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Better for You Snacks - US - September 2016

"Strong growth in BFY snacks comes from an increase in availability of products in this relatively young space, at a time when consumer habits favor snacking and eating on-the-go, and a dual interest in healthy living and the pursuit of flavor. While the products covered in the scope of this Report are not universally accepted as healthy, they communicate permissibility through a range of BFY traits, pointing to strong near-term growth."
- Beth Bloom, Senior Food & Drink Analyst

This report discusses the following key topics:

  • BFY snacks face competition from range of snack options 
  • Consumers are skeptical of BFY snacks

This Report focuses on processed snacks that are specifically positioned/marketed as BFY. Product categories included in the scope of this Report are:

  • Vegetable and fruit chips (including chips that are not made from either potatoes or corn, including apple chips, kale chips, sweet potato chips, carrot chips)
  • Puffed snacks (including potato, multigrain, corn, and rice and other puffed snacks)
  • Soy crisps and snacks (including snacks made primarily of soy (including soy nuts) and marketed as a “soy snack” rather than a corn, potato, or rice chip/snack that contains soy among other ingredients)
  • Other snacks (including items and snack mixes that don’t fit into other snack subcategories such as wasabi peas, roasted chickpeas, and veggie sticks, as well as alternative-based chips like hummus chips, lentil chips, and bean chips)

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • BFY snacks is a $1.1 billion market; room for growth exists
            • Figure 1: Sales* of better-for-you snacks, at current prices, rolling 52 weeks, June 2014-June 2016
          • BFY snacks face competition from range of snack options
            • Figure 2: Salty snacks purchase, January 2016
          • Consumers are skeptical of BFY snacks
            • Figure 3: BFY snack attitudes – Agree, June 2016
          • The opportunities
            • Vegetable and fruit chips experience the strongest dollar sales growth
              • Figure 4: Sales* of BFY snacks, by segment, at current prices, rolling 52 weeks ending June 15, 2014 and June 12, 2016
            • Consumers ask for lower price points, more flavor from the category
              • Figure 5: BFY snack attitudes – Agree, June 2016
            • Big can still be BFY
              • Figure 6: BFY snack attitudes – Agree, June 2016
            • What it means
            • The Market – What You Need to Know

              • BFY snacks is a $1.1 billion market; room for growth exists
                • “Other” snacks dominate BFY market
                  • Nearly all US adults snack daily; snack occasions move into meal times
                    • BFY snack eaters indicate eating more healthy snacks in the past year
                      • BFY snacks face competition from range of snack options
                      • Market Size

                        • BFY snacks is a $1.1 billion market; room for growth exists
                          • Figure 7: Sales* of better-for-you snacks, at current prices, rolling 52 weeks June 2014-June 2016
                      • Market Breakdown

                        • “Other” snacks dominate BFY market
                          • Figure 8: Sales* of BFY snacks, by segment, 52 weeks ending June 12, 2016
                        • Vegetable and fruit chips experience strongest dollar sales growth
                          • Figure 9: Sales* of BFY snacks, by segment, at current prices, rolling 52 weeks ending June 15, 2014 and June 12, 2016
                        • Multigrain chips comprise largest share of “other” snacks segment
                          • Figure 10: Sales* of other snacks, by type, at current prices, rolling 52 weeks ending June 15, 2014 and June 12, 2016
                        • “Other” vegetable chips make up largest sale of veg/fruit chip segment
                          • Figure 11: Sales* of vegetable and fruit chips, by type, 52 weeks ending June 12, 2016
                        • Growth of “other” formats point to adoption of less traditional options
                          • Figure 12: Sales* of vegetable and fruit chips, by type, at current prices, rolling 52 weeks ending June 15, 2014 and June 12, 2016
                        • Vast majority of category sales are through MULO channels
                          • Figure 13: Sales of better-for-you snacks, by channel, at current prices, rolling 52 weeks ending June 15, 2014 and June 12, 2016
                      • Market Perspective

