Consumer Snacking - UK - May 2019

OVERVIEW
What you need to know
Products covered in this Report
EXECUTIVE SUMMARY
The market
Snacks are challenged to cut sugar and calories
Healthy choices are less important when it comes to snacking
Busy lifestyles make snacking a necessity
Mounting pressure for improved sustainability of packaging
Companies and brands
Sugar-related claims rise
Vegan claims continue to grow
Vegetables gain prominence
World cuisines continue to inspire NPD
Sharing remains a key occasion for chocolate NPD
Adspend on snacks rises
Need states remain central advertising theme
Focus on flavours and the sensory experience continues
The consumer
‘Everybody’ snacks
Treats share the lead with fresh fruit in snack choice
Figure 1: Types of snacks eaten, March 2019
Two in three snack daily
Figure 2: Frequency of snacking, March 2019
Home is the most popular place to snack
Snacks help fuel the workforce
Figure 3: Where snacks are eaten, March 2019
Hunger is top snacking motivation
Emotional needs drive many people to snack
Figure 4: Reasons for snacking, March 2019
Half of snackers are adventurous
Snacking triggers guilt for many
Figure 5: Behaviours relating to snacks and snacking, March 2019
Making indulgent snacks healthier would appeal to many
Figure 6: Attitudes towards snacks and snacking, March 2019
Taste is important throughout the day
Health is a greater priority in the morning
Figure 7: Correspondence analysis of attributes looked for in snacks, March 2019
What we think
ISSUES AND INSIGHTS
Strong openness to healthier characteristics in indulgent snacks
The facts
The implications
Snacks enjoy high acceptance as a way to boost nutritional intake
The facts
The implications
Snacks can play a role as energising or relaxing
The facts
The implications
THE MARKET – WHAT YOU NEED TO KNOW
Snacks are challenged to cut sugar and calories
Healthy choices are less important when it comes to snacking
Busy lifestyles make snacking a necessity
Mounting pressure for improved sustainability of packaging
MARKET DRIVERS
Sugar and calories are in the spotlight in fight against obesity
Sugar reduction is the main battlefront
Figure 8: Progress by manufacturers and retailers combined across snack categories covered by PHE’s sugar reformulation programme, as a comparison between the baseline and year 1, 2015 and 2017
PHE releases advice on limiting calorie consumption…
…and challenges savoury snacks to cut calories by 20% by 2024
Crisps and cakes reach salt reduction target
Government proposes crackdown on ‘junk food’ promotions and advertising
Healthy choices are less important when it comes to snacking
Figure 9: How often people try to eat healthily and look for a healthy snack, November 2017 and February 2018
The benefits of fibre hit the headlines
Busy lifestyles necessitate snacking
‘Evenings in’ occasion boosts demand for snacks
Figure 10: M&S Big Night In Selection Box, 2019
Uncertainty lingers around the economic outlook
Packaging sustainability is in the spotlight
Government launches consultations to tackle issue
Snack companies commit to tackling plastic packaging issue
The ageing population poses a challenge to the snack market
Figure 11: Trends in the age structure of the UK population, 2013-18 and 2018-23
COMPANIES AND BRANDS – WHAT YOU NEED TO KNOW
Sugar-related claims rise
Vegan claims continue to grow
Vegetables gain prominence
World cuisines continue to inspire NPD
Sharing remains a key occasion for chocolate NPD
Adspend on snacks rises
Need states remain central advertising theme
Focus on flavours and the sensory experience continues
LAUNCH ACTIVITY AND INNOVATION
Sugar claims are on the rise
Figure 12: Share of launches in the UK snack market featuring a sugar-related claim, 2014-19
Snack bars is biggest area for L/N/R sugar activity
The Protein Ball Co. targets PHE advice with 100-calorie packs
Brands launch reduced sugar cakes
Figure 13: Examples of low/no/reduced sugar launches in the UK snack market, 2018 and 2019
‘Clean label’ snack bars RXBAR and Lärabar launch in the UK
Relaunches put the spotlight on ingredients
Figure 14: Examples of transparent ingredient lists in snacks, 2018 and 2019
Vegan claims continue to rise
Popular snacks make vegan claims because they can
Vegan brands remain active
Sweets and chocolates attract vegan NPD
Meat snacks gain vegan alternatives
Beans and pulses stake their claim as better-for-you ingredients
Figure 15: Examples of pulse-based UK snack launches, 2018 and 2019
Vegetables are given a leading role in snacks
Snacks with ‘wonky’ veg combat food waste
A salad in a crispy snack
Mushroom crisps gain visibility
Figure 16: Examples of vegetable-based and mushroom snack launches in the UK, 2018 and 2019
Snacks tap buzz around gut health
Yogurt brands look to kefir for fermented goodness
Plant-based snacks tap fibre and probiotics
Figure 17: Examples of UK snack launches supporting gut health, 2018 and 2019
World cuisines continue to inspire NPD
Street food inspiration
On-trend dishes
Pringles and McCoy’s explore international influences
Doritos brings back Collisions
Figure 18: Examples of world cuisines-inspired savoury snack launches in the UK, 2018 and 2019
Sharing remains a key occasion for chocolate NPD
Buttons for Maltesers and Bournville, Nibbles for Jaffa Cakes
Gifting and bigger bags
Figure 19: Examples of UK chocolate launches in sharing formats, 2018 and 2019
Dairy targets on the go with handheld snack bars
Snack combos and kits add theatre and appeal
Fridge Raider and Peperami launch snack combos with cheese
Figure 20: Examples of UK snack combo launches with cheese, 2018 and 2019
Dairylea extends kit ranges
Snacks pair up with savoury dips…
…and with sweet ones
Figure 21: Examples of UK snack launches with dips, 2019
Popped lotus seeds look to take on popcorn
Figure 22: Examples of popped lotus seed snack launches in the UK, 2016 and 2019
Still niche, insect-based snacks grow availability and visibility
START-UPS AND DISRUPTORS CASE STUDY – BILLY FRANKS
Company overview
What is it?
