What consumers are talking about the healthy snacks in the US market on social Media and How one can relate it to google search done by the consumers.

1. Healthy Snacks
Location – United States
Evaluation Period – 1st Oct, 2017 to Sep 2018
Channels covered - Twitter, News, Blogs,
Instagram and Forums
Language covered - English
Healthy
SnacksAshok Kumar

2. 0%
1%
2%
3%
4%
5%
6%
7%
• Mentions have been fairly consistent around
the “Healthy Snacks” except January and
August 2018
• Most of the conversations appeared between
9 AM to 8 PM and peak hour was 12 PM over
the period of Oct, 2017 to Sep, 2018
• January spike lead by the conversation around
‘Keep Healthy snacks’ & ‘Vegan Snacks’ due
to National Gluten-Free Day. People shared
the content from helloglow content to
participate in the contest to win snacks
• August saw a spike for ‘Healthy Snacks’
conversations predominantly mentioned in the
context of Gluten-free snacks
• Consumers conversations were revolving
around Gluten free and vegan snacks
• 17% of conversation were positive, driven by
keywords like ‘Healthy’, ‘Perfect Snack’
0
40
80
120
160
200
Oct - 17' Nov - 17' Dec- 17' Jan - 18' Feb - 18' Mar - 18' Apr - 18' May - 18' Jun - 18' Jul - 18' Aug - 18' Sep - 18'
Thousands
TREND ANALYSIS
Negative
17%Neutral
3%
Positive
80%
1
2
Total Mentions - 1,558,878
Potential Impressions – 13.1B
1
2
Peak
Hour

3. TOPIC ANALYSIS
LeaderLaggard
Least discussed Most discussed
• People have shown concern towards
disease and health related issues while
discussing ‘Healthy Snacks’ across social
platforms
• Diabetes was the most discussed topic
among disease by the consumers followed
by stroke
• ‘Boxes’ was the most discussed with
‘Healthy Snacks’ conversation in context of
Snacks Packaging while pouches were the
least discussed
• People have shown more concern towards
Gluten-free as compared to Low-fat, sugar-
free

4. CONTENT ANALYSIS
• Positive conversation were driven by keyword
such as ‘Healthy’, ‘Perfect Snack’, ‘Breakfast’
and ‘Gluten Free’. Users were very specific
about their snacks, more attracted towards
gluten free snacks
• Gluten free was the most popular keyword by
the users in their conversation for the ‘Healthy
Snacks’
Word Cloud Sentiment
Drivers

5. EMOTIONS
• Happiness was the dominant emotion, that audience
express for the ‘Healthy Snacks’
• At the same time ‘Love’ was another emotions
audiences expressed their feeling towards the ‘Healthy
Snacks’
• Confidence was the another emotion expressed by
users across social platforms
0
5000
10000
15000
20000
25000
30000
35000
40000
45000
Happiness Love Confidence Sadness Excitement Anger Surprise
EMOTIONS
Happiness Love Confidence Sadness Excitement Anger Surprise

6. INGREDIENT ANALYSIS
0
500
1,000
1,500
2,000
2,500
3,000
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00% Avocado
Almonds
Blueberry
Kale
Quinoa
Matcha
Chia
Beetroot
Seaweed
Probiotics
Turmeric
Chickpeas
Collagen
DragonFruit
Prebiotics
ManukaHoney
PeaProtein
ActivatedCharcoal
HempProtein
BirchWater
Established Ingredients Growing Ingredients Emerging Ingredients
Millions
INGREDIENTS
Reach
Mentions
• ‘Almonds’ has received highest mentions across established ingredients and ‘Chickpeas’ has received highest mention in Growing ingredients category
• ‘Collagen’ was the most discussed ingredients among emerging ingredients category

