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Consumer Snacking - UK - January 2014

“While various breakfast biscuit brands have made energy provision a central part of their positioning, this proposition remains rare in the wider snacking category. This interest suggests scope to leverage this positioning more.”

– Amy Price, Senior Food & Drink Analyst

Some questions answered in this report include:

  • Should manufacturers be adopting a two-pronged approach to health concerns?
  • Is there potential to position snacks as an energy boost?
  • How can snacks appeal to those looking to feel full?
  • How can operators provide value to consumers?
  • Can packaging help to facilitate snacking?

Snacking is deeply ingrained among UK adults with 98% of adults snacking at home, work or a place of study and 70% of adults snacking when on the go. Two thirds of adults who snack do so at least once a day, with almost three in 10 doing so twice a day or more. This demonstrates how popular snacking is but also the challenge of growing penetration further.

The rise in 25-34s provides an incentive for manufacturers to continue to look to portability, this group being more likely than average to snack on the go. Continuing investment in above-the-line support from major players such as Mars will play a key role in keeping the category front of mind with the consumer going forward.

Health and indulgence remain central trends within the market. With 70% of snackers thinking that curbing snacking helps with weight management, this poses a threat to growth. This also provides a focus for NPD on healthier variants or those with added benefits (eg high in fibre, protein), in order to stem the extent to which snackers cut back.

The good news is that openness to occasional treats among three in four snackers and opportunities to market snacks based on satiety and energy claims, as yet rarely used in marketing, offers a strong selling point for brands.

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Table of contents

  1. Introduction

      • Definitions
        • Abbreviations
        • Executive Summary

            • Market Factors
              • Consumer confidence and spending is on the rise
                • Health remains an issue
                  • Demographic changes are set to impact the snacking market
                    • Companies, brands and innovation
                      • Own-label accounts for bulk of NPD
                        • Figure 1: New product launches in the UK snack market, own-label vs branded, 2010-13
                      • Mars dominates adspend
                        • The consumer
                          • Snacking is almost universal
                            • Figure 2: Snacks eaten between meals, October 2013
                          • Taste is the most important factor, noted by three in four snackers
                            • Figure 3: Factors influencing purchasing of snacks, October 2013
                          • Hunger is the main driver to snacking
                            • Figure 4: Reasons for snacking, October 2013
                          • Three in four see a place for moderate indulgence
                            • Figure 5: Attitudes towards snacking, October 2013
                          • What we think
                          • Issues in the Market

                              • Should manufacturers be adopting a two-pronged approach to health concerns?
                                • Is there potential to position snacks as an energy boost?
                                  • How can snacks appeal to those looking to feel full?
                                    • How can operators provide value to consumers?
                                      • Can packaging help to facilitate snacking?
                                      • Trend Application

                                          • Trend: Play Ethic
                                            • Trend: Help Me Help Myself
                                              • Mintel futures: Old Gold
                                              • Market Drivers

                                                • Key points
                                                  • Real consumer spending is predicted to gain momentum…
                                                    • Figure 6: GDP, PDI, consumer expenditure and savings, at constant 2013 prices, 2008-18
                                                  • … providing opportunities for premiumisation in snacks
                                                    • Health remains a concern
                                                      • Despite rising obesity, consumers adopt a relaxed approach to health
                                                        • Figure 7: Agreement with the statement: ‘I eat what I like and don't worry too much about how healthy my diet is’, March 2012-October 2013
                                                      • New on-pack nutrition labelling aims to help consumers to make informed decisions
                                                        • Government’s Responsibility Deal invites industry to cut calories
                                                          • Chocolate manufacturers reduce calorie content
                                                            • Sugar confectioners fall behind
                                                              • Free school dinners rollout set to impact lunchbox occasion
                                                                • Opportunities via the after-school snacking occasion
                                                                  • Demographic changes pose opportunities and threats
                                                                    • Under-35s more likely than average to be snacking on the go
                                                                      • Figure 8: Trends in the age structure of the UK population, 2008-13 and 2013-18
                                                                    • Rise in older cohorts will potentially dampen growth
                                                                      • Packaging NPD could help to allay concerns among over-55s
                                                                        • Increase in larger households bodes well for driving frequency of snacking
                                                                          • Figure 9: UK households, by size, 2008-18
                                                                        • Drop in households in family lifestage could negatively impact snacking
                                                                        • Strengths and Weaknesses

                                                                          • Strengths
                                                                            • Weaknesses
                                                                            • Who’s Innovating?

