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Consumer Snacking - UK - December 2012

“NPD that focuses on flavour innovation can offer brands standout in the highly competitive snacking market with half of consumers who snack agreeing that they like to try more exciting flavours in snacks.”

– Amy Price, Senior Food & Drink Analyst

Some questions answered in this report include:

  • How can the market continue to appeal to the health-conscious consumer?
  • What factors can the market leverage to engage the growing older age groups?
  • Are consumers willing to spend on snacks?
  • How can the snacking market leverage interest in sharing/smaller formats?
  • How can product innovation offer brands standout?

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Table of contents

  1. Introduction

      • Definitions
        • Abbreviations
        • Executive Summary

            • Market factors
              • Discretionary spending comes under consumer reassessment
                • Health remains an issue
                  • Companies, brands and innovation
                    • Mars dominates adspend
                      • Figure 1: Total advertising expenditure in the snacking market, by top five advertisers, 2008-12
                    • The consumer
                      • The vast majority snack at home and on the go
                        • Figure 2: Snacks eaten between meals, September 2012
                      • Convenience is the main driver to snacking
                        • Figure 3: Factors influencing choice of snack, September 2012
                      • Half of consumers are adventurous on flavour
                        • Figure 4: Attitudes towards snacking, September 2012
                      • What we think
                      • Issues in the Market

                          • How can the market continue to appeal to the health-conscious consumer?
                            • What factors can the market leverage to engage the growing older age groups?
                              • Are consumers willing to spend on snacks?
                                • How can the snacking market leverage interest in sharing/smaller formats?
                                  • How can product innovation offer brands standout?
                                  • Trend Application

                                      • Life – An Informal Affair
                                        • Minimize Me
                                          • 2015 Trend: Brand Intervention
                                          • Market Drivers

                                            • Key points
                                              • Tight budgets dampen snacking
                                                • Convenience is important to busy consumers
                                                  • Health remains a dividing issue
                                                    • Figure 5: Trends in attitudes towards selected lifestyle statements, 2008-12
                                                  • Demographic changes
                                                    • Growth in 25-34s will drive on-the-go snacking
                                                      • Figure 6: Trends in the age structure of the UK population, 2007-12 and 2012-17
                                                    • Rise in families bodes well for future growth
                                                      • Figure 7: Forecast adult population trends, by lifestage, 2007-17
                                                  • Strengths and Weaknesses

                                                    • Strengths
                                                      • Weaknesses
                                                      • Who’s Innovating?

                                                        • Key points
                                                          • Definition
                                                            • Own-label gains momentum in NPD
                                                              • Figure 8: New product launches in the snacking market, own-label v branded, 2008-12
                                                            • Catering to health-conscious consumers
                                                              • Figure 9: New product launches in the snacking market, by health claim, 2008-12
                                                            • Chocolate
                                                              • Salty snacks and crisps
                                                                • Fruit and vegetables
                                                                  • Spice beats fruit as most popular flavour component
                                                                    • Figure 10: New product launches in the snacking market, by top five flavour components, 2008-12
                                                                  • Packaging revamps have become ubiquitous in snacking market
                                                                    • Figure 11: New product launches, by launch type, 2008-12
                                                                  • Mini formats look to tap in to ‘grazing’
                                                                    • Events of 2012 prove inspirational to packaging
                                                                      • Popcorn and cassava-based snacks on the rise
                                                                      • Companies and Products

                                                                        • Haribo
                                                                          • Mondelēz International (formerly Kraft Foods)
                                                                            • Mars
                                                                              • Nestlé
                                                                                • PepsiCo – Walkers, SunBites
                                                                                  • United Biscuits
                                                                                    • Ginsters
                                                                                      • Danone
                                                                                        • Kellogg’s
                                                                                          • Whitworths
                                                                                          • Brand Research

