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Consumer Snacking - UK - March 2017

“Signalling a warning to the snacks market, cutting back on snacks is seen widely by people as an easy way to reduce their calorie intake and to feel as though they are taking action on health.
However, there is demand for products that help consumers with portion control, either through smaller snacks or smaller-sized packs, thus offering permissibility and helping them to pace themselves when snacking. This is key to keeping consumers in the market.”
– Amy Price, Senior Food and Drink Analyst

This Report discusses the following key topics:

  • Smaller formats offer portion control and permissibility to allow snackers to stay in the market 
  • Portability would aid snackers across multiple locations 
  • Targeting ‘day-parts’ such as morning or evening provide an opportunity to manufacturers

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

          • Companies and brands
            • Health remains an issue
              • Consumer caution – and price rises – could hit discretionary spending
                • Cakes lead NPD
                  • Health-led NPD
                    • Adspend up in 2016; with Mars in the lead
                      • Trust and differentiation is high for snacking brands
                        • Figure 1: Attitudes towards and usage of selected snacking brands, February 2017
                      • The consumer
                        • 93% snack
                          • Figure 2: Snacks eaten between meals, December 2016
                        • 63% snack once a day or more, rising to 76% of 16-34s
                          • Figure 3: Frequency of eating snacks, December 2016
                        • 79% snack at home
                          • Figure 4: Where people typically snack, December 2016
                        • Opportunities for NPD that facilitates out of home occasions
                          • Figure 5: Behaviours related to snacking, December 2016
                        • Taste trumps health for 52%
                          • Figure 6: Attitudes towards snacking, December 2016
                        • Health is a priority in the morning; indulgence of an evening
                          • Figure 7: Correspondence analysis of attributes sought for snacking occasions, December 2016
                        • What we think
                        • Issues and Insights

                          • Smaller formats offer portion control and permissibility to allow snackers to stay in the market
                            • The facts
                              • The implications
                                • Portability would aid snackers across multiple locations
                                  • The facts
                                    • The implications
                                      • Targeting ‘day-parts’ such as morning or evening provide an opportunity to manufacturers
                                        • The facts
                                          • The implications
                                          • The Market – What You Need to Know

                                            • Health remains an issue
                                              • Consumer caution – and price rises – could hit discretionary spending
                                                • Cakes lead NPD
                                                  • Health-led NPD
                                                    • Adspend up in 2016; with Mars in the lead
                                                      • Trust and differentiation is high for snacking brands
                                                      • Market Drivers

                                                        • Health remains an issue
                                                          • Obesity keeps healthy eating on government agenda
                                                            • Sugar is a top concern…
                                                              • …but there is room for indulgence
                                                                • Consumer caution – and price rises – could hit discretionary spending
                                                                  • Household budgets to come under pressure
                                                                    • Rising snack prices
                                                                      • “Shrinkflation”
                                                                        • Demographic changes could impact the market
                                                                          • Younger people are the core snackers
                                                                            • Figure 8: Those snacking once a day or more, by age, December 2016
                                                                          • Growth in over-55s poses a challenge
                                                                            • Catering to families
                                                                            • Launch Activity and Innovation

                                                                              • Definition
                                                                                • Cakes lead NPD
                                                                                  • Premier Foods targets OTG and young
                                                                                    • Pladis relaunches on-the-go cakes
                                                                                      • Brands dominate NPD, Asda retains lead in 2016
                                                                                        • Figure 9: New product launches in the UK snacks market, by brands vs own-label, 2012-16
                                                                                      • On-the-go launches remain niche
                                                                                        • Figure 10: New product launches in the UK snacks market, by the on-the-go claim, 2012-16
                                                                                      • Biscuits look to OTG with smaller packs
                                                                                        • New savoury snacks look to portability
                                                                                          • Haribo extends impulse range
                                                                                            • Sharing occasions continue to provide an incentive to NPD
                                                                                              • In crisps
                                                                                                • …chocolate
                                                                                                  • …biscuits
                                                                                                    • …and cakes
                                                                                                      • Healthier snacks for sharing
                                                                                                        • Tapping into seasonal occasions
                                                                                                          • Smaller packs/pieces offer portion control
                                                                                                            • Biscuits and cakes
                                                                                                              • Cheese snacks look to minis and bars
                                                                                                                • The “thins” trend continues in snacking
                                                                                                                  • Health-led NPD
                                                                                                                    • Figure 11: New product launches in the UK snacks market, by selected health claims, 2012-16
                                                                                                                  • Sugar claims remain low, despite rise
                                                                                                                    • Yogurt brands continue to focus on fat and sugar
                                                                                                                      • Focusing on positive nutrition
                                                                                                                        • In cakes and cake bars
                                                                                                                          • Ancient grains and pulses
                                                                                                                            • Mars looks to high protein in chocolate
                                                                                                                              • Gluten-free claims continue to rise
                                                                                                                                • Figure 12: New product launches in the UK snacks market, by the gluten-free claim, 2012-16
                                                                                                                              • Flavour innovation provides a means of differentiation
                                                                                                                                • Sweet and salty trend
                                                                                                                                  • South American flavours
                                                                                                                                    • Brands look to adult-inspired flavours for premiumisation
                                                                                                                                      • Flavour tie-ups
                                                                                                                                        • Doritos looks to mystery and dual-flavours
                                                                                                                                          • Snackification seen in other food categories
                                                                                                                                          • Advertising and Marketing Activity

