Table of Contents
Introduction
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- Definitions
- Abbreviations
Executive Summary
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- Market Factors
- Consumer confidence and spending is on the rise
- Health remains an issue
- Demographic changes are set to impact the snacking market
- Companies, brands and innovation
- Own-label accounts for bulk of NPD
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- Figure 1: New product launches in the UK snack market, own-label vs branded, 2010-13
- Mars dominates adspend
- The consumer
- Snacking is almost universal
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- Figure 2: Snacks eaten between meals, October 2013
- Taste is the most important factor, noted by three in four snackers
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- Figure 3: Factors influencing purchasing of snacks, October 2013
- Hunger is the main driver to snacking
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- Figure 4: Reasons for snacking, October 2013
- Three in four see a place for moderate indulgence
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- Figure 5: Attitudes towards snacking, October 2013
- What we think
Issues in the Market
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- Should manufacturers be adopting a two-pronged approach to health concerns?
- Is there potential to position snacks as an energy boost?
- How can snacks appeal to those looking to feel full?
- How can operators provide value to consumers?
- Can packaging help to facilitate snacking?
Trend Application
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- Trend: Play Ethic
- Trend: Help Me Help Myself
- Mintel futures: Old Gold
Market Drivers
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- Key points
- Real consumer spending is predicted to gain momentum…
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- Figure 6: GDP, PDI, consumer expenditure and savings, at constant 2013 prices, 2008-18
- … providing opportunities for premiumisation in snacks
- Health remains a concern
- Despite rising obesity, consumers adopt a relaxed approach to health
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- Figure 7: Agreement with the statement: ‘I eat what I like and don't worry too much about how healthy my diet is’, March 2012-October 2013
- New on-pack nutrition labelling aims to help consumers to make informed decisions
- Government’s Responsibility Deal invites industry to cut calories
- Chocolate manufacturers reduce calorie content
- Sugar confectioners fall behind
- Free school dinners rollout set to impact lunchbox occasion
- Opportunities via the after-school snacking occasion
- Demographic changes pose opportunities and threats
- Under-35s more likely than average to be snacking on the go
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- Figure 8: Trends in the age structure of the UK population, 2008-13 and 2013-18
- Rise in older cohorts will potentially dampen growth
- Packaging NPD could help to allay concerns among over-55s
- Increase in larger households bodes well for driving frequency of snacking
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- Figure 9: UK households, by size, 2008-18
- Drop in households in family lifestage could negatively impact snacking
Strengths and Weaknesses
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Definition
- Variety/range extensions continue to see growth, overtaking new product launches
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- Figure 10: New product launches, by launch type, 2010-13
- Own-label accounts for bulk of NPD
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- Figure 11: New product launches, own-label vs branded, 2010-13
- Walkers looks to provenance claims…
- … and targets young families
- Asda pushes Chosen by You snacks range, including sharing formats
- Savoury bites gain in popularity
- Pocket-sized snacks would appeal to younger and on-the-go snackers
- Slimming claim becomes more popular
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- Figure 12: Index of new product launches in snacks, by ’slimming’ and ‘low/no/reduced fat’ claims, 2010-13
- Focusing on added benefits
- High in fibre claim
- Popcorn looks to high in fibre claim
- High in protein claim remains niche in snacks, but is growing
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- Figure 13: New product launches in the snacking market, by high-protein claim, 2010-13
- Danone yogurt pushes protein claim
- Meat snacks push naturally high protein content
- Original Egg Company launches ‘ready-to-eat’ egg
- Retail could look to Pret’s Protein Pot examples
- NPD should look to mine energy-boosting properties
Companies and Products
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- Mars
- Product range
- Innovation
- Recent activity
- Nestlé
- Product range
- Product innovation
- Recent activity
- PepsiCo – Walkers, SunBites, Doritos
- Product range
- Product innovation
- Recent activity
- Mondelēz International
- Product range
- Product innovation
- Recent activity
- Kellogg's
- Product range and innovation
- Product innovation
- Recent activity
- Haribo
- Product range and innovation
- Innovation
- Recent activity
- Müller Dairy UK
- Product range
- Product innovation
- Recent activity
- Danone
- Product range
- Product innovation
- Recent activity
- United Biscuits
- Product range
- Product innovation
- Recent activity
Brand Research
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- Brand map
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- Figure 14: Attitudes towards and usage of brands in the snacks sector, January, May and November 2013
- Correspondence analysis
- Brand attitudes
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- Figure 15: Attitudes, by snacks brand, January, May and November 2013
- Brand personality
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- Figure 16: Snacks brand personality – macro image, January, May and November 2013
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- Figure 17: Snacks brand personality – micro image, January, May and November 2013
- Brand experience
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- Figure 18: Snacks brand usage, January, May and November 2013
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- Figure 19: Satisfaction with snacks brands, January, May and November 2013
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- Figure 20: Consideration of snacks brands, January, May and November 2013
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- Figure 21: Consumer perceptions of current snacks brand performance, January, May and November 2013
- Brand index
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- Figure 22: Snacks brand index, January, May and November 2013
Brand Communication and Promotion
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- Key points
- Total adspend rises again in 2012
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- Figure 23: Total advertising expenditure in the snacking market, 2010-13
- Chocolate dominates snacking adspend
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- Figure 24: Advertising expenditure on snacking products, by leading categories, 2011-13
- Yogurt holds around a 20% share
- Biscuits, crisps and sweets account for under 10% share
- Mars monopolises adspend but cuts back in 2013
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- Figure 25: Total media advertising expenditure on snacking products, by top 10 advertisers, 2010-13
- Cadbury ups spend in 2013
- Mondelēz looks to social media
- Mars holds eight in top 10 brands
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- Figure 26: Total media advertising expenditure on snacking products, by top 10 brands (sorted by total), 2010-13
The Consumer – Snacks Eaten
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- Key points
- Snacking is almost universal
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- Figure 27: Snacks eaten between meals, October 2013
- Healthy snacking prevails
- There is still a role for indulgent snacks
- Women are more likely to snack than men at home/work/place of study
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- Figure 28: Snacks eaten between meals at home, work or place of study, by gender, October 2013
- Men opt for filling and savoury snacks when on the go
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- Figure 29: Selected snacks eaten between meals on the go, by gender, October 2013
- Two thirds snack at least once a day
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- Figure 30: Frequency of snacking, October 2013
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- Figure 31: Snacking at least once a day, by presence of children and household size, October 2013
The Consumer – When Do They Snack?