                                                                              • Key points
                                                                                • Definition
                                                                                  • Variety/range extensions continue to see growth, overtaking new product launches
                                                                                    • Figure 10: New product launches, by launch type, 2010-13
                                                                                  • Own-label accounts for bulk of NPD
                                                                                    • Figure 11: New product launches, own-label vs branded, 2010-13
                                                                                  • Walkers looks to provenance claims…
                                                                                    • … and targets young families
                                                                                      • Asda pushes Chosen by You snacks range, including sharing formats
                                                                                        • Savoury bites gain in popularity
                                                                                          • Pocket-sized snacks would appeal to younger and on-the-go snackers
                                                                                            • Slimming claim becomes more popular
                                                                                              • Figure 12: Index of new product launches in snacks, by ’slimming’ and ‘low/no/reduced fat’ claims, 2010-13
                                                                                            • Focusing on added benefits
                                                                                              • High in fibre claim
                                                                                                • Popcorn looks to high in fibre claim
                                                                                                  • High in protein claim remains niche in snacks, but is growing
                                                                                                    • Figure 13: New product launches in the snacking market, by high-protein claim, 2010-13
                                                                                                  • Danone yogurt pushes protein claim
                                                                                                    • Meat snacks push naturally high protein content
                                                                                                      • Original Egg Company launches ‘ready-to-eat’ egg
                                                                                                        • Retail could look to Pret’s Protein Pot examples
                                                                                                          • NPD should look to mine energy-boosting properties
                                                                                                          • Companies and Products

                                                                                                              • Mars
                                                                                                                • Product range
                                                                                                                  • Innovation
                                                                                                                    • Recent activity
                                                                                                                      • Nestlé
                                                                                                                        • Product range
                                                                                                                          • Product innovation
                                                                                                                            • Recent activity
                                                                                                                              • PepsiCo – Walkers, SunBites, Doritos
                                                                                                                                • Product range
                                                                                                                                  • Product innovation
                                                                                                                                    • Recent activity
                                                                                                                                      • Mondelēz International
                                                                                                                                        • Product range
                                                                                                                                          • Product innovation
                                                                                                                                            • Recent activity
                                                                                                                                              • Kellogg's
                                                                                                                                                • Product range and innovation
                                                                                                                                                  • Product innovation
                                                                                                                                                    • Recent activity
                                                                                                                                                      • Haribo
                                                                                                                                                        • Product range and innovation
                                                                                                                                                          • Innovation
                                                                                                                                                            • Recent activity
                                                                                                                                                              • Müller Dairy UK
                                                                                                                                                                • Product range
                                                                                                                                                                  • Product innovation
                                                                                                                                                                    • Recent activity
                                                                                                                                                                      • Danone
                                                                                                                                                                        • Product range
                                                                                                                                                                          • Product innovation
                                                                                                                                                                            • Recent activity
                                                                                                                                                                              • United Biscuits
                                                                                                                                                                                • Product range
                                                                                                                                                                                  • Product innovation
                                                                                                                                                                                    • Recent activity
                                                                                                                                                                                    • Brand Research

