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Consumer Snacking Habits - Ireland - January 2016

“While health considerations are important for Irish consumers when snacking, they are also choosing to indulge in products such as chocolate and cakes. As such, developing healthy snacks that focus on taste can tap into the treat factor that consumers are looking for and enable them to consume fewer calories without reducing indulgence, thus giving them the best of both worlds.”
– James Wilson, Research Analyst

This report answers the following key questions:

  • How often do Irish consumers snack throughout the day?
  • How have Irish consumers’ snacking habits changed?
  • What types of food are Irish consumers snacking on?
  • What are the key health issues associated with the snack foods market?

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Table of contents

  1. Overview

    • What you need to know
      • Issues covered in this report
      • Executive Summary

          • The market
            • Figure 1: Estimated total retail sales of snack foods, by segment, NI and RoI, 2016
          • Forecast
            • Figure 2: Indexed estimated total retail sales of snack foods, NI and RoI, 2011-21
          • Market factors
            • Irish consumers snacking twice a day
              • Ireland set to become the ‘fat man’ of Europe
                • Irish children still exposed to significant level of junk food ads on TV despite ban
                  • Reduced sugar and protein key areas for innovation within snack foods category
                    • Companies, brands and innovation
                      • The consumer
                        • Irish consumers looking for healthy and indulgent snacks
                          • Figure 3: Types of snack food that consumers might use as a snack in a typical week, NI and RoI, November 2015
                        • Healthy snacks at tills a key issue for Irish consumers
                          • Figure 4: Agreement with statements relating to snack foods, NI and RoI, November 2015
                        • What we think
                        • Issues and Insights

                          • How often do Irish consumers snack throughout the day?
                            • The facts
                              • The implications
                                • How have Irish consumers’ snacking habits changed?
                                  • The facts
                                    • The implications
                                      • What types of food are Irish consumers snacking on?
                                        • The facts
                                          • The implications
                                            • What are the key health issues associated with the snack foods market?
                                              • The facts
                                                • The implications
                                                • The Market – What You Need to Know

                                                  • Value of snack sales set to fall in 2016
                                                    • Consumers snack twice a day in Ireland
                                                      • Obesity levels set to grow
                                                        • Junk food ads still reaching children in RoI despite ban
                                                        • Market Performance Indicators

                                                            • Deflation driving contraction in snack food sales in 2016
                                                              • Figure 5: Estimated total retail sales of snack foods, IoI, NI and RoI, 2011-21
                                                            • Snack food sales to recover after 2016
                                                              • Figure 6: Indexed estimated total retail sales of snack foods, NI and RoI, 2011-21
                                                          • Market Segmentation

                                                              • Fruit and vegetables account for the largest share of the market
                                                                • Figure 7: Estimated total retail sales of snack foods, by segment, NI and RoI, 2016
                                                              • Price deflation impacting the value of the fruit and vegetable market
                                                                • Figure 8: Estimated total fruit and vegetable retail sales (including fresh and processed), IoI, NI and RoI, 2011-16
                                                              • Indulgent chocolate snacks still hold appeal to consumers
                                                                • Figure 9: Estimated total chocolate confectionery sales, IoI, NI and RoI, 2011-16
                                                              • Crisp snacks popular among Irish consumers
                                                                • Figure 10: Estimated total value of the crisps, nuts* and corn snacks** market, IoI, NI and RoI, 2011-16
                                                              • Cheese accounts for a low level of snack food sales in NI and RoI
                                                                • Figure 11: Estimated retail sales of cheese, IoI, NI and RoI, 2011-16
                                                              • Yogurt offers potential as a healthy snacking product
                                                                • Figure 12: Estimated value of the total yogurt market (including soy yogurt), IoI, NI and RoI, 2011-16
                                                              • Cereal bars and breakfast biscuits seen as ideal snack
                                                                • Figure 13: Estimated value of the total cereal bars and breakfast biscuits market, NI and RoI, August 2014
                                                            • Market Drivers

                                                              • Irish consumers snacking twice a day
                                                                • Figure 14: How often consumers snack between meals in a typical day, NI and RoI, November 2015
                                                              • Obesity will continue to be a major issue in Ireland
                                                                • Figure 15: Percentage of RoI population estimated to be obese or overweight, 2010 and 2030
                                                                • Figure 16: Percentage of the UK (including NI) population estimated to be obese or overweight, 2010 and 2030
                                                              • Sugar tax excluded from RoI Budget 2016
                                                                • Children still exposed to junk food ads on TV
                                                                  • Reduced sugar and high protein key claims for new snack products
                                                                    • Figure 17: New snack products launched claiming low/no/reduced sugar and high protein, UK and Ireland, 2011-15
                                                                • Companies and Brands – What You Need to Know

                                                                  • Snack market experiences surge in NPD
                                                                    • Snack bars experience strong growth
                                                                      • Allergen claims remain high
                                                                        • Popcorn – Not just for the cinema
                                                                        • Who Innovating?

