2023
9
UK Consumer Snacking Market Report 2023
2023-08-03T04:11:25+01:00
OX1155129
2195
165526
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Report
en_GB
“Reasons for snacking have shifted back to what they were pre-COVID, but treating oneself is still the second biggest driver of snacking. When choosing a snack as a treat, a…

UK Consumer Snacking Market Report 2023

£ 2,195 (Excl.Tax)

Description

Stay ahead of the curve and future-proof your business with Mintel’s UK Consumer Snacking Market Report 2023. Our full report is packed with consumer-led market intelligence, the latest snack food market trends and consumer behaviours affecting your business. Get a 360° view of the snacking industry, including market size, share and forecasted growth to help you align your business strategy with the needs of your audience.

Below, we’ve handpicked the key insights analysed in the full report and summarised the core topics.

Topics Analysed in this Report

  • The impact of the cost of living crisis on the snacking market.
  • Types of snacks eaten, attitudes towards snacks and the frequency of snacking.
  • New launch activity and non-HFSS innovation in the snack food market.
  • Reasons for snacking and implication of these for product development and marketing.
  • Attributes important when choosing a snack as a treat and what this means for brands.

UK Snack Food Market Outlook

High inflation will be the main driver of value sales growth for the snacking market. Volume sales will be dampened by the cost of living crisis, with HFSS product location restrictions also having a small impact. Evenings in, packed lunches and meal deals will support sales across the snack food market, as will the role of snacks as an affordable treat.

  • Snacking market size: 96% of UK consumers have eaten snacks in the past two weeks.

Snacking Market Trends and Opportunities

Guilty snacking

Almost half of snack consumers feel guilty when they eat their snacks. However, 60% of snackers nonetheless think that unhealthy snacks are fine as part of a balanced diet, pointing to an inner conflict. These findings help explain the multifaceted landscape of the current snacking market, with success stories at both ends of the healthy to unhealthy spectrum, and reaffirm the ongoing opportunities in both spaces.

  • Snack food market challenge: 40% of eaters and buyers of snacks feel guilty.

Satisfying hunger drives snacking

Satisfying hunger is the leading reasons why people turn to snacking. Its top position is underpinned by the strong image snacks have to provide fuel throughout the day. However, people turn to snacks for a much wider array of reasons. Reasons such as treating oneself, satisfying a craving, or cheering themselves up or relaxing are important drivers for snacking, and associating themselves with these remains firmly warranted for brands in the snacking market.

  • Snack food market opportunity: 51% of snackers snack to satisfy their hunger, while 41% snack to treat themselves.

To learn more about the snacking market, including a five-year forecast, analysis of consumer behaviour, and recommendations for market opportunities, purchase our full UK Consumer Snacking Market Report.

Leading Brands in the Snack Food Market

Walkers, Doritos, Proper Snacks, Cadbury’s, Mr Kipling, KP, Pringles, Eat Real, PopWorks, Nature Valley, Eat Natural, Bear, Rowntree, Maynards.

Additional Features Included with Your Purchase

  • Interactive Data Book: This gives you unlimited access to a consumer confidence tracker that is segmented into 25 different demographic categories.
  • Different Digital Formats: PDF for conveniently sharing with your team, PowerPoint for quickly including in your presentation, as well as Word and Excel.
  • Mintel’s Clients Portal: Our portal offers instant access to actionable analysis and trends pieces relevant to your industry that are published almost daily. You can also browse for more market research reports.

Expert Insights from a Food Analyst

This report, written by Richard Caines, a leading food analyst, delivers in-depth commentary and analysis to highlight trends in the snacking market and add expert context to the numbers.

Reasons for snacking have shifted back to what they were pre-COVID, but treating oneself is still the second biggest driver of snacking. When choosing a snack as a treat, a favourite brand and exciting flavour are most important, but health claims appeal to one in four, emphasising the scale of demand for options delivering healthy indulgence.”

