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Snacking trends and the on-
the-go consumer Mintel for Salon M.A.D.E – March 2017
2
The snacking trend: what does it mean for the consumer?
Portion control
Pots or ‘compose your own meal’ options
No plate required: nibbling formats
Snacks round the clock
3
WHAT IS IT?
TIME (OR THE
LACK OF)
IMPACTS HOW WE
EAT
BOUNDARIES
BETWEEN MEALS
AND SNACKS ARE
BLURRING
CONVENIENCE IS
INCREASINGLY
BECOMING A KEY
DRIVER IN THE
F&D MARKET
TOWARDS
HEALTHY
SNACKING
PRODUCTS
THE TREND : SNACKING
4
More than ever, time-pressure is affecting how we eat and drink
globally
of US consumers say
they don’t often have
the time to prepare/eat
healthy meals
of UK adults sometimes
struggle to find time to
eat as healthily as they
would like to
Base: 1,148 UK internet users aged 16+ who are employed / 24,219 US adults aged 18+
Source: The Working Life - UK - December 2015 / American Lifestyles 2014: Looking Forward - US - April 2014
5
There is a 1 hour and 9 minutes difference between daily mealtimes between
Mexico and France
A cultural difference in what eating and drinking represents: refuelling and
individualistic versus enjoyment and socialising
There is a big difference in average eating time around the world
• Source: Secretariat estimates based on national and multinational time-use surveys (2006 where available) / OECD
Eating time on an average day in minutes (2006)
6
Even France’s famous “long lunchtime” has been squeezed dramatically…
The North American model is increasingly influencing Europe
• Source: Malakoff Médéric, 2011 / University of Westminster study, 2012
Average French lunchtime 20 years ago
Is how long it is now
In Britain, the average lunchtime
is now just 15 minutes
7
Traditional between-meal snacking occasion has changed
• In the UK and France,
10% of snackers eat
snacks to replace a
meal.
• So do 13% of Italian
snackers.
• In the US, 51% of better-
for-you snack buyers eat
healthy snacks instead
of meals.
• In China, consumers are
very selective about
which snacks they
choose as meal
replacements.
Consumers snack between meals, but they also occasionally replace meals with
snacks
Base: internet users aged 18-49, who have eaten snacks in the last six months
Source: QQSurvey/Mintel
8
And many “meal foods” are being eaten as snacks
Foods eaten as between-meal snacks
Foods that fit better as “meal items” such as soup, prepared meals, and cereal, are
also assuming the role of snack food
Cereal:
US: 76%
Germany: 18%
Yogurt:
UK: 36%
Poland:37%
Soup:
Poland: 30%
Germany: 24%
Sweet biscuits:
UK: 50%
Spain 30%
Baked goods:
Germany: 54%
Italy: 34%
Fruit/fruit juice:
UK: 68%
Brazil: 10%
Prepared meals:
Poland: 19%
Spain: 11%
Savory biscuits:
Italy: 29%
Ireland: 38%
Instant rice pots:
France: 25%
Spain: 17%
Instant noodles:
Germany: 38%
Italy: 35%
Source: Lightspeed GMI/Mintel
9
95% snack but this is down year on year
10
Healthy and convenient is the winning combination in France
11 Source : Mintel Reports
Hunger satisfaction is a key influencer but consumers also seek
energizing solutions
12 Source : Mintel GNPD
17% of total launches have a convenient positioning in 2017 in
Europe
0%
5%
10%
15%
20%
25%
30%
35%
2012 2013 2014 2015 2016 2017
Natural
Suitable for
Ethical & environmental
Positioning
Convenience
Minus
Functional
Plus
Demographic
Free from
% of F&D launches, by group of claims, in Europe
13 Source : Mintel Reports
Lunch is definitely the occasion to target for out of home
meals...but don’t forget breakfast occasion!
14
Portion control to promote
healthy snacking habits
• First, there was the 100 calorie pack
• Now, there are a number of words used to suggest a BFY
positioning without referring to calories
15
The language of control is changing
• The 100-calorie package became a “snack control hack” in the early 2000s, with the
launch of a number of snacks and biscuits in “convenient, pre-measured, calorie-
controlled” bags. But, the concept lost favor with consumers and by 2013 had almost
ceased to be used as an on-pack claim.
• And indeed, a 100-calorie positioning started to be replaced by packages with between
120 and 170 calories, depending on the product.
