeled share of sales* of BFY snacks, by segment, at current prices, rolling 52 weeks ending 6/21/15 and 6/18/17
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- Figure 77: Sales* of BFY snacks, by GMO labeling, at current prices, rolling 52 weeks ending 6/21/15 and 6/18/17
- Figure 78: Non-GMO-product/ingredient share of sales* of BFY snacks, by segment, at current prices, rolling 52 weeks ending 6/21/15 and 6/18/17
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- Figure 79: Sales* of BFY snacks, by brand positioning, at current prices, rolling 52 weeks ending 6/21/15 and 6/18/17
- Figure 80: Sales* of BFY snacks positioned as natural, by segment, at current prices, rolling 52 weeks ending 6/21/15 and 6/18/17
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- Figure 81: Sales* of BFY snacks, by fat content, at current prices, rolling 52 weeks ending 6/21/15 and 6/18/17
- Figure 82: Low/no/reduced fat share of sales* of BFY snacks, by segment, at current prices, rolling 52 weeks ending 6/21/15 and 6/18/17
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