                                                                            • New snack food launches increases in 2015
                                                                              • Figure 18: Total new snack products launched, UK and Ireland, 2010-15
                                                                            • Snack bars account for most product launches in 2015
                                                                              • Figure 19: Number of new product launches in the snacking category, UK and Ireland, 2010-15
                                                                            • ‘Clean eating’ trend driving growth in no additive NPD
                                                                              • Figure 20: Top five claims on new snack launches, UK and Ireland, 2010-15
                                                                            • Popcorn products see surge in NPD
                                                                              • Figure 21: Total new popcorn product launches in the UK and Ireland, 2010-15
                                                                          • Competitive Strategies – Key Players

                                                                              • Graze
                                                                                • Key facts
                                                                                  • Brand NPD
                                                                                    • Product portfolio
                                                                                      • Recent developments
                                                                                        • Kellogg’s
                                                                                          • Key facts
                                                                                            • Brand NPD
                                                                                              • Product portfolio
                                                                                                • Recent developments
                                                                                                  • Largo Foods
                                                                                                    • Key facts
                                                                                                      • Brand NPD
                                                                                                        • Product portfolio
                                                                                                          • Recent developments
                                                                                                            • Mars Ireland
                                                                                                              • Key facts
                                                                                                                • Brand NPD
                                                                                                                  • Product portfolio
                                                                                                                    • Recent developments
                                                                                                                      • Mondelēz International
                                                                                                                        • Key facts
                                                                                                                          • Product portfolio
                                                                                                                            • Recent developments
                                                                                                                              • Nestlé Ireland
                                                                                                                                • Key facts
                                                                                                                                  • Brand NPD
                                                                                                                                    • Product portfolio
                                                                                                                                      • Recent developments
                                                                                                                                        • Ornua
                                                                                                                                          • Key facts
                                                                                                                                            • Product portfolio
                                                                                                                                              • Brand NPD
                                                                                                                                                • Recent developments
                                                                                                                                                  • PepsiCo
                                                                                                                                                    • Key facts
                                                                                                                                                      • Brand NPD
                                                                                                                                                        • Product portfolio
                                                                                                                                                          • Recent developments
                                                                                                                                                            • Tayto NI
                                                                                                                                                              • Key facts
                                                                                                                                                                • Product portfolio
                                                                                                                                                                  • Recent developments
                                                                                                                                                                    • Valeo Foods
                                                                                                                                                                      • Key facts
                                                                                                                                                                        • Brand NPD
                                                                                                                                                                          • Product portfolio
                                                                                                                                                                            • Recent developments
                                                                                                                                                                            • The Consumer – What You Need to Know

                                                                                                                                                                              • Healthy snacks popular among Irish consumers
                                                                                                                                                                                • Late Gen Xers most likely to snack on crisps
                                                                                                                                                                                  • Consumers still looking for indulgence despite health focus
                                                                                                                                                                                    • Out-of-home snacking low in Ireland
                                                                                                                                                                                      • Sweet-free checkouts well received by Irish consumers
                                                                                                                                                                                      • The Consumer – Types of Snack Foods Eaten

                                                                                                                                                                                          • Fresh fruit and vegetables the most popular snack foods in Ireland
                                                                                                                                                                                            • Figure 22: Types of snack food that consumers might use as a snack in a typical week, NI and RoI, November 2015
                                                                                                                                                                                          • Women most likely to snack on fresh fruit and vegetables
                                                                                                                                                                                            • Figure 23: Consumers that have eaten fresh fruit and vegetables as a snack in a typical week, NI and RoI, November 2015
                                                                                                                                                                                            • Figure 24: Location in which consumers are most likely to snack on fresh fruit or vegetables, NI and RoI, November 2015
                                                                                                                                                                                          • Crisp snacks appeal to late Gen Xers
                                                                                                                                                                                            • Figure 25: Consumers that have eaten crisps/crisp style snacks (eg Walkers, Pringles, Mini Cheddars, pretzels) as a snack in a typical week, NI and RoI, November 2015
                                                                                                                                                                                            • Figure 26: Location in which consumers are most likely to snack on crisps/crisp style snacks (eg Walkers, Pringles, Mini Cheddars, pretzels), NI and RoI, November 2015
                                                                                                                                                                                          • Snacking on chocolate influenced by children
                                                                                                                                                                                            • Figure 27: Consumers that have eaten chocolate (eg bar, block etc) as a snack in a typical week, NI and RoI, November 2015
                                                                                                                                                                                            • Figure 28: Location in which consumers are most likely to snack on chocolate (eg bar, block etc), NI and RoI, November 2015
                                                                                                                                                                                        • The Consumer – Attitudes towards Snack Foods

