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Consumer Snacking - UK - March 2016

“Snacking is almost universal. 95% of UK adults have snacked in December 2015, down from 97% a year prior. Usage is down in all categories bar savoury biscuits.

Health remains an ongoing issue, with calorie and sugar content of high relevance: 70% of snackers agree that cutting down on snacks is an easy way to reduce calories and the same proportion agreed that manufacturers should do more to reduce sugar in snacks.

With NPD currently failing to cater to these concerns, exploring healthier formats could be a way to appeal to snackers without fear of a backlash.”
– Amy Price, Senior Food and Drink Analyst

This report examines the following areas:

  • Healthier formats offer brands a way to appeal to health-aware consumers
  • Catering to young people’s on-the-go habits should be lucrative
  • Efforts to premiumise snacks will have to go further

Healthier variants offer a route for operators to keep their snacks on the menu. Snackers seem open to brands acting on their behalf when it comes to health and snacking, with seven in 10 agreeing that snack manufacturers should do more to cut sugar content.More than half of snackers are interested in healthier versions of their favourite snacks suggests permission even for indulgent products to explore this area without risk of a backlash.

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. Overview

    • What you need to know
      • Definition
      • Executive Summary

          • The market
            • Health remains an ongoing issue
              • Rising incomes poses an opportunity and a threat to snacks
                • Cakes, pastries and sweet goods lead on NPD
                  • Adspend increases in 2015, with Mars taking the lead
                    • The consumer
                      • 95% snack but this is down year on year
                        • Figure 1: Snacks eaten between meals, December 2014 and December 2015
                      • Naturalness appeals to more than a fifth
                        • Figure 2: Attributes worth paying more for when buying snacks, December 2015
                      • Hunger remains the key driver to snacking
                        • Figure 3: Reasons why people snack, December 2015
                      • 80% say snacking is enjoyable
                        • Figure 4: Attitudes towards snacking, December 2015
                      • What we think
                      • Issues and Insights

                        • Healthier formats offer brands a way to appeal to health-aware consumers
                          • The facts
                            • The implications
                              • Catering to young people’s on-the-go habits should be lucrative
                                • The facts
                                  • The implications
                                    • Efforts to premiumise snacks will have to go further
                                      • The facts
                                        • The implications
                                        • The Market – What You Need to Know

                                          • Health remains an ongoing issue
                                            • Rising incomes pose an opportunity and a threat to snacks
                                              • Cakes, pastries and sweet goods lead on NPD
                                                • Adspend increases in 2015, with Mars taking the lead
                                                  • Snack brands are seen to be accessible
                                                  • Market Drivers

                                                    • Health remains an ongoing issue
                                                      • Obesity levels are rising…
                                                        • …putting pressure on snacks
                                                          • Figure 5: Trends in Body Mass Index (BMI), England, 1993-2013
                                                        • An increase in focus on sugar
                                                          • Rising incomes pose an opportunity and a threat to snacks
                                                            • Workers are pressed for time
                                                              • Figure 6: Workers' agreement with the statement “I sometimes struggle to find the time to eat as healthily as I would like to”, September 2015
                                                            • Lengthy commutes provide opportunities for on-the-go snacking
                                                              • Young people are driving snacking
                                                                • Catering to the older demographic
                                                                  • One-person households are less likely to snack
                                                                  • Launch Activity and Innovation