Richard Caines
Principal Analyst

Table of Contents

  1. Overview

      • Key issues covered in this Report
        • Products covered in this Report
        • Executive Summary

            • The five-year outlook for snacking
              • Figure 1: Outlook for consumer snacking, 2023-28
            • The market
              • Government measures on HFSS food and drink slow to roll out
                • Higher ingredient, energy and packaging costs push up snack prices
                  • More workers are back in offices but hybrid working is here to stay
                    • Companies and brands
                      • HFSS regulations drive healthier launch push
                        • Big snack companies at forefront of non-HFSS innovation
                          • Flavour innovation remains a central plank of NPD in snacks
                            • Brand extensions continue
                              • Advertising spend surpasses pre-COVID levels, with sharing, talking and kindness a recurring theme
                                • The consumer
                                  • Nearly everyone snacks, most doing so daily
                                    • Figure 2: Frequency of snacking, 2020-23
                                  • Nine in ten snack at home
                                    • Figure 3: Where snacks are eaten, 2020, 2022 and 2023
                                  • Satisfying hunger becomes more important snacking driver again
                                    • Figure 4: Reasons for snacking, 2019, 2021 and 2023
                                  • Favourite brand the biggest driver of choice for a treat
                                    • Figure 5: Attributes looked for when choosing a snack to have as a treat, 2023
                                  • Opportunity for more snacks to shout about number of calories
                                    • Figure 6: Behaviours related to buying snacks, 2023
                                  • Most people see a place for unhealthy snacks in balanced diets
                                    • Figure 7: Attitudes towards snacking, 2023
                                • Issues and Insights

                                  • The wide array of reasons for snacking supports sales during cost of living crisis
                                    • Higher costs push up snack prices
                                      • Sales of snacks held up well in 2022
                                        • Satisfying hunger and emotional needs drive snacking
                                          • Opportunities at both ends of the healthy to unhealthy spectrum
                                            • Plenty of room for unhealthy snacks but many feel guilty about snacking
                                              • Less healthy snacks appeal widely on evenings in
                                                • Healthy main meals give permission for less healthy snacks
                                                  • A role for healthy but indulgent treat options
                                                    • One in four look for better-for-you treats
                                                      • A place for ‘healthy indulgence’
                                                        • Flavour innovation remains indispensable for snack brands
                                                          • Communicate new flavour launches in-store and online
                                                            • Limited editions add excitement
                                                            • Market Drivers

                                                              • Government measures on HFSS food and drink slow to roll out
                                                                • HFSS food and drink store location restrictions came into place in October 2022
                                                                  • Large number of snacks fall within the scope of regulations
                                                                    • WHO recommends against use of non-sugar sweeteners
                                                                      • New rules on the advertising of HFSS food and drink delayed
                                                                        • Strong consumer interest in healthy eating
                                                                          • Population changes will have mixed effects on snacks
                                                                            • Increase in number of 15-24 year olds
                                                                              • Fewer children aged 0-14 in five years’ time
                                                                                • Ageing UK population who snack less often
                                                                                  • Figure 8: Trends in the age structure of the UK population, 2018-28
                                                                                • Inflation will continue to eat into consumer spending power over the course of 2023
                                                                                  • Higher ingredients, energy and packaging costs push up snack prices
                                                                                    • Figure 9: CPI inflation for selected snack food categories, all food and all items, May 2022 and May 2023
                                                                                  • Further interest rates increases will hit mortgage-holders
                                                                                    • Consumer spending power will be curbed
                                                                                      • Consumers’ financial wellbeing has fallen from the highs of 2021…
                                                                                        • Figure 10: Household financial wellbeing index, 2016-23
                                                                                      • …and most people are feeling the effects of price rises
                                                                                        • Figure 11: Growth in sales in selected snack categories, by value and volume, 2022
                                                                                      • More workers are back in offices but hybrid working is here to stay
                                                                                      • Launch Activity and Innovation