7. PRODUCT ANALYSIS
0%
10%
20%
30%
40%
50%
60%
70%
80%
Cereal & Granola
Bars
Nuts & Seeds Meat Snacks Dried Fruit Trail Mix Snacks
Product Category & Net Sentiment
Healthy Snacks Age Group Net Sentiment
• ‘Nuts & Seed’ was the most popular category
among audiences also this category received 70%
of net sentiment
• ‘Cereal & Granola Bars’ & ‘Dried Fruit’ category
followed the leader ‘Nuts & Seed’ with 20% of
conversation and remained at the 2nd spot
• ‘Cereal & Granola Bars’ category scored less net
sentiment (38%) as compared to ‘ Meat Snacks’
(61%)
• ‘Trail Mix Snacks’ recorded highest net
sentiment(75%) same as of ‘Dried Fruit’ category
but number of conversations were quite low

8. Demographics Analysis
• Female audience had high share of conversation on
healthy snacks across social platforms as compared
to Male audience
• The majority of conversations around ‘Healthy
Snacks’ comes from the 25-34 age group, followed
by 35-44 age group.
• Caucasian audience were the most active group who
talk about ‘Healthy Snacks’ across social platform
• 25% audience mentioned their profession as
‘Creative Arts’ while 21% audiences mentioned them
as a ‘Blogger’
• 44% of audience have Interest in ‘Food & Drink’ while
18% audience shown interest in ‘Health & Fitness’
Female,
60%
Male,
40%
GENDER
Female
Male
71%
7%
13%
1%
7%
ETHNICITY
Caucasian
Hispanic
African
American
Other
American Indian
or Alaskan
Native
0%
5%
10%
15%
20%
Below 18
Years
18 - 24 years 25 - 34 years 35 - 44 years 45 - 54 years 55 - 64 years Above 65
years
AUDIENCE – AGE GROUP
Below 18 Years 18 - 24 years 25 - 34 years 35 - 44 years

9. AUDIENCE ANALYSIS
0%
5%
10%
15%
20%
25%
30%
35%
40%
AUDIENCE – PROFESSIONS
0%
10%
20%
30%
40%
50%
AUDIENCE – INTERESTS

10. Instagra
m
Twitter
News
Forum
25%
22%
18%
22%
Blogs 13%
Platform Analysis
• #Glutenfree, #Healthy, and #Vegan were the most used hashtags by
audiences across social platforms
• #Food, #Foodie, #Healthyfood, #Health, #Fitness, #Nutrition,
#Foodporn & #Healthylifestyle were amongst other major hashtags
used by audiences
92,401
78,330
58,828
46,097
45,203
42,29941,989
39,152
39,144
34,472
29,587
#Glutenfree
#Healthy
#Vegan
#Food
#Foodie
#Healthyfood#Health
#Fitness
#Nutrition
#Foodporn
#Healthylifestyle
Top Hashtags
• Instagram has taken over Twitter for the ‘Healthy Snacks’ related
conversations
• Instagram received 25% of total conversation across social
platforms
• Twitter & News platform each received 22% of total conversation
• Forum & Blogs received 18% and 135 of total conversation
respectively.

11. INFLUENCERS
rachlmansfield
Bio: recipe developer, dessert enthusiast, wellness
blogger
living that label-less life, cookbook coming fall 2019 🥑🍪
💃🥑✨🥑🥑 💌: contact through blog #rachleats
Followers: 260,457 Post: 115 Engagement:
1,042,116
simplyquinoa
Bio: food blogger eating mostly plants & lots of
quinoa ❤️ holistic nutritionist
Followers: 50,895 Post: 46 Engagement:
62,808
flora_and_vino
Bio: blogger 💻 / whole foods 🍴 / photography 🥑/
plant based 🌱 / recipe creator 📝 / balance 🙏 / wine
🍷/ dog mom to Harper 🐶/ ALL THE EATS DEETS
👇
Followers: 34,935 Post: 42 Engagement:
50,847
Boulderlocavore
Bio:Food Blogger | Picture Taker | Recipe Maker | Life
Lover | Intrepid Traveler | Adventurous Spirit | Gluten
Free |✈️Santa Fe Toni@boulderlocavore.com
Followers: 26,126 Post: 9 Engagement: 43,205
Livingnotes
Bio: 🔸#connectingmoms across the globe 🔸#LA
🔸ballerina🔸creative director🔸#blogger 🔸#7kids 🔸
#livingnotesqanda 🔸💌olya@living-notes.com
Followers: 489,990 Post: 2 Engagement: 34,421
• Food bloggers and recipes developer frequently posted about
snack and recipes
• Female made it to the top influencer list and all of them have
Instagram account with good engagement
• Top influencer ‘rachlmansfield’ received 9,061 engagement per
post over the period of Oct 2017 to Sep 2018