                                                                                                                                            • Adspend up 10% to £290 million in 2016, with chocolate continuing to take the lead
                                                                                                                                              • Figure 13: Total above-the line, online display and direct mail advertising expenditure on snacks, 2013-16
                                                                                                                                              • Figure 14: Total above-the line, online display and direct mail advertising expenditure on snacks, by category (sorted by 2016), 2013-16
                                                                                                                                            • Mars is highest spending advertiser, despite cutting back
                                                                                                                                              • Mars maintains support for Galaxy…
                                                                                                                                                • …and marks M&M anniversary and Olympics
                                                                                                                                                  • Figure 15: Total above-the line, online display and direct mail advertising expenditure on snacks, by top 10 advertisers (sorted by 2016), 2013-16
                                                                                                                                                • Mondelēz increases spend on Cadbury and Ritz and Thin
                                                                                                                                                  • Cadbury supports singles bars with ‘Obey Your Mouth’
                                                                                                                                                    • Return of the Milk Tray Man and Snapchat for Crème Egg
                                                                                                                                                      • Focus on baked and flavour for Ritz
                                                                                                                                                        • Ferrero focuses on Christmas
                                                                                                                                                          • Hotel Chocolat dramatically increases spend
                                                                                                                                                            • Nestlé supports KitKat and Rowntree’s
                                                                                                                                                              • Haribo continues Kids’ Voices campaign
                                                                                                                                                                • Walkers maintains consistent adspend, Hula Hoops to return to screens
                                                                                                                                                                  • Walkers dominates adspend on crisps
                                                                                                                                                                    • Doritos continues its ‘For the Bold’ campaign
                                                                                                                                                                      • Hula Hoops to return to screens
                                                                                                                                                                        • Yogurt advertisers increase spend
                                                                                                                                                                          • Müller supports Corners and Light
                                                                                                                                                                            • Danone centres on ‘inner strength’ for Activia
                                                                                                                                                                              • Pladis increases spend in biscuits
                                                                                                                                                                                • Campaigns through alternative channels
                                                                                                                                                                                  • Cadbury sponsors the Premier League
                                                                                                                                                                                    • Danone teams up with Spotify
                                                                                                                                                                                      • KitKat brings Chocolatory pop-up to the UK
                                                                                                                                                                                        • KitKat and Mr Kipling look to on-pack activity
                                                                                                                                                                                          • Nielsen Ad Intel coverage
                                                                                                                                                                                          • Brand Research

                                                                                                                                                                                            • Methodology
                                                                                                                                                                                              • Brand map
                                                                                                                                                                                                • Figure 16: Attitudes towards and usage of selected snacking brands, February 2017
                                                                                                                                                                                              • Key brand metrics
                                                                                                                                                                                                • Figure 17: Key metrics for selected snack brands, February 2017
                                                                                                                                                                                              • Brand attitudes: Haribo stands out as ‘innovative’
                                                                                                                                                                                                • Figure 18: Attitudes, by snacking brand, February 2017
                                                                                                                                                                                              • Brand personality: Cadbury Dairy Milk has a relatively staid image
                                                                                                                                                                                                • Figure 19: Brand personality – Macro image, February 2017
                                                                                                                                                                                              • Brand personality: Maltesers seen to be most ‘delicious’
                                                                                                                                                                                                • Figure 20: Brand personality – Micro image, February 2017
                                                                                                                                                                                            • The Consumer – What You Need to Know

                                                                                                                                                                                              • 93% snack
                                                                                                                                                                                                • 63% snack once a day or more, rising to 76% of 16-34s
                                                                                                                                                                                                  • 79% snack at home
                                                                                                                                                                                                    • Opportunities for NPD that facilitates out of home occasions
                                                                                                                                                                                                      • Taste trumps health for 52%
                                                                                                                                                                                                        • Health is a priority in the morning; indulgence of an evening
                                                                                                                                                                                                        • Snack Usage