                                                                    • Definition
                                                                      • Cakes, pastries and sweet goods lead on NPD
                                                                        • Brands dominate NPD, although Asda leads in 2015
                                                                          • Figure 7: New product launches in the UK snacks market, by brands vs own-label, 2011-15
                                                                        • Nakd and Weight Watchers lead innovation in 2015
                                                                          • Galaxy and Cadbury look to fillings
                                                                            • Snack brands target occasions
                                                                              • Seasonality is a driver
                                                                                • Evenings in
                                                                                  • Arla looks to sports participation as a driver to driving
                                                                                    • Brands extend into new areas
                                                                                      • More brands enter cracker crisps market
                                                                                        • Cross-category launches
                                                                                          • Graze enters the retail market
                                                                                            • Ben & Jerry’s targets snacking occasion with ‘Wich line
                                                                                              • Premium claims add value to the market
                                                                                                • Emphasising provenance and handmade credentials
                                                                                                  • ‘Grown-up’ flavours as a feature
                                                                                                    • Snacks fail to cater to consumer interest in health
                                                                                                      • Figure 8: New product launches in the UK snacks market, by selected health claims, 2011-15
                                                                                                    • L/N/R sugar claims rise but remain niche
                                                                                                      • All-natural products remain rare
                                                                                                        • Little activity in low-calorie snacks
                                                                                                          • Thins become a feature
                                                                                                            • Gluten-free claims leap ahead
                                                                                                              • Figure 9: New product launches in the UK snacks market carrying a gluten-free claim, 2011-15
                                                                                                            • Social media claims see strong rise
                                                                                                              • Packaging looks to aid portability and sharing
                                                                                                                • Few on-the-go launches
                                                                                                                  • Figure 10: New product launches in the UK snacks market carrying on-the-go claims, 2011-15
                                                                                                                • Sharing provides an incentive to NPD
                                                                                                                • Advertising and Marketing Activity

                                                                                                                  • Adspend increases to £261 million in 2015, with chocolate taking the lead
                                                                                                                    • Figure 11: Total above-the line, online display and direct mail advertising expenditure on snacks, 2012-15
                                                                                                                    • Figure 12: Total above-the line, online display and direct mail advertising expenditure on snacks, by category, 2012-15
                                                                                                                  • Mars leads by advertising spend
                                                                                                                    • PepsiCo supports Walkers and Doritos lines
                                                                                                                      • Yogurt advertisers hold an almost 19% share
                                                                                                                        • Lidl increases spend; the only retailer to feature in the top 10
                                                                                                                          • Figure 13: Total above-the line, online display and direct mail advertising expenditure on snacks, by top 10 advertisers (sorted by 2015), 2012-15
                                                                                                                        • Mars’ Galaxy tops spend, receiving ad support for 40 weeks of 2015
                                                                                                                          • Figure 14: Total above-the line, online display and direct mail advertising expenditure on snacks, by top 10 brands (sorted by 2015), 2012-15
                                                                                                                        • Nielsen Media Research coverage
                                                                                                                        • Brand Research

                                                                                                                          • Methodology
                                                                                                                            • What you need to know
                                                                                                                              • Brand map
                                                                                                                                • Figure 15: Attitudes towards and usage of selected food brands, April, October and December 2015 and January 2016
                                                                                                                              • Key brand metrics
                                                                                                                                • Figure 16: Key metrics for selected food brands, April, October and December 2015 and January 2016
                                                                                                                              • Brand attitudes: Snack brands have a similar profile, yogurt brands stand out
                                                                                                                                • Figure 17: Attitudes, by food brand, April, October and December 2015 and January 2015
                                                                                                                              • Brand personality: Most snack brands are seen to be accessible and engaging
                                                                                                                                • Figure 18: Brand personality – macro image, April, October and December 2015 and January 2015
                                                                                                                              • Yogurt brands are seen to be the most natural and healthy but also bland
                                                                                                                                • Figure 19: Brand personality – micro image, April, October and December 2015 and January 2015
                                                                                                                              • Brand analysis
                                                                                                                                • Cadbury Dairy Milk is seen most widely as accessible
                                                                                                                                  • Figure 20: User profile of Cadbury Dairy Milk, January 2016
                                                                                                                                • Walkers has all-round strong image
                                                                                                                                  • Figure 21: User profile of Walkers, October 2015
                                                                                                                                • Galaxy has a more indulgent image than its chocolate rival
                                                                                                                                  • Figure 22: User profile of Galaxy, January 2016
                                                                                                                                • Cadbury Cakes is the most favourite brand
                                                                                                                                  • Figure 23: User profile of Cadbury Cakes, December 2015
                                                                                                                                • Activia has a strong healthy image
                                                                                                                                  • Figure 24: User profile of Activia, April 2015
                                                                                                                                • Mr Kipling seen to be traditional and family-oriented
                                                                                                                                  • Figure 25: User profile of Mr Kipling, December 2015
                                                                                                                                • Müllerlight has a healthy and widely accessible appeal
                                                                                                                                  • Figure 26: User profile of Müllerlight, April 2015
                                                                                                                                • Pringles is seen as upbeat but has a stronger association with unhealthiness than other brands
                                                                                                                                  • Figure 27: User profile of Pringles, October 2015
                                                                                                                              • The Consumer – What You Need to Know