                        • Category players face competition from a range of snack options
                          • Figure 14: Total US sales of various snack categories, at current prices, 2010-15*
                          • Figure 15: Salty snacks purchase, January 2016
                          • Figure 16: What consumers are snacking on, June 2016
                        • Consumers ask for lower price points, more flavor from the category
                          • Figure 17: BFY snack attitudes – Agree, June 2016
                          • Figure 18: What consumers want from BFY snacks, June 2016
                          • Figure 19: Flavors associated with BFY snacks, June 2016
                        • Consumers snack to satisfy a craving; indulgence plays a role
                          • Figure 20: Reasons for snacking, January 2015
                          • Figure 21: BFY snack attitudes – Agree, June 2016
                          • Figure 22: BFY snack attitudes – Agree, by generation group, June 2016
                      • Market Factors

                        • Nearly all US adults snack daily
                          • Figure 23: Daily snacking frequency, January 2015
                        • Half of category participants snack in place of meals
                          • Figure 24: BFY snack behaviors – Snack in place of meals, June 2016
                        • Consumers see the benefit of healthy eating
                          • Figure 25: Important to achieve good health – Any top three rank, May 2015
                        • …but close to a third of consumers don’t have time for healthy meals
                          • Figure 26: Attitudes toward health -- Agree
                        • BFY snack eaters indicate eating more healthy snacks in the past year
                          • Figure 27: BFY snack behaviors – Change in purchase/consumption, June 2016
                        • …but the majority still want more
                          • Figure 28: BFY snack attitudes – Agree, June 2016
                        • Consumers’ view of healthy snacks expands
                          • Figure 29: BFY snack attitudes – Agree, June 2016
                          • Figure 30: What defines a healthy snack – Then, June 2016
                          • Figure 31: What defines a healthy snack – Now, June 2016
                        • Four in 10 BFY snackers follow special diets
                          • Figure 32: BFY snack behaviors – Special diet, June 2016
                      • Key Players – What You Need to Know

                        • Big can still be BFY
                          • BFY-ness may come more from ingredients than from positioning
                            • Sales of non-GMO and natural offerings are on the rise
                              • Flavor can be an area of focus in the category
                              • What’s Working?

                                • Big can still be BFY
                                  • Figure 33: BFY snack attitudes -- Agree, June 2016
                                • A third of BFY snacks are gluten-free
                                  • Figure 34: Sales* of better-for-you snacks, by segment and gluten-free labeling, at current prices, rolling 52 weeks ending June 15, 2014 and June 12, 2016
                                • Consumers think Quaker, Kashi, and Trader Joe’s are getting it right
                                    • Figure 35: Who’s getting it right, June 2016
                                  • Non-GMO claims rise
                                    • Figure 36: Sales* of better-for-you snacks, by segment and GMO ingredients, at current prices, rolling 52 weeks ending June 15, 2014 and June 12, 2016
                                  • Half of BFY snacks are labeled natural
                                    • Figure 37: Sales* of better-for-you snacks, by "natural" labeling or perception, at current prices, rolling 52 weeks ending June 15, 2014 and June 12, 2016
                                • What’s Struggling?

                                  • The majority of BFY snacks are not organic
                                    • Figure 38: Sales* of better-for-you snacks, by segment and organic ingredients, at current prices, rolling 52 weeks ending June 15, 2014 and June 12, 2016
                                  • Whole grain losing share; may signify a move away from grain-based snacks
                                    • Figure 39: Sales* of better-for-you snacks, by segment and Whole-Grain-Council certification, at current prices, rolling 52 weeks ending June 15, 2014 and June 12, 2016
                                  • Less than a quarter of BFY snacks are low/no/reduced fat
                                    • Figure 40: Sales* of better-for-you snacks, by segment and fat content, at current prices, rolling 52 weeks ending June 15, 2014 and June 12, 2016
                                • What’s Next?