                                                                                                                                                                                        • Brand map
                                                                                                                                                                                            • Figure 14: Attitudes towards and usage of brands in the snacks sector, January, May and November 2013
                                                                                                                                                                                          • Correspondence analysis
                                                                                                                                                                                            • Brand attitudes
                                                                                                                                                                                              • Figure 15: Attitudes, by snacks brand, January, May and November 2013
                                                                                                                                                                                            • Brand personality
                                                                                                                                                                                              • Figure 16: Snacks brand personality – macro image, January, May and November 2013
                                                                                                                                                                                              • Figure 17: Snacks brand personality – micro image, January, May and November 2013
                                                                                                                                                                                            • Brand experience
                                                                                                                                                                                              • Figure 18: Snacks brand usage, January, May and November 2013
                                                                                                                                                                                              • Figure 19: Satisfaction with snacks brands, January, May and November 2013
                                                                                                                                                                                              • Figure 20: Consideration of snacks brands, January, May and November 2013
                                                                                                                                                                                              • Figure 21: Consumer perceptions of current snacks brand performance, January, May and November 2013
                                                                                                                                                                                            • Brand index
                                                                                                                                                                                              • Figure 22: Snacks brand index, January, May and November 2013
                                                                                                                                                                                          • Brand Communication and Promotion

                                                                                                                                                                                            • Key points
                                                                                                                                                                                              • Total adspend rises again in 2012
                                                                                                                                                                                                • Figure 23: Total advertising expenditure in the snacking market, 2010-13
                                                                                                                                                                                              • Chocolate dominates snacking adspend
                                                                                                                                                                                                • Figure 24: Advertising expenditure on snacking products, by leading categories, 2011-13
                                                                                                                                                                                              • Yogurt holds around a 20% share
                                                                                                                                                                                                • Biscuits, crisps and sweets account for under 10% share
                                                                                                                                                                                                  • Mars monopolises adspend but cuts back in 2013
                                                                                                                                                                                                    • Figure 25: Total media advertising expenditure on snacking products, by top 10 advertisers, 2010-13
                                                                                                                                                                                                  • Cadbury ups spend in 2013
                                                                                                                                                                                                    • Mondelēz looks to social media
                                                                                                                                                                                                      • Mars holds eight in top 10 brands
                                                                                                                                                                                                        • Figure 26: Total media advertising expenditure on snacking products, by top 10 brands (sorted by total), 2010-13
                                                                                                                                                                                                    • The Consumer – Snacks Eaten

                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                        • Snacking is almost universal
                                                                                                                                                                                                          • Figure 27: Snacks eaten between meals, October 2013
                                                                                                                                                                                                        • Healthy snacking prevails
                                                                                                                                                                                                          • There is still a role for indulgent snacks
                                                                                                                                                                                                            • Women are more likely to snack than men at home/work/place of study
                                                                                                                                                                                                              • Figure 28: Snacks eaten between meals at home, work or place of study, by gender, October 2013
                                                                                                                                                                                                            • Men opt for filling and savoury snacks when on the go
                                                                                                                                                                                                              • Figure 29: Selected snacks eaten between meals on the go, by gender, October 2013
                                                                                                                                                                                                            • Two thirds snack at least once a day
                                                                                                                                                                                                              • Figure 30: Frequency of snacking, October 2013
                                                                                                                                                                                                              • Figure 31: Snacking at least once a day, by presence of children and household size, October 2013
                                                                                                                                                                                                          • The Consumer – When Do They Snack?

                                                                                                                                                                                                            • Key points
                                                                                                                                                                                                              • Bread snacks and fresh fruit/veg are the most popular morning snacks
                                                                                                                                                                                                                • Figure 32: Times when people snack, October 2013
                                                                                                                                                                                                              • Snackers attempt to keep up healthy snacking throughout the day
                                                                                                                                                                                                                • Confectionery is the most popular evening snack
                                                                                                                                                                                                                • The Consumer – Factors Influencing Snack Choice

