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Consumer Snacking - UK - March 2015

“Despite the interest in added value snacks, the current offering is limited when it comes to various health-related factors. However, with spending habits predicted to relax, operators could be missing out on consumers being better able to trade up to these types of products.”
– Colette Warren, Food and Drink Analyst

This report looks at the following areas:

  • Low-sugar NPD activity is low relative to demand
  • More opportunities in added-value snacks
  • Scope for the snacks industry to position single-portion packs as a permissible treat
Snacking in the UK is almost universal with all of adults doing so. Of consumers who snack, nearly one in 10 snack three times a day or more and around three in four do so at least once a day, further signalling how ingrained snacking has become for Britons.
 
Health considerations continue to play a significant role in the market. Though most of the pressure on operators in this market to step up their game is coming from the government, there are a number of health-related NPD (New Product Development) opportunities that are consumer-driven.
 
This includes packs to help with portion control, L/N/R (low/no/reduced) sugar snacks and products with added benefits (eg high in fibre, protein). However, indulgence still prevails and despite the official bodies’ focus on healthy, there is demand for ‘treat snacks’ among consumers.
 
Looking ahead, this leaves snack operators with a tricky balance to strike between responding to the health concerns, but also keeping treats as treats to cater to the majority of consumers who think there is a place and a time for these Product innovation has quite a strong influence on impulse buys of snacks, with a new flavour or new product from a favourite brand noted by more than a quarter of impulse snack buyers as having prompted them.
 
This highlights the importance of NPD for staying on the radar with consumers and should be good news for established brands. This report looks at consumers’ snacking habits, defined as eating between meals, for example fruit, biscuits or crisps, among others.
 
The report will look at snacking at home, elsewhere (eg at work) and on the go (eg when travelling), consumers’ snack choices and attitudes towards snacks.

 

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • Market factors
              • A rise in real disposable income should bolster consumer spending
                • Concerns around sugar rise in 2014
                  • Obesity crisis puts pressure on snack makers
                    • Pledges to cap portion size and calorie content aim to help consumers
                      • Innovation will be key in capitalising on demographic changes
                        • Companies, brands and innovation
                          • Cakes, pastries & sweet goods attract the most NPD
                            • Low-allergen snack claims gain in popularity in 2014
                              • Figure 1: New product launches in the UK snacks market, by top 15 claims, 2014
                            • Total adspend rises for the third year in 2014
                              • The consumer
                                • There is a role for both healthy and indulgent snacks
                                  • Figure 2: Snacks eaten between meals, December 2014
                                • Innovation prompts more than a quarter of impulse buyers
                                  • Figure 3: Factors that prompt people to buy a snack on impulse, December 2014
                                • A quarter of snackers look for snacks that keep you fuller for longer
                                  • Figure 4: Attributes that people look for when buying a snack, December 2014
                                • One in three snackers sometimes eat snacks instead of a meal
                                  • Figure 5: Attitudes towards snacking, December 2014
                                • A third of snack eaters see snacks containing oats as filling
                                  • Figure 6: Qualities associated with a filling snack, December 2014
                                • What we think
                                • Issues and Insights

                                    • Low-sugar NPD activity is low relative to demand
                                      • The facts
                                        • The implications
                                          • More opportunities in added-value snacks
                                            • The facts
                                              • The implications
                                                • Scope for the snacks industry to position single-portion packs as a permissible treat
                                                  • The facts
                                                    • The implications
                                                    • Trend Application

                                                        • Trend: Make it Mine
                                                          • Trend: Attention Economy
                                                            • Mintel Future: Brand Intervention
                                                            • Market Drivers

                                                              • Key points
                                                                • A rise in real disposable income should bolster consumer spending
                                                                  • Figure 7: Financial wellbeing index, January 2009-January 2015
                                                                • Concerns around sugar rise in 2014
                                                                  • Sugar makes headlines in 2014
                                                                    • Snackers cut back on sweet treats
                                                                      • Obesity crisis puts pressure on snack makers
                                                                        • Pledges to cap portion size and calorie content aim to help consumers
                                                                          • Innovation will be key in capitalising on demographic changes
                                                                            • Under-35s snack the most often
                                                                              • Figure 8: Trends in the age structure of the UK population, 2009-14 and 2014-19
                                                                            • Rise in older cohorts also poses a challenge for the snack market
                                                                            • Strengths and Weaknesses

                                                                              • Strengths
                                                                                • Weaknesses
                                                                                • Who’s Innovating?