                                                                                                                                • 95% snack but this is down year on year
                                                                                                                                  • 71% snack at least once a day
                                                                                                                                    • Naturalness appeals to more than a fifth
                                                                                                                                      • Hunger remains the key driver to snacking
                                                                                                                                        • 80% say snacking is enjoyable
                                                                                                                                        • Snack Usage

                                                                                                                                          • 95% snack but this is down year on year
                                                                                                                                              • Figure 28: Snacks eaten between meals, December 2014 and December 2015
                                                                                                                                            • 71% snack at least once a day
                                                                                                                                              • Figure 29: Frequency of eating snacks, December 2015
                                                                                                                                            • Majority snack at home
                                                                                                                                              • 29% snack at work; 49% of those employed snack at work
                                                                                                                                                • 13% snack on the go, especially 16-24s
                                                                                                                                                    • Figure 30: Where people snack in a typical week, December 2015
                                                                                                                                                • Attributes worth Paying More For

                                                                                                                                                  • Naturalness appeals to more than a fifth
                                                                                                                                                    • Figure 31: Attributes worth paying more for when buying snacks, December 2015
                                                                                                                                                  • High-quality ingredients drive premiumisation
                                                                                                                                                    • Premium claims remain rare
                                                                                                                                                      • Wide availability dilutes added value of quality claims
                                                                                                                                                        • 16-24s show an interest in ethical credentials…
                                                                                                                                                          • …and portability
                                                                                                                                                          • Reasons to Snack

                                                                                                                                                            • Hunger remains the key driver to snacking
                                                                                                                                                              • Figure 32: Reasons why people snack, December 2015
                                                                                                                                                            • Younger people are driven by needs beyond hunger
                                                                                                                                                              • 10% snack to replace a meal
                                                                                                                                                              • Attitudes towards Snacking

                                                                                                                                                                • 80% say snacking is enjoyable
                                                                                                                                                                  • Figure 33: Attitudes towards snacking, December 2015
                                                                                                                                                                • Health is an important consideration
                                                                                                                                                                  • Cutting down on snacks is seen as a way to reduce calorie content
                                                                                                                                                                    • 70% agree manufacturers should cut sugar content
                                                                                                                                                                      • Interest in guidance on healthy snacks
                                                                                                                                                                        • On-the-go packaging appeals to under-25s
                                                                                                                                                                          • Customisation appeals to 35%
                                                                                                                                                                          • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                                                              • Abbreviations
                                                                                                                                                                                • Consumer research methodology
                                                                                                                                                                                • Appendix – Market Drivers

                                                                                                                                                                                    • Figure 34: Trends in the age structure of the UK population, 2010-20
                                                                                                                                                                                    • Figure 35: UK households, by size, 2010-20
                                                                                                                                                                                • Appendix – Launch Activity and Innovation

                                                                                                                                                                                      • Figure 36: New product launches in the UK snacks* market, by top 10 sub-categories, 2011-15

                                                                                                                                                                                  Companies Covered

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

                                                                                                                                                                                  Consumer Snacking - UK - March 2016

                                                                                                                                                                                  £1,995.00 (Excl.Tax)