Source: Mintel GNPD
2003 2008 2011
16
“Thin” is a relative newcomer in snacks, but it is growing
Source: Mintel GNPD
# of snack products using selected word in the product description, global 2010-2016
0
100
200
300
400
500
600
2010 2011 2012 2013 2014 2015 2016
light
diet
thin
skinny
17
“Thin” is gaining ground, and “skinny” is rare; “diet” is fading,
while “light” hangs in
The use of the word “thin” as a descriptor has gained considerable
ground, and although its popularity dipped a bit in 2015, it remains
popular as a way of conveying “better for you” and “indulgent” or “tasty”
“Skinny”, another word that suggests healthy and better for you, has not
gained as much traction. It is popular in the US (e.g. SkinnyPOP, Skinny
Cow) but it may be a word that does not “translate” across cultures
easily and may have negative connotations in other markets
“Diet” seems to have waned, and indeed even some of the best-known
“diet” brands such as Special K have changed their orientation away
from “dieting” to “lifestyle”
“Light” remains popular as a way of pointing the consumer to a
healthier, less calorie- and fat-laden option but it would not be surprising
to see “thin” and “light” both continue to jostle for top spot in the names
of brands trying to convey their place as part of a healthy lifestyle
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Pots or ‘compose your own
meal’ options
19
Breakfast pots, small and deli portions to start the day
20
Indulgent and nutritious porridge is everywhere
21
Brands have launched their on-the-go version of porridge
packed with super ingredients
Coconut and Chia Porridge is a
source of protein and naturally
occurring sugars and is free from
added sugar, dairy and gluten
Super Porridge 5 Grains with
Almond, Pecan & Sunflower Seeds
is made with wholegrains, B
vitamins and iron. The vegetarian
product just needs the addition of
water, is ready two minutes
Porridge with Berry Compote t can
be simply heated and eaten in two
and a half minutes, and comprises
porridge oats beta glucan, which is
said to help lower cholesterol
+ 30% of porridge launches in the UK in 2015 vs 2014
Moma UK Kellogg's Special K M&S
22
26 grains offer a premium version of porridge, sweet...or
savoury ones!
23
Energy and protein pots to complement or compose your meal
24
Retailers launch their protein pots as well
Protein Pot comprise chicken breast
pieces, prawns, mooli, kale and
edamame beans in an aromatic
sauce. The microwaveable meal is
said to be a source of protein and
provide 1 of 5 a day per serving
The product is high in protein, which
is needed to maintain growth in
muscles. The product provides one
of the five-a-day recommended
servings of fruit and vegetables and
retails in a 125g pack bearing the
Eat Well logo.
The Pause snack range suggests
that these meals or side dishes pots
can be eaten at any time during the
day, as well as part of a meal. This
product retails in a 200g pack that
serves one and includes a plastic
fork.
Asda Good & Balanced
Thai Green Chicken Curry
Protein Pot
M&S Teriyaki Salmon
Protein Pot with Wakame
Seaweed & Wasabi Drizzle
Mediterranean Salad with
Provençal Style
Vegetables, Raw Ham &
Hummus
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No plate required: nibbling
formats
26
• Consumers want to be able to snack everywhere at anytime. They also want different texture and taste in
one single product.
• Consumers spend more time in front of their computer, smartphone or TV than ever before. A recent
study showed that younger consumers (16-24) in France spent twice as much time on their smartphones
in 2016 compared to 2015, averaging 4 hours a day.
No plate required: Nibbling formats answer multiple needs
DailyServing : functional food AND drink shots
Note: http://www.clubic.com/telephone-portable/actualite-807830-jeunes-16-24-ans-passent-4h-moyenne-telephone.html
27
• Graze (UK) and BiteBox (Germany) are revolutionising the snacking market.
• Graze’s sales totalled £68m in 2015.
No plate needed: Nibbling becomes the norm in Europe too
28
Snack bars continue to grow in key markets increasingly tapping into meal occasions: breakfast, lunch,
dessert…
No plate required: A bar will do!
The UK based company Pulsin’, which retails a range of
vegan snack bars under the Pulsin and Beond brands has
looked to position their vegan snack bars through a broad
‘free-from’ positioning.
Products like these illustrates that Europe’s healthy
snack bar market is becoming increasingly competitive.
Although some innovations are being highlighted as
vegan, they are more likely than ever to be organic; raw,
wheat, gluten, dairy-free and low in sugar, to have
broader appear
Roo’Bar – a Bulgarian-based start-up company
specialises in making organic, raw bars with added
superfoods. The brand has successfully expanded from
its home market to the rest of the continent. Their range
of snack bars are free from gluten, soy, and added sugar
and are also organic certified. Their marketing is largely
focused on its simple and unique ingredients.
