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Healthy Snacking - UK - December 2011

“That half of users find the health claims on healthy snack packaging to be confusing suggests potential for snacks to gain standout in the category through focusing on fewer, clearer and more tangible health messages. These claims could include those that feature most highly in the consumer research, like low-fat and low-calorie credentials.”

– Alex Beckett, Senior Food Analyst

Some questions answered in this report include:

  • How can manufacturers entice more men to the healthy snack market?
  • What impact have sweeping recipe reformulations had on consumers?
  • What do consumers look for in a healthy snack?
  • What impact has the economic downturn had on the healthy snacking market?

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: UK retail value sales of key healthy snacks, by sector, 2011 (est)
            • Market factors
              • Snacking is widespread but usage marginally dips
                • Figure 2: Snacking in the last 12 months, 2010 and 2011
              • Obesity levels continue to rise
                • Figure 3: Trends in body mass index segments, 2007-11
              • Fresh fruit is the ultimate healthy snack
                • Figure 4: Perceptions of healthiness of selected snack foods, October 2011
              • Companies, brands and innovation
                • The rate of NPD in healthy snacks falters
                  • Figure 5: Share of new healthy** snack product launches in the overall UK snack market, 2007-11
                • Adspend remains above £7 million
                  • Figure 6: Main monitored media advertising expenditure on healthy snacks, 2007-11
                • The consumer
                  • Snacks are usually eaten to stem hunger pangs
                    • Figure 7: Healthy snacking occasions, October 2011
                  • Important factors in choice of snack
                    • Figure 8: Important factors in choice of snack, October 2011
                  • Attitudes towards Healthy Snacks
                    • Figure 9: Attitudes towards healthy snacks, October 2011
                  • What we think
                  • Issues in the Market

                      • How can manufacturers entice more men to the healthy snack market?
                        • What impact have sweeping recipe reformulations had on consumers?
                          • What do consumers look for in a healthy snack?
                            • What impact has the economic downturn had on the healthy snacking market?
                            • Future Opportunities

                                • Snack Society
                                  • Play Ethic
                                  • Internal Market Environment

                                    • Key points
                                      • Snacking dips in 2011
                                        • Figure 10: Snacking in the last 12 months, 2010 and 2011
                                      • Fewer people are sticking to strict mealtimes
                                        • Figure 11: Agreement with the statements ‘I don’t normally eat between meals’ and ‘I often eat snacks while on the move rather than eating a proper meal’, 2007-11
                                      • Younger consumers most likely to snack on the move
                                        • Figure 12: Agreement with the statement ‘I often eat snacks while on the move rather than eating a proper meal’, by age and socio-economic group, 2011
                                      • Health consciousness rises with age...
                                        • Figure 13: Agreement with the statements ‘I am eating more healthy food than I did in the past’ and ‘I consider my diet to be very healthy’, by gender and age, 2011
                                      • ...and a desire for treats divides the generations
                                        • Figure 14: Agreement with the statement ‘I like to treat myself to foods that are not good for me’, by age, 2011
                                      • Lack of engagement in light/diet foods could hinder healthy snack growth
                                        • Figure 15: Agreement with the statements ‘I use diet food and drink products’ and ‘I always look for the light/diet versions of food and drink’, 2007-11
                                    • Broader Market Environment

                                      • Key points
                                        • Obesity levels continue to rise
                                          • Figure 16: Trends in body mass index segments, 2007-11
                                          • Figure 17: Body mass index segments, by socio-economic group, 2011
                                        • Government aims to improve Britain’s health
                                          • Older population set for growth
                                            • Figure 18: Projected trends in population growth, by age, 2011-16
                                          • Consumer outlook remains fragile
                                            • Figure 19: Monthly consumer confidence index, January 2007-August 2011
                                        • Competitive Context

                                          • Key points
                                            • Fresh fruit and vegetables
                                              • Figure 20: UK retail value sales of fresh fruit and vegetables, 2006-10
                                            • Nuts, seeds and dried fruit
                                              • Figure 21: Sales value of the UK nuts, seeds and dried fruit market, by value, 2006-10
                                          • Strengths and Weaknesses

                                            • Strengths
                                              • Weaknesses
                                              • Who’s Innovating?