                                                                                        • HFSS regulations drive healthier launch push
                                                                                          • Less sugar, fat, salt and calories help to reduce the ‘bad’ points
                                                                                            • Figure 12: Proportion of new launches in snacks* making low/no/reduced calorie, fat, sugar and salt claims, 2018-23
                                                                                          • Salt reduction enables non-HFSS launches for top crisp brands
                                                                                            • Figure 13: Non-HFSS launches in crisps and savoury snacks, 2022
                                                                                          • L/N/R fat claims helped by being baked or popped
                                                                                            • Fat reduction explored by non-HFSS snacks
                                                                                              • Figure 14: Non-HFSS launches in crisps and savoury snacks making less fat claims, 2022
                                                                                            • Chocolate brands gain non-HFSS presence through more fruit and nuts
                                                                                              • Mr Kipling adds more options to Deliciously Good non-HFSS cakes
                                                                                                • Figure 15: Non-HFSS launches in chocolate and cakes, 2022 and 2023
                                                                                              • New non-HFSS snack bars launch ahead of reformulation
                                                                                                • Figure 16: Non-HFSS launches in cereal/snack bars, 2022 and 2023
                                                                                              • Sweets brands reduce sugar for non-HFSS presence
                                                                                                • Figure 17: Non-HFSS launches in sugar confectionery, 2022 and 2023
                                                                                              • More new snack launches highlight being 100 calories or less
                                                                                                  • Figure 18: Launches in snacks highlighting being 100 calories or less per serving, 2022 and 2023
                                                                                                • Positive nutrition claims continue to be explored in new launches
                                                                                                  • High fibre and protein add ‘good’ points to snacks
                                                                                                    • Figure 19: Proportion of new launches in snacks* making high/added fibre, high/added protein and vitamin/mineral fortified claims, 2018-23
                                                                                                  • Even mainstream and indulgent snack launches call out grams of protein
                                                                                                    • Figure 20: Launches in snacks making high/added protein claims, 2022 and 2023
                                                                                                  • High in fibre claims seen in savoury biscuits and snack mixes
                                                                                                    • Figure 21: Launches in snacks making high/added fibre claims, 2023
                                                                                                  • Snack and cake bars with added health benefits launched
                                                                                                    • Figure 22: Launches under the new Wholistic range by Go Ahead, 2023
                                                                                                  • Flavour innovation remains a central plank of NPD in snacks
                                                                                                    • Hot and spicy a continuing trend
                                                                                                        • Figure 23: New launches with hot and spicy flavours, 2023
                                                                                                      • Brand collaborations feature in new flavour activity
                                                                                                        • Limited editions part of co-branded launches
                                                                                                            • Figure 24: Limited edition and co-branded launches in snacks, 2023
                                                                                                          • Brand extensions leverage brand trust and increase competition
                                                                                                            • Crisps and popcorn brands expand in opposite directions
                                                                                                              • More brands extend into ice cream and lollies
                                                                                                                • Figure 25: Brand extensions in snacks, 2022 and 2023
                                                                                                              • Vegan/plant-based trend continues
                                                                                                                • Figure 26: Proportion of new launches in snacks* making vegan/no animal ingredients and plant based claims, 2018-23
                                                                                                                • Figure 27: Examples of snack launches that are part of retailers’ plant-based ranges, 2023
                                                                                                                • Figure 28: Examples of branded vegan launches in snacks, 2022 and 2023
                                                                                                              • Snack brands focus on more environmentally friendly packaging
                                                                                                                • Brands go beyond just being recyclable
                                                                                                                  • Walkers and Mars among brands trialling more use of paper/cardboard
                                                                                                                      • Figure 29: Examples of brands switching to paper/cardboard packaging in new snack launches, 2022 and 2023
                                                                                                                    • Less plastic packaging and increased recycled element
                                                                                                                        • Figure 30: Examples of environmentally-friendly packaging in new snack launches, 2022 and 2023
                                                                                                                    • Advertising and Marketing Activity

