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Better-For-You Snacking - Canada - October 2018

"Virtually all Canadians are active snackers, enjoying snacks throughout the day as the act of snacking is seen as part of a healthy lifestyle. Canadians prioritize keeping healthy snacks on-hand and are driven to do so to satisfy cravings, no matter the time of day. Attitudes reflect that snacking is associated with enjoyment and that indulgence and health need not be a zero-sum game. In an age where anything has the potential to be a snack, companies do not need to reinvent the wheel. As with all categories associated with health, snacks positioned as better-for-you will need to navigate the same hurdles faced by any other product deemed as healthy – trust and taste."
- Carol Wong-Li, Senior Analyst - Lifestyles and Leisure

This report looks at the following areas:

  • Canadians are snackers and doing so all day long
  • Relatively lax attitudes towards snacking may be a weighty issue
  • Trust mars any product or category deemed as healthy

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Table of contents

  1. Overview

    • What you need to know
      • Definitions
      • Executive Summary

        • The issues
          • Canadians are snackers and doing so all day long
            • Figure 1: Motivations for snacking, July 2018
          • Relatively lax attitudes towards snacking may be a weighty issue
            • Figure 2: Attitudes towards healthy snacking: indulgence vs health, July 2018
          • Trust mars any product or category deemed as healthy
            • Figure 3: Trust in ‘healthy’ label and health claims (% agree), July 2018
          • The opportunities
            • Consider leveraging the BFY label to surmount hurdles faced by the ‘healthy’ label
              • Figure 4: Barriers to buying better-for-you snacks, July 2018
            • Anything (food-wise) can be a snack for young consumers
              • Figure 5: Interest in seeing more snack-sized portions of regular foods, 18-24s vs overall, July 2018
            • Think outside the box – partnerships with container companies may yield gains
              • Figure 6: Select attitudes towards healthy snacking (any agree), July 2018
            • What it means
            • The Market – What You Need to Know

              • Flex in eating habits weigh on Canadians
                • Canadians more inclined to treat themselves with improved financial confidence
                  • An aging population means less willingness to trade down on snacks
                  • Market Factors

                    • Canadians strive to eat healthy most of the time…
                      • Figure 7: Healthy eating, November 2016
                    • ...but flexibility may be contributing to the high obesity rates
                      • Figure 8: Body mass index, self-reported rate of being overweight or obese among Canadian adults, by gender, 2010-14
                    • Confidence in financial health means more room for treats
                      • Figure 9: Perception of financial health, January/February 2015-18
                      • Figure 10: Monthly movement in selected components of the Canadian Consumer Price Index, seasonally adjusted, March 2013-March 2018
                    • An aging population means potential to promote more premium products
                      • Figure 11: Population aged 0-14 and over-65, 1995-2035*
                  • Key Players – What You Need to Know

                    • A focus on fresh, whole ingredients places Kashi at an advantage
                      • Canadian snacking interests are getting more meaty
                        • Skepticism and confusion shroud categories touting ‘healthfulness’
                          • Variety is the spice of snacking life
                          • What’s Working?

                            • Spotlighting Kashi: a brand successfully honing in on key interest areas
                              • Kashi, a BFY brand that does it well – in their words
                                • Kashi’s most recent product launch highlights fresh ingredients and portability
                                  • Figure 12: Your Moment of #Kashijoi – DIY Pistachio Fig and Lemon Nut Bar, June 2018
                                  • Figure 13: Kashi Joi Chocolate Banana Nut Energy Nut Bar (Canada, June 2018)
                                • Canadian snacking interests are getting more meaty
                                  • Figure 14: PC Free From Original Beef Jerky (Canada, July 2018)
                                  • Figure 15: Schneiders Hot Rod Original Sausage Snacks (Canada, May 2018)
                                  • Figure 16: Frito Lay Baken-ets Traditional Pork Rinds (Canada, August 2018)
                              • What’s Struggling?

                                • Consumers approach the category skeptical and confused
                                  • Figure 17: Trust in ‘healthy’ label and health claims, July 2018
                                • Lack of trust extends into foods labeled as BFY – in their words
                                  • Potential exists for the BFY label to surmount some of the hurdles faced by the ‘healthy’ label
                                  • What’s Next?