Figure 23: Billy Franks Buffalo Hot Wing British Turkey Jerky, 2019
Founded:
Company mission statement:
Founder’s story:
Sources of funding and support
Mintel analyst view
Mintel Trends
Why it could succeed
Why it could fail
The verdict
The product
Figure 24: Sample of Billy Franks product listing, 2019
Figure 25: Billy Franks, April 2019
Purchase Intelligence
Figure 26: Perception of Billy Franks compared to meat-based jerky products, April 2018-April 2019
Product stockists
Media profile
Social media metrics
Figure 27: Social media metrics for Billy Franks as of April 2019
START-UPS AND DISRUPTORS CASE STUDY – THE PLANTIFULL FOOD CO.
Company overview
What is it?
Figure 28: Plantifull Food Co. Teriyaki Pineapple Vegan Jerky, 2019
Founded:
Company mission statement:
Founder’s story:
Sources of funding and support
Mintel analyst view
Mintel Trends
Why it could succeed
Why it could fail
The verdict
The product
Figure 29: Sample of Plantifull Food Co. products listing, 2019
Figure 30: Plantifull Food Co., April 2019
Purchase Intelligence
Figure 31: Perception of The Plantifull Food Co. Jerky compared to other jerky products, April 2018-April 2019
Product stockists
Media profile
Social media metrics
Figure 32: Social media metrics for The Plantifull Food Co. as of April 2019
START-UPS AND DISRUPTORS CASE STUDY – PURL POPS
Company overview
What is it?
Figure 33: Purl Pops Salted Caramel Popped and Roasted Lotus Seeds, 2019
Founded:
Company mission statement:
Founder’s Story:
Sources of funding and support
Mintel analyst view
Mintel Trends
Why it could succeed
Why it could fail
The verdict
The product
Figure 34: Sample of Purl Pops product listing, 2019
Figure 35: Purl Pops, April 2019
Purchase Intelligence
Figure 36: Perception of Purl Pops compared to popcorn products, April 2018-April 2019
Product stockists
Media profile
Social media metrics
Figure 37: Social media metrics for Purl Pops as of April 2019
START-UPS AND DISRUPTORS CASE STUDY – SUPERFOODIO
Company overview
What is it?
Figure 38: Superfoodio Cacao Orange and Turmeric Sweet Clusters, 2017
Founded:
Company mission statement:
Founder’s story:
Sources of funding and support
Mintel analyst view
Mintel Trends
Why it could succeed
Why it could fail
The verdict
The product
Figure 39: Sample of Superfoodio products listing, 2019
Figure 40: Superfoodio, March 2019
Purchase Intelligence
Figure 41: Perception of Superfoodio compared to all other snack mixes, April 2018-May 2019
Product stockists
Media profile
Social media metrics
Figure 42: Social media metrics for Superfoodio as of March 2019
START-UPS AND DISRUPTORS CASE STUDY – THANKS FOR FRANKS
Company overview
What is it?
Figure 43: Thanks for Franks A New York Minute Salted Caramel Granola Bar, 2019
Founded:
Company mission statement:
Founder’s Story:
Sources of funding and support
Mintel analyst view
Mintel Trends
Why it could succeed
Why it could fail
The verdict
The product
Figure 44: Sample Thanks for Franks products listing, 2019
Figure 45: Thanks for Franks product range, May 2019
Purchase Intelligence
Figure 46: Perception of Thanks for Franks compared to all cereal bar products, April 2018-May 2019
Product stockists
Media profile
Social media metrics
Figure 47: Social media metrics for Thanks for Franks as of May 2019
START-UPS AND DISRUPTORS CASE STUDY – WHOLEY MOLY
Company overview
What is it?