                                                                                  • Key points
                                                                                    • Definition
                                                                                      • Cakes, pastries & sweet goods attract the most NPD
                                                                                        • Figure 9: New product launches in the UK snacks* market, by top 15 segments, 2010-14
                                                                                      • The share of own-label activity has fallen year on year since 2011
                                                                                        • Figure 10: New product launches in the UK snacks market, own-label vs branded, 2010-14
                                                                                      • Brands explore category-crossing products
                                                                                        • Low-allergen snack claims gain in popularity in 2014
                                                                                          • Figure 11: New product launches in the UK snacks market, by top 15 claims, 2010-14
                                                                                        • Seasonal snack claims lose pace
                                                                                          • Premium claims plateau
                                                                                            • Brands look to target grown-ups
                                                                                              • Untapped demand for on-the-go snacks
                                                                                                • Low/no/reduced sugar falls outside the top 15 claims on snacks
                                                                                                  • Figure 12: New product launches in the UK snacks market, by selected health claims, 2010-14
                                                                                                • Could more segments utilise high-fibre claims?
                                                                                                  • New textures and ingredients gain attention
                                                                                                    • Crisps and salty snacks see launches ranging from kale to quinoa
                                                                                                      • Yogurt and cookies go soft
                                                                                                      • Brand Communication and Promotion

                                                                                                        • Key points
                                                                                                          • Total adspend rises for the third year in 2014
                                                                                                            • Figure 13: Total advertising expenditure on snacking products *, 2010-14
                                                                                                          • Chocolate continues to lead snacking adspend
                                                                                                            • Figure 14: Advertising expenditure on snacking products, by leading categories, 2010-14
                                                                                                          • The top 10 advertisers account for more than half of adspend on snacks
                                                                                                            • Figure 15: Total media advertising expenditure on snacking products, by top 10 advertisers, 2010-14
                                                                                                          • Müller and Danone lose adspend share whilst Yoplait gains
                                                                                                            • Mondelēz increases spend by £4 million in 2014
                                                                                                              • Mars steps up spend on five of its leading brands
                                                                                                                • Figure 16: Total media advertising expenditure on snacking products, by top 10 brands, 2010-14
                                                                                                            • Brand Research – Consumer Snacking

                                                                                                                • What you need to know
                                                                                                                  • Brand map
                                                                                                                    • Figure 17: Attitudes towards and usage of selected brands, February, October, November 2014 and January 2015
                                                                                                                  • Key brand metrics
                                                                                                                    • Figure 18: Key metrics for selected brands, February, October, November 2014 and January 2015
                                                                                                                  • Brand attitudes: Many brands are defined by trust, quality and reputation
                                                                                                                    • Figure 19: Attitudes, by brand, February, October, November 2014 and January 2015
                                                                                                                  • Brand personality: Kettle Chips has the strongest perception of exclusivity
                                                                                                                    • Figure 20: Brand personality – macro image, February, October, November 2014 and January 2015
                                                                                                                  • Brand analysis
                                                                                                                    • Cadbury Dairy Milk looks likely to continue success
                                                                                                                      • Figure 21: User profile of Cadbury Dairy Milk, February 2014
                                                                                                                    • Walkers’ product range ensures there is something for everyone
                                                                                                                      • Figure 22: User profile of Walkers, November 2014
                                                                                                                    • Galaxy’s promotion of accessible luxury attracts wide range of consumers
                                                                                                                      • Figure 23: User profile of Galaxy, February 2014
                                                                                                                    • McVitie’s Digestives is most likely to be seen as boring or tired but maintains tradition
                                                                                                                      • Figure 24: User profile of McVitie’s Digestives, January 2015
                                                                                                                    • Haribo performs strongly among families
                                                                                                                      • Figure 25: User profile of Haribo, October 2014
                                                                                                                    • Fox’s has an upbeat brand image but struggles to engage with younger groups
                                                                                                                      • Figure 26: User profile of Fox’s, January 2015
                                                                                                                    • Kettle Chips holds more premium connotations than other brands
                                                                                                                      • Figure 27: User profile of Kettle Chips, November 2014
                                                                                                                    • Butterkist’s popcorn has more sporadic usage and a weaker emotional bond
                                                                                                                      • Figure 28: User profile of Butterkist, November 2014
                                                                                                                    • Skittles appeals to younger groups in particular
                                                                                                                      • Figure 29: User profile of Skittles, October 2014
                                                                                                                  • The Consumer – Snacks Eaten, How Often & Where

