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Consumer Snacking - UK - March 2017

OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY
Companies and brands
Health remains an issue
Consumer caution – and price rises – could hit discretionary spending
Cakes lead NPD
Health-led NPD
Adspend up in 2016; with Mars in the lead
Trust and differentiation is high for snacking brands
Figure 1: Attitudes towards and usage of selected snacking brands, February 2017
The consumer
93% snack
Figure 2: Snacks eaten between meals, December 2016
63% snack once a day or more, rising to 76% of 16-34s
Figure 3: Frequency of eating snacks, December 2016
79% snack at home
Figure 4: Where people typically snack, December 2016
Opportunities for NPD that facilitates out of home occasions
Figure 5: Behaviours related to snacking, December 2016
Taste trumps health for 52%
Figure 6: Attitudes towards snacking, December 2016
Health is a priority in the morning; indulgence of an evening
Figure 7: Correspondence analysis of attributes sought for snacking occasions, December 2016
What we think
ISSUES AND INSIGHTS
Smaller formats offer portion control and permissibility to allow snackers to stay in the market
The facts
The implications
Portability would aid snackers across multiple locations
The facts
The implications
Targeting ‘day-parts’ such as morning or evening provide an opportunity to manufacturers
The facts
The implications
THE MARKET – WHAT YOU NEED TO KNOW
Health remains an issue
Consumer caution – and price rises – could hit discretionary spending
Cakes lead NPD
Health-led NPD
Adspend up in 2016; with Mars in the lead
Trust and differentiation is high for snacking brands
MARKET DRIVERS
Health remains an issue
Obesity keeps healthy eating on government agenda
Sugar is a top concern…
…but there is room for indulgence
Consumer caution – and price rises – could hit discretionary spending
Household budgets to come under pressure
Rising snack prices
“Shrinkflation”
Demographic changes could impact the market
Younger people are the core snackers
Figure 8: Those snacking once a day or more, by age, December 2016
Growth in over-55s poses a challenge
Catering to families
LAUNCH ACTIVITY AND INNOVATION
Definition
Cakes lead NPD
Premier Foods targets OTG and young
Pladis relaunches on-the-go cakes
Brands dominate NPD, Asda retains lead in 2016
Figure 9: New product launches in the UK snacks market, by brands vs own-label, 2012-16
On-the-go launches remain niche
Figure 10: New product launches in the UK snacks market, by the on-the-go claim, 2012-16
Biscuits look to OTG with smaller packs
New savoury snacks look to portability
Haribo extends impulse range
Sharing occasions continue to provide an incentive to NPD
In crisps
…chocolate
…biscuits
…and cakes
Healthier snacks for sharing
Tapping into seasonal occasions
Smaller packs/pieces offer portion control
Biscuits and cakes
Cheese snacks look to minis and bars
The “thins” trend continues in snacking
Health-led NPD
Figure 11: New product launches in the UK snacks market, by selected health claims, 2012-16
Sugar claims remain low, despite rise
Yogurt brands continue to focus on fat and sugar
Focusing on positive nutrition
In cakes and cake bars
Ancient grains and pulses
Mars looks to high protein in chocolate
Gluten-free claims continue to rise
Figure 12: New product launches in the UK snacks market, by the gluten-free claim, 2012-16
Flavour innovation provides a means of differentiation
Sweet and salty trend
South American flavours
Brands look to adult-inspired flavours for premiumisation
Flavour tie-ups
Doritos looks to mystery and dual-flavours
Snackification seen in other food categories
ADVERTISING AND MARKETING ACTIVITY
Adspend up 10% to £290 million in 2016, with chocolate continuing to take the lead
Figure 13: Total above-the line, online display and direct mail advertising expenditure on snacks, 2013-16
Figure 14: Total above-the line, online display and direct mail advertising expenditure on snacks, by category (sorted by 2016), 2013-16
Mars is highest spending advertiser, despite cutting back
Mars maintains support for Galaxy…
…and marks M&M anniversary and Olympics
Figure 15: Total above-the line, online display and direct mail advertising expenditure on snacks, by top 10 advertisers (sorted by 2016), 2013-16
