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Snacking Eating Habits - Motivations and Attitudes - Canada - September 2016

OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY 
The issues
Older Canadians underdeveloped in snacking
Figure 1: Share of consumers who have eaten snacks in the past “week”, by location, over-65s vs overall population, July 2016
Ice cream sales growth frosty (over the long term)
Figure 2: Retail market value growth in Canada of select categories, 2015 vs 2010
The opportunities
Snacking demand evolved with the day
Figure 3: Correspondence map – Relationship between types of snacks eaten and dayparts, July 2016
Women are more likely to be influenced by health and function when selecting snacks
Figure 4: Interest in snack, by gender, July 2016
Young Canadians are avid snackers
Figure 5: Share of consumers who have eaten snacks in the “past week”, by location, 18-24s vs overall population, July 2016
What it means
THE MARKET – WHAT YOU NEED TO KNOW
Canadians are more time-pressed
Canada’s aging population represents a potential shift in breakfast eating habits
Snacking is well positioned to contribute to Canadians’ health
MARKET FACTORS 
Canadians are more time-pressed
Focus on health and weight management to continue
Figure 6: Body mass index, self-reported rate of being overweight or obese among Canadian adults, by gender, 2010-14
Canada’s aging population represents a potential challenge in snacking habits
Figure 7: Population aged 65 years and over in Canada, historical and projected (% of total), 1971-2061
KEY PLAYERS – WHAT YOU NEED TO KNOW 
Drinkable snacks quench demand in snacking
Canadians looking for new snack flavours and customization
Snacking behaviour wanes among Canada’s seniors
WHAT’S WORKING?
The iGeneration are looking for iSnacks
Figure 8: Kellogg's Special K Nourish Cranberry & Almonds Chewy Bars (Canada, March 2016), Dark Chocolate Chunks & Almonds Chewy Bars (Canada, March 2016)
Canadians are thirsty for drinkable snacks
Figure 9: Tim Hortons Iced Capp Vanilla, Original and Mocha (Canada, August 2016)
Figure 10: iogo Raspberry-Strawberry & Vanilla Drinkable Yogurts and iogo nano Strawberry Drinkable Yogurt (Canada, August 2016)
Figure 11: Lassonde Oasis SmoOthie Strawberry and Banana Smoothie (Canada, August 2016)
Figure 12: True Organic Kaleifornia Juice Smoothie (Canada, August 2016)
Figure 13: Bolthouse Farms C-Boost 100% Fruit Juice Smoothie (Canada, August 2016)
WHAT’S STRUGGLING?
Ice cream growth frosty versus other snack food categories
Figure 14: Retail market value growth in Canada of select categories, 2015 vs 2010
Snacking behaviour wanes among Canada’s seniors
Figure 15: Past week’s snack usage by location, over-65s vs overall population, July 2016
Figure 16: Foods eaten as a snack in the past week, over-65s vs overall population, July 2016
WHAT’S NEXT?
