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Healthy Snacking Consumer (The) - US - December 2011

According to Simmons NCS/NHCS, nearly two thirds of respondents often snack between meals; yet, only 27% report usually only snacking on healthy foods. Although this represents a small share of highly committed healthy snackers, the incidence for occasional healthy snack consumption is far-reaching.

Mintel’s custom research finds that among those who eat healthy snacks, the average number of snacks consumed in a given day is 2.55, of which 1.81 are considered healthy snacks. This means that 78% of daily snacks are nutritious choices, which are balanced by a smaller share of indulgent or “junk” food snacks each day.

It does seem that there’s disconnect between consumers’ perceptions of their healthy snacking habits and trends in the incidence for overweight/obese Americans. This report explores this hypothesis using consumers’ attitudes and behaviors toward healthy snacking using insight into market drivers, competitive challenges and category innovation.

Among the topics covered in this report are:

  • categorization of healthy snacks
  • frequency of snack consumption compared to incidence of healthy snack usage
  • economic impact on use and innovation of healthy snacks
  • strategic marketing efforts that connect brands and product lines with health
  • the importance of product attributes, diet/nutritional qualities, and packaging/branding on healthy snack selection for adults and children
  • cross-tab analysis that identifies a specific demographic that represents the most significant growth potential for healthy snacks
  • cross-tab analysis that identifies the most engaged users of healthy snacks—representing the core demographic for makers and marketers of healthy snacks to consider

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Consumer survey data
            • Advertising creative
              • Abbreviations and terms
                • Abbreviations
                  • Terms
                  • Executive Summary

                    • Healthy snacking consumer overview
                      • What’s considered a healthy snack?
                        • Being overweight is the norm in America
                          • Stuttering economy impacts snacking and innovation
                            • Demographics help identify healthy snackers
                              • Competition for healthy snacks
                                • Health trends in snack innovation
                                  • Marketing strategies important in driving association as healthy snack
                                    • Choosing a healthy snack
                                      • Product attributes
                                        • “Low in” qualities
                                          • “High in” qualities
                                            • Packaging/branding
                                              • Choosing a healthy snack for kids
                                                • Product attributes
                                                  • “Low in” qualities
                                                    • “High in” qualities
                                                      • Packaging/branding
                                                      • Insights and Opportunities

                                                        • Overview
                                                          • The least likely healthy snacking consumer: men aged 18-34
                                                              • Figure 1: Dr Pepper, Top Ten ad, November 2011
                                                          • Inspire Insights

                                                              • Trend: Perfecting the Details
                                                                • Trend: Mood to Order
                                                                • Snacks Considered Healthy

                                                                  • Key points
                                                                    • Basic food groups top list of healthy snacks
                                                                        • Figure 2: Snacks considered healthy, by gender, August 2011
                                                                      • Past and present health trends impact healthy snack perceptions
                                                                        • Figure 3: Snacks considered healthy, by age, August 2011
                                                                      • Households with kids are more apt to consider a variety of snacks as healthy
                                                                        • Figure 4: Snacks considered healthy, by presence of children in household, August 2011
                                                                    • Snack Consumption Habits

                                                                      • Key points
                                                                        • Majority of snacks eaten in a given day are considered healthy
                                                                          • Figure 5: Frequency of snack consumption and healthy snack consumption, by gender, August 2011
                                                                        • Healthy snacks represent a smaller share of daily snacks among 18-34s
                                                                          • Figure 6: Frequency of snack consumption and healthy snack consumption, by age, August 2011
                                                                        • Families consume fewer healthy snacks
                                                                          • Figure 7: Frequency of snack consumption and healthy snack consumption, by presence of children in household, August 2011
                                                                      • Market Drivers