                                                                                                                      • Advertising spend surpasses pre-COVID levels
                                                                                                                        • Figure 31: Total above-the line, online display and direct mail advertising expenditure on snacks*, 2019-23
                                                                                                                      • Big increases in digital and outdoor advertising spend
                                                                                                                        • Figure 32: Total above-the line, online display and direct mail advertising expenditure on snacks*, by media type, 2019-23
                                                                                                                      • Biggest food manufacturers continue to dominate advertising
                                                                                                                        • Figure 33: Total above-the line, online display and direct mail advertising expenditure on snacks*, by advertiser, 2019-23
                                                                                                                      • Sharing, talking and kindness recurs as theme
                                                                                                                        • Walkers’ ‘It Feels Good to Share’ campaign links to mental wellbeing
                                                                                                                          • Cadbury ‘Glass and a Half in Everyone’ advertising sees fourth and fifth films
                                                                                                                            • Mr Kipling emphasises emotional connections
                                                                                                                              • Galaxy plays up charitable credentials
                                                                                                                                • Brands turn to experiential campaigns and customer involvement
                                                                                                                                  • Wrigley’s invites fans to vote on their favourite fruit flavour
                                                                                                                                    • Haribo runs ‘Hide ‘N’ Seeker’ outdoor events
                                                                                                                                      • Maynards Bassetts runs summer ‘I Spy’ road trip campaign
                                                                                                                                        • Swizzels invites consumers to share ways of enjoying Marvellous Mallows
                                                                                                                                          • Walkers Crisps ‘in or out’ debate returns in 2023
                                                                                                                                            • Doritos rolls out ‘how do you eat yours’ advert
                                                                                                                                              • Cadbury runs Mystery Bar campaign
                                                                                                                                                • Brands giving greater prominence to healthier snacks
                                                                                                                                                  • Walkers returns to ‘100 calories or less’ advert for multipacks
                                                                                                                                                    • Walkers Baked pushes stronger healthier message
                                                                                                                                                      • Hula Hoops Puft’s limited calories get the spotlight in 2023
                                                                                                                                                        • Lentil Crisps feature in Tyrrells advertising
                                                                                                                                                          • Pringles Multigrain get TV advert
                                                                                                                                                            • Nielsen Ad Intel coverage
                                                                                                                                                            • Types of Snacks Eaten

                                                                                                                                                              • Nearly everyone snacks
                                                                                                                                                                • Figure 34: Any eating of snacks, by age, 2023
                                                                                                                                                              • Nine in 10 eat sweet snacks
                                                                                                                                                                • Figure 35: Types of sweet snacks eaten, 2022 and 2023
                                                                                                                                                              • Crisps/crisp-style snacks the most popular savoury snack
                                                                                                                                                                • Figure 36: Types of savoury snacks eaten, 2022 and 2023
                                                                                                                                                              • Fresh fruit as popular as chocolate and crisps
                                                                                                                                                                • Figure 37: Types of other snacks eaten, 2022 and 2023
                                                                                                                                                            • Frequency of Snacking

                                                                                                                                                              • Snacks are on the daily menu for most eaters
                                                                                                                                                                • Figure 38: Frequency of snacking, 2020-23
                                                                                                                                                              • Younger people snack the most frequently
                                                                                                                                                                • Figure 39: Frequency of snacking, by age, 2023
                                                                                                                                                            • Where Snacks Are Eaten

                                                                                                                                                              • Nine in ten snack at home
                                                                                                                                                                • Figure 40: Where snacks are eaten, 2020, 2022 and 2023
                                                                                                                                                              • Younger people more likely to snack out of home than older
                                                                                                                                                              • Reasons for Snacking