                                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                                    • Taste is the most important factor, noted by three in four snackers
                                                                                                                                                                                                                      • Figure 33: Factors influencing choice of snacks, October 2013
                                                                                                                                                                                                                    • 16-24s rate snacks that keep them full…
                                                                                                                                                                                                                      • Figure 34: ‘Keeps me full’ as a factor influencing choice of snacks, by age, October 2013
                                                                                                                                                                                                                    • … and that are easy to carry
                                                                                                                                                                                                                      • Figure 35: ‘Easy to carry’ as a factor influencing choice of snacks, by age, October 2013
                                                                                                                                                                                                                    • Easy-to-store snacks appeal to households with children
                                                                                                                                                                                                                      • Healthy snacks appeal to a third
                                                                                                                                                                                                                      • The Consumer – Reasons to Snack

                                                                                                                                                                                                                        • Key points
                                                                                                                                                                                                                          • Hunger is the main driver to snacking
                                                                                                                                                                                                                            • Figure 36: Reasons for snacking, October 2013
                                                                                                                                                                                                                          • Three in 10 snack to treat themselves
                                                                                                                                                                                                                            • Opportunities to market snacks’ energy proposition
                                                                                                                                                                                                                              • Potential for fresh and dried fruit to be positioned as a wholesome alternative
                                                                                                                                                                                                                                • Providing alternatives to other ‘energy’ categories
                                                                                                                                                                                                                                  • More than a quarter snack for ‘no particular reason’ or out of boredom
                                                                                                                                                                                                                                  • The Consumer – Occasions

                                                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                                                      • Around two fifths snack when watching/streaming TV/a film at home
                                                                                                                                                                                                                                        • Figure 37: Occasions when people snack, October 2013
                                                                                                                                                                                                                                      • Snacking with a hot drink or when on a break appeals to a sizeable minority
                                                                                                                                                                                                                                        • ‘Dunkability’ is a driver for eating biscuits with a hot drink
                                                                                                                                                                                                                                          • Snack brands could build associations with a particular time for snacking
                                                                                                                                                                                                                                            • Cross-category promotions should help to make more of an occasion out of snacking
                                                                                                                                                                                                                                              • Almost a quarter snack on the weekend
                                                                                                                                                                                                                                                • Partnering with TV shows could help to cement snack brands as part of the experience
                                                                                                                                                                                                                                                • The Consumer – Attitudes towards Snacking

                                                                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                                                                    • Three in four admit to occasional indulgence
                                                                                                                                                                                                                                                      • Figure 38: Attitudes towards snacking, October 2013
                                                                                                                                                                                                                                                    • Healthier alternatives could stem reduction in snacking among weight-conscious
                                                                                                                                                                                                                                                      • Energy provision offers a strong selling point for brands
                                                                                                                                                                                                                                                        • Women feel both relaxed and guilty about snacking on indulgent treats
                                                                                                                                                                                                                                                          • Figure 39: Agreement with statements on snacking, by gender, October 2013
                                                                                                                                                                                                                                                        • Cost remains on people’s radar
                                                                                                                                                                                                                                                          • Figure 40: Agreement with the statements ‘Rising prices have influenced which snacks I buy’ and ‘Healthy snacks are too expensive (eg fruit, veg)’, by socio-economic group and gross annual household income, October 2013
                                                                                                                                                                                                                                                      • Appendix – Market Drivers

                                                                                                                                                                                                                                                          • Figure 41: Finished Admission Episodes with a primary diagnosis of obesity in England, by gender, 2000/01-2011/12
                                                                                                                                                                                                                                                          • Figure 42: Agreement with statements on eating fruit and vegetables, March 2012-October 2013
                                                                                                                                                                                                                                                          • Figure 43: Forecast adult population trends, by lifestage, 2008-13 and 2013-18
                                                                                                                                                                                                                                                      • Appendix – Who’s Innovating?