                                                                                                                                                                                            • Confectionery-free tills appeals to Irish consumers
                                                                                                                                                                                              • Figure 29: Agreement with statements relating to snack foods, NI and RoI, November 2015
                                                                                                                                                                                            • Healthy snacks at tills well received by parents and guardians
                                                                                                                                                                                              • Figure 30: Agreement with the statement ‘I prefer to see healthy snacks at tills/cashpoint in shops as opposed to confectionery’, by gender and presence of children in the household, NI and RoI, November 2015
                                                                                                                                                                                            • Irish parents interested in snacks with added vitamins and minerals
                                                                                                                                                                                              • Figure 31: Agreement with the statement ‘I prefer to buy snacks that have added vitamins or minerals (eg vitamins, protein, fibre)’, by presence of children in the household, NI and RoI, November 2015
                                                                                                                                                                                            • Increased snacking prevalent among young Irish consumers
                                                                                                                                                                                              • Figure 32: Agreement with statements relating to snack foods, by age, NI, November 2015
                                                                                                                                                                                              • Figure 33: Agreement with statements relating to snack foods, by age, RoI, November 2015
                                                                                                                                                                                            • Sugar headlines most likely to impact snacking among NI Millennials and over-25s in RoI
                                                                                                                                                                                              • Figure 34: Agreement with the statement ‘The negative headlines around sugar have made me reduce the amount of sweet snacks I eat’, by age and social class, NI and RoI, November 2015
                                                                                                                                                                                          • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                                                                            • Data sources
                                                                                                                                                                                              • Market size rationale
                                                                                                                                                                                                • Abbreviations
                                                                                                                                                                                                • Appendix – The Consumer