                                                                                                                                                                • Satisfying hunger becomes more important snacking driver again
                                                                                                                                                                  • Figure 41: Reasons for snacking, 2019, 2021 and 2023
                                                                                                                                                                • Brands need to tread carefully on messages linked to satisfying hunger
                                                                                                                                                                  • Consumers link fibre and protein to satiety
                                                                                                                                                                    • Figure 42: Examples of launches high in protein or fibre in snacks, 2022
                                                                                                                                                                  • Half of snack eaters do not cite satisfying hunger as a reason
                                                                                                                                                                    • Emotional drivers worth featuring in advertising campaigns
                                                                                                                                                                      • Energy-supporting snacks to help people through the day
                                                                                                                                                                        • Figure 43: Examples of launches in snacks making functional energy claims, 2022 and 2023
                                                                                                                                                                    • Attributes Looked for When Choosing a Snack as a Treat

                                                                                                                                                                      • Favourite brand the biggest driver of choice for a treat
                                                                                                                                                                        • Figure 44: Attributes looked for when choosing a snack to have as a treat, 2023
                                                                                                                                                                        • Figure 45: Brand commitment for the number one brands in the crisps, chocolate and sugar confectionery markets, 2022/23
                                                                                                                                                                      • Exciting flavours appeal when choosing snacks for a treat
                                                                                                                                                                        • Communicate new flavour launches in-store and online
                                                                                                                                                                          • Limited editions add excitement
                                                                                                                                                                            • Better-for-you claims sought by one in four even for treating
                                                                                                                                                                              • One in four look for better-for-you treats, half of those have found one recently
                                                                                                                                                                                • A place for ‘healthy indulgence’
                                                                                                                                                                                • Behaviours Related to Eating and Buying Snacks

                                                                                                                                                                                  • Opportunity for more snacks to shout about number of calories
                                                                                                                                                                                    • Figure 46: Behaviours related to buying snacks, 2023
                                                                                                                                                                                  • 100-calorie claims have gained high-profile proponents in savoury snacks
                                                                                                                                                                                    • Figure 47: Launches in crisps and savour snacks highlighting being under 100 calories per pack, 2023
                                                                                                                                                                                  • Mars explores slimmer bars, Cadbury looks to fudge in sweet snacks
                                                                                                                                                                                    • Figure 48: Chocolate-coated snack bars calling out 100-calories or less, 2021 and 2023
                                                                                                                                                                                  • Calorie callouts can combat feelings of snacking guilt
                                                                                                                                                                                    • Figure 49: Indulgent snacks calling out 100-calories or less, 2022 and 2023
                                                                                                                                                                                  • Opportunity too for retailers to call out calories
                                                                                                                                                                                    • Figure 50: Example of ‘less than 100 calories’ sweet snacks at a Tesco store, July 2023
                                                                                                                                                                                  • Four in 10 look to snacks to boost their nutritional intake
                                                                                                                                                                                    • Promising to improve daily nutrition will help brands win over young snack eaters
                                                                                                                                                                                      • Opportunity to tap strong interest in fortified snacks
                                                                                                                                                                                        • Figure 51: Breakfast cereals highlighting contribution to daily vitamin intake, 2022
                                                                                                                                                                                      • Link vitamins/minerals to functional health benefits
                                                                                                                                                                                      • Attitudes towards Snacking

                                                                                                                                                                                        • Most people see a place for unhealthy snacks in balanced diets
                                                                                                                                                                                          • Plenty of room for unhealthy snacks but many feel guilty about snacking
                                                                                                                                                                                            • Figure 52: Attitudes towards snacking, 2023
                                                                                                                                                                                          • Less healthy snacks appeal widely on evenings in…
                                                                                                                                                                                            • …but there is a place for small indulgences and better-for-you options
                                                                                                                                                                                              • Healthy main meals give permission for less healthy snacks
                                                                                                                                                                                              • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                                                                                  • Abbreviations
                                                                                                                                                                                                    • Consumer research methodology
                                                                                                                                                                                                    • Appendix – Launch Activity and Innovation

                                                                                                                                                                                                        • Figure 53: New launches in snack categories*, by claim, 2018-23
                                                                                                                                                                                                        • Figure 54: New launches in snack categories*, by launch type, 2018-23
                                                                                                                                                                                                        • Figure 55: Proportion of new launches in snack categories* that are 100 calories or less per serving, 2018-23

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