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Consumer and Innovation Trends in Healthy Snacks


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Consumer and Innovation Trends in Healthy Snacks

  1. 1. Consumer Insight Consumer and Innovation Trends in Healthy Snacks How the snacking industry can address the needs of health- conscious consumers Published: November 2013
  2. 2. Contents 1. Introduction 1. Definition and scope 2. Drivers and inhibitors 2. Weight Management 1. Chia seeds 2. Portion control 3. High protein 3. Moderation & Avoidance 1. Ingredient consciousness 2. The health/taste paradox 3. Allergen-free 4. Fresh & Natural 1. Clean labels 2. Snacking on fruits and vegetables 5. Guided Health 1. Functional foods 2. Digital lifestyles 6. Disease Management 1. "Pharma" foods 2. Snacks for diabetics 7. Right-For-Me 1. Targeting children Please click on the section of interest 07 10 13 14 18 19 21 22 24 25 27 29 31 33 35 39 41 42 45 46 48 50 2 9. Vitality & Balance 1. Energy-boosting foods 2. Daily dosing 10. Aging Populations 1. Targeting cognitive health 2. Packaging for seniors 11. Efficient & Effective 1. Fortification 2. Drinkable snacks 12. Sterilized Society 1. Food safety 2. Smart packaging innovation 13. Ethical Wellbeing 1. Combining health and ethics 14. Made-For-Me 1. Customization 15. Conclusion 16. Appendix 52 54 56 57 59 60 61 63 64 65 67 68 69 71 73 75 76 80
  3. 3. Weight Management Introduction Source: Datamonitor analysis3 Obesity is a global phenomenon Weight Management falls under the Health & Wellness mega-trend, specifically under the trend of Personalized Health. The growing prevalence of overweight/obese individuals worldwide is fueling demand for products that help consumers to manage their weight effectively. As more consumers become aware of and monitor weight- related issues, there is increasing demand for products that help to guide them to their goals, from functional health products to better ingredients Opportunities exist for snacks to aid consumers' weight-loss efforts Consumers commonly make the connection between snacking and potential weight gain, and overcoming this perception remains a key challenge for snack manufacturers. Interestingly calorie-conscious consumers are more likely to snack healthily than not snack at all, highlighting opportunities to target this consumer group through highly targeted formulation, packaging, and marketing. Health & Wellness Wellbeing Personalized Health Vitality & Balance Disease Management Weight Management Moderation & Avoidance Ethical Wellbeing Sterilized Society Fresh & Natural Made-For-Me Right-For-Me Efficient & Effective Guided Health Aging Populations
  4. 4. Fresh & Natural A growing bias against processed foods is driving the "natural" and "clean label" opportunity Avoid alienating consumers with complex ingredient lists Consumers are looking for evidence that products are cleaner and less processed. Using fewer ingredients is one cue that is gaining consumer interest. Highlighting this, the majority of consumers, particularly women, claim to find food and drink products formulated with the lowest number of ingredients possible to be somewhat or highly appealing. Short ingredient lists are less important to men and young adults under 25 years, although they are still appealing to over half of consumers in these age groups. The concept of clean labeling has started to take more prominence in candy and snack products as consumers continue to seek simple, "natural" products. Consumers associate "naturalness" with nutritiousness Rising health-consciousness is seeing consumers being strongly influenced by "natural" options when shopping for food and drinks. Over half of consumers (55%) globally are highly influenced by "no additives" claims when purchasing food and drinks products. This reflects broader consumer concerns regarding the impact of processed foods on their health. As consumers continue to demand pure products, manufacturers should look to drive the purchase of snack products by explicitly making "natural" and "additive-free" claims through product labeling and marketing initiatives. Source: Datamonitor's Consumer Surveys May/June 2011 and May/June 20134 Global: consumers who are highly influenced by the following claims when making food and beverage choices, 2011 Global: consumers who find a product formulated with the lowest number of ingredients possible appealing, 2013
  5. 5. Guided Health Encourage your brand to become a healthy habit 22 Days is a brand of vegan protein nutrition bars that claim to provide optimal nutrition to help consumers live a healthier and more energetic lifestyle. According to the company's website: "Psychologists have discovered that it takes 21 days to make or break a habit." It applied this principal to its brand, hence the name "22 Days," and created the "22 Days Challenge" to consume a bar daily until the 22nd day is reached, by which time a daily habit should have formed that the consumer will hopefully continue. The bars come in different flavors such as Nut Butter Buddha, each with organic, raw, "natural" ingredients, including "superfoods" such as goji berries and hemp seeds. Incorporate functional benefits in high-indulgence snacks to overcome the guilt factor Ohso chocolate bars offer consumers a new alternative to probiotic yogurts. The dairy-free chocolates have been clinically proven1 to be three times more effective than "most dairy drinks that contain 'friendly bacteria' at delivering good bacteria to your intestine." Available in seven-bar weekly packs, each 13.5g individual Ohso bar contains a "billion Lactobacillus and Bifidobacterium" to help restore bacteria flora in the gut and improve digestive health. Examples we like: "on-trend" product and marketing innovation Source:; [1] FDIN, December 20115
  6. 6. Aging Populations Snack manufacturers are responding to the needs of senior consumers through packaging Add value through packaging enhancements that address the needs of seniors To meet the needs of an aging population, snack manufacturers must ensure that their products are packaged with the needs of this market in mind. Senior-friendly features can add value in the eyes of the consumer, and can therefore justify a premium price point. There are four key functions that deteriorate, to varying degrees, in old age, which snack manufacturers can address through packaging enhancements: Source: For more info see Datamonitor's Packaging for an Aging Population (April 2013 , CM00234-016); [1] Wall Street Journal (2011)6 Suggested areas for snack manufacturers to add value by making packaging more senior-friendly Making "age-friendly" ergonomics a subtle component of packaging design To address the reduced agility of aging baby boomers' hands, Diamond Foods reengineered the packaging of its Emerald snack nut line, to make it easy to open and use. Some of the changes that the Emerald brand made included indenting the sides of the canisters to make them easier and more comfortable to hold, and incorporating some grooves to make the lids easier to grip¹. What is more, Emerald shortened the rotation required to open the cap, after noticing that arthritic users struggled to twist the cap into place. Interestingly, none of the age-friendly packaging features are explicitly promoted to seniors on pack. Indeed, this hints of a more stealthy and subtle approach to NPD being adopted by manufacturers that are looking to target today's older demographics. Senior- friendly packaging Strength DexterityVision • Consumers require lighter packs and easier-to-grip/open bottles, cans, and cartons. • Innovations such as flip-top lids and easy peel freshness seals are a necessity. • Larger print text and product differentiation through symbols and shapes instead of color can help seniors.