The definition of a snack is evolving. While the dictionary might say it is a ‘light meal’ or ‘food eaten between’ meals, marketing experts say it meets the consumer demand for ‘grazing’ or ‘eating on the go’. A whole new language has grown up around snacks and appetizers with terms ranging from ‘on-the-go consumers’, to ‘opportunist eaters’. Descriptions like ‘handheld’, ‘grab-and-go’, ‘heat-and-eat’ foods replace the simpler older term ‘convenient frozen snacks’.
While this emerging market where ‘on the go eating’ of food that provides a quick energy boost is prevalent, there is also core cohort of eating traditional snacks such as the potato crisps and peanuts, confectionery and biscuits and bakery goods.
Trends
American research states that the market is growing. Mintel noted in its May 2013 report, “Frozen Snacks—U.S.” that total U.S. retail sales of frozen snacks hit $4.5 billion in 2012, representing 13 percent growth from 2007. Having traveled to the US and seeing the snacking culture first hand at New York’s Fancy Food Fair in July 13 and on other occasions in the US, researchers at Bord Bia (Irish Food Board) have looked into the Irish and UK snacking markets. Further research is expected into Europe in the future.
The report explored the premise that lifestyles are changing and people are more mobile and busier than ever. This is highlighted in Mintel data that eight out of ten consumers admit to ‘snacking on the go’ due to their busy lifestyles.
Likewise, Datamonitor highlights that younger population in particular moving away from the traditional three meals a day. Its research on snacking also shows that the younger snackers will be most attracted by novelty and the younger the consumer the more the new and exotic flavors appeal to them.
Bord Bia’s own Consumer Lifestyle Trends study under the heading “Fluid Lives” highlights the need for greater convenience and portability for consumers in relation to food choices, whilst being mindful of seeking out the healthy option. Tom Collins, Insight and innovation analyst, co-writer of the Bord Bia snacking report told Frozen Food Europe that: “During the recession there was a lot more ‘brown bagging’ – bringing lunch to work – and cost saving measures. During the last year or so we have seen it (the economy) pick up again – people ‘on the go’ more often during the day, and snacking for indulgence, treats or rewards. People are willing to spend a little on a small treat in the evening at home and this is very much around social behavior.”
He explained that instead of dining out in a restaurant (and that industry declined during the recession) more people are socializing at home and with family and friends consuming snacks and appetizers. The Bord Bia research showed that for all adults (aged over 16) some 78% of snacking takes place in the home and 22% outside the home. In fact the extent of snacking at home surprised researchers. “We thought that snacking was an ‘on the go’ occasion but our research showed that three quarters or 78% of snacking takes place at home,” said Tom Collins. Many such snacks are bought in retail outlets in bulk packs in advance to be there when needed, whereas eating ‘on the go’ is much more spontaneous. Silvers (over 55 years old) are more likely to snack at home and young adults and those with no children are more likely to snack out of home.
The report also showed that while consumers have a health and wellness focus, the core snacking categories are fruit 12%, crisps 25% and confectionery 21%.
American Trends
One in five Americans has ditched regular meals in favor of serial snacking, said IRI report on ‘opportunist’ eaters. So Ireland and the UK markets differ to America in their snacking preferences and some would say these markets are ‘behind’ the US and will ‘catch up in the next few years. In the Mintel report Beth Bloom, Food and Drink Analyst states: “The frozen snacks category benefits from consumer interest in snacking convenience, and a perception of affordability. Some 59% of consumers indicate that frozen snacks are an affordable snack option, while 81% of category participants say the products are convenient for at-home eating and 66% find them convenient for on-the-go snacking. However, increased consumer health consciousness limits category performance, as frozen snacks are viewed as too processed and high in calories, fat, and sodium.” While there was 13% growth 2007 – 2012 to make US frozen snacks a $4.5 billion market, the recession slowed any major increase in snacking even at a time when at home consumption was increasing.
The researchers predicted that given frozen snacks’ closeness to other consumer trends, like convenience, variety, and affordability, sales will grow between now and 2017.
In the US frozen snacking market products are broken into three main areas:
-frozen handheld entrées which make up 56.4% of total U.S. retail sales of frozen snacks in 2012.
-frozen appetizers/snack rolls a close second making up 42%.
-frozen pretzels are the smallest with 1.6%.
In terms of food claims the time/speed, and health-related claims, are among the top 10 descriptors among frozen snack launches. “Microwavable” is another leading product claim and there was also growth in consumer interest in convenience, “ease of use” and “convenient packaging”. A claim that is now less popular is “environmentally friendly package” and “low/no/reduced trans fat.”
