Table of Contents
Overview
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- What you need to know
- Definitions
Executive Summary
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- The issues
- Canadians are snackers and doing so all day long
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- Figure 1: Motivations for snacking, July 2018
- Relatively lax attitudes towards snacking may be a weighty issue
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- Figure 2: Attitudes towards healthy snacking: indulgence vs health, July 2018
- Trust mars any product or category deemed as healthy
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- Figure 3: Trust in ‘healthy’ label and health claims (% agree), July 2018
- The opportunities
- Consider leveraging the BFY label to surmount hurdles faced by the ‘healthy’ label
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- Figure 4: Barriers to buying better-for-you snacks, July 2018
- Anything (food-wise) can be a snack for young consumers
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- Figure 5: Interest in seeing more snack-sized portions of regular foods, 18-24s vs overall, July 2018
- Think outside the box – partnerships with container companies may yield gains
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- Figure 6: Select attitudes towards healthy snacking (any agree), July 2018
- What it means
The Market – What You Need to Know
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- Flex in eating habits weigh on Canadians
- Canadians more inclined to treat themselves with improved financial confidence
- An aging population means less willingness to trade down on snacks
Market Factors
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- Canadians strive to eat healthy most of the time…
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- Figure 7: Healthy eating, November 2016
- ...but flexibility may be contributing to the high obesity rates
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- Figure 8: Body mass index, self-reported rate of being overweight or obese among Canadian adults, by gender, 2010-14
- Confidence in financial health means more room for treats
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- Figure 9: Perception of financial health, January/February 2015-18
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- Figure 10: Monthly movement in selected components of the Canadian Consumer Price Index, seasonally adjusted, March 2013-March 2018
- An aging population means potential to promote more premium products
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- Figure 11: Population aged 0-14 and over-65, 1995-2035*
Key Players – What You Need to Know
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- A focus on fresh, whole ingredients places Kashi at an advantage
- Canadian snacking interests are getting more meaty
- Skepticism and confusion shroud categories touting ‘healthfulness’
- Variety is the spice of snacking life
What’s Working?
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- Spotlighting Kashi: a brand successfully honing in on key interest areas
- Kashi, a BFY brand that does it well – in their words
- Kashi’s most recent product launch highlights fresh ingredients and portability
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- Figure 12: Your Moment of #Kashijoi – DIY Pistachio Fig and Lemon Nut Bar, June 2018
- Figure 13: Kashi Joi Chocolate Banana Nut Energy Nut Bar (Canada, June 2018)
- Canadian snacking interests are getting more meaty
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- Figure 14: PC Free From Original Beef Jerky (Canada, July 2018)
- Figure 15: Schneiders Hot Rod Original Sausage Snacks (Canada, May 2018)
- Figure 16: Frito Lay Baken-ets Traditional Pork Rinds (Canada, August 2018)
What’s Struggling?
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- Consumers approach the category skeptical and confused
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- Figure 17: Trust in ‘healthy’ label and health claims, July 2018
- Lack of trust extends into foods labeled as BFY – in their words
- Potential exists for the BFY label to surmount some of the hurdles faced by the ‘healthy’ label
What’s Next?
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- Texture innovations give consumers something new to chew on
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- Figure 18: Sonoma Creamery Cheddar Crisps (US, May 2018)
- Figure 19: Gerber Yogurt Melts Strawberry Freeze-Dried Yogurt Snack & Mixed Berries Freeze-Dried Yogurt Snack (US, August 2018)
- Meat snacks are also getting a textural makeover
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- Figure 20: Piller's Black Kassel Old Forest Salami Chips (US, July 2018)
- Figure 21: Wilde Barbecue Chicken Chips (US, September 2018)
- Snack mixes are getting a caffeine boost
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- Figure 22: Rema 1000 Nøtteblanding Kaffebønner & Tranebær (Norway, July 2018)
- Figure 23: Harvest Box Snack Packs Almond Latte Snack Mix (Australia, September 2018)
- More insect protein-based snacks will likely be seen
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- Figure 24: Entomo Farms Whole Roasted Crickets (Canada, August 2018)
- Figure 25: Micronutris Microdélices Apéro Insectes Curry (Curry Flavoured Insects) (France, September 2018)
The Consumer – What You Need to Know
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- Canadians lean more towards fresh and less processed snacks
- Snacking is an all-day activity and driven by cravings
- Snacking is seen as healthy and Canadians are prepared
- Indulgence and health can go together for most
- Canadians consider price and flavour above all else
- Anything has the potential to be a snack
Healthy Snack Eating Habits
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- Fresh and less processed are more popular
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- Figure 26: Type of snacks consumed in the past three months, July 2018
- Moms are keen on portable versions of fresh snacks
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- Figure 27: Snacks eaten in past three months, women and mothers vs overall, July 2018
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- Figure 28: Repertoire of snack types eaten, women and mothers vs overall, July 2018
- Gains to be had by taking inspiration from other parts of the world
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- Figure 29: Well & Good Tasty View Real Cheese & Almond Snack (South Korea, July 2018)
- Figure 30: UHA Mikakuto Sozai No Manma Broccoli & Bacon Stir-Fry Snack (Japan, June 2018)
- Meat snacks appeal to young men though messaging needs to vary
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- Figure 31: Tulip Active Protein Bar with Chipotle Chilli (Germany, September 2018)
- Figure 32: Wilde Jalapeño Chicken Chips (US, September 2018)
Motivations for Eating Healthy Snacks
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- Snacking is an all-day activity and cravings are a primary motivator