Canadians looking for new snack flavours and customization
Figure 17: Tanka trail Turkey & Buffalo Jerky with Cranberries and Mango Pepper Trail Mix (US, May 2016), Buffalo Cranberry Bites and Coconut Almond Trail Mix (US, February 2016) and Buffalo Cranberry Bites and Blueberry Almond Trail Mix (US, February 2016)
Snacks with ‘purpose’ stand out
Figure 18: Danone Activia Probiotic Yogurt Assortment (Canada, June 2016)
Blurred lines between meals and snacks
THE CONSUMER – WHAT YOU NEED TO KNOW 
Top snack foods eaten suggest divide in motivations
Health in snacking holds multiple meanings to Canadians
Associations with snacking changes throughout the day
Young Canadians core target in snacking
Women are more likely to associate snacking with health
THE WHERE, WHEN AND WHAT OF SNACKING
Battle for share in where Canadians get their snacks
Figure 19: Where Canadians sourced snacks from in the past week, July 2016
Figure 20: Where Canadians sourced snacks from in the past week, by daypart, July 2016
Afternoon is ‘prime time’ for snacking in Canada
Figure 21: Where Canadians sourced snacks from in the past week, by daypart (detailed), July 2016
Figure 22: Attributes used to describe snack foods eaten during the afternoon, 18-24s vs overall population, July 2016
Top snack foods eaten suggest divide in motivations
Figure 23: Top foods eaten as a snack, July 2016
Figure 24: Oh Yeah! One Peanut Butter Pie Flavour Protein Bar (Canada, August 2016)
Figure 25: Quest Nutrition  S’mores Flavoured Protein Bar (Canada, August 2016)
Figure 26: Dannon Light & Fit Greek Crunch (US, August 2016)
Figure 27: Iogo Probio Kefir Strawberry Probiotic Fermented Milk (Canada, June 2016)
Figure 28: President’s Choice Vanilla Bean Kefir Probiotic Fermented Milk (Canada, April 2016)
Figure 29: Lightly Caramelized Low-Fat Yogurt: Mango & Coconut, Acai & Banana, Coconut & Guava (US, August 2016)
MOTIVATIONS AND ATTITUDES TOWARDS SNACKING
Nutrition holds multiple meanings to Canadians
Figure 30: Percentage of those who eat ‘healthy’ snacks, by daypart, July 2016
Figure 31: Smartfood White Cheddar Seasoned Popcorn (Canada, March 2016), and Smartfood Delight White Cheddar Flavour Popcorn (Canada, May 2016)
In their own words: What Canadians want from snacks (related to health)
Portable snacks help prepare consumers for an increasingly on-the-go life
Figure 32: Percent of women who agree “I prefer carrying snack from home rather than buying them while I am out”, by age, July 2016
Snacking is important to the daily routine of a quarter of Canadians
Figure 33: Agreement with statements regarding snacking and routine, July 2016
Younger Canadians open to versatility in format and flavour
Figure 34: Interest in non-traditional snack food combinations and international snack foods and flavours, by age, July 2016
INNOVATION OPPORTUNITIES IN SNACKING
Canadians look to snacking to “fill” their hunger
Figure 35: Areas of interest in snacking, July 2016
Figure 36: Interest in “snacks or snack kits that ‘fill me up’”, by age and gender, July 2016
A third of Canadians snack with purpose
Figure 37: Lotte Attention Chewing Gum (South Korea, August 2016)
Figure 38: Grainny’s Coco-Curves (India, November 2015)
Associations with snacking change throughout the day
Figure 39: Correspondence map – Relationship between types of snacks eaten and dayparts, July 2016
Shareable snack sizes and formats
Figure 40: Interest in shareable snack sizes among 18-24s, by gender, July 2016
Apportioning self-control
Consumers looking for a fresh perspective on snacking
SNACKING BY POPULATION SEGMENT
Health and functionality prove more important to women
Figure 41: Interest in snack, by gender, July 2016
Figure 42: Attitudes towards snacking, by gender, July 2016
Snacking a core pillar in how younger Canadians eat
Figure 43: Share of consumers who have eaten snacks in the “past week”, by location, 18-24s vs the overall population, July 2016
Quebec less likely to replace meals with snacks from home
Figure 44: Share of consumers who have eaten snacks from home in the “past week”, by daypart, Quebec vs overall, July 2016
Chinese Canadians prove a “hot” opportunity for snacking
Figure 45: Select areas of interest around snacking, Chinese Canadians vs overall population, July 2016
Figure 46: Happy Planet Matcha Green Tea Smoothie (Canada, November 2015)
Similarities outweigh nuanced differences when comparing snacking in Canada and the US
Figure 47: Retail market volume consumption per capita (population) in KG, US vs Canada, 2015
Figure 48: Associations with “healthy”, by daypart, US (January 2015) vs Canada (July 2016)
APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Consumer survey data
Consumer qualitative research
Correspondence analysis
Abbreviations and terms
Abbreviations

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