                                                                        • Overweight Americans in need of healthy snacks
                                                                          • Figure 8: Age-adjusted prevalence of being overweight, obese, or extremely obese, among adults aged 20 or older, 1988-2008
                                                                          • Figure 9: Percentage of population who are overweight or obese, 2-19 years of age, 1976-2006
                                                                        • Majority of people consider themselves normal weight
                                                                          • Overweight is the new normal
                                                                            • Figure 10: Body composition identification, January 2011
                                                                          • Aligning healthy intentions with action
                                                                            • Figure 11: Health attitudes and behaviors, April 2010-June 2011
                                                                          • Economic uncertainty impacts use and innovation of healthy snacks
                                                                            • Figure 12: Real personal disposable income, January 2007-August 2011
                                                                            • Figure 13: Median household income in inflation-adjusted dollars, 2000-10
                                                                            • Figure 14: Unemployment and underemployment rates, January 2007-October 2011
                                                                            • Figure 15: Consumer Sentiment Index, March 2007-October 2011
                                                                          • Changes in snacking habits from a year ago
                                                                            • Figure 16: Snack consumption compared to a year ago, August 2011
                                                                            • Figure 17: Healthy snack consumption by any snack consumption compared to a year ago, August 2011
                                                                          • Healthy snacking skewed by demographic profiles
                                                                            • Women want healthy snacks
                                                                              • Figure 18: Snack consumption compared to a year ago, by gender, August 2011
                                                                              • Figure 19: Health attitudes and behaviors, by gender, April 2010-June 2011
                                                                            • Young generation of snackers
                                                                              • Figure 20: Snack consumption compared to a year ago, by age, August 2011
                                                                              • Figure 21: Health attitudes and behaviors, by age, April 2010-June 2011
                                                                              • Figure 22: Population, by age, 2006-16
                                                                            • The family factor
                                                                              • Figure 23: Households, by presence of children, 1999-2009
                                                                          • Competitive Context

                                                                            • Overview
                                                                              • Traditional snack innovations tempt consumers
                                                                                • Figure 24: Eating habits and attitudes toward snack foods, April 2010-June 2011
                                                                              • Creating indulgent snacks out of health foods
                                                                                • Figure 25: Eating habits and attitudes toward snack foods, April 2010-June 2011
                                                                            • Innovations and Innovators

                                                                              • Overview
                                                                                • More snackers equals more demand for healthy snacks
                                                                                  • Health trends support increase in whole-grain, allergen, and gluten claims
                                                                                    • Figure 26: Snack product launches by health claims, 2004-11
                                                                                  • Kosher accounts for largest share of health claims
                                                                                    • Figure 27: Snack product launches by top 20 health claims, 2004-11
                                                                                  • Innovation: Energy/nutrition bars
                                                                                    • Deliver functional health benefits
                                                                                      • Targeting specific users
                                                                                        • Innovating with flavor
                                                                                          • Innovation: Fruit snacks
                                                                                            • Innovation: Salty snacks
                                                                                            • Marketing Strategies

                                                                                              • Overview
                                                                                                • Brand analysis: Dannon Activia
                                                                                                  • Figure 28: Dannon, Healthier Lifestyle ad, December 2010 – March 2011
                                                                                                  • Figure 29: Dannon, Snack Renewal ad, February – June 2011
                                                                                                  • Figure 30: Brand analysis of Dannon Activia, 2011
                                                                                                • Brand analysis: Quaker
                                                                                                  • Figure 31: Quaker Chewy, Good Chews ad, January -October 2011
                                                                                                  • Figure 32: Quaker Chewy, Big World ad, March -May 2011
                                                                                                  • Figure 33: Brand analysis of Quaker Chewy, 2011
                                                                                                • Brand analysis: Nature Valley
                                                                                                  • Figure 34: Nature Valley, Sweet & Salty ad, July -August 2011
                                                                                                  • Figure 35: Nature Valley, Deliciously Different ad, August -September 2011
                                                                                                  • Figure 36: Brand analysis of Nature Valley snack bars, 2011
                                                                                                • Brand analysis: Special K
                                                                                                  • Figure 37: Special K Challenge print ad, 2011
                                                                                                  • Figure 38: Special K Challenge & Beyond book, published April 2011
                                                                                                • An integrated approach to marketing health
                                                                                                  • Figure 39: SpecialK.com monthly people, April 2011-September 2011
                                                                                                  • Figure 40: Special K myPlan iPhone screen shot
                                                                                                  • Figure 41: Brand analysis of Special K, 2011
                                                                                              • Choosing a Healthy Snack—Product Attributes

