Changing lifestyles create growth opportunities in the snack food market

Introduction

The decline of formal lunchtime eating is creating new market segments and strong growth in the snack food market.

Research suggests that more of us eat lunch at our desks and spend all night playing computer games. The snack market is enjoying strong growth due to a range of new products that are positioned to exploit these changing lifestyles.

It has been apparent for some years that increasing time pressures on consumers have been the main force behind a shift away from traditional mealtimes. Meal consumption is now fragmented into:

More frequent and smaller "meals" (the term “grazing” is often used to describe this behaviour)
Taken in more diverse locations

Datamonitor's new report, “Hand-held Snacks”, examines the UK hand-held savoury snacks sector. It reveals that "on-the-go" eating and snacking are on the increase.

On-the-go consumption can be split into three key categories:

On-the-move
Multitasking (for example, eating while working), and
Leisure

Hand-held snacks are well suited for consumption in all three situations and there is high consumer demand. As more consumers take to eating while engaged in other activities, such as office work, playing computer games or commuting, hand-held snacks are ideally poised to exploit this trend.

Datamonitor's research finds that consumer choice in the hand-held snack sector has increased, with a proliferation of flavours and variety, and more substantial snacks.

Segmentation

The report examines product launches across six segments of retail hand-held snacks: filled bread; pastry-wrapped; unwrapped; pizza snacks; snack kits and others.

The filled bread segment has experienced a very high level of new product development over the past 18 months, as sandwich-type snacks continue to enjoy high popularity. The main innovation trends are exotic alternatives and "big eat" options.

Exotic alternatives to traditional sandwiches - wraps, ciabattas, pittas, and fold-overs - have become increasingly popular in recent years. Traditional sliced bread is making way for more "exciting" breads, in order to raise the profile of the sandwich and appeal to consumers' adventurous tastes. Many of these new breads are stronger, both structurally and in flavour, than sliced bread and allow for more filling and the combination of unusual ingredients.

There has been strong innovation in more substantial filled bread products, aimed at people with heartier appetites. Many of these "big eat" sandwiches are aimed at the male population, which has a higher level of sandwich consumption than females. Such products include deep-fill sandwiches and thick-cut sandwiches, such as Sainsbury's "The Big One", which makes a bold claim to be "the UK's biggest pre-packed supermarket sandwich". Many big eat innovations contain bacon, egg, sausage or other meats, and some have specific lunch themes.

Pastry-wrapped snacks witnessed the second highest levels of innovation, according to the report. Ginsters have been prominent in developing the pastry slice, and other manufacturers in the UK have been attempting to benefit from its success.

Unwrapped snacks, usually meat or cheese sticks such as Peperami, and "other" snacks, which fit into none of the other sectors and include products such as scotch eggs and filled potato skins, have also diversified (it is now possible to buy scotch egg bars among other things).

Emerging trend for healthy eating

A significant emerging trend in the pizza snack market has been the introduction of "low-fat" and "healthier" versions. These snacks appeal both to parents concerned about children's health and to weight-conscious adults.

Datamonitor's analysis of new product trends finds that snack kits have changed comparatively little recently. However, as an emerging sector it is dynamic and the fast growth of certain brands, such as Kraft's Lunchables, demonstrates its growth potential. Snack kit trends have focused on two main product types - lunchbox packs for children and dipping products.

The success of Lunchables can be attributed to the high interactivity of the product for its mainly young consumers. Such interaction allows children to be responsible for their own meal, while parents feel satisfied that their children are eating nutritious food. The fact that packs include games or puzzles ensures that the concept is a firm favourite with children.

Dipping is the other main trend in the snack kit sector, with a variety of products available. The element of fun has been central to the popularity of the dipping snacks, especially among children. The idea of dipping food and mixing flavours is more interesting than a simple home-made sandwich or a piece of fruit.

Analysis of hand-held snack product development has shown this sector to be very dynamic and as more food manufacturers enter the market it is no longer simply enough to launch "convenient savoury snacks". Consumers demand additional benefits - such as health and interesting tastes and textures - beyond fulfilling basic nutritional needs. By offering these extra benefits manufacturers will be able to expand the appeal of hand-held snacks to a broader consumer base.