Consumers' demand for "more suitable" snacks is increasing, which promotes the use of healthier raw materials in snacks. Innova 2020 consumer survey shows that nearly half of European consumers choose "healthier alternatives" when they want to reward themselves. New products released in the snack area show that more healthy ingredients have been produced in the market to satisfy consumers' demand for snacks.
According to the innova 2020 consumer survey, the three main reasons for European consumers to eat snacks are as follows: comfort food as reward and indulgence (about 1 / 3), fast energy supplement (about 1 / 5) and healthy nutrition (more than 1 / 10). The three reasons for European consumers to choose healthier snacks are: helping to control weight / reduce calorie intake, helping their body feel better (physiology, digestion, etc.) and rewarding themselves without guilt.
Ingredients are in charge
Functional ingredients add health benefits
Innova analysts found that during 2019-2020, among the new snack product launches with active * claims, the first claim was "energy / refreshing", followed by "containing omega-3" and "heart health".
Proportion of leading claims in new snack product launches with active claims (%)
(Europe)
From 2016 to 2020, the compound annual growth rate of new snack products with digestive health claims is 41%. The picture shows a new snack product included in innova's new product database, which claims a digestibility of 98% and contains 2G prebiotic inulin.
W.EAT! Selected wheat germ snacks
Black salt and rosemary
Russia, 2020
(photo source: innova new products database)
Modern lifestyle
From traditional diet structure to integrated snack orientation
Innova consumer research shows that in 2020, more than a third of European consumers said they would eat snacks at least once a day in addition to three meals a day. From 2019 to 2020, in addition to snacks, candy and infant nutrition products, the top three new food and beverage products with snack claims in the European market are soup, baking and cereals - these products positioned as "snacks" can be used as new dietary solutions to break the category boundaries between two meals.
Proportion of leading market categories in new product launches of food and beverage with snack claims
(Europe)
Sports Nutrition Snacks
ever-growing
Innova tracked that in the market environment of seeking energy supplement, the new product launch of Sports Nutrition Snacks continued to grow. Among them, the fastest growing sub categories were other sports nutrition products (Sports chewing sugar, soft sweets, gelatin, etc.), the average compound annual growth rate was +86% in the past five years, while sports powder and instant sports protein drinks were followed by +81%.
Fastest growing market segment in new food and beverage launch with snack claims
(Europe, CAGR 2016-2020)
According to food ingredients first, a media unit of innova, the number of sports nutrition products for e-competitors is gradually increasing, and the new products of the next generation of functional food and beverage that provide protein, electrolyte and slow-release carbon water are increasing. Innova's new product database includes a lemon and lime flavor drink launched by bodylab, which is added with isomaltulose, a carbohydrate that can be slowly absorbed by the human body and continuously release energy.
Bodylab unlimited mental performance drink
Lemon and lime flavor
Sweden, 2021
(photo source: innova new products database)
focusing
Overall health, immunity and mood
Innova found that COVID-19 has made consumers more concerned about overall health, immunity and emotions. Innova consumer research shows that in order to maintain health during the epidemic period, 15% of European consumers eat food and drinks that can actively improve their physical health (e.g. immunity), while 13% of European consumers eat food and drinks that can actively improve their emotional / mental health, and they will continue to maintain these habits in the future.
New opportunities
Vegan based / vegan snacks
Innova also tracked new opportunities in the snack market in the growing demand for plant based / vegan snacks: Plant Based Nutrition Snacks, plant based vertical snacks and plant based high-end snacks. Innova new product database contains a plant-based chocolate flow pudding with a longitudinal feel. The product is vegan, containing 20% pure black and clever, and uses coconut cream and rice flour.
The chocolate lava pudding
britain
(photo source: innova new products database)
Innova's new products database also includes a high-end positioning of the plant - based granola cereal. The product is sugar free and rich in chicory root fiber.
Berit urkorn granola
It contains Chia seed chips, which are sweetened by root vegetables
Norway, 2021
(photo source: innova new products database)
Note: active claims generally refer to the addition of certain ingredients, such as protein, by manufacturers to add functions or benefits to products.