                                                                                                                                                                                                                                                          • Figure 44: New product launches in the snacking market, by health claim, 2010-13
                                                                                                                                                                                                                                                      • Appendix – Brand Research

                                                                                                                                                                                                                                                          • Figure 45: Brand usage, November 2013
                                                                                                                                                                                                                                                          • Figure 46: Brand usage, January 2013
                                                                                                                                                                                                                                                          • Figure 47: Brand usage, May 2013
                                                                                                                                                                                                                                                          • Figure 48: Brand commitment, January, May and November 2013
                                                                                                                                                                                                                                                          • Figure 49: Brand momentum, January, May and November 2013
                                                                                                                                                                                                                                                          • Figure 50: Brand diversity, January, May and November 2013
                                                                                                                                                                                                                                                          • Figure 51: Brand satisfaction, January, May and November 2013
                                                                                                                                                                                                                                                          • Figure 52: Brand attitude, January, May and November 2013
                                                                                                                                                                                                                                                          • Figure 53: Brand image – macro image, January, May and November 2013
                                                                                                                                                                                                                                                          • Figure 54: Brand image – micro image, January, May and November 2013
                                                                                                                                                                                                                                                        • Brand index
                                                                                                                                                                                                                                                          • Figure 55: Brand index, January, May and November 2013
                                                                                                                                                                                                                                                      • Appendix – Brand Communication and Promotion

                                                                                                                                                                                                                                                          • Figure 56: Total media advertising expenditure on snacking, by media type, 2010-13
                                                                                                                                                                                                                                                      • Appendix – The Consumer – Snacks Eaten

                                                                                                                                                                                                                                                          • Figure 57: Snacks eaten between meals, October 2013
                                                                                                                                                                                                                                                          • Figure 58: Snacks eaten between meals – Any, by demographics, October 2013
                                                                                                                                                                                                                                                          • Figure 59: Snacks eaten between meals – Fresh fruit and vegetables, by demographics, October 2013
                                                                                                                                                                                                                                                          • Figure 60: Snacks eaten between meals – Bread/toast/sandwiches, by demographics, October 2013
                                                                                                                                                                                                                                                          • Figure 61: Snacks eaten between meals – Confectionery, by demographics, October 2013
                                                                                                                                                                                                                                                          • Figure 62: Snacks eaten between meals – Crisps/nuts/bagged snacks, by demographics, October 2013
                                                                                                                                                                                                                                                          • Figure 63: Snacks eaten between meals – Sweet biscuits/cake/pastries, by demographics, October 2013
                                                                                                                                                                                                                                                          • Figure 64: Snacks eaten between meals – Dairy, by demographics, October 2013
                                                                                                                                                                                                                                                          • Figure 65: Snacks eaten between meals – Savoury biscuits, by demographics, October 2013
                                                                                                                                                                                                                                                          • Figure 66: Snacks eaten between meals – Cereal/cake bar/energy bars, by demographics, October 2013
                                                                                                                                                                                                                                                          • Figure 67: Snacks eaten between meals – Pie/pasty/sausage rolls, by demographics, October 2013
                                                                                                                                                                                                                                                          • Figure 68: Snacks eaten between meals – Seeds/Dried fruit, by demographics, October 2013
                                                                                                                                                                                                                                                          • Figure 69: Frequency of snacking, by demographics, October 2013
                                                                                                                                                                                                                                                      • Appendix – The Consumer – When Do They Snack?

                                                                                                                                                                                                                                                          • Figure 70: Times when people snack, October 2013
                                                                                                                                                                                                                                                          • Figure 71: Times when people snack – fresh fruit and vegetables and confectionery (chocolate, sweets), by demographics, October 2013
                                                                                                                                                                                                                                                          • Figure 72: Times when people snack – Crisps/nuts/bagged snacks (eg Mini Cheddars, KP Original Salted peanuts, meat snacks) and savoury biscuits (ie crackers), by demographics, October 2013
                                                                                                                                                                                                                                                          • Figure 73: Times when people snack – Dairy (eg yogurt, cheese such as Babybel) and seeds/dried fruit, by demographics, October 2013
                                                                                                                                                                                                                                                          • Figure 74: Times when people snack – Cereal/cake/energy bars and bread/toast/sandwiches, by demographics, October 2013
                                                                                                                                                                                                                                                          • Figure 75: Times when people snack – Pie/pasty/sausage rolls and Sweet biscuits/cake/pastries (eg croissant/doughnut), by demographics, October 2013
                                                                                                                                                                                                                                                      • Appendix – The Consumer – Factors Influencing Choice

