New habits breaking old perceptions while snacking gains momentum
By Bob Wheatley
If I say the word snack, what pops into your head? Popcorn, cookies or crackers maybe? For eons I was a devoted chip fanatic. So much so I experimented with every boutique brand of thinly sliced fried potato I could find – searching for the perfect blend of salty, crunchy flavor. As you can imagine chips have held (and still do) a significant position in the snacking game for a very long time.
That said if you need evidence the world is changing rapidly towards healthier choice, look no further than the recent Snacking in America report from NPD group. America’s top snack choice is now fresh fruit. During the two-year period ending March of 2012, fresh fruit was consumed in 10 more snack occasions per year than it’s closest rival, chocolate (darker versions of chocolate also gaining a healthier halo). And 25 more times than potato chips — the third most popular snack item.
So it appears munchies are more about berries and bananas than what’s in the bag or box. Healthier eating trends are driven partly by lifestyle concerns and a building view that food choices impact health generally. According to the Clinton Foundation, over the past four decades obesity rates have soared among children of all age groups, and have increased five fold among kids ages 6 to 11. Today more than one third of children and teens, approximately 25 million kids, are overweight or obese.
Even so one of the reasons for fruit’s ascendency is its popularity with all age groups. According to NPD Group consumers 65 and older consume the most fruit followed by children under 12.
Healthier trends fuel snack frequency
Aligned with this trend is the transformation of snacking from periodic impulse to legit meal occasion. Consumers are listening to nutrition expert recommendations to eat more often during the day in an effort to better manage appetite, maintain energy levels and prevent blood sugar swings.
Categories to watch
- Food retailers should look at better ways to market and merchandise fruit in grab-and-go containers
- Yogurt is a great option and packaging innovations should help take advantage of these trends
- Bars of various kinds made from natural ingredients and promising protein benefits should get more lift
- Cheese in lighter versions and in portion controlled packages may also be another leading player as tastes shift
- Beverages made from whole fruit like smoothies can be a dose-able tool for fruit and veggie servings and fiber
Snacking is on the road from impulse to planned event. Its frequency through the day is on the rise, too. Now’s the time to be thinking strategically about ways to leverage consumer interest and bring more innovation to healthier choice.