2021
9
UK Consumer Snacking Market Report 2021
2021-08-10T04:09:56+01:00
OX1049531
2195
141276
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Report
en_GB
“The COVID-19 pandemic has seen an increase in snacking at home, both in the day and in the evening, including more comfort eating. The widely held view that less healthy…

UK Consumer Snacking Market Report 2021

£ 2,195 (Excl.Tax)

Description

Providing the most comprehensive and up-to-date information and analysis of the UK Consumer Snacking market, including the behaviours, preferences and habits of the consumer.

Comfort eating has supported sales of snack foods during COVID-19. Satisfying hunger is less of a reason for snacking in 2021 than in 2019, while snack eaters are more likely than before to be snacking to treat themselves, satisfy a craving, to cheer themselves up, relax/de-stress and to overcome boredom, linked closely to how people have been feeling during the pandemic.

The COVID-19 outbreak has resulted in a shift in where people eat snacks, widening the gap between the proportion of people snacking at home and out of home compared to pre-COVID. More eating of snacks at home boosted retail sales of multipacks and sharing bags at the expense of single packs bought on impulse, this holding back growth in value sales and the snack bar market share thanks to the former’s lower price per kilo.

Promotions encourage people to buy more snacks, with 59% of snack eaters and buyers prompted by these to buy snacks when they otherwise would not have, and 55% only buying multiple packs of a snack when there is a multi-buy promotion. The banning of volume promotions and restrictions on product placement for HFSS foods in 2022 is therefore a threat to volume sales of many snack foods.

For the healthy snack market, healthier versions of favourite snacks (eg lower in calories, reduced sugar, vegan snacks) is widely welcomed, but a focus on positive additions rather than just reduced sugar, salt, fat or calories also has potential to chime in this context. Highlighting being rich in particular nutrients holds potential for snacks to keep their place on the menu as 44% of eaters think that snacks are a good way to add nutrients to your diet.

Read on to discover more details or take a look at all of our UK Food and Foodservice market research.

Quickly understand

  • The impact of COVID-19 on consumer snacking behaviours.
  • Frequency of snacking, and types of snacks eaten.
  • Where and when snacks are eaten, and reasons for snacking.
  • New launch activity in foods eaten as snacks.
  • Behaviours related to eating and buying snacks, and attitudes towards them.
  • Snack bar market share.
  • Protein snack market.
  • Vegan snack market.

Covered in this report

Brands: Peperami, Cheeky P’s, Gâto, Harvest Morn, Shore, Graze, Nature’s Heart, Stoats+, Perkier

Expert analysis from a specialist in the field

This report, written by Richard Caines, a leading analyst in the Food & Drink sector, delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

The COVID-19 pandemic has seen an increase in snacking at home, both in the day and in the evening, including more comfort eating. The widely held view that less healthy snacks have a place as part of a balanced diet ensures continued opportunities for indulgent snacks. However, consumers’ heightened focus on health and the introduction of a ban on volume promotions and restrictions on product placement for HFSS foods in 2022 pose a threat to their sales and accelerate the need for brands to explore better-for-you NPD.
Richard Caines
Senior Food & Drink Analyst

Table of Contents

  1. Overview

    • Key issues covered in this report
    • COVID-19: Market context
    • Economic and other assumptions
    • Products covered in this Report
  2. Executive Summary

    • Impact of COVID-19 on consumer snacking
      • Figure 1: Short, medium and long term impact of COVID-19 on consumer snacking, 23 July 2020
    • The market
    • Strong interest in healthy eating
    • HFSS food promotion and store location restrictions coming in 2022
    • Advertising for HFSS food and drink to face new rules
    • Decline projected in most frequent, younger snack eaters
    • Companies and brands
    • High/added fibre and protein messages continue to be pushed
      • Figure 2: Proportion of new launches in snacks* making high/added fibre, high/added protein and vitamin/mineral fortified claims, 2016-21
    • Low/no/reduced claims seen on only small share of launches
      • Figure 3: Proportion of new launches in snacks* making low/no/reduced fat, sugar and calorie claims, 2016-21
    • Flavour innovation a major theme in NPD
    • Vegan claims widespread in snacks
    • Big drop in 2020 advertising spend on snacks
    • The consumer
    • Snacking a prominent feature of life in the UK
      • Figure 4: Types of snacks eaten, 2021
    • Nearly seven in 10 snack at least once a day
      • Figure 5: Frequency of snacking, 2020 and 2021
    • Home becomes even more important for snacking
      • Figure 6: Where snacks are eaten, 2020 and 2021
    • Breaks from work/studying big occasions for snacking
    • HFSS restrictions on volume promotions likely to hit volume sales
    • Six in 10 mostly trying to choose healthy snacks
      • Figure 7: Behaviours related to snacks and snacking, 2021
    • People have more reasons to snack during COVID-19
      • Figure 8: Reasons for snacking, 2019 and 2021
    • Snacks in the firing line when people reduce calorie intake
    • Nutritious snacks have scope for growth
      • Figure 9: Attitudes towards snacking, 2021
  3. Issues and Insights

