Snacking trends and the on-

the-go consumer
Mintel for Salon M.A.D.E March 2017

2017 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel.

 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

2
 THE TREND : SNACKING

WHAT IS IT?

CONVENIENCE IS
TIME (OR THE BOUNDARIES TOWARDS
INCREASINGLY
LACK OF) BETWEEN MEALS HEALTHY
BECOMING A KEY
IMPACTS HOW WE AND SNACKS ARE SNACKING
DRIVER IN THE
EAT BLURRING PRODUCTS
F&D MARKET

3
More than ever, time-pressure is affecting how we eat and drink
globally

of UK adults sometimes of US consumers say

struggle to find time to they dont often have
eat as healthily as they the time to prepare/eat
would like to healthy meals

Base: 1,148 UK internet users aged 16+ who are employed / 24,219 US adults aged 18+
4
Source: The Working Life - UK - December 2015 / American Lifestyles 2014: Looking Forward - US - April 2014
There is a big difference in average eating time around the world
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

Eating time on an average day in minutes (2006)

5 Source: Secretariat estimates based on national and multinational time-use surveys (2006 where available) / OECD
The North American model is increasingly influencing Europe
Even Frances famous long lunchtime has been squeezed dramatically

Average French lunchtime 20 years ago

Is how long it is now

In Britain, the average lunchtime

is now just 15 minutes

6 Source: Malakoff Mdric, 2011 / University of Westminster study, 2012

Traditional between-meal snacking occasion has changed

Consumers snack between meals, but they also occasionally replace meals with
snacks
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.
Base: internet users aged 18-49, who have eaten snacks in the last six months
7 Source: QQSurvey/Mintel
And many meal foods are being eaten as snacks

Foods that fit better as meal items such as soup, prepared meals, and cereal, are
also assuming the role of snack food

Foods eaten as between-meal snacks

Fruit/fruit juice: Yogurt: Prepared meals: Sweet biscuits:

Soup:
UK: 68% UK: 36% Poland: 19% UK: 50%
Poland: 30%
Brazil: 10% Poland:37% Spain: 11% Spain 30%
Germany: 24%

Instant rice pots: Savory biscuits: Cereal: Baked goods: Instant noodles:
France: 25% Italy: 29% US: 76% Germany: 54% Germany: 38%
Spain: 17% Ireland: 38% Germany: 18% Italy: 34% Italy: 35%

8 Source: Lightspeed GMI/Mintel

95% snack but this is down year on year

9
Healthy and convenient is the winning combination in France

10
Hunger satisfaction is a key influencer but consumers also seek
energizing solutions

11 Source : Mintel Reports

17% of total launches have a convenient positioning in 2017 in
Europe
% of F&D launches, by group of claims, in Europe
35%

30%

Natural
25%
Suitable for
Ethical & environmental
20% Positioning
Convenience
Minus
15%
Functional
Plus
10% Demographic
Free from

5%

0%
2012 2013 2014 2015 2016 2017

12 Source : Mintel GNPD

Lunch is definitely the occasion to target for out of home
meals...but dont forget breakfast occasion!

13 Source : Mintel Reports

 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

14
The language of control is changing

2003
2008 2011

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.

15 Source: Mintel GNPD

Thin is a relative newcomer in snacks, but it is growing
# of snack products using selected word in the product description, global 2010-2016
600

500

400

light
300 diet
thin
skinny

200

100

0
2010 2011 2012 2013 2014 2015 2016

16 Source: Mintel GNPD

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

17
 meal options
Pots or compose your own

2016 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel.

Breakfast pots, small and deli portions to start the day

19
Indulgent and nutritious porridge is everywhere

20
Brands have launched their on-the-go version of porridge
packed with super ingredients
+ 30% of porridge launches in the UK in 2015 vs 2014

Moma UK Kellogg's Special K M&S

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

21
26 grains offer a premium version of porridge, sweet...or
savoury ones!

22
Energy and protein pots to complement or compose your meal

23
Retailers launch their protein pots as well
Asda Good & Balanced
Thai Green Chicken Curry
Protein Pot
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
24
M&S Teriyaki Salmon
Protein Pot with Wakame
Seaweed & Wasabi Drizzle
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.
Mediterranean Salad with
Provenal Style
Vegetables, Raw Ham &
Hummus
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.
 formats
No plate required: nibbling

2016 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel.

No plate required: Nibbling formats answer multiple needs
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.

DailyServing : functional food AND drink shots

26 Note: http://www.clubic.com/telephone-portable/actualite-807830-jeunes-16-24-ans-passent-4h-moyenne-telephone.html
No plate needed: Nibbling becomes the norm in Europe too

Graze (UK) and BiteBox (Germany) are revolutionising the snacking market.
Grazes sales totalled 68m in 2015.

27
No plate required: A bar will do!
Snack bars continue to grow in key markets increasingly tapping into meal occasions: breakfast, lunch,
dessert
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 Europes 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
RooBar 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

28
Enjoy a salad Snack bar on the go
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.

29 Source: http://www.trendhunter.com/trends/salad-health-nutrition-bar
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

30
Soupologie revolutionises the way we eat soups with on-the-go,
raw, chilled soups
Were delighted to announce the launch of the UKs 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!

31
Satisfying a sweet tooth with an improved formulation

32
 Snacks round the clock

2016 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel.

 OBSERVATION

Le Saladier
36%

2017 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel

08 March 2016 - France
Fresh, local and healthy salads are on offer in France through Le Saladiers
vending machines. of consumers say that they
regularly check the ingredients
contained in the food they eat
Consumer Data Charts
Supported Trends: Cool Vending; Help Me Help Myself

Go To Observation

34
 OBSERVATION

Green Vending
18%

2017 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel

28 July 2016 - Malaysia
In Malaysia, a new salad jar vending machine is providing passers-by with of the Malaysian population is
cheap and healthy lunch alternatives. now classed as obese, while
another 30% can be classified
as overweight
National Health and Morbidity
Supported Trends: Cool Vending Survey of 2015

Go To Observation

35
 OBSERVATION

Accessible Health Snacks

1.1 million

2017 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel

20 February 2017 - Singapore
Healthy snack food subscription service boxgreen has launched a new healthier meals were sold in
vending machine in Singapores central business district. Singapore in September 2015,
double the amount sold in June
2014 before the Health
Promotion Board's healthier
Supported Trends: Cool Vending; Extend My Brand dining program was launched
The Straits Times

Go To Observation

36
 OBSERVATION

Convenient Cuts
51%

2016 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel

08 February 2016 - France
A butcher in Paris has installed a 24-hour vending machine, allowing people
to buy its products any time of day or night. of French consumers say that
red meat is an important source
of vital nutrients
Supported Trends: Cool Vending Consumer Data Charts

Go To Observation

37
Conclusions and points for the future

Healthy Lines between snacks and meals are being blurred because of time constraint
Consumers are wary of processed foods and unhealthy eating habits.

snacking Big opportunity for repositioning on healthy snacking

Portion 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
control connotations.

Pots and 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
Nibbles Nibbling formats revolutionizing eating habits without plates

Round the Innovation around self services, vending machines will only reinforce this
tendency for snack at any time anywhere.
clock

38
Merci!

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