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- Figure 33: Motivations for snacking, July 2018
- Snacking priorities change throughout the day
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- Figure 34: Motivations for snacking, by daypart, July 2018
- Mothers rely on snacks for energy during the day
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- Figure 35: Motivated to snack to get energy, by daypart, mothers with under-18s at home vs overall, July 2018
- Snacking helps moms function, messaging should reflect this
- Snacking is associated with stress relief for parents of young children
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- Figure 36: Motivated to eat snacks for stress relief, mothers with under-18s at home and parents with under-fives at home vs overall, July 2018
- Consider connecting with parents by positioning snacking as a moment of play
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- Figure 37: Páscoa Chocolates Nestlé | Alice, February 2018
Attitudes towards Healthy Snacking
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- Canadians place importance on keeping healthy snacks on-hand
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- Figure 38: Select attitudes towards healthy snacking (any agree), July 2018
- Snacking throughout the day – in their words
- Potential to attract moms with snacking meal kits
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- Figure 39: Attitudes towards healthy snacking (selected statements), mothers with under-18s at home vs overall, July 2018
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- Figure 40: Marketside Fruit & Pepperoni (US, June 2018)
- Snacking: indulgence vs health – not a zero-sum game for most
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- Figure 41: Attitudes towards healthy snacking: indulgence vs health, July 2018
- Indulgence and moderation go hand-in-hand – in their words
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- Figure 42: Hormel Natural Choice Oven Roasted Turkey Breast and Pepper Jack Cheese with Dark Chocolate Covered Blueberries (US, September 2017)
- Quebecers more likely to see snacks as indulgent
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- Figure 43: ‘Snacks are meant to be more indulgent than meals’ (% agree), Quebec vs overall, July 2018
- Men snack for pleasure, messaging needs to reflect this
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- Figure 44: Attitudes towards healthy snacking: indulgence vs health, men vs women, July 2018
Choice Factors for Buying Healthy Snacks
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- Price and flavour are the top considerations
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- Figure 45: Choice factors for buying healthy snacks, July 2018
- Thinking outside the box – alternative ways to increase value will appeal to Canadians
- Parents with young children are keen on organic snacks
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- Figure 46: Prioritizes ‘organic’ buying healthy snacks, by age of children at home, July 2018
- Consider storytelling as a way to reinforce the perception of health
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- Figure 47: Annie's Homegrown Honey Bunny Grahams (US, April 2018)
- Flavour is prioritized above all else for older consumers
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- Figure 48: Choice factors for buying healthy snacks, over-55s vs overall, July 2018
- Stirring up flavour cravings in the evenings will draw over-55s
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- Figure 49: PC Cream on Top Lemon Yogurt (Canada, February 2017)
- Figure 50: Olympic Krema Pumpkin Spice Greek-Style Yogurt (Canada, October 2016)
Interest in Innovations
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- Fresh ingredients and portability are key areas of interest
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- Figure 51: Interest in healthy snack innovations, July 2018
- Anything (food-wise) can be a snack for young consumers
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- Figure 52: Interest in seeing more snack-sized portions of regular foods, by age, July 2018
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- Figure 53: Snacking by daypart, 18-24s vs overall, July 2018
- Keep cravings top of mind and link healthy snacks to positive emotions
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- Figure 54: Happy Vachon – Parking booth, March 2018
- Figure 55: Happy Vachon – Hair salon, March 2018
- Young men and women prioritize protein, but from different sources
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- Figure 56: Interest in seeing more snacks made with protein, men and women aged 18-34 vs overall, July 2018
- Appealing to young women: focus on how plant-based proteins can be tasty and satiating
- Appealing to young men: targeting the fitness focused
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- Figure 57: Krave Bar Mango Jalapeño Pork Bar (US, July 2018)
- Figure 58: Krave Bar Wild Blueberry Beef Bar (US, July 2018)
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- Figure 59: Fuel School: Why are carbs important before the big game?, March 2017
- Figure 60: Fuel School: Why you need protein for recovery?, March 2017
- Appealing to young men: emphasizing indulgence
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- Figure 61: Krave Stick Sesame Garlic Beef Snack (US, December 2017)
- Figure 62: Krave Artisanal Five Peppercorn Beef Jerky (US, January 2017)
Barriers to Buying Better-For-You Snacks
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- Unsurprisingly, barriers to buying BFY snacks are cost, trust, and taste
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- Figure 63: Barriers to buying better-for-you snacks, July 2018
- Chinese Canadians don’t buy the notion that healthy can taste good
- ‘Everything in moderation’ messaging will appeal to Chinese Canadians
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- Figure 64: ‘Healthy snacks don’t taste as good as regular snacks’ (% agree), Chinese Canadians vs overall, July 2018
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- Figure 65: Nestlé Kit Kat Cookie & Cream Chocolate (Singapore, September 2018)
- Figure 66: Nestlé Kit Kat Chocolatory Moleson Cranberry Almond Chocolate (Hong Kong, August 2018)
- Figure 67: Toblerone Swiss Milk Chocolate with Honey and Almond Nougat (UK, March 2018)
- Potential to leverage the better-for-you label to young men and fathers
- Young men and dads are more trusting of health claims, but healthy isn’t seen as tasty
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- Figure 68: Health-related attitudes related to healthy snacks, men aged 18-34 and fathers vs overall, July 2018
- Align the BFY label with good life choices
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Consumer qualitative research
- Abbreviations and terms
- Abbreviations
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