Health and wellness
The trend towards health and wellness is in demand not just in the USA and in Europe (albeit less strong than in US) as well as globally and it is showing up in snacks and appetizers everywhere. Stephanie Moe, Sector Manager, Frozen Foods, Bord Bia has stated: “The Quest for Health and Wellness (a term used in its PERIscope reports on consumer trends in Europe and elsewhere) is an enduring trend relevant to an ever-growing number of consumers globally, but consumers can often find healthy eating rather boring,” She continued that the chilled and ambient aisles have played host to most of the ‘healthy snacking’ products launched in recent years, helping shoppers to select healthier options for ‘on the go’ consumption. “But the frozen food aisles are now welcoming new products in this vein too, as evidenced at New York’s Fancy Food Fair in July, where Frozen Treats were identified as one of the top 5 Trends of 2013,” she said.
She gives several examples of the American Luna Pops which use ripe fruit puree, fine chocolate, milk from a local dairy, real vanilla extract – as the company states – nothing artificial and no junk in its ice lollies. Teapops is another such product with healthy teas with antioxidant properties combined with fruits in ice lollies or pops. One example is the Berries ‘ n’ Cherries with Rooibos teas. Good Morning America food editor Sara Moulton at the 59th Annual Summer Fancy Food Show in New York picked these DeeBee’s TeaPops as one of the top 13 most interesting new products around that foodies should keep an eye out for. Some products are targeted to meet a specific consumer need: for example getting children to eat more vegetables. So there are several frozen snacks which include ‘superfoods’ which are high in nutrients such as kale, spinach or beetroot. These are prepared in frozen easy to eat and drink formats such as smoothes and fruit or vegetable puree ‘ice lollies’.
Other motivators of snacking
There are more than half a dozen motivations for snacking.
Datamonitor highlights that:
– Women are more likely to be seek out healthier snacks;
– Younger snackers will be most attracted by novelty;
– and Meat snacks hold more appeal with men as do the more substantial high protein snacks to sustain active sporty lives.
Mintel US highlights convenience and a perception of affordability and suggests that health and wellness will be increasingly important.
The Ireland / GB report by Bord Bia lists five key reasons why people snack:
• To energise (26%)
• An everyday habit (22%)
• To indulge (21%)
• To nourish (18%)
• Health & wellbeing (13%)
Products
Foods that can be considered appetizers and snacks encompass a huge range of foods from savor to sweet and from bite sized morsels to mini meals. The very popular frozen savory bite sized appetizers are also described as party food.
“Party food in frozen is a massive market and it is amazing the degree of invention that you see amongst those – mini fish and chips and filled tiny Yorkshire pudding and all kinds of dessert products in miniature sizes which people like,” said Brian Young, British Frozen Food Federation (BFFF). “The range and variety of party foods that you can get is amazing.” The ‘Mini’ appetizer / snack has become popular with everything from mini-pizzas and quiches to bite size burgers. Even the slightly larger varieties of these foods are considered snacks. The sandwich and other similar bread based foods such as Panini are hugely popular as snacks. Some are available in frozen and ready to microwave / heat toasted sandwich formats. For example Tillman’s Toast Me includes some of the above foods and can be taken straight from the freezer and cooked in the toaster. There are Chicken, Bacon & Egg, or Ham & Cheese varieties.
The humble spud or potato is currently very popular as a snack or mini meal. There are now frozen baked potatoes with fillings such as beans or cheese that can be taken from the freezer and cooked in the microwave to be on the table in five minutes. Newer products on the market include the Italian produced pizza on a stick which mimics an ice lolly and which can be eaten hot or cold won “Most Innovative Product” at Anuga 2013. Called Hasta La Pizza it is available in savory and sweet flavors including chocolate hazelnut. In France sales of meatballs have taken off and some even pose the question are they a rival to burgers in France? The popularity of ‘Cheesy Boursin’ balls in France’s fast food chain Quick, has prompted the snacking giant Fleury Michon to introduce a meatball snacking product to the French retail market. The snacking category itself grew by 3.4% in value between 2012 and 2013. Fleury Michon has branded their new range ‘Ball in Box’ and sells in various flavors from ham to beef with sauce in sachets. Frozen healthy foods such as yogurts and healthy ice lollies have been covered earlier in this article but frozen ice creams and desserts fit the consumer demand for indulgent snack or luxurious treat. Lastly, current trends in the UK are for consumers to budget very carefully and shop at discount outlets such as Lidl and Aldi but to also go to more up-market stores such as Waitrose and Marks & Spencer’s for luxurious treats.