                                                                                                                                                                                                                                                          • Figure 76: Factors influencing purchasing of snacks, October 2013
                                                                                                                                                                                                                                                          • Figure 77: Most popular factors influencing purchasing of snacks, by demographics, October 2013
                                                                                                                                                                                                                                                          • Figure 78: Next most popular factors influencing purchasing of snacks, by demographics, October 2013
                                                                                                                                                                                                                                                          • Figure 79: Other factors influencing purchasing of snacks, by demographics, October 2013
                                                                                                                                                                                                                                                          • Figure 80: Attitudes towards protein and foods high in protein, by demographics, November 2012
                                                                                                                                                                                                                                                      • Appendix – The Consumer – Reasons to Snack

                                                                                                                                                                                                                                                          • Figure 81: Reasons for snacking, October 2013
                                                                                                                                                                                                                                                          • Figure 82: Most popular reasons for snacking, by demographics, October 2013
                                                                                                                                                                                                                                                          • Figure 83: Next most popular reasons for snacking, by demographics, October 2013
                                                                                                                                                                                                                                                      • Appendix – The Consumer – Occasions

                                                                                                                                                                                                                                                          • Figure 84: Occasions when people snack, October 2013
                                                                                                                                                                                                                                                          • Figure 85: Most popular occasions when people snack, by demographics, October 2013
                                                                                                                                                                                                                                                          • Figure 86: Next most popular occasions when people snack, by demographics, October 2013
                                                                                                                                                                                                                                                      • Appendix – The Consumer – Attitudes towards Snacking

                                                                                                                                                                                                                                                          • Figure 87: Attitudes towards snacking, October 2013
                                                                                                                                                                                                                                                          • Figure 88: Agreement with the statement ‘It’s okay to indulge in less healthy snacks sometimes’, by demographics, October 2013
                                                                                                                                                                                                                                                          • Figure 89: Agreement with the statement ‘Cutting down on snacking is a good way to manage your weight’, by demographics, October 2013
                                                                                                                                                                                                                                                          • Figure 90: Agreement with the statement ‘Snacking is a good way to get my recommended 5-a-day’, by demographics, October 2013
                                                                                                                                                                                                                                                          • Figure 91: Agreement with the statement ‘Rising prices have influenced which snacks I buy’, by demographics, October 2013
                                                                                                                                                                                                                                                          • Figure 92: Agreement with the statement ‘I prefer snacks which are healthier than those which are high in fat/sugar’, by demographics, October 2013
                                                                                                                                                                                                                                                          • Figure 93: Agreement with the statement ‘It’s important to snack to keep energy levels up’, by demographics, October 2013
                                                                                                                                                                                                                                                          • Figure 94: Agreement with the statement ‘I feel guilty if I eat indulgent snacks’, by demographics, October 2013
                                                                                                                                                                                                                                                          • Figure 95: Agreement with the statement ‘I would like to see a wider variety of savoury snacks’, by demographics, October 2013
                                                                                                                                                                                                                                                          • Figure 96: Agreement with the statement ‘Healthy snacks are too expensive’, by demographics, October 2013
                                                                                                                                                                                                                                                          • Figure 97: Agreement with the statement ‘Healthier snacks don’t fill you up’, by demographics, October 2013
                                                                                                                                                                                                                                                          • Figure 98: Agreement with the statement ‘Snacking affects my appetite for eating balanced meals’, by demographics, October 2013

                                                                                                                                                                                                                                                      Consumer Snacking - UK - January 2014

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