                                    • Texture innovations give consumers something new to chew on
                                      • Figure 18: Sonoma Creamery Cheddar Crisps (US, May 2018)
                                      • Figure 19: Gerber Yogurt Melts Strawberry Freeze-Dried Yogurt Snack & Mixed Berries Freeze-Dried Yogurt Snack (US, August 2018)
                                    • Meat snacks are also getting a textural makeover
                                      • Figure 20: Piller's Black Kassel Old Forest Salami Chips (US, July 2018)
                                      • Figure 21: Wilde Barbecue Chicken Chips (US, September 2018)
                                    • Snack mixes are getting a caffeine boost
                                      • Figure 22: Rema 1000 Nøtteblanding Kaffebønner & Tranebær (Norway, July 2018)
                                      • Figure 23: Harvest Box Snack Packs Almond Latte Snack Mix (Australia, September 2018)
                                    • More insect protein-based snacks will likely be seen
                                      • Figure 24: Entomo Farms Whole Roasted Crickets (Canada, August 2018)
                                      • Figure 25: Micronutris Microdélices Apéro Insectes Curry (Curry Flavoured Insects) (France, September 2018)
                                  • The Consumer – What You Need to Know

                                    • Canadians lean more towards fresh and less processed snacks
                                      • Snacking is an all-day activity and driven by cravings
                                        • Snacking is seen as healthy and Canadians are prepared
                                          • Indulgence and health can go together for most
                                            • Canadians consider price and flavour above all else
                                              • Anything has the potential to be a snack
                                              • Healthy Snack Eating Habits

                                                • Fresh and less processed are more popular
                                                  • Figure 26: Type of snacks consumed in the past three months, July 2018
                                                • Moms are keen on portable versions of fresh snacks
                                                  • Figure 27: Snacks eaten in past three months, women and mothers vs overall, July 2018
                                                  • Figure 28: Repertoire of snack types eaten, women and mothers vs overall, July 2018
                                                • Gains to be had by taking inspiration from other parts of the world
                                                  • Figure 29: Well & Good Tasty View Real Cheese & Almond Snack (South Korea, July 2018)
                                                  • Figure 30: UHA Mikakuto Sozai No Manma Broccoli & Bacon Stir-Fry Snack (Japan, June 2018)
                                                • Meat snacks appeal to young men though messaging needs to vary
                                                  • Figure 31: Tulip Active Protein Bar with Chipotle Chilli (Germany, September 2018)
                                                  • Figure 32: Wilde Jalapeño Chicken Chips (US, September 2018)
                                              • Motivations for Eating Healthy Snacks

                                                • Snacking is an all-day activity and cravings are a primary motivator
                                                  • Figure 33: Motivations for snacking, July 2018
                                                • Snacking priorities change throughout the day
                                                  • Figure 34: Motivations for snacking, by daypart, July 2018
                                                • Mothers rely on snacks for energy during the day
                                                  • Figure 35: Motivated to snack to get energy, by daypart, mothers with under-18s at home vs overall, July 2018
                                                • Snacking helps moms function, messaging should reflect this
                                                  • Snacking is associated with stress relief for parents of young children
                                                    • Figure 36: Motivated to eat snacks for stress relief, mothers with under-18s at home and parents with under-fives at home vs overall, July 2018
                                                  • Consider connecting with parents by positioning snacking as a moment of play
                                                    • Figure 37: Páscoa Chocolates Nestlé | Alice, February 2018
                                                • Attitudes towards Healthy Snacking

                                                  • Canadians place importance on keeping healthy snacks on-hand
                                                    • Figure 38: Select attitudes towards healthy snacking (any agree), July 2018
                                                  • Snacking throughout the day – in their words
                                                    • Potential to attract moms with snacking meal kits
                                                      • Figure 39: Attitudes towards healthy snacking (selected statements), mothers with under-18s at home vs overall, July 2018
                                                      • Figure 40: Marketside Fruit & Pepperoni (US, June 2018)
                                                    • Snacking: indulgence vs health – not a zero-sum game for most
                                                      • Figure 41: Attitudes towards healthy snacking: indulgence vs health, July 2018
                                                    • Indulgence and moderation go hand-in-hand – in their words
                                                        • Figure 42: Hormel Natural Choice Oven Roasted Turkey Breast and Pepper Jack Cheese with Dark Chocolate Covered Blueberries (US, September 2017)
                                                      • Quebecers more likely to see snacks as indulgent
                                                        • Figure 43: ‘Snacks are meant to be more indulgent than meals’ (% agree), Quebec vs overall, July 2018
                                                      • Men snack for pleasure, messaging needs to reflect this
                                                        • Figure 44: Attitudes towards healthy snacking: indulgence vs health, men vs women, July 2018
                                                    • Choice Factors for Buying Healthy Snacks