12. COMPANY ANALYSIS
86%
87%
88%
89%
90%
91%
92%
93%
94%
95%
0
100
200
300
400
500
600
700
800
Snacknation GrazeUsa Nature box Nuts.com
Brand Mentions
Healthy Snacks Net Sentiment
• Snacknation had received highest mentions in context of ‘Healthy
Snacks’ but net sentiment score was low as compared to
GrazeUsa and Nature box
• Despite of low number of mentions GazeUsa score high net
sentiment
• Nuts.com scored low net sentiment and received less mentions as
compared to Nature box and Snacknation
Nuts.comNatureBoxGrazeUsaSnackNatio

13. Thank You

14. Glossary
Mentions: The total number of mentions (sentences) that match the analysis, broken down by sentiment type.
Potential Impressions: The estimated number of people who might have viewed an author's posts.
Net Sentiment : A score between 0 and 100 that expresses the ratio of positive to negative sentiment in conversations
matching the analysis.
Net Sentiment formula : ((Positives – Negatives) / (Positives + Negatives)) * 100

15. Additional Slides – Web
Search

16. 0
20
40
60
80
100
120
10/1/2017 11/1/2017 12/1/2017 1/1/2018 2/1/2018 3/1/2018 4/1/2018 5/1/2018 6/1/2018 7/1/2018 8/1/2018 9/1/2018
Healthy Snacks: Search Interest
over time
*Numbers represent search interest relative to the highest point on the chart for the US region. A value of 100 is the peak popularity
for the term. A value of 50 means that the term is half as popular. A score of 0 means there was not enough data for this term.
Interest over time
Search interest was fairly consistent over the period of Feb to Sep,2018. Peak has been observed after the Christmas 2017 and it
remained high till the beginning of February.

17. Healthy Snacks: Search Interest by sub-
region
Interest by sub-region
See in which location your “Healthy Snacks” was most popular during the specified time frame. Values are calculated on a scale
from 0 to 100, where 100 is the location with the most popularity as a fraction of total searches in that location, a value of 50
indicates a location which is half as popular. A value of 0 indicates a location where there was not enough data for this term.
Note: A higher value means a higher proportion of all queries, not a higher absolute query count. So a tiny country where 80% of
the queries are for "bananas" will get twice the score of a giant country where only 40% of the queries are for "bananas".

18. Related topics – Rising**
1 Chickpea - Legume
+250%
2 Wheat - Plants
+200%
3 Dried fruit - Topic
+140%
4 Kind - Company
+130%
5 Potato chip - Food
+130%
Healthy Snacks: Related Searched
Related topics - Users searching for your term also searched for these topics. You can view by the following metrics:
* Top - The most popular topics. Scoring is on a relative scale where a value of 100 is the most commonly searched topic and a value of 50
is a topic searched half as often as the most popular term, and so on.
**Rising - Related topics with the biggest increase in search frequency since the last time period. Results marked "Breakout" had a
tremendous increase, probably because these topics are new and had few (if any) prior searches.
Related topics – Top*
1 Snack - Topic
100
2 Health - Topic
97
3 Recipe - Topic
9
4 Calorie - Topic
5
5 Weight loss - Topic
5