                                                                                                                                                                                                  • NI Toluna Data
                                                                                                                                                                                                    • Figure 35: Types of food that consumers might use as a snack in a typical week, by demographics, NI, November 2015
                                                                                                                                                                                                    • Figure 36: Types of food that consumers might use as a snack in a typical week, by demographics, NI, November 2015 (continued)
                                                                                                                                                                                                    • Figure 37: Types of food that consumers might use as a snack in a typical week, by demographics, NI, November 2015 (continued)
                                                                                                                                                                                                    • Figure 38: Types of food that consumers might use as a snack in a typical week, by demographics, NI, November 2015 (continued)
                                                                                                                                                                                                    • Figure 39: Location in which consumers are most likely to snack on fresh fruit or vegetables, by demographics, NI, November 2015
                                                                                                                                                                                                    • Figure 40: Location in which consumers are most likely to snack on chocolate (eg bar, block, etc), by demographics, NI, November 2015
                                                                                                                                                                                                    • Figure 41: Location in which consumers are most likely to snack on sweets (eg Haribo, Skittles etc), by demographics, NI, November 2015
                                                                                                                                                                                                    • Figure 42: Location in which consumers are most likely to snack on crisps/crisp-style snacks (eg Walkers, Pringles, Mini Cheddars, pretzels), by demographics, NI, November 2015
                                                                                                                                                                                                    • Figure 43: Location in which consumers are most likely to snack on flavoured/salted/roasted nuts (eg salted peanuts), by demographics, NI, November 2015
                                                                                                                                                                                                    • Figure 44: Location in which consumers are most likely to snack on popcorn (sweet/savoury), by demographics, NI, November 2015
                                                                                                                                                                                                    • Figure 45: Location in which consumers are most likely to snack on meat snacks (eg beef jerky, Mattessons Fridge Raiders, Peperami), by demographics, NI, November 2015
                                                                                                                                                                                                    • Figure 46: Location in which consumers are most likely to snack on savoury biscuits (crackers, rice cakes, etc), by demographics, NI, November 2015
                                                                                                                                                                                                    • Figure 47: Location in which consumers are most likely to snack on yogurt, by demographics, NI, November 2015
                                                                                                                                                                                                    • Figure 48: Location in which consumers are most likely to snack on cheese (cheese snack packs, individual portions), by demographics, NI, November 2015
                                                                                                                                                                                                    • Figure 49: Location in which consumers are most likely to snack on raw nuts/seeds, by demographics, NI, November 2015
                                                                                                                                                                                                    • Figure 50: Location in which consumers are most likely to snack on dried fruit, by demographics, NI, November 2015
                                                                                                                                                                                                    • Figure 51: Location in which consumers are most likely to snack on cereal bars/breakfast biscuits (eg Nutri-Grain, Special K Bars), by demographics, NI, November 2015
                                                                                                                                                                                                    • Figure 52: Location in which consumers are most likely to snack on energy/sports bars (eg Trek Bars, Maximuscle Bars), by demographics, NI, November 2015
                                                                                                                                                                                                    • Figure 53: Location in which consumers are most likely to snack on cakes/sweet bakery goods (eg doughnuts, hot cross bun, crumpet), by demographics, NI, November 2015
                                                                                                                                                                                                    • Figure 54: Location in which consumers are most likely to snack on pie/pasty/sausage rolls, by demographics, NI, November 2015
                                                                                                                                                                                                    • Figure 55: Location in which consumers are most likely to snack on sweet biscuits (excluding breakfast biscuits) (eg McVitie’s, Fox's), by demographics, NI, November 2015
                                                                                                                                                                                                    • Figure 56: Location in which consumers are most likely to snack on other types of food, by demographics, NI, November 2015
                                                                                                                                                                                                    • Figure 57: How often consumers snack between meals in a typical day, by demographics, NI, November 2015
                                                                                                                                                                                                    • Figure 58: Agreement with the statement ‘I prefer to see healthy snacks at tills/cashpoint in shops as opposed to confectionery’, by demographics, NI, November 2015
                                                                                                                                                                                                    • Figure 59: Agreement with the statement ‘I am snacking more compared to 12 months ago’, by demographics, NI, November 2015
                                                                                                                                                                                                    • Figure 60: Agreement with the statement ‘Single portion snacks help me to control how much I eat’, by demographics, NI, November 2015
                                                                                                                                                                                                    • Figure 61: Agreement with the statement ‘I prefer to buy snacks that have added vitamins or minerals (eg vitamins, protein, fibre)’, by demographics, NI, November 2015
                                                                                                                                                                                                    • Figure 62: Agreement with the statement ‘I try to watch what types of snacks that my children eat’, by demographics, NI, November 2015
                                                                                                                                                                                                    • Figure 63: Agreement with the statement ‘The negative headlines around sugar have made me reduce the amount of sweet snacks I eat’, by demographics, NI, November 2015
                                                                                                                                                                                                    • Figure 64: Agreement with the statement ‘It is unhealthy to eat snacks between meals’, by demographics, NI, November 2015
                                                                                                                                                                                                    • Figure 65: Agreement with the statement ‘Multipacks of snack foods encourage me to snack more often’, by demographics, NI, November 2015
                                                                                                                                                                                                    • Figure 66: Agreement with the statement ‘I subscribe to a healthy snack box service (eg Graze)’, by demographics, NI, November 2015
                                                                                                                                                                                                    • Figure 67: Agreement with the statement ‘I would like to see more free-from snacks on store shelves (eg gluten free)’, by demographics, NI, November 2015
                                                                                                                                                                                                  • RoI Toluna Data
                                                                                                                                                                                                    • Figure 68: Types of food that consumers might use as a snack in a typical week, by demographics, RoI, November 2015