                                                                                                • Key points
                                                                                                  • Taste and satiation most important attributes of a healthy snack
                                                                                                      • Figure 42: Important product attributes when selecting healthy snacks, August 2011
                                                                                                    • Women find taste and satiation as more important
                                                                                                      • Figure 43: Important product attributes when selecting healthy snacks, by gender, August 2011
                                                                                                    • Wellness and functional attributes are important to young healthy snackers
                                                                                                      • Figure 44: Important product attributes when selecting healthy snacks, by age, August 2011
                                                                                                  • Choosing a Healthy Snack—“Low in” Qualities

                                                                                                    • Key points
                                                                                                      • “Low in” attributes have nearly equal influence
                                                                                                        • Figure 45: Importance of “low in” attributes when selecting healthy snacks, August 2011
                                                                                                      • Women find calorie claims more important
                                                                                                        • Figure 46: Importance of “low in” attributes when selecting healthy snacks, by gender, August 2011
                                                                                                      • Those younger than 25 less likely to deem “low in” attributes important
                                                                                                        • Figure 47: Importance of “low in” attributes when selecting healthy snacks, by age, August 2011
                                                                                                    • Choosing a Healthy Snack—“High in” Qualities

                                                                                                      • Key points
                                                                                                        • A third of healthy snackers find “high in” claims very important
                                                                                                          • Figure 48: Importance of “high in” attributes when selecting healthy snacks, August 2011
                                                                                                        • “High in” attributes more important to women, but well-accepted among men
                                                                                                          • Figure 49: Importance of “high in” attributes when selecting healthy snacks, by gender, August 2011
                                                                                                        • Consumers aged 65+ not as likely to value snacks high in protein or vitamins/minerals
                                                                                                          • Figure 50: Importance of “high in” attributes when selecting healthy snacks, by age, August 2011
                                                                                                      • Choosing a Healthy Snack—Packaging/Branding

                                                                                                        • Key points
                                                                                                          • Convenience and price top list of important packaging attributes
                                                                                                              • Figure 51: Importance of packaging/branding attributes when selecting healthy snacks, August 2011
                                                                                                            • Younger snackers look for trendy products
                                                                                                              • Figure 52: Importance of packaging/branding attributes when selecting healthy snacks, by age, August 2011
                                                                                                          • Healthy Snacking Attitudes and Habits

                                                                                                            • Key points
                                                                                                              • Roughly two out of five consumers eat healthfully most of the time
                                                                                                                  • Figure 53: Healthy snacking habits, by gender, August 2011
                                                                                                                • 18-24s show need for convenient healthy snacks
                                                                                                                  • Figure 54: Healthy snacking habits, by age, August 2011
                                                                                                              • Health Attitudes by Healthy Snack Focus

                                                                                                                • Key points
                                                                                                                  • Healthy snackers have healthier eating habits
                                                                                                                    • Figure 55: Health attitudes and behaviors, April 2010-June 2011
                                                                                                                • Promoting Health to Children

                                                                                                                  • Key points
                                                                                                                    • Promoting healthy eating to kids is important
                                                                                                                        • Figure 56: Importance of promoting health among kids, August 2011
                                                                                                                      • It’s more important to moms to promote health among kids
                                                                                                                        • Figure 57: Importance of promoting health among kids, by gender, August 2011
                                                                                                                      • Younger parents more concerned about meal and snack options for overweight kids
                                                                                                                        • Figure 58: Importance of promoting health among kids, by age, August 2011
                                                                                                                        • Figure 59: Prevalence of obesity among children aged 2-19, 1988-2008
                                                                                                                    • Choosing Healthy Snacks for Children: Product Attributes

                                                                                                                      • Key points
                                                                                                                        • All-natural and organic are more important in snacks for kids
                                                                                                                          • Figure 60: Important product attributes when selecting healthy snacks, August 2011
                                                                                                                        • Moms find product attributes of kids’ snacks more important
                                                                                                                          • Figure 61: Important product attributes when selecting healthy snacks, by gender, August 2011
                                                                                                                        • Young parents have heightened interest in all-natural and organic kids’ snacks
                                                                                                                          • Figure 62: Important product attributes when selecting healthy snacks, by age, August 2011
                                                                                                                      • Choosing Healthy Snacks for Children—“Low in” Qualities

