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Better for You Snacks - US - September 2017

"The BFY (better for you) snacks category grew slightly from 2016-17, but has grown more in the past two years powered both by consumer interest in snacking and brand development of offerings that find a middle ground between healthy and indulgent. Yet the category is still challenged by the depth in snack offerings and ambiguity of the definition of a healthy snack. Advancements in innovation along with expansion of distribution and variety can help BFY snacks reach new consumers and appeal to current category participants."
- Michael Averbook, Food & Drink Analyst

This Report looks at the following areas:

  • Low penetration in BFY snack category
  • Fierce competition in snacking
  • Host of hurdles for BFY snacks category

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Low penetration in BFY snack category
            • Figure 1: Snack purchase, June 2017
          • Fierce competition in snacking
            • Figure 2: Total US sales of snack categories, at current prices, 2012-16
          • Host of hurdles for BFY snacks category
            • Figure 3: Attitudes toward healthy snacks, by confusion, skepticism, and affordability, June 2017
          • The opportunities
            • Room to grow through familiar forms
              • Figure 4: Sales* of BFY snacks, by segment, at current prices, rolling 52 weeks ending 6/21/15 and 6/18/17
            • Consumers snacking on healthier foods
              • Figure 5: Snacking behaviors, healthy snacking and avoiding sweets, March 2017
            • Despite skepticism, claims are important to consumers
              • Figure 6: Healthy snack claims, June 2017
            • Familiar ingredients, convenient packaging appealing
              • Figure 7: Healthy snack attributes, ingredients and packaging, June 2017
            • What it means
            • The Market – What You Need to Know

              • BFY snacks expected to develop, grow
                • “Other” snacks dictate category
                  • Prevalence of snacking drives increased competition
                    • Confusion on what healthy really means
                      • Important BFY snack buying groups gain influence
                      • Market Size

                        • BFY snack sales continue to grow
                          • Figure 8: Sales* of BFY snacks, at current prices, rolling 52 weeks June 2015-June 2017
                      • Market Breakdown

                        • Category driven by “other” snacks segment
                          • Figure 9: Sales* of BFY snacks, by segment, at current prices, 52 weeks ending June 18, 2017
                        • Majority of segments grow
                          • Figure 10: Sales* of BFY snacks, by segment, at current prices, rolling 52 weeks ending 6/21/15 and 6/18/17
                        • Unique BFY snack formats find success
                          • Figure 11: Sales* of other snacks, by type, at current prices, rolling 52 weeks ending 6/21/15 and 6/18/17
                        • Most vegetable and fruit chip types grow
                          • Figure 12: Sales* of vegetable and fruit chips, by type, at current prices, rolling 52 weeks ending 6/21/15 and 6/18/17
                      • Market Perspective

                        • Variety of snack options available
                          • Figure 13: Total US sales of snack categories, at current prices, 2012-16
                          • Figure 14: Snack purchase, by any BFY snacks* and traditional snacks, June 2017
                          • Figure 15: What consumers are snacking on, May 2017
                        • Snacking is fundamentally indulgent
                            • Figure 16: Snacking motivations, March 2017
                            • Figure 17: Snacking behaviors, unplanned snacks and snacking when bored, March 2017
                          • Brand, affordability important to snack buyers
                            • Figure 18: Snack purchase drivers, March 2017
                          • Consumers confused what is truly healthy
                          • Market Factors

                            • Majority of Americans snack
                              • Figure 19: Snacking frequency, March 2017
                            • Rise in health issues may lead to exploration of BFY snacks
                              • Figure 20: Growth in health issues in the US, 2013-15
                              • Figure 21: Snacking behaviors, healthy snacking and avoiding sweets, March 2017
                            • Younger consumers enter influential life stages
                              • Figure 22: Households with own children under age 18, by age of householder, 2016
                            • Median household income increases
                              • Figure 23: Median household income, in inflation-adjusted dollars, 2005-15
                            • Hispanic, Asian populations grow
                              • Figure 24: Population growth, by race and Hispanic origin, 2012-22
                          • Key Players – What You Need to Know

                            • Affordability, low brand appeal aid store brands
                              • Free-from claims, specialized positioning drive growth
                                • Category struggles with blandness
                                  • Continued innovation important for future category growth
                                  • What’s Working?