                                                                                                                                                                                                    • Figure 69: Types of food that consumers might use as a snack in a typical week, by demographics, RoI, November 2015 (continued)
                                                                                                                                                                                                    • Figure 70: Types of food that consumers might use as a snack in a typical week, by demographics, RoI, November 2015 (continued)
                                                                                                                                                                                                    • Figure 71: Types of food that consumers might use as a snack in a typical week, by demographics, RoI, November 2015 (continued)
                                                                                                                                                                                                    • Figure 72: Location in which consumers are most likely to snack on fresh fruit or vegetables, by demographics, RoI, November 2015
                                                                                                                                                                                                    • Figure 73: Location in which consumers are most likely to snack on chocolate (eg bar, block, etc), by demographics, RoI, November 2015
                                                                                                                                                                                                    • Figure 74: Location in which consumers are most likely to snack on sweets (eg Haribo, Skittles etc), by demographics, RoI, November 2015
                                                                                                                                                                                                    • Figure 75: Location in which consumers are most likely to snack on crisps/crisp-style snacks (eg Walkers, Pringles, Mini Cheddars, pretzels), by demographics, RoI, November 2015
                                                                                                                                                                                                    • Figure 76: Location in which consumers are most likely to snack on flavoured/salted/roasted nuts (eg salted peanuts), by demographics, RoI, November 2015
                                                                                                                                                                                                    • Figure 77: Location in which consumers are most likely to snack on popcorn (sweet/savoury), by demographics, RoI, November 2015
                                                                                                                                                                                                    • Figure 78: Location in which consumers are most likely to snack on meat snacks (eg beef jerky, Mattessons Fridge Raiders, Peperami), by demographics, RoI, November 2015
                                                                                                                                                                                                    • Figure 79: Location in which consumers are most likely to snack on savoury biscuits (crackers, rice cakes, etc), by demographics, RoI, November 2015
                                                                                                                                                                                                    • Figure 80: Location in which consumers are most likely to snack on yogurt, by demographics, RoI, November 2015
                                                                                                                                                                                                    • Figure 81: Location in which consumers are most likely to snack on cheese (cheese snack packs, individual portions), by demographics, RoI, November 2015
                                                                                                                                                                                                    • Figure 82: Location in which consumers are most likely to snack on raw nuts/seeds, by demographics, RoI, November 2015
                                                                                                                                                                                                    • Figure 83: Location in which consumers are most likely to snack on dried fruit, by demographics, RoI, November 2015
                                                                                                                                                                                                    • Figure 84: Location in which consumers are most likely to snack on cereal bars/breakfast biscuits (eg Nutri-Grain, Special K Bars), by demographics, RoI, November 2015
                                                                                                                                                                                                    • Figure 85: Location in which consumers are most likely to snack on energy/sports bars (eg Trek Bars, Maximuscle Bars), by demographics, RoI, November 2015
                                                                                                                                                                                                    • Figure 86: Location in which consumers are most likely to snack on cakes/sweet bakery goods (eg doughnuts, hot cross bun, crumpet), by demographics, RoI, November 2015
                                                                                                                                                                                                    • Figure 87: Location in which consumers are most likely to snack on pie/pasty/sausage rolls, by demographics, RoI, November 2015
                                                                                                                                                                                                    • Figure 88: Location in which consumers are most likely to snack on sweet biscuits (excluding breakfast biscuits) (eg McVitie’s, Fox's), by demographics, RoI, November 2015
                                                                                                                                                                                                    • Figure 89: Location in which consumers are most likely to snack on other types of food, by demographics, RoI, November 2015
                                                                                                                                                                                                    • Figure 90: How often consumers snack between meals in a typical day, by demographics, RoI, November 2015
                                                                                                                                                                                                    • Figure 91: Agreement with the statement ‘I prefer to see healthy snacks at tills/cashpoint in shops as opposed to confectionery’, by demographics, RoI, November 2015
                                                                                                                                                                                                    • Figure 92: Agreement with the statement ‘I am snacking more compared to 12 months ago’, by demographics, RoI, November 2015
                                                                                                                                                                                                    • Figure 93: Agreement with the statement ‘Single portion snacks help me to control how much I eat’, by demographics, RoI, November 2015
                                                                                                                                                                                                    • Figure 94: Agreement with the statement ‘I prefer to buy snacks that have added vitamins or minerals (eg vitamins, protein, fibre)’, by demographics, RoI, November 2015
                                                                                                                                                                                                    • Figure 95: Agreement with the statement ‘I try to watch what types of snacks that my children eat’, by demographics, RoI, November 2015
                                                                                                                                                                                                    • Figure 96: Agreement with the statement ‘The negative headlines around sugar have made me reduce the amount of sweet snacks I eat’, by demographics, RoI, November 2015
                                                                                                                                                                                                    • Figure 97: Agreement with the statement ‘It is unhealthy to eat snacks between meals’, by demographics, RoI, November 2015
                                                                                                                                                                                                    • Figure 98: Agreement with the statement ‘Multipacks of snack foods encourage me to snack more often’, by demographics, RoI, November 2015
                                                                                                                                                                                                    • Figure 99: Agreement with the statement ‘I subscribe to a healthy snack box service (eg Graze)’, by demographics, RoI, November 2015
                                                                                                                                                                                                    • Figure 100: Agreement with the statement ‘I would like to see more free-from snacks on store shelves (eg gluten free)’, by demographics, RoI, November 2015

                                                                                                                                                                                                Companies Covered

                                                                                                                                                                                                To learn more about the companies covered in this report please contact us.

                                                                                                                                                                                                Consumer Snacking Habits - Ireland - January 2016

                                                                                                                                                                                                £1,095.00 (Excl.Tax)