    • COVID-19 increases importance of targeting in-home snacking
    • Shift in balance of where snacks are eaten
    • Snacking during COVID-19 emotionally driven
    • More remote working and eating at home expected long-term
    • Restrictions on promotion and placement of HFSS foods will hit volumes
    • Promotions a big influence on snack purchasing
    • New iterations of meal deals and cross-category promotions hold potential
    • HFSS restrictions on store locations stand to curb visibility
    • … and heighten the importance of alternative secondary locations
    • Snacks in the firing line from people reducing calorie intake
    • Little sign of consumers cutting back on snacks at present
    • Small packs help snack eaters to feel in control
    • Opportunities for healthier snacks
    • … and snacks offering positive nutrition
  4. The Market – Key Takeaways

    • Lockdowns in early 2021 mean more snacking at home again
    • Strong interest in healthy eating
    • HFSS food promotion and store location restrictions coming in 2022
    • Advertising for HFSS food and drink to face new rules
    • New targets for salt and calorie reduction
    • Decline projected in most frequent younger snack eaters
  5. Market Drivers

    • Lockdowns in early 2021 mean more snacking at home again
    • Strong interest in healthy eating
    • COVID-19 increases spotlight on health
    • Government emphasis on health intensifies under COVID-19
    • Out-of-home calorie labelling to be required, on-pack nutrition label consultation proposed
    • HFSS food promotion and store location restrictions to come into place in 2022
    • Advertising for HFSS food and drink to face new rules from end of 2022
    • Sugar reduction falling long way short of PHE targets
      • Figure 10: Percentage of sugar reduction achieved across selected categories within PHE’s sugar reduction and reformulation programme, 2015-19
    • New targets for salt and calorie reduction
    • Decline projected in most frequent younger snack eaters
      • Figure 11: Trends in the age structure of the UK population, 2015-25
    • Brexit trade deal means minimal impact on snack food prices
  6. Companies and Brands – Key Takeaways

    • High/added fibre and protein messages continue to be pushed
    • Functional health claims in snacks rare
    • Low/no/reduced claims seen on only small share of launches
    • Flavour innovation a major theme in NPD
    • Format diversification a feature of brand extensions
    • Vegan claims widespread in snacks
    • Big drop in 2020 advertising spend on snacks
  7. Launch Activity and Innovation

    • Better-for-you snacks tapping interest in healthy eating
    • High/added fibre and protein messages continue to be pushed
      • Figure 12: Proportion of new launches in snacks* making high/added fibre, high/added protein and vitamin/mineral fortified claims, 2016-21
      • Figure 13: Examples of high/added protein claims in the snacks market, 2020/21
    • Products with beans and pulses also feature high in fibre claims
      • Figure 14: Examples of high/added fibre claims in the snacks market, 2020/21
    • Functional health claims in snacks rare
      • Figure 15: Examples of functional claims in the snacks market, 2021
    • Low/no/reduced claims seen on only small share of launches
      • Figure 16: Proportion of new launches in snacks* making low/no/reduced fat, sugar and calorie claims, 2016-21
      • Figure 17: Examples of low/no/reduced sugar claims in the snack foods market, 2020/21
    • Popped and baked snacks feature strongly under L/N/R fat claims
      • Figure 18: Examples of low/no/reduced fat claims in the snack foods market, 2020/21
    • Beetroot features in healthier snacks, Soreen launches Fruit & Veg-Mmms
      • Figure 19: Examples of healthier snacks featuring beetroot, 2020/21
    • Flavour innovation a major theme in NPD
      • Figure 20: Examples of flavour innovation in crisps and savoury snacks, 2021
      • Figure 21: Examples of hot and spicy flavours in crisps and savoury snacks, 2021
    • Format diversification a feature of brand extensions
      • Figure 22: Examples of format diversification in the UK snacks market, 2021
    • On-the-go claims less of a focus for recent NPD
      • Figure 23: Examples of launches making on-the-go claims in the UK snacks market, 2021
    • Vegan claims widespread in snacks
      • Figure 24: Proportion of new launches in snacks* making vegan/no animal ingredients claims, 2016-21
      • Figure 25: Examples of snacks under vegan/plant-based ranges of leading food retailers in the UK snacks market, 2021
    • Ethical claims mostly focus on recyclability of packaging
    • Strong demand for more environmentally-friendly packaging
    • Plastic reduction a priority for food companies
      • Figure 26: Proportion of new launches in snacks* making selected ethical claims, 2016-21
      • Figure 27: Examples of new product launches making sustainability claims in the UK snacks market, 2021
  8. Advertising and Marketing Activity