                                                                                                                                                                                                          • 93% snack
                                                                                                                                                                                                            • Figure 21: Snacks eaten between meals, December 2016
                                                                                                                                                                                                          • Fresh fruit is the most popular snack
                                                                                                                                                                                                            • Less healthy options also prove popular
                                                                                                                                                                                                              • 49% eat five or more types of snacks
                                                                                                                                                                                                                • Figure 22: Repertoire of snacks eaten between meals, December 2016
                                                                                                                                                                                                              • 63% snack once a day or more, rising to 76% of 16-34s
                                                                                                                                                                                                                • Figure 23: Frequency of eating snacks, December 2016
                                                                                                                                                                                                              • 79% snack at home
                                                                                                                                                                                                                • Figure 24: Where people typically snack, December 2016
                                                                                                                                                                                                              • Out of home occasions are also common
                                                                                                                                                                                                                • 47% of employees snack at work
                                                                                                                                                                                                                  • 18% snack on-the-go, rising to 30% of 16-24s
                                                                                                                                                                                                                  • Behaviours Related to Snacking

                                                                                                                                                                                                                    • Opportunities for NPD that facilitates out of home occasions
                                                                                                                                                                                                                      • Resealability is in high demand
                                                                                                                                                                                                                        • Figure 25: Behaviours related to snacking, December 2016
                                                                                                                                                                                                                      • 57% cut back for health reasons
                                                                                                                                                                                                                        • Smaller, luxurious versions appeal
                                                                                                                                                                                                                          • Newness acts as a prompt, especially to 16-34s
                                                                                                                                                                                                                            • Figure 26: Those answering “Yes” to the statement “I'm prompted to try new snacks when I see something new (eg a new flavour, a new product)”, by age, December 2016
                                                                                                                                                                                                                          • Parents of under-18s are most open to new snacks from well-known brands
                                                                                                                                                                                                                            • Figure 27: Consumer snacking – CHAID – Tree output, December 2016
                                                                                                                                                                                                                        • Attitudes towards Snacking

                                                                                                                                                                                                                          • Taste trumps health for 52%
                                                                                                                                                                                                                            • Figure 28: Attitudes towards snacking, December 2016
                                                                                                                                                                                                                          • Room for healthier versions
                                                                                                                                                                                                                            • Surprising acceptance of positive nutrition in indulgent snacks
                                                                                                                                                                                                                              • Portion control offers permissibility
                                                                                                                                                                                                                                • ‘Mini’ packs appeal widely
                                                                                                                                                                                                                                  • Parents struggle to find snacks suitable for the whole household
                                                                                                                                                                                                                                  • Attributes Sought for Snacking Occasions

                                                                                                                                                                                                                                    • Health is a priority in the morning…
                                                                                                                                                                                                                                      • Energy and fillingness also appeal
                                                                                                                                                                                                                                        • …while indulgence rises as a priority throughout the day
                                                                                                                                                                                                                                            • Figure 29: Correspondence analysis of attributes sought for snacking occasions, December 2016
                                                                                                                                                                                                                                            • Figure 30: Attributes sought for snacking occasions, December 2016
                                                                                                                                                                                                                                          • Opportunities for night-focused snacking
                                                                                                                                                                                                                                            • Methodology
                                                                                                                                                                                                                                            • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                                                                                                                                • Abbreviations
                                                                                                                                                                                                                                                  • Consumer research methodology
                                                                                                                                                                                                                                                    • CHAID – Methodology
                                                                                                                                                                                                                                                      • Figure 31: Consumer snacking – CHAID – Table output, December 2016
                                                                                                                                                                                                                                                  • Appendix – Market Drivers

                                                                                                                                                                                                                                                      • Figure 32: Trends in the age structure of the UK population, 2011-21
                                                                                                                                                                                                                                                  • Appendix – Launch Activity and Innovation

                                                                                                                                                                                                                                                        • Figure 33: Share of new product launches in the UK snack market, by top 10 sub-categories, 2012-16
                                                                                                                                                                                                                                                        • Figure 34: Share of new product launches in the UK snack market, by top 10 flavour components, 2012-16
                                                                                                                                                                                                                                                        • Figure 35: Share of new product launches in the UK snack market, by top 15 textures, 2012-16

                                                                                                                                                                                                                                                    Companies Covered

                                                                                                                                                                                                                                                    • Asda Group Ltd
                                                                                                                                                                                                                                                    • Bahlsen Ltd
                                                                                                                                                                                                                                                    • Cadbury Trebor Bassett

                                                                                                                                                                                                                                                    Consumer Snacking - UK - March 2017

                                                                                                                                                                                                                                                    US $2,648.76 (Excl.Tax)