                                                • Key points
                                                  • Definition
                                                    • Healthy snacking NPD struggles for growth
                                                      • Figure 22: Share of new healthy** snack product launches in the overall UK snack market, 2007-11
                                                    • Spoonable yogurt dominates
                                                      • Figure 23: Product launches within the UK healthy snacking market (with low/no/reduced calorie, sugar, fat as the claim), by sub-category, 2007-11
                                                    • Spoonable yogurt
                                                      • Snack/cereal/energy bars
                                                        • Wheat and other grain-based snacks
                                                          • Popcorn
                                                            • Asda and M&S help own-label to lead healthy snack NPD
                                                              • Figure 24: Share of top ten brands in new product launches in the healthy snacking category, 2007-11
                                                            • Danone and Müller record similar NPD declines in 2011
                                                              • Kallo’s rate of NPD declines after 2010 burst
                                                              • Segment Performance

                                                                • Key points
                                                                  • Market size
                                                                    • Figure 25: UK retail value sales of key healthy snack sectors, 2009-11
                                                                  • Biscuits and cereal bars
                                                                    • Yogurts
                                                                      • Bagged snacks
                                                                        • Healthier crisps
                                                                          • Other bagged snacks
                                                                          • Companies and Products

                                                                              • Bear
                                                                                • Snack a Jacks
                                                                                  • Nature Valley
                                                                                    • PepsiCo
                                                                                      • UB (McVitie’s and Go Ahead!)
                                                                                        • Kellogg’s Special K
                                                                                        • Brand Communication and Promotion

                                                                                          • Key points
                                                                                            • Definition
                                                                                              • Market’s commitment to advertising support is looking strong
                                                                                                • Figure 26: Main monitored media advertising expenditure on healthy snacks, 2007-11
                                                                                              • TV support skyrockets
                                                                                                • Figure 27: Adspend in the UK healthy snacks market, by media type, 2007-11
                                                                                              • Press declines but outdoor ads soar
                                                                                              • Channels to Market

                                                                                                • Key points
                                                                                                  • Multiples retain control
                                                                                                    • Figure 28: Estimated retail distribution of main segments of healthy snacks, 2009-11
                                                                                                  • Convenience and delicatessens
                                                                                                  • Consumer – Snacking Occasions

                                                                                                    • Key points
                                                                                                      • Snacks most typically eaten to stem hunger pangs between meals
                                                                                                          • Figure 29: Healthy snacking occasions, October 2011
                                                                                                        • Women and 16-24s are far more likely to snack when bored...
                                                                                                          • Figure 30: Agreement with the statement ‘I most typically snack when I’m bored’, by gender and age, October 2011
                                                                                                        • …and stress prompts women to snack more than men
                                                                                                          • Figure 31: Agreement with the statement ‘I most typically snack when I’m stressed’, by gender, October 2011
                                                                                                      • Consumer – Important Factors in Choice of Snack

                                                                                                        • Key points
                                                                                                          • Healthy ingredients rate low on consumers’ priorities for snack choice
                                                                                                              • Figure 32: Important factors in choice of snack, October 2011
                                                                                                              • Figure 33: Important factors in choice of snack – healthy ingredients, by age, October 2011
                                                                                                            • Healthy ingredients vs indulgence in snack choice
                                                                                                              • Figure 34: Important factors in choice of snack – healthy ingredients and indulgent,’ by socio-economic group, October 2011
                                                                                                            • Men are more concerned about flavour
                                                                                                            • Consumer – Issues Considered Important When Choosing a Healthy Snack

                                                                                                              • Key points
                                                                                                                • Low fat is the most important issue when buying healthy snacks
                                                                                                                    • Figure 35: Issues considered important when choosing a healthy snack, October 2011
                                                                                                                  • Low fat
                                                                                                                    • Low calorie
                                                                                                                      • Low salt and low sugar are most important to over-65s
                                                                                                                        • Figure 36: Important issues when choosing a healthy snack -- low salt and low sugar, by age, October 2011
                                                                                                                      • 5-a-day message chimes most with 16-24s
                                                                                                                        • Figure 37: Important issues when choosing a healthy snack -- Counts towards my 5-a-day, by age, October 2011
                                                                                                                    • Consumer – Perceptions of Healthiness of Selected Snack Foods

                                                                                                                      • Key points
                                                                                                                        • Manufactured products are less likely to be classified as healthy snacks
                                                                                                                            • Figure 38: Perceptions of healthiness of selected snack foods, October 2011
                                                                                                                          • Women – rather than men – consistently view snacks as healthy
                                                                                                                            • Figure 39: Perceptions of selected snack foods as healthy, by gender, October 2011
                                                                                                                        • Consumer – Attitudes towards Healthy Snacks