With these Bakewell Tart wholefood bars, Naked seeks to
target all possible snacking occasions: breakfast, lunch
but also dessert
29 Source: http://www.trendhunter.com/trends/salad-health-nutrition-bar
• The term "salad bar" has been given a new
meaning with the launch of "Saladshotsbars"
from Saladshots, a creator of premium, natural
products.
• Featuring all the healthy benefits of a salad
with the convenience of a nutritional bar,
Saladshotsbars contain a mix of superfoods,
greens and antioxidants combined with sweet
and savory flavors to deliver a one-of-a-kind
way of getting healthy nutrients while on-the-
go.
• All three flavors are high in fiber, 180 calories
or less and incorporate the exciting flavor
profiles of Saladshots’ dressings combined
with the nutrients of a healthy salad all rolled
into a grab-and-go bar. Eating a salad will
never be the same again.
Enjoy a salad Snack bar on the go
30
No plate required: Drinkification of breakfast and meals
Slingshot is a yogurt protein drink with a crunchy shot wrapped around the bottle neck and intended for the
consumer to pour into the yogurt, shake and drink. That shot is a patented plastic stick pouch filled with chia
seeds, rolled oats and toasted almond bits
31
“We’re delighted to announce the launch of the UK’s first Raw Soup. We have designed them to
revolutionise the way we eat soup. These ready to eat, living-food soups are nutritional powerhouses of
enzymes, vitamins and minerals. Importantly, the soups contain all the fibrous flesh, seeds, rind and pulp,
which are kept as part of the blending process, leaving all the nutrients and fibre intact. We believe there is
a time for eating hot soups and a time for eating chilled. We believe that healthy should always be
delicious. Grab these beauties for a replenishing snack or meal, after the gym, a spin, al desko or as a
filling pick-me-up. They will revitalise and refresh. They are a savoury sensory sensation. Enjoy!
Soupologie revolutionises the way we eat soups with on-the-go,
raw, chilled soups
32
Satisfying a sweet tooth with an improved formulation
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Snacks round the clock
Fresh, local and healthy salads are on offer in France through Le Saladier’s
vending machines.
08 March 2016 - France
Le Saladier “
”
34
Supported Trends: Cool Vending; Help Me Help Myself
Go To Observation
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OBSERVATION
of consumers say that they
regularly check the ingredients
contained in the food they eat
Consumer Data Charts
36%
In Malaysia, a new salad jar vending machine is providing passers-by with
cheap and healthy lunch alternatives.
28 July 2016 - Malaysia
Green Vending “
”
35
Supported Trends: Cool Vending
Go To Observation
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OBSERVATION
of the Malaysian population is
now classed as obese, while
another 30% can be classified
as overweight
National Health and Morbidity
Survey of 2015
18%
Healthy snack food subscription service boxgreen has launched a new
vending machine in Singapore’s central business district.
20 February 2017 - Singapore
Accessible Health Snacks “
”
36
Supported Trends: Cool Vending; Extend My Brand
Go To Observation
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OBSERVATION
healthier meals were sold in
Singapore in September 2015,
double the amount sold in June
2014 before the Health
Promotion Board's healthier
dining program was launched
The Straits Times
1.1 million
A butcher in Paris has installed a 24-hour vending machine, allowing people
to buy its products any time of day or night.
08 February 2016 - France
Convenient Cuts “
”
37
Supported Trends: Cool Vending
Go To Observation
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OBSERVATION
of French consumers say that
red meat is an important source
of vital nutrients
Consumer Data Charts
51%
38
Conclusions and points for the future
Lines between snacks and meals are being blurred because of time constraint
Consumers are wary of processed foods and unhealthy eating habits.
Big opportunity for repositioning on healthy snacking
Healthy
snacking
For more indulgent categories: the main effort of rebranding has been around
portion control and allowing consumers to ‘treat’
However, vocabulary is key as words like ‘light’, ‘diet’ have now negative
connotations.
Portion
control
Pots have grown primarily for the breakfast occasion but are now moving to the
lunch, dinner and snack occasions versatile formats that allow portion
control and diversity + have to be paired with latest diet trends
Nibbling formats revolutionizing eating habits without plates
Pots and
Nibbles
Innovation around self services, vending machines will only reinforce this
tendency for snack at any time anywhere.
Round the
clock
mintel.com
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