                                                                                              • Brand map
                                                                                                  • Figure 12: Attitudes towards and usage of brands in the snacking sector, November 2011, January and February 2012
                                                                                                • Correspondence analysis
                                                                                                  • Brand attitudes
                                                                                                    • Figure 13: Attitudes, by snacking brand, November 2011, January and February 2012
                                                                                                  • Brand personality
                                                                                                    • Figure 14: Snacking brand personality – macro image, November 2011, January and February 2012
                                                                                                    • Figure 15: Snacking brand personality – micro image, November 2011, January and February 2012
                                                                                                  • Brand experience
                                                                                                    • Figure 16: Snacking brand usage, November 2011, January and February 2012
                                                                                                    • Figure 17: Satisfaction with various snacking brands, November 2011, January and February 2012
                                                                                                    • Figure 18: Consideration of snacking brands, November 2011, January and February 2012
                                                                                                    • Figure 19: Consumer perceptions of current snacking brand performance, November 2011, January and February 2012
                                                                                                    • Figure 20: Snacking brand recommendation – Net Promoter Score, November 2011, January and February 2012
                                                                                                  • Brand index
                                                                                                    • Figure 21: Snacking brand index, November 2011, January and February 2012
                                                                                                    • Figure 22: Snacking brand index vs. recommendation, November 2011, January and February 2012
                                                                                                • Brand Communication and Promotion

                                                                                                  • Key points
                                                                                                    • Total adspend drops from 2011 peak as major players cut back
                                                                                                      • Figure 23: Total advertising expenditure in the snacking market, 2008-12
                                                                                                    • Chocolate is the most advertised category
                                                                                                      • Figure 24: Total media advertising expenditure on snacking, by leading categories, 2010-12
                                                                                                    • Mars tops advertising ranks, while Cadbury decreases adspend
                                                                                                      • Figure 25: Total advertising expenditure in the snacking market, by top five advertisers, 2008-12
                                                                                                      • Figure 26: Total advertising expenditure in the snacking market, by top five brands, 2008-12
                                                                                                  • Consumer – Snacks Eaten

                                                                                                    • Key points
                                                                                                      • The vast majority snack at home and on the go
                                                                                                          • Figure 27: Snacks eaten between meals, September 2012
                                                                                                          • Figure 28: Index of ‘any snack’ eaten between meals when on the go, by demographics (average = 100), September 2012
                                                                                                        • Fresh fruit is popular at home/elsewhere, chocolate when on the go
                                                                                                          • Women are more likely to snack
                                                                                                              • Figure 29: Snacks eaten between meals at home/elsewhere, by gender, September 2012
                                                                                                              • Figure 30: Snacks eaten between meals on the go, by gender, September 2012
                                                                                                          • Consumer – Snacks Bought

                                                                                                            • Key points
                                                                                                              • Seven in ten buy fresh fruit as a snack
                                                                                                                  • Figure 31: Snacks bought in a typical week, September 2012
                                                                                                                • Women are more likely to purchase snacks…
                                                                                                                  • Figure 32: Net difference * between snacks bought in a typical week, by gender, September 2012
                                                                                                                • …while the young fail to buy
                                                                                                                  • Figure 33: Snacks bought in a typical week, by age, September 2012
                                                                                                              • Consumer – Frequency of Snacking

                                                                                                                • Key points
                                                                                                                  • Six in ten snack at home at least once a day
                                                                                                                      • Figure 34: Frequency of snacking at home/elsewhere, September 2012
                                                                                                                      • Figure 35: Frequency of snacking on the go, September 2012
                                                                                                                    • The young are the most frequent snackers at home…
                                                                                                                        • Figure 36: Frequency of snacking at least daily at home/elsewhere/on the go, by age, September 2012
                                                                                                                      • …while men prefer to snack when elsewhere and on the go
                                                                                                                        • Figure 37: Snacking at least daily at home/elsewhere/on the go, by gender, September 2012
                                                                                                                    • Consumer – Factors Influencing Choice