    • Big drop in 2020 advertising spend on snacks
      • Figure 28: Total above-the line, online display and direct mail advertising expenditure on sweet and savoury snacks, 2019-21
    • TV, press, outdoor and cinema spending all slashed
      • Figure 29: Total above-the line, online display and direct mail advertising expenditure on sweet and savoury snacks*, by media type, 2017-21
    • Large multinationals dominate snack advertising
      • Figure 30: Total above-the line, online display and direct mail advertising expenditure on sweet and savoury snacks*, top 30 by advertiser**, 2019-21
    • Brands encourage sharing, connections and kindness to others
    • Cadbury tackles loneliness and isolation
    • McVitie’s launches power of sharing campaign
    • Walkers Sausage Roll flavour supports food bank charity
    • Skittles encourages personal connections
    • Maltesers encourages dialogue on maternal mental health
    • New flavours and taste experiences a central theme
    • Walkers Max promotes maximum flavour
    • Müller focuses on interesting flavour combinations
    • Haribo’s Police advert returns
    • Tyrrells highlights delicious taste credentials
    • McCoy’s Fire Pit promotes full-on flavour message
    • Campaigns focus on different ways of eating
    • Walkers taps into crisp sandwich debate
    • Cadbury celebrates different ways of eating Crème Eggs
    • Müller Corner raises dip or tip question
    • Nielsen Ad Intel coverage
  9. The Consumer – Key Takeaways

    • Nearly seven in 10 snack at least once a day
    • Home becomes even more important for snacking
    • Breaks from work/studying big occasions for snacking
    • HFSS restrictions on volume promotions likely to hit volume sales
    • Six in 10 mostly trying to choose healthy snacks
    • People have more reasons to snack during COVID-19
    • Snacks in the firing line when people reduce calorie intake
    • Nutritious snacks have scope for growth
  10. Impact of COVID-19 on Consumer Behaviour

    • People snacking at home more during COVID-19
    • Snacking during COVID-19 emotionally-driven
      • Figure 31: Agreement with the statement ‘Since the COVID-19/coronavirus outbreak I have been snacking more’, by age, 2021
    • COVID-19 dampens demand for on-the-go snacking and celebrations
    • Impulse purchases hit by less frequent visits to the shops
    • More remote working and eating at home expected long-term
    • Pandemic increases focus on health
      • Figure 32: Changes in eating healthily as a priority since the COVID-19 outbreak, 4-12 February 2021
    • COVID-19 pandemic expected to heighten focus on sustainability
  11. Types of Snacks Eaten

    • Snacking a prominent feature of life in the UK
      • Figure 33: Types of snacks eaten, 2021
    • Chocolate, crisps and fresh fruit the top three snacks
      • Figure 34: Snacking on chocolate, crisps/crisp-style snacks and fresh fruit, 2020 and 2021
    • Most snacks eaten by higher proportion of younger people
    • Two thirds eat five or more different types of snack
      • Figure 35: Repertoire of different types of snacks eaten, 2021
  12. Frequency of Snacking

    • Nearly seven in 10 snack at least once a day
      • Figure 36: Frequency of snacking, 2020 and 2021
    • Frequency of snacking declines with age
      • Figure 37: Frequency of snacking, by age, 2021
  13. Where Snacks Are Eaten

    • Home becomes even more important for snacking
      • Figure 38: Where snacks are eaten, 2020 and 2021
    • Out-of-home snacking higher among younger people
  14. Behaviours Related to Eating and Buying Snacks

    • Breaks from work/studying big occasions for snacking
    • Targeting work/study breaks important for snack brands
      • Figure 39: Behaviours related to snacks and snacking, 2021
    • Seven in 10 think snacks are important to boost energy levels
    • Most buy same snacks but high incidence of brand switching
    • Promotions have big influence on brand choice
    • HFSS restrictions on volume promotions likely to hit volumes
    • New iterations of meal deals and cross-category promotions hold potential
    • HFSS restrictions on store locations stand to curb visibility …
    • … and heighten the importance of alternative secondary locations
      • Figure 40: Nescafé e fixture in the coffee aisle, 2020
    • Six in 10 mostly trying to choose healthy snacks
    • Healthier variants prove to have mixed appeal
    • Promotions have sway among the health-led
  15. Reasons for Snacking

    • Mix of physical and emotional drivers prompt snacking
      • Figure 41: Reasons for snacking, 2019 and 2021
    • People have more reasons to snack during COVID-19
      • Figure 42: Number of different reasons for snacking, 2019 and 2021
    • Brands need to tread carefully on aligning with main drivers
  16. Attitudes towards Snacking

    • Snacks in the firing line when people reduce calorie intake
    • Little sign of consumers cutting back on snacks at present
      • Figure 43: Attitudes towards snacking, 2021
    • Small packs help snack eaters to feel in control
    • Nutritious snacks have scope for growth
    • Strong demand for improvements to packaging
    • Seven in 10 want more snacks in environmentally-friendly packaging
    • Strong interest in more re-sealable packaging
  17. Appendix – Data Sources, Abbreviations and Supporting Information

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

      • Figure 44: New launches in the UK snack foods* market, by claim, 2016-21 (sorted by 2020)
      • Figure 45: New launches in the UK snack foods* market, by launch type, 2016-21 (sorted by 2020)
      • Figure 46: Proportion of new launches in the UK snack foods* market with 100 calories or less per serving, 2016-21

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