                                    • Free-from claims, specialized positioning resonate
                                      • Gluten-free BFY snacks grow faster than those without claim
                                        • Figure 25: Sales* of BFY snacks, by gluten-free labeling, at current prices, rolling 52 weeks ending 6/21/15 and 6/18/17
                                      • BFY snacks with GMO-free labeling find success
                                        • Figure 26: Sales* of BFY snacks, by GMO labeling, at current prices, rolling 52 weeks ending 6/21/15 and 6/18/17
                                      • Natural and specialized BFY snacks grow
                                        • Figure 27: Sales* of BFY snacks, by brand positioning, at current prices, rolling 52 weeks ending 6/21/15 and 6/18/17
                                        • Figure 28: BFY snacks brands, by specialty/wellness positioning, 2016-17
                                      • Private label driven by recognition, value
                                        • Figure 29: Average purchase intent of BFY snacks, by private label and name brands, October 2016-July 2017
                                        • Figure 30: Store brand BFY snacks with high purchase intent, October 2016-July 2017
                                      • Kettle Brand, Snyder’s, Simply 7, and Boulder Canyon are getting it right
                                          • Figure 31: Purchase intent of products from brands that consumers say are getting it right, October 2016-July 2017
                                        • Fruit snacks, alternative-based chips best other BFY snacks
                                          • Figure 32: Average purchase intent of BFY snacks and segments, October 2016-July 2017
                                          • Figure 33: Fruit chips/sticks/snacks with high purchase intent, October 2016-July 2017
                                          • Figure 34: Alternative-based chips with high purchase intent, October 2016-July 2017
                                      • What’s Struggling?

                                        • BFY snacks with organic, vegan, low/reduced fat claims struggle
                                          • Organic vegetable and fruit chips decline in sales
                                            • Figure 35: Organic share of sales* of BFY snacks, by segment, at current prices, rolling 52 weeks ending 6/21/15 and 6/18/17
                                          • Vegan focus too niche
                                            • Figure 36: Sales* of BFY snacks, by vegan labeling, at current prices, rolling 52 weeks ending 6/21/15 and 6/18/17
                                          • Full fat BFY snacks are the norm
                                            • Figure 37: Sales* of BFY snacks, by fat content, at current prices, rolling 52 weeks ending 6/21/15 and 6/18/17
                                          • BFY snacks struggle to compete with indulgence
                                            • Figure 38: Average purchase intelligence of snack categories, October 2016-July 2017
                                          • Category has several barriers
                                            • Healthy snacks connected to plain flavors
                                              • Association between BFY and particular brands low
                                                • Lack of trust that BFY snacks are truly healthy
                                                  • Price is a barrier to entry in the category
                                                  • What’s Next?

                                                    • Unconventional flavors and bases
                                                      • Figure 39: BFY snack launches, by leading flavors, January 2017-July 2017
                                                    • Opportunity to increase portability
                                                      • Nothing to hide
                                                        • Snacks with plant-based protein
                                                          • Influence from online channels
                                                            • Graze, NatureBox enter retail
                                                              • Amazon enters brick and mortar
                                                              • The Consumer – What You Need to Know

                                                                • About half of consumers buy BFY snacks
                                                                  • Consumer confusion, cynicism about what is healthy
                                                                    • Fresh is the new healthy
                                                                      • Consumers differ on what makes a snack BFY
                                                                        • Indulgence still important in BFY snacks category
                                                                        • Snack Purchase

                                                                          • Nearly half of consumers purchase BFY snacks
                                                                            • Figure 40: Snack purchase, June 2017
                                                                          • Most BFY snack buyers purchase one type
                                                                            • Figure 41: Repertoire of BFY snack purchase, June 2017
                                                                          • BFY snack purchase higher among younger adults
                                                                            • Figure 42: Snack purchase, by any BFY snacks*, by age, June 2017
                                                                            • Figure 43: Repertoire of BFY snack purchase, by age, June 2017
                                                                          • Parents most likely to purchase across BFY snack types
                                                                            • Figure 44: Snack purchase, by any BFY snacks and segments, by parental status, June 2017
                                                                          • Asians, Hispanics most likely buyers of BFY snacks
                                                                            • Figure 45: Snack purchase, by any BFY*, by race and Hispanic origin, June 2017
                                                                          • Household income a key indicator for healthy snack purchase
                                                                            • Figure 46: Snack purchase, by any BFY*, by household income, June 2017
                                                                          • Location impacts access to BFY snacks
                                                                            • Figure 47: Snack purchase, by any BFY snacks and segments, by location, June 2017
                                                                            • Figure 48: Snack purchase, by traditional snacks, by location, June 2017
                                                                        • Attitudes toward Healthy Snacks

                                                                          • Confusion, skepticism about what is healthy
                                                                              • Figure 49: Attitudes toward healthy snacks, by confusion, skepticism, and affordability, June 2017
                                                                              • Figure 50: Attitudes toward healthy snacks, by reasons for snacking, taste, satisfaction, and sampling, June 2017
                                                                            • The fresher, the healthier
                                                                              • Figure 51: Health perceptions, June 2017
                                                                              • Figure 52: Perception of BFY snacks, May 2017
                                                                            • Greater distrust of healthy snacks among older consumers
                                                                              • Figure 53: Attitudes toward healthy snacks, by age, June 2017
                                                                              • Figure 54: Health perceptions, by any healthy, by age, June 2017
                                                                            • Price is an obstacle
                                                                                • Figure 55: Attitudes toward healthy snacks, snacks marketed as healthy are too expensive, by race and Hispanic origin, household income, and location, June 2017
                                                                            • Healthy Snacking Behavior