                                                                                                                      • Key points
                                                                                                                        • Convenience is the main driver
                                                                                                                            • Figure 38: Factors influencing choice of snack, September 2012
                                                                                                                            • Figure 39: Index of agreement with the influencing factor ‘convenient to eat’, by snacks eaten on the go (average =100), September 2012
                                                                                                                          • Cost-conscious consumers
                                                                                                                            • Healthier versions could be key to engaging the over-55s
                                                                                                                                • Figure 40: Health-related factors influencing choice of snack, by age, September 2012
                                                                                                                            • Consumer – Reasons for Snacking

                                                                                                                              • Key points
                                                                                                                                • Hunger is main reason for consumers to snack
                                                                                                                                    • Figure 41: Reasons and occasions why and when consumers snack, September 2012
                                                                                                                                    • Figure 42: Times of snacking, by types of snacks eaten, 2012
                                                                                                                                  • Older consumers snack when having a hot drink
                                                                                                                                      • Figure 43: Snack ‘when I’m watching TV/DVDs’, by snacks bought in a typical week, September 2012
                                                                                                                                  • Consumer – Attitudes Towards Snacking

                                                                                                                                    • Key points
                                                                                                                                      • Half of consumers are adventurous on flavour
                                                                                                                                          • Figure 44: Attitudes towards snacking, September 2012
                                                                                                                                          • Figure 45: Index of agreement with the statement ‘I like to try more exciting flavours in snacks’, by age, annual household income, presence of children and household size (average = 100), September 2012
                                                                                                                                        • Health remains an important consideration
                                                                                                                                            • Figure 46: Agreement with statements on health in snacking, by gender, September 2012
                                                                                                                                          • A third of consumers cut back because of cost
                                                                                                                                            • Brands appeal to a third
                                                                                                                                            • Appendix – Market Drivers

                                                                                                                                                • Figure 47: GDP, PDI, consumer expenditure and savings, at constant 2012 prices, 2007-17
                                                                                                                                                • Figure 48: Attitudes towards selected lifestyle statements, by demographics, 2012
                                                                                                                                                • Figure 49: Attitudes towards selected lifestyle statements, by demographics, 2012
                                                                                                                                                • Figure 50: Obesity among adults, 1996-2010
                                                                                                                                                • Figure 51: UK households, by size, 2007-17
                                                                                                                                            • Appendix – Who’s Innovating?

                                                                                                                                                • Figure 52: New product launches in snacking market, by claim category, 2008-12
                                                                                                                                                • Figure 53: New product launches in snacking market, by claim category, 2008-12
                                                                                                                                                • Figure 54: New product launches in snacking market, by sub-category, 2008-12
                                                                                                                                            • Appendix – Brand Research

                                                                                                                                                • Figure 55: Brand usage, January 2012
                                                                                                                                                • Figure 56: Brand usage, January 2012
                                                                                                                                                • Figure 57: Brand usage, November 2012
                                                                                                                                                • Figure 58: Brand usage, January 2012
                                                                                                                                                • Figure 59: Brand commitment, November 2011, January and February 2012
                                                                                                                                                • Figure 60: Brand momentum, November 2011, January and February 2012
                                                                                                                                                • Figure 61: Brand diversity, November 2011, January and February 2012
                                                                                                                                                • Figure 62: Brand satisfaction, November 2011, January and February 2012
                                                                                                                                                • Figure 63: Brand recommendation, November 2011, January and February 2012
                                                                                                                                                • Figure 64: Brand attitude, November 2011, January and February 2012
                                                                                                                                                • Figure 65: Brand image – macro image, November 2011, January and February 2012
                                                                                                                                                • Figure 66: Brand image – micro image, November 2011, January and February 2012
                                                                                                                                              • Brand index
                                                                                                                                                • Figure 67: Brand index, January 2012
                                                                                                                                                • Figure 68: Brand index, January 2012
                                                                                                                                                • Figure 69: Brand index, November 2011
                                                                                                                                                • Figure 70: Brand index, February 2012
                                                                                                                                            • Appendix – Brand Communication and Promotion