Mondelēz increases spend on Cadbury and Ritz and Thin
Cadbury supports singles bars with ‘Obey Your Mouth’
Return of the Milk Tray Man and Snapchat for Crème Egg
Focus on baked and flavour for Ritz
Ferrero focuses on Christmas
Hotel Chocolat dramatically increases spend
Nestlé supports KitKat and Rowntree’s
Haribo continues Kids’ Voices campaign
Walkers maintains consistent adspend, Hula Hoops to return to screens
Walkers dominates adspend on crisps
Doritos continues its ‘For the Bold’ campaign
Hula Hoops to return to screens
Yogurt advertisers increase spend
Müller supports Corners and Light
Danone centres on ‘inner strength’ for Activia
Pladis increases spend in biscuits
Campaigns through alternative channels
Cadbury sponsors the Premier League
Danone teams up with Spotify
KitKat brings Chocolatory pop-up to the UK
KitKat and Mr Kipling look to on-pack activity
Nielsen Ad Intel coverage
BRAND RESEARCH
Methodology
Brand map
Figure 16: Attitudes towards and usage of selected snacking brands, February 2017
Key brand metrics
Figure 17: Key metrics for selected snack brands, February 2017
Brand attitudes: Haribo stands out as ‘innovative’
Figure 18: Attitudes, by snacking brand, February 2017
Brand personality: Cadbury Dairy Milk has a relatively staid image
Figure 19: Brand personality – Macro image, February 2017
Brand personality: Maltesers seen to be most ‘delicious’
Figure 20: Brand personality – Micro image, February 2017
THE CONSUMER – WHAT YOU NEED TO KNOW
93% snack
63% snack once a day or more, rising to 76% of 16-34s
79% snack at home
Opportunities for NPD that facilitates out of home occasions
Taste trumps health for 52%
Health is a priority in the morning; indulgence of an evening
SNACK USAGE 
93% snack
Figure 21: Snacks eaten between meals, December 2016
Fresh fruit is the most popular snack
Less healthy options also prove popular
49% eat five or more types of snacks
Figure 22: Repertoire of snacks eaten between meals, December 2016
63% snack once a day or more, rising to 76% of 16-34s
Figure 23: Frequency of eating snacks, December 2016
79% snack at home
Figure 24: Where people typically snack, December 2016
Out of home occasions are also common
47% of employees snack at work
18% snack on-the-go, rising to 30% of 16-24s
BEHAVIOURS RELATED TO SNACKING
Opportunities for NPD that facilitates out of home occasions
Resealability is in high demand
Figure 25: Behaviours related to snacking, December 2016
57% cut back for health reasons
Smaller, luxurious versions appeal
Newness acts as a prompt, especially to 16-34s
Figure 26: Those answering “Yes” to the statement “I'm prompted to try new snacks when I see something new (eg a new flavour, a new product)”, by age, December 2016
Parents of under-18s are most open to new snacks from well-known brands
Figure 27: Consumer snacking – CHAID – Tree output, December 2016
ATTITUDES TOWARDS SNACKING
Taste trumps health for 52%
Figure 28: Attitudes towards snacking, December 2016
Room for healthier versions
Surprising acceptance of positive nutrition in indulgent snacks
Portion control offers permissibility
‘Mini’ packs appeal widely
Parents struggle to find snacks suitable for the whole household
ATTRIBUTES SOUGHT FOR SNACKING OCCASIONS
Health is a priority in the morning…
Energy and fillingness also appeal
…while indulgence rises as a priority throughout the day
Figure 29: Correspondence analysis of attributes sought for snacking occasions, December 2016
Figure 30: Attributes sought for snacking occasions, December 2016
Opportunities for night-focused snacking
Methodology
APPENDIX – DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Abbreviations
Consumer research methodology
CHAID – Methodology
Figure 31: Consumer snacking – CHAID – Table output, December 2016
APPENDIX – MARKET DRIVERS
Figure 32: Trends in the age structure of the UK population, 2011-21
APPENDIX – LAUNCH ACTIVITY AND INNOVATION
Figure 33: Share of new product launches in the UK snack market, by top 10 sub-categories, 2012-16
Figure 34: Share of new product launches in the UK snack market, by top 10 flavour components, 2012-16
Figure 35: Share of new product launches in the UK snack market, by top 15 textures, 2012-16

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