                                                                                                                          • Key points
                                                                                                                            • Eight in ten snackers cannot resist an unhealthy snack
                                                                                                                                • Figure 40: Attitudes towards healthy snacking, October 2011
                                                                                                                              • Fresh fruit benefits from high trust levels
                                                                                                                                • Figure 41: Agreement with the statement ‘I trust the healthiness of fresh fruit more than any manufactured healthy snack’, by gender and age, October 2011
                                                                                                                              • Health claims seem more abundant but are confusing for half of snackers
                                                                                                                                • Figure 42: Agreement with the statements ‘There are more health claims on snack packaging than there used to be’ and ‘The number of health claims on healthy snacks is confusing’, by age, October 2011
                                                                                                                              • A lack of exciting flavours is limiting the market’s appeal
                                                                                                                                • Figure 43: Agreement with the statements ‘Healthy snacks usually taste bland’ and ‘I would like to see more exciting flavours in healthy snacks’, by gender and age, October 2011
                                                                                                                              • Healthy snacks fail to fill up for 35%...
                                                                                                                                • Figure 44: Agreement with the statement ‘I tend to still feel hungry after eating a snack labelled as healthy’, by gender and age, October 2011
                                                                                                                              • ...but better news for premium brands as only three in ten disagree that healthy snacks are worth paying more for
                                                                                                                                • Figure 45: Agreement with the statement ‘Healthier snacks are worth paying more for’, by socio-economic group and age, October 2011
                                                                                                                              • More needs to be done on communicating the benefits of snacking
                                                                                                                                • Figure 46: Agreement with the statements ‘Snacking helps prevent you from overeating at mealtimes’ and ‘It’s bad for you to eat between meals’, by age, October 2011
                                                                                                                            • Consumer – Target Groups

                                                                                                                              • Key points
                                                                                                                                • Five target groups
                                                                                                                                  • Figure 47: Target groups, October 2011
                                                                                                                                • Indulgers (22%)
                                                                                                                                  • Confused Consumers (18%)
                                                                                                                                    • The Health Aware (16%)
                                                                                                                                      • Unconvinceds (24%)
                                                                                                                                        • Fruit Fans (19%)
                                                                                                                                        • Appendix – Internal Market Environment

                                                                                                                                            • Figure 48: Snackers in the last 12 months, 2010 and 2011
                                                                                                                                            • Figure 49: Snackers in the last 12 months, by demographics, 2011
                                                                                                                                            • Figure 50: Trends in agreement with attitudes on eating habits, 2007-11
                                                                                                                                            • Figure 51: Agreement with attitudes on eating habits, by demographics, 2011
                                                                                                                                            • Figure 52: Trends in agreement with attitudes on eating habits, 2007-11
                                                                                                                                            • Figure 53: Agreement with attitudes on eating habits, by demographics, 2011
                                                                                                                                            • Figure 54: Agreement with attitudes on eating habits, by demographics, 2011
                                                                                                                                            • Figure 55: Agreement with statements about light/diet foods, by demographics, 2011
                                                                                                                                        • Appendix – Broader Market Environment

                                                                                                                                            • Figure 56: Trends in body mass index segments, 2007-11
                                                                                                                                            • Figure 57: body mass index segments, by demographics, 2011
                                                                                                                                            • Figure 58: Trends in the age structure of the UK population, 2006-16
                                                                                                                                        • Appendix – Competitive Context

                                                                                                                                            • Figure 59: UK retail value sales of fresh fruit and vegetables, 2005-11
                                                                                                                                            • Figure 60: Sales and forecast of the UK nuts, seeds and dried fruit market, by value, 2005-11
                                                                                                                                            • Figure 61: Level of sport participation, 2009 and 2010
                                                                                                                                        • Appendix – Consumer – Snacking Occasions

                                                                                                                                            • Figure 62: Most popular snacking occasions, by demographics, October 2011
                                                                                                                                            • Figure 63: Next most popular snacking occasions, by demographics, October 2011
                                                                                                                                        • Appendix – Important Factors in Choice of Snack

                                                                                                                                            • Figure 64: Most popular important factors in choice of snack, by demographics, October 2011
                                                                                                                                            • Figure 65: Next most popular important factors in choice of snack, by demographics, October 2011
                                                                                                                                        • Appendix – Issues Considered Important when Choosing a Healthy Snack

                                                                                                                                            • Figure 66: Most popular issues considered important when choosing a healthy snack, by demographics, October 2011
                                                                                                                                            • Figure 67: Next most popular issues considered important when choosing a healthy snack, by demographics, October 2011
                                                                                                                                        • Appendix – Perceptions of Healthiness of Selected Snack Foods