                                                                                                                                                • Figure 71: Total media advertising expenditure on snacking, by leading advertisers, 2008-12
                                                                                                                                                • Figure 72: Total media advertising expenditure on snacking, by leading brands, 2008-12
                                                                                                                                                • Figure 73: Total advertising expenditure in the snacking market, by media type, 2008-12
                                                                                                                                            • Appendix – Consumer – Snacks Eaten

                                                                                                                                                • Figure 74: Types of snacks eaten between meals, September 2012
                                                                                                                                                • Figure 75: Most popular snacks eaten between meals (at home/elsewhere), by demographics, September 2012
                                                                                                                                                • Figure 76: Next most popular snacks eaten between meals (at home/elsewhere), by demographics, September 2012
                                                                                                                                                • Figure 77: Other snacks eaten between meals (at home/elsewhere), by demographics, September 2012
                                                                                                                                                • Figure 78: Most popular snacks eaten between meals (on the go), by demographics, September 2012
                                                                                                                                                • Figure 79: Next most popular snacks eaten between meals (on the go), by demographics, September 2012
                                                                                                                                                • Figure 80: Other snacks eaten between meals (on the go), by demographics, September 2012
                                                                                                                                            • Appendix – Consumer – Snacks Bought

                                                                                                                                                • Figure 81: Snacks bought in a typical week, September 2012
                                                                                                                                                • Figure 82: Most popular snacks bought in a typical week, by demographics, September 2012
                                                                                                                                                • Figure 83: Next most popular snacks bought in a typical week, by demographics, September 2012
                                                                                                                                                • Figure 84: Other snacks bought in a typical week, by demographics, September 2012
                                                                                                                                            • Appendix – Consumer – Frequency of Snacking

                                                                                                                                                • Figure 85: Frequency of snacking, by location, September 2012
                                                                                                                                                • Figure 86: Frequency of snacking at home, by demographics, September 2012
                                                                                                                                                • Figure 87: Frequency of snacking at home, by demographics, September 2012 (continued)
                                                                                                                                                • Figure 88: Frequency of snacking elsewhere, by demographics, September 2012
                                                                                                                                                • Figure 89: Next most popular frequency of snacking elsewhere, by demographics, September 2012 (continued)
                                                                                                                                                • Figure 90: Frequency of snacking on the go, by demographics, September 2012
                                                                                                                                                • Figure 91: Next most popular frequency of snacking on the go, by demographics, September 2012
                                                                                                                                            • Appendix – Consumer – Factors Influencing Choice

                                                                                                                                                • Figure 92: Factors influencing choice of snack, September 2012
                                                                                                                                                • Figure 93: Most popular factors influencing choice of snack, by demographics, September 2012
                                                                                                                                                • Figure 94: Next most popular factors influencing choice of snack, by demographics, September 2012
                                                                                                                                                • Figure 95: Other factors influencing choice of snack, by demographics, September 2012
                                                                                                                                                • Figure 96: Factors influencing choice of snack, by most popular snacks eaten between meals when on the go, September 2012
                                                                                                                                                • Figure 97: Factors influencing choice of snack, by next most popular snacks eaten between meals when on the go, September 2012
                                                                                                                                            • Appendix – Consumer – Reasons for Snacking

                                                                                                                                                • Figure 98: Reasons and occasions why and when consumers snack, September 2012
                                                                                                                                                • Figure 99: Most popular reasons and occasions why and when consumers snack, by demographics, September 2012
                                                                                                                                                • Figure 100: Next most popular reasons and occasions why and when consumers snack, by demographics, September 2012
                                                                                                                                                • Figure 101: Other reasons and occasions why and when consumers snack, by demographics, September 2012
                                                                                                                                                • Figure 102: Reasons and occasions why and when consumers snack, by snacks bought in a typical week, September 2012
                                                                                                                                                • Figure 103: Reasons and occasions why and when consumers snack, by snacks bought in a typical week, September 2012
                                                                                                                                            • Appendix – Consumer – Attitudes Towards Snacking