                                                      • Price and flavour are the top considerations
                                                        • Figure 45: Choice factors for buying healthy snacks, July 2018
                                                      • Thinking outside the box – alternative ways to increase value will appeal to Canadians
                                                        • Parents with young children are keen on organic snacks
                                                          • Figure 46: Prioritizes ‘organic’ buying healthy snacks, by age of children at home, July 2018
                                                        • Consider storytelling as a way to reinforce the perception of health
                                                          • Figure 47: Annie's Homegrown Honey Bunny Grahams (US, April 2018)
                                                        • Flavour is prioritized above all else for older consumers
                                                          • Figure 48: Choice factors for buying healthy snacks, over-55s vs overall, July 2018
                                                        • Stirring up flavour cravings in the evenings will draw over-55s
                                                          • Figure 49: PC Cream on Top Lemon Yogurt (Canada, February 2017)
                                                          • Figure 50: Olympic Krema Pumpkin Spice Greek-Style Yogurt (Canada, October 2016)
                                                      • Interest in Innovations

                                                        • Fresh ingredients and portability are key areas of interest
                                                          • Figure 51: Interest in healthy snack innovations, July 2018
                                                        • Anything (food-wise) can be a snack for young consumers
                                                          • Figure 52: Interest in seeing more snack-sized portions of regular foods, by age, July 2018
                                                          • Figure 53: Snacking by daypart, 18-24s vs overall, July 2018
                                                        • Keep cravings top of mind and link healthy snacks to positive emotions
                                                          • Figure 54: Happy Vachon – Parking booth, March 2018
                                                          • Figure 55: Happy Vachon – Hair salon, March 2018
                                                        • Young men and women prioritize protein, but from different sources
                                                          • Figure 56: Interest in seeing more snacks made with protein, men and women aged 18-34 vs overall, July 2018
                                                        • Appealing to young women: focus on how plant-based proteins can be tasty and satiating
                                                          • Appealing to young men: targeting the fitness focused
                                                            • Figure 57: Krave Bar Mango Jalapeño Pork Bar (US, July 2018)
                                                            • Figure 58: Krave Bar Wild Blueberry Beef Bar (US, July 2018)
                                                            • Figure 59: Fuel School: Why are carbs important before the big game?, March 2017
                                                            • Figure 60: Fuel School: Why you need protein for recovery?, March 2017
                                                          • Appealing to young men: emphasizing indulgence
                                                            • Figure 61: Krave Stick Sesame Garlic Beef Snack (US, December 2017)
                                                            • Figure 62: Krave Artisanal Five Peppercorn Beef Jerky (US, January 2017)
                                                        • Barriers to Buying Better-For-You Snacks

                                                          • Unsurprisingly, barriers to buying BFY snacks are cost, trust, and taste
                                                            • Figure 63: Barriers to buying better-for-you snacks, July 2018
                                                          • Chinese Canadians don’t buy the notion that healthy can taste good
                                                            • ‘Everything in moderation’ messaging will appeal to Chinese Canadians
                                                              • Figure 64: ‘Healthy snacks don’t taste as good as regular snacks’ (% agree), Chinese Canadians vs overall, July 2018
                                                              • Figure 65: Nestlé Kit Kat Cookie & Cream Chocolate (Singapore, September 2018)
                                                              • Figure 66: Nestlé Kit Kat Chocolatory Moleson Cranberry Almond Chocolate (Hong Kong, August 2018)
                                                              • Figure 67: Toblerone Swiss Milk Chocolate with Honey and Almond Nougat (UK, March 2018)
                                                            • Potential to leverage the better-for-you label to young men and fathers
                                                              • Young men and dads are more trusting of health claims, but healthy isn’t seen as tasty
                                                                • Figure 68: Health-related attitudes related to healthy snacks, men aged 18-34 and fathers vs overall, July 2018
                                                              • Align the BFY label with good life choices
                                                              • Appendix – Data Sources and Abbreviations

                                                                • Data sources
                                                                  • Consumer survey data
                                                                    • Consumer qualitative research
                                                                      • Abbreviations and terms
                                                                        • Abbreviations

                                                                        Better-For-You Snacking - Canada - October 2018

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