Figure 48: Wholey Moly Cacao & Hazelnut Cookie, 2019
Founded:
Company mission statement:
Founder’s story
Sources of funding and support
Mintel analyst view
Mintel Trends
Why it could succeed
Why it could fail
The verdict
The product
Figure 49: Sample of Wholey Moly product listing, April 2019
Purchase Intelligence
Figure 50: Perception of Wholey Moly compared to all cookie products, January 2018-April 2019
Product stockists
Media profile
Social media metrics
Figure 51: Social media metrics for Wholey Moly as of April 2019
ADVERTISING AND MARKETING ACTIVITY
Adspend on snacks rises
Figure 52: Total above-the-line, online display and direct mail advertising expenditure on sweet and savoury snacks, 2015-19
Snacks demonstrate their ability to power fans through the day
Need states remain centre stage from cheese to chocolate
Bel UK pushes Laughing Cow’s versatility
Snickers and Boost+ combat hunger and low energy
Me-time is pushed by Galaxy and Lindt
Sharing and connecting people remain key themes
McVitie’s shifts focus on ‘Sweeter Together’
Cadbury focuses on generosity
Sweet brands want to help people connect
Focus on flavours and the sensory experience continues
The flavour experience takes centre stage from Doritos to Aero
Nākd makes TV debut with flavour focus
McCoy’s adds a Mexican flare to ‘When Flavour Calls’, Walkers spotlights a Mexican street market
Walkers celebrates 70th anniversary with nostalgic and regional flavours
Humour permeates snack advertising
In sweets…
…chocolate…
…and crisps
Crisps link with football
Evening-in promotions continue
Nielsen Ad Intel coverage
THE CONSUMER – WHAT YOU NEED TO KNOW
‘Everybody’ snacks
Treats share the lead with fresh fruit in snack choice
Two in three snack daily
Home is the most popular place to snack
Snacks help fuel the workforce
Hunger is top snacking motivation
Emotional needs drive many people to snack
Half of snackers are adventurous
Snacking triggers guilt for many
Making indulgent snacks healthier would appeal to many
Taste is important throughout the day
Health is a greater priority in the morning
TYPES OF SNACKS EATEN
‘Everybody’ snacks
Treats share the lead…
…with fresh fruit
Figure 53: Types of snacks eaten, March 2019
Most snacks see usage fall among older consumers
Meat snacks are more popular among men, fresh fruit among women
Most people eat a wide variety of snacks
Figure 54: Repertoires of types of snacks eaten, March 2019
FREQUENCY OF SNACKING
Two in three snack daily
The young are the biggest snackers
Figure 55: Frequency of snacking, March 2019
WHERE SNACKS ARE EATEN
The home is the most common place to snack
Figure 56: Where snacks are eaten, March 2019
Snacks help fuel Britain’s workers
Scope for brands in healthier workplace initiatives
Many snack while commuting/travelling
WHY PEOPLE SNACK
Snacks are firstly eaten to satisfy hunger…
…but half of snackers do not cite this as a reason
Figure 57: Reasons for snacking, March 2019
Emotional needs drive many people to snack
Snacking is a tool to improve the mood for many
SNACKING BEHAVIOURS
Half of snackers are adventurous
Limited editions remain a key tool for offering newness
Figure 58: Behaviours relating to snacks and snacking, March 2019
Two in five try to keep their snacking within a calorie limit
Snacking fosters negative feelings
The young are the most self-conscious snackers
ATTITUDES TOWARDS SNACKING
Making indulgent snacks healthier would appeal to many
Figure 59: Attitudes towards snacks and snacking, March 2019
Snacks can help to boost nutritional intake
Fibre and protein remain attractive
ATTRIBUTES SOUGHT FOR SNACKING OCCASIONS
Taste is important throughout the day
Figure 60: Attributes looked for in snacks, by time of day, March 2019
Health is a greater priority in the morning…
…as is convenience
Scope for morning snacks to embrace energy proposition
Evenings bring out the nation’s sweet tooth
Figure 61: Correspondence analysis of attributes looked for in snacks, by time of day, March 2019
Methodology
APPENDIX – DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Abbreviations
Consumer research methodology
APPENDIX – LAUNCH ACTIVITY AND INNOVATION
Figure 62: Share of new product launches in the UK snack market, by top 15 sub-categories, 2014-19
Figure 63: Share of new product launches in the UK snack market, by top 15 claims, 2014-19
Figure 64: Share of new product launches in the UK snack market, by branded and private label, 2014-19