                                                                                                                                                • Figure 104: Attitudes towards snacking, September 2012
                                                                                                                                                • Figure 105: Agreement with the statements ‘I like to try more exciting flavours in snacks’ and ‘I would like to see smaller packs so that I eat less’, by demographics, September 2012
                                                                                                                                                • Figure 106: Agreement with the statements ‘I have switched from snacks high in sugar/fat to healthier alternatives ’ and ‘I am cutting down on the amount I snack because of health reasons’, by demographics, September 2012
                                                                                                                                                • Figure 107: Agreement with the statements ‘I would like to see a wider choice of sharing packs’ and ‘I am cutting down on the amount I snack because of cost’, by demographics, September 2012
                                                                                                                                                • Figure 108: Agreement with the statements ‘Healthy snacks are worth paying more for’ and ‘I feel bad if I snack in between meals’, by demographics, September 2012
                                                                                                                                                • Figure 109: Agreement with the statements ‘I prefer the taste of branded snacks to own-label’ and ‘Snacking prevents overeating at mealtimes’, by demographics, September 2012

                                                                                                                                            Companies Covered

                                                                                                                                            • Aldi Stores Ltd (UK & Ireland)
                                                                                                                                            • Asda Group Ltd
                                                                                                                                            • BUPA
                                                                                                                                            • Cadbury Trebor Bassett
                                                                                                                                            • Co-operative Group
                                                                                                                                            • Council of Mortgage Lenders
                                                                                                                                            • Danone UK Ltd
                                                                                                                                            • Domino's Pizza UK & IRL, plc
                                                                                                                                            • Facebook, Inc.
                                                                                                                                            • Ferrero UK Limited
                                                                                                                                            • Food Standards Agency
                                                                                                                                            • Ginsters
                                                                                                                                            • Google UK
                                                                                                                                            • Government Actuary's Department (GAD)
                                                                                                                                            • Green & Black's Ltd
                                                                                                                                            • Haribo Dunhills Plc
                                                                                                                                            • Itsu
                                                                                                                                            • J. Sainsbury
                                                                                                                                            • Kellogg Company of GB Limited
                                                                                                                                            • Kerry Foods
                                                                                                                                            • Kraft Foods Inc.
                                                                                                                                            • Kraft Foods UK
                                                                                                                                            • Krispy Kreme UK
                                                                                                                                            • Lidl (UK)
                                                                                                                                            • Lindt & Sprüngli (UK)
                                                                                                                                            • Marks & Spencer
                                                                                                                                            • Mars Incorporated
                                                                                                                                            • Nestlé S.A.
                                                                                                                                            • Nestlé UK Ltd
                                                                                                                                            • Pepsi-Cola UK
                                                                                                                                            • Pork Farm Bowyers
                                                                                                                                            • Procter & Gamble UK & Ireland
                                                                                                                                            • Quaker
                                                                                                                                            • Samworth Brothers
                                                                                                                                            • Spar UK Ltd
                                                                                                                                            • Tate & Lyle
                                                                                                                                            • Tesco Plc
                                                                                                                                            • Tyrrells
                                                                                                                                            • UEFA
                                                                                                                                            • United Biscuits
                                                                                                                                            • Waitrose
                                                                                                                                            • Walkers Snack Foods Limited
                                                                                                                                            • Warburtons
                                                                                                                                            • West Cornwall Cornish Pasty Company
                                                                                                                                            • Wm Morrison Supermarkets
                                                                                                                                            • Wrigley Company (UK) Limited (The)

                                                                                                                                            Consumer Snacking - UK - December 2012

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