                                  • The young category can play host to snack innovation
                                    • BFY snacks have room for both healthy and indulgent flavors
                                        • Figure 41: BFY snack launches, by leading flavors, July 2011-June 2016
                                      • What’s inside sets this category apart from other snacks
                                        • Portability will be key for maintaining relevance
                                        • The Consumer – What You Need to Know

                                          • Half of consumers purchase BFY snacks
                                            • Flavor leads purchase drivers, but consumers care about ingredients
                                              • Small formats can meet the needs of portion control and portability
                                                • Category participants are paying attention to labels
                                                  • Consumers are skeptical of BFY snacks
                                                  • Better-for-you Snack Purchase

                                                    • Half of US adults purchase BFY snacks
                                                      • Figure 42: BFY snack purchase – Net*, June 2016
                                                    • Veggie-based snacks lead
                                                      • Figure 43: BFY snack purchase, June 2016
                                                    • Men are more likely to purchase BFY snacks
                                                      • Figure 44: BFY snack purchase – Net*, by gender, June 2016
                                                      • Figure 45: BFY snack purchase, by gender, June 2016
                                                    • Seven in 10 Millennials purchase BFY snacks
                                                      • Figure 46: BFY snack purchase – Net*, by generation, June 2016
                                                    • Hispanics are strong targets for BFY snack purchase
                                                      • Figure 47: BFY snack purchase – Net*, by Hispanic origin, June 2016
                                                    • BFY snack purchase generally correspondents with HH income
                                                      • Figure 48: BFY snack purchase – Net*, by HH income, June 2016
                                                    • Parents are twice as likely as non-parents to purchase BFY snacks
                                                      • Figure 49: BFY snack purchase – Net*, by parental status, June 2016
                                                  • Purchase Drivers

                                                    • Flavor leads purchase drivers, but consumers care about ingredients
                                                      • Figure 50: Purchase drivers, June 2016
                                                    • Brand plays a less important role in BFY snacks than for snacks overall
                                                      • Figure 51: Important features when eating a snack, January 2015
                                                    • Half of BFY snack buyers look for the lowest price
                                                      • Figure 52: BFY snack behaviors – low price, June 2016
                                                    • A focus on flavor can attract less likely users, such as women
                                                      • Figure 53: Purchase drivers, by gender, June 2016
                                                    • …and older shoppers
                                                      • Figure 54: Purchase drivers, by generation, June 2016
                                                    • Portion size, including snack formats appeal to Hispanics
                                                      • Figure 55: Purchase drivers, by Hispanic origin, June 2016
                                                    • A third of parents rely on brand
                                                      • Figure 56: Purchase drivers, by parental status, June 2016
                                                  • Purchase Location

                                                    • Supermarkets lead purchase locations
                                                      • Figure 57: BFY snack attitudes – Agree, June 2016
                                                      • Figure 58: Purchase location, June 2016
                                                    • The majority of BFY snackers buy the products on impulse
                                                      • Figure 59: BFY snack behaviors – Impulse, June 2016
                                                  • Product Claims

                                                    • BFY snacks have various avenues for appeal
                                                      • Figure 60: Product claims, June 2016
                                                    • Organic is especially important to alternative-based chips buyers
                                                      • Figure 61: Product claims, by BFY snack type purchased 2016
                                                    • Protein, vitamins appeal to men; women avoid artificial ingredients
                                                      • Figure 62: Product claims, by gender, June 2016
                                                    • Added nutrients can appeal to Hispanics
                                                      • Figure 63: Product claims, by Hispanic origin, June 2016
                                                  • BFY Snack Behaviors

                                                    • The majority of BFY snackers eat the products on-the-go
                                                      • Figure 64: BFY snack behaviors – On-the-go, June 2016
                                                    • Category participants are paying attention to labels
                                                      • Figure 65: BFY snack behaviors – Label awareness, June 2016
                                                    • Some segments may struggle with ingredient recognizability
                                                      • Figure 66: BFY snack behaviors – Label awareness, by BFY snack type purchased, June 2016
                                                    • Variety packs may find appeal among majority of consumers
                                                      • Figure 67: BFY snack behaviors – Multiple snacks, June 2016
                                                  • Attitudes toward Better-for-you Snacks