                                                                                                                        • Key points
                                                                                                                          • Sugar is a hot button for parents when selecting kids’ snacks
                                                                                                                              • Figure 63: Importance of “low in” attributes when selecting healthy snacks, August 2011
                                                                                                                            • Moms home in on low-sugar snacks
                                                                                                                                • Figure 64: Importance of “low in” attributes when selecting healthy snacks, by gender, August 2011
                                                                                                                            • Choosing Healthy Snacks for Children—“High in” Qualities

                                                                                                                              • Key points
                                                                                                                                • Parents look for snacks high in vitamins/minerals
                                                                                                                                  • Figure 65: Importance of “high in” attributes when selecting healthy snacks, August 2011
                                                                                                                                • Moms find added health benefits in kids’ snacks important
                                                                                                                                  • Figure 66: Importance of “high in” attributes when selecting healthy snacks, by gender, August 2011
                                                                                                                                • Older parents are less interested in snacks high in vitamins/minerals or protein
                                                                                                                                  • Figure 67: Importance of “high in” attributes when selecting healthy snacks, by age, August 2011
                                                                                                                              • Choosing Healthy Snacks for Children—Packaging/Branding

                                                                                                                                • Key points
                                                                                                                                  • Convenience is very important
                                                                                                                                    • Figure 68: Importance of packaging/branding attributes when selecting healthy snacks, August 2011
                                                                                                                                  • Moms more likely than dads to be price-sensitive
                                                                                                                                    • Figure 69: Importance of packaging/branding attributes when selecting healthy snacks, by gender, August 2011
                                                                                                                                  • Young parents favor snacks designed for the age of their child
                                                                                                                                    • Figure 70: Importance of packaging/branding attributes when selecting healthy snacks, by age, August 2011
                                                                                                                                • Custom Consumer Groups—Gender and Age

                                                                                                                                  • Key points
                                                                                                                                    • Lower acceptance of healthy snacks among young men
                                                                                                                                        • Figure 71: Snacks considered healthy, by gender and age, August 2011
                                                                                                                                      • Consumers younger than 35 snacking more, but women are snacking more healthfully
                                                                                                                                          • Figure 72: Snack consumption compared to a year ago, by gender and age, August 2011
                                                                                                                                        • Men younger than 35 looking for trendy, organic, energy-boosting snacks
                                                                                                                                            • Figure 73: Important attributes when selecting healthy snacks, by gender and age, August 2011
                                                                                                                                          • Young men agree that it takes time to prepare healthy snacks
                                                                                                                                              • Figure 74: Healthy snacking habits, by gender and age, August 2011
                                                                                                                                          • Custom Consumer Groups—Parents

                                                                                                                                            • Key points
                                                                                                                                              • Women with kids more likely to consider a variety of snacks healthy
                                                                                                                                                  • Figure 75: Snacks considered healthy, by gender and presence of children in household, August 2011
                                                                                                                                                • Yet, the list of healthy snacks moms eat is shorter
                                                                                                                                                    • Figure 76: Healthy snacks consumed, by gender and presence of children in household, August 2011
                                                                                                                                                  • Moms look for portable, portion-controlled, energy-boosting snacks
                                                                                                                                                      • Figure 77: Important attributes when selecting healthy snacks, by gender and presence of children in household, August 2011
                                                                                                                                                  • Appendix—Trade Associations

                                                                                                                                                    Companies Covered

                                                                                                                                                    • Aldi (USA)
                                                                                                                                                    • Clif Bar Inc.
                                                                                                                                                    • Dannon Co
                                                                                                                                                    • General Mills Inc
                                                                                                                                                    • Kellogg Company
                                                                                                                                                    • Kettle Foods, Inc.
                                                                                                                                                    • Krispy Kreme Doughnuts Inc.
                                                                                                                                                    • Nature Valley
                                                                                                                                                    • Price Chopper
                                                                                                                                                    • Quaker
                                                                                                                                                    • Safeway Inc
                                                                                                                                                    • Snyder's of Hanover
                                                                                                                                                    • University of Michigan, The

                                                                                                                                                    Healthy Snacking Consumer (The) - US - December 2011

                                                                                                                                                    £2,684.63 (Excl.Tax)