                                                                                                                    • Key points
                                                                                                                      • There is a role for both healthy and indulgent snacks
                                                                                                                        • Figure 30: Snacks eaten between meals, December 2014
                                                                                                                      • Chocolate wins on impulse
                                                                                                                        • Figure 31: Snacks bought as an impulse purchase, December 2014
                                                                                                                      • Fruit prevails in planned snacking
                                                                                                                        • Figure 32: Snacks bought as a planned purchase, December 2014
                                                                                                                      • Three in four people snack at least once a day
                                                                                                                        • Figure 33: How often people snack between meals, by gender and age, December 2014
                                                                                                                      • A third of energy/sports bar snackers most likely eat them at work/place of study
                                                                                                                        • Figure 34: Where consumers are most likely to eat snacks between meals, by type of snack, December 2014
                                                                                                                    • The Consumer – Factors that Prompt an Impulse Buy

                                                                                                                      • Key points
                                                                                                                        • Innovation prompts more than a quarter of impulse buyers
                                                                                                                          • Figure 35: Factors that prompt people to buy a snack on impulse, December 2014
                                                                                                                        • Selected snacks have looked to NPD to drive engagement
                                                                                                                          • More snack segments could benefit from NPD
                                                                                                                            • Moving beyond the core category should resonate especially with families
                                                                                                                              • Meal deals can drive visibility
                                                                                                                              • The Consumer – Attributes Influencing Snack Choice

                                                                                                                                • Key points
                                                                                                                                  • A quarter of snackers look for snacks that keep you fuller for longer
                                                                                                                                    • Figure 36: Attributes that people look for when buying a snack, December 2014
                                                                                                                                  • Health…
                                                                                                                                    • …vs Indulgence
                                                                                                                                      • Untapped interest in high-protein snacks
                                                                                                                                        • Crisps and popcorn move in on the action
                                                                                                                                        • The Consumer – Attitudes towards Snacking

                                                                                                                                          • Key points
                                                                                                                                            • One in three snackers sometimes eat snacks instead of a meal
                                                                                                                                              • Figure 37: Attitudes towards snacking, December 2014
                                                                                                                                            • Portion control offers a strong selling point for single-portion packs
                                                                                                                                              • FDF members commit to a calorie cap
                                                                                                                                                • Mini formats and portion packs can bolster a permissible positioning
                                                                                                                                                  • A third of snack eaters see snacks containing oats as filling
                                                                                                                                                    • Figure 38: Qualities associated with a filling snack, December 2014
                                                                                                                                                  • A quarter of consumers view a snack as filling if it contains protein
                                                                                                                                                  • Appendix – Brand Communication and Promotion

                                                                                                                                                      • Figure 39: Advertising expenditure on snacking products, by leading categories, 2010-14
                                                                                                                                                  • Appendix – Who’s Innovating?

                                                                                                                                                    Companies Covered

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

                                                                                                                                                    Consumer Snacking - UK - March 2015

                                                                                                                                                    £1,995.00 (Excl.Tax)