                                                    • Consumers are skeptical of BFY snacks
                                                        • Figure 68: BFY snack attitudes – Agree, June 2016
                                                      • Natural, low calorie, non-GMO, and organic imply BFY
                                                        • Figure 69: Claims associated with BFY snacks, June 2016
                                                      • Fresh still leads as BFY
                                                          • Figure 70: Perception of BFY snacks, June 2016
                                                      • Appendix – Data Sources and Abbreviations

                                                        • Data sources
                                                          • Sales data
                                                            • Consumer survey data
                                                              • Consumer qualitative research
                                                                • Abbreviations and terms
                                                                  • Abbreviations
                                                                    • Terms
                                                                    • Appendix – Market

                                                                        • Figure 71: Sales* of better-for-you snacks, at current prices, rolling 52 weeks June 2014-June 2016
                                                                        • Figure 72: Sales* of better-for-you snacks, by segment, at current prices, rolling 52 weeks ending June 15, 2014 and June 12, 2016
                                                                        • Figure 73: Sales* of other snacks, by type, at current prices, rolling 52 weeks ending June 15, 2014 and June 12, 2016
                                                                        • Figure 74: Sales* of vegetable and fruit chips, by type, at current prices, rolling 52 weeks ending June 15, 2014 and June 12, 2016
                                                                        • Figure 75: Sales of better-for-you snacks, by channel, at current prices, rolling 52 weeks ending June 15, 2014 and June 12, 2016
                                                                    • Appendix – Key Players

                                                                        • Figure 76: Sales* of better-for-you snacks, by gluten-free labeling, at current prices, rolling 52 weeks ending June 15, 2014 and June 12, 2016
                                                                        • Figure 77: Sales* of better-for-you snacks, by segment and gluten-free labeling, at current prices, rolling 52 weeks ending June 15, 2014 and June 12, 2016
                                                                        • Figure 78: Other snacks launches, by top 10 leading flavors, July 2011-June 2016
                                                                        • Figure 79: Vegetable and fruit chips launches, by top 10 leading flavors, July 2011-June 2016
                                                                        • Figure 80: Puffed snacks launches, by top 10 leading flavors, July 2011-June 2016
                                                                        • Figure 81: Soy crisps and snacks launches, by top 10 leading flavors, July 2011-June 2016
                                                                        • Figure 82: Sales* of better-for-you snacks, by GMO ingredients, at current prices, rolling 52 weeks ending June 15, 2014 and June 12, 2016
                                                                        • Figure 83: Sales* of better-for-you snacks, by segment and GMO ingredients, at current prices, rolling 52 weeks ending June 15, 2014 and June 12, 2016
                                                                        • Figure 84: Sales* of better-for-you snacks, by "natural" labeling or perception, at current prices, rolling 52 weeks ending June 15, 2014 and June 12, 2016
                                                                        • Figure 85: Sales* of better-for-you snacks, by segment and "natural" labeling or perception, at current prices, rolling 52 weeks ending June 15, 2014 and June 12, 2016
                                                                        • Figure 86: Sales* of better-for-you snacks, by organic ingredients, at current prices, rolling 52 weeks ending June 15, 2014 and June 12, 2016
                                                                        • Figure 87: Sales* of better-for-you snacks, by segment and organic ingredients, at current prices, rolling 52 weeks ending June 15, 2014 and June 12, 2016
                                                                        • Figure 88: Sales* of better-for-you snacks, by Whole Grain Council certification, at current prices, rolling 52 weeks ending June 15, 2014 and June 12, 2016
                                                                        • Figure 89: Sales* of better-for-you snacks, by segment and Whole-Grain-Council certification, at current prices, rolling 52 weeks ending June 15, 2014 and June 12, 2016
                                                                        • Figure 90: Sales* of better-for-you snacks, by fat content, at current prices, rolling 52 weeks ending June 15, 2014 and June 12, 2016
                                                                        • Figure 91: Sales* of better-for-you snacks, by segment and fat content, at current prices, rolling 52 weeks ending June 15, 2014 and June 12, 2016
                                                                    • Appendix – Consumer

                                                                        • Figure 92: Attitudes toward health – Agree

                                                                    Companies Covered

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                                                                    Better for You Snacks - US - September 2016

                                                                    US $3,995.00 (Excl.Tax)