                                                                                                                                            • Figure 68: Perceptions of healthiness of fresh fruit, by demographics, October 2011
                                                                                                                                            • Figure 69: Perceptions of healthiness of dried fruit, by demographics, October 2011
                                                                                                                                            • Figure 70: Perceptions of healthiness of fresh prepacked fruit, by demographics, October 2011
                                                                                                                                            • Figure 71: Perceptions of healthiness of raw vegetables, by demographics, October 2011
                                                                                                                                            • Figure 72: Perceptions of healthiness of nuts/seeds, by demographics, October 2011
                                                                                                                                            • Figure 73: Perceptions of healthiness of smoothie/fruit juice, by demographics, October 2011
                                                                                                                                            • Figure 74: Perceptions of healthiness of cereal bars, by demographics, October 2011
                                                                                                                                            • Figure 75: Perceptions of healthiness of selected chewing gum, by demographics, October 2011
                                                                                                                                            • Figure 76: Perceptions of healthiness of bread/toast, by demographics, October 2011
                                                                                                                                            • Figure 77: Perceptions of healthiness of selected crisps, by demographics, October 2011
                                                                                                                                            • Figure 78: Perceptions of healthiness of chocolate/chocolate bars, by demographics, October 2011
                                                                                                                                            • Figure 79: Perceptions of healthiness of yogurt/yogurt drink, by demographics, October 2011
                                                                                                                                            • Figure 80: Perceptions of healthiness of crackers/savoury biscuits, by demographics, October 2011
                                                                                                                                            • Figure 81: Perceptions of healthiness of sweet biscuits, by demographics, October 2011
                                                                                                                                            • Figure 82: Perceptions of healthiness of sweets, by demographics, October 2011
                                                                                                                                            • Figure 83: Perceptions of healthiness of other snacks, by demographics, October 2011
                                                                                                                                        • Appendix – Attitudes towards Healthy Snacking

                                                                                                                                            • Figure 84: Agreement with the statements ‘All snacks are bad for you’ and ‘It’s bad for you to eat between meals’, by demographics, October 2011
                                                                                                                                            • Figure 85: Agreement with the statements ‘Snacking helps prevent you from overeating at mealtimes’ and ‘Healthier snacks are worth paying more for’, by demographics, October 2011
                                                                                                                                            • Figure 86: Agreement with the statements ‘I like to occasionally indulge in unhealthy snacks’ and ‘I tend to still feel hungry after eating a snack labelled as healthy’, by demographics, October 2011
                                                                                                                                            • Figure 87: Agreement with the statements ‘Healthy snacks are only for people who want to lose weight’ and ‘I trust the healthiness of fresh fruit more than any manufactured healthy snack’, by demographics, October 2011
                                                                                                                                            • Figure 88: Agreement with the statements ‘Healthy snacks usually taste bland’ and ‘I would like to see more exciting flavours in healthy snacks’, by demographics, October 2011
                                                                                                                                            • Figure 89: Agreement with the statements ‘Most snacks are now lower in salt and fat anyway so I don't need healthier versions’ and ‘The number of health claims on healthy snacks, such as high fibre/low GI, is confusing’, by demographics, October 2011
                                                                                                                                            • Figure 90: Agreement with the statement ‘There are more health claims on snack packaging than there used to be’, by demographics, October 2011
                                                                                                                                        • Appendix – Target Groups

                                                                                                                                            • Figure 91: Target groups by demographics, October 2011
                                                                                                                                            • Figure 92: Attitudes towards healthy snacks, by target groups, October 2011
                                                                                                                                            • Figure 93: Issues considered important when choosing a healthy snack, by target groups, October 2011
                                                                                                                                            • Figure 94: Important factors in choice of snack, by target groups, October 2011

                                                                                                                                        Companies Covered

                                                                                                                                        • Bright Food Co Ltd
                                                                                                                                        • Food Standards Agency
                                                                                                                                        • General Mills Inc
                                                                                                                                        • Goldman Sachs Group, Inc., The
                                                                                                                                        • Häagen-Dazs
                                                                                                                                        • Innocent Drinks Ltd
                                                                                                                                        • Kellogg Company of GB Limited
                                                                                                                                        • Nature Valley
                                                                                                                                        • PAI Partners
                                                                                                                                        • PepsiCo Inc
                                                                                                                                        • Ted Baker
                                                                                                                                        • Tropicana UK
                                                                                                                                        • United Biscuits
                                                                                                                                        • Walkers Snack Foods Limited
                                                                                                                                        • Weight Watchers Ltd. (UK)

                                                                                                                                        Healthy Snacking - UK - December 2011

                                                                                                                                        £1,995.00 (Excl.Tax)