                                                                              • BFY snack buyers habitual and health-focused
                                                                                  • Figure 56: Healthy snacking behavior, June 2017
                                                                                • Women more focused on healthy snacking
                                                                                  • Figure 57: Healthy snacking behavior, by gender and age, June 2017
                                                                                • Lack of purchase in category doesn’t mean disinterest in healthy snacks
                                                                                  • Figure 58: Healthy snacking behavior, try to keep healthy snacks on hand, by location, June 2017
                                                                                • Consumers struggling with weight looking to snack healthier
                                                                                    • Figure 59: Healthy snacking behavior, by body mass index, June 2017
                                                                                • Healthy Snack Claims

                                                                                  • Wide range of interest in health claims
                                                                                    • Figure 60: Healthy snack claims, June 2017
                                                                                    • Figure 61: Ingredient claims looked for when purchasing BFY snacks, May 2017
                                                                                  • Mix of claims appeal to bulk of BFY snack buyers
                                                                                    • Figure 62: TURF analysis – BFY claims – June 2017
                                                                                  • Ingredient claims signify BFY for consumers aged 55+
                                                                                    • Figure 63: Healthy snack claims, by age, June 2017
                                                                                • Healthy Snack Attributes

                                                                                  • Taste, flavor, and wholesome ingredients important to consumers
                                                                                    • Figure 64: Healthy snack attributes, June 2017
                                                                                  • Taste and flavor especially important to older women
                                                                                    • Figure 65: Healthy snack attributes, by gender and age, June 2017
                                                                                  • Trust and convenience valued by parents
                                                                                    • Figure 66: Healthy snack attributes, by parental status, June 2017
                                                                                • Appendix – Data Sources and Abbreviations

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

                                                                                                • Methodology
                                                                                                  • Figure 67: TURF analysis – BFY claims – June 2017
                                                                                                  • Figure 68: Table – TURF analysis – BFY claims – June 2017
                                                                                              • Appendix – The Market

                                                                                                  • Figure 69: Sales* of BFY snacks, at current prices, rolling 52 weeks June 2015-June 2017
                                                                                                  • Figure 70: Sales* of BFY snacks, by segment, at current prices, rolling 52 weeks ending 6/21/15 and 6/18/17
                                                                                                  • Figure 71: Sales* of vegetable and fruit chips, by type, at current prices, rolling 52 weeks ending 6/21/15 and 6/18/17
                                                                                                  • Figure 72: Sales* of other snacks, by type, at current prices, rolling 52 weeks ending 6/21/15 and 6/18/17
                                                                                              • Appendix – Key Players

                                                                                                  • Figure 73: Sales* of BFY snacks, by organic ingredients, at current prices, rolling 52 weeks ending 6/21/15 and 6/18/17
                                                                                                  • Figure 74: Organic share of sales* of BFY snacks, by segment, at current prices, rolling 52 weeks ending 6/21/15 and 6/18/17
                                                                                                  • Figure 75: Sales* of BFY snacks, by gluten-free labeling, at current prices, rolling 52 weeks ending 6/21/15 and 6/18/17
                                                                                                  • Figure 76: Gluten-free labeled share of sales* of BFY snacks, by segment, at current prices, rolling 52 weeks ending 6/21/15 and 6/18/17
                                                                                                  • Figure 77: Sales* of BFY snacks, by GMO labeling, at current prices, rolling 52 weeks ending 6/21/15 and 6/18/17
                                                                                                  • Figure 78: Non-GMO-product/ingredient share of sales* of BFY snacks, by segment, at current prices, rolling 52 weeks ending 6/21/15 and 6/18/17
                                                                                                  • Figure 79: Sales* of BFY snacks, by brand positioning, at current prices, rolling 52 weeks ending 6/21/15 and 6/18/17
                                                                                                  • Figure 80: Sales* of BFY snacks positioned as natural, by segment, at current prices, rolling 52 weeks ending 6/21/15 and 6/18/17
                                                                                                  • Figure 81: Sales* of BFY snacks, by fat content, at current prices, rolling 52 weeks ending 6/21/15 and 6/18/17
                                                                                                  • Figure 82: Low/no/reduced fat share of sales* of BFY snacks, by segment, at current prices, rolling 52 weeks ending 6/21/15 and 6/18/17

                                                                                              Companies Covered

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                                                                                              Better for You Snacks - US - September 2017

                                                                                              US $3,995.00 (Excl.Tax)