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- Key points
- Bread snacks and fresh fruit/veg are the most popular morning snacks
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- Figure 32: Times when people snack, October 2013
- Snackers attempt to keep up healthy snacking throughout the day
- Confectionery is the most popular evening snack
The Consumer – Factors Influencing Snack Choice
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- Key points
- Taste is the most important factor, noted by three in four snackers
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- Figure 33: Factors influencing choice of snacks, October 2013
- 16-24s rate snacks that keep them full…
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- Figure 34: ‘Keeps me full’ as a factor influencing choice of snacks, by age, October 2013
- … and that are easy to carry
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- Figure 35: ‘Easy to carry’ as a factor influencing choice of snacks, by age, October 2013
- Easy-to-store snacks appeal to households with children
- Healthy snacks appeal to a third
The Consumer – Reasons to Snack
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- Key points
- Hunger is the main driver to snacking
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- Figure 36: Reasons for snacking, October 2013
- Three in 10 snack to treat themselves
- Opportunities to market snacks’ energy proposition
- Potential for fresh and dried fruit to be positioned as a wholesome alternative
- Providing alternatives to other ‘energy’ categories
- More than a quarter snack for ‘no particular reason’ or out of boredom
The Consumer – Occasions
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- Key points
- Around two fifths snack when watching/streaming TV/a film at home
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- Figure 37: Occasions when people snack, October 2013
- Snacking with a hot drink or when on a break appeals to a sizeable minority
- ‘Dunkability’ is a driver for eating biscuits with a hot drink
- Snack brands could build associations with a particular time for snacking
- Cross-category promotions should help to make more of an occasion out of snacking
- Almost a quarter snack on the weekend
- Partnering with TV shows could help to cement snack brands as part of the experience
The Consumer – Attitudes towards Snacking
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- Key points
- Three in four admit to occasional indulgence
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- Figure 38: Attitudes towards snacking, October 2013
- Healthier alternatives could stem reduction in snacking among weight-conscious
- Energy provision offers a strong selling point for brands
- Women feel both relaxed and guilty about snacking on indulgent treats
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- Figure 39: Agreement with statements on snacking, by gender, October 2013
- Cost remains on people’s radar
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- Figure 40: Agreement with the statements ‘Rising prices have influenced which snacks I buy’ and ‘Healthy snacks are too expensive (eg fruit, veg)’, by socio-economic group and gross annual household income, October 2013
Appendix – Market Drivers
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- Figure 41: Finished Admission Episodes with a primary diagnosis of obesity in England, by gender, 2000/01-2011/12
- Figure 42: Agreement with statements on eating fruit and vegetables, March 2012-October 2013
- Figure 43: Forecast adult population trends, by lifestage, 2008-13 and 2013-18
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Appendix – Who’s Innovating?
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- Figure 44: New product launches in the snacking market, by health claim, 2010-13
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Appendix – Brand Research
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- Figure 45: Brand usage, November 2013
- Figure 46: Brand usage, January 2013
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- Figure 47: Brand usage, May 2013
- Figure 48: Brand commitment, January, May and November 2013
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- Figure 49: Brand momentum, January, May and November 2013
- Figure 50: Brand diversity, January, May and November 2013
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- Figure 51: Brand satisfaction, January, May and November 2013
- Figure 52: Brand attitude, January, May and November 2013
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- Figure 53: Brand image – macro image, January, May and November 2013
- Figure 54: Brand image – micro image, January, May and November 2013
- Brand index
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- Figure 55: Brand index, January, May and November 2013
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Appendix – Brand Communication and Promotion
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- Figure 56: Total media advertising expenditure on snacking, by media type, 2010-13
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Appendix – The Consumer – Snacks Eaten
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- Figure 57: Snacks eaten between meals, October 2013
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- Figure 58: Snacks eaten between meals – Any, by demographics, October 2013
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- Figure 59: Snacks eaten between meals – Fresh fruit and vegetables, by demographics, October 2013
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- Figure 60: Snacks eaten between meals – Bread/toast/sandwiches, by demographics, October 2013
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- Figure 61: Snacks eaten between meals – Confectionery, by demographics, October 2013
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- Figure 62: Snacks eaten between meals – Crisps/nuts/bagged snacks, by demographics, October 2013
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- Figure 63: Snacks eaten between meals – Sweet biscuits/cake/pastries, by demographics, October 2013
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- Figure 64: Snacks eaten between meals – Dairy, by demographics, October 2013
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- Figure 65: Snacks eaten between meals – Savoury biscuits, by demographics, October 2013
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- Figure 66: Snacks eaten between meals – Cereal/cake bar/energy bars, by demographics, October 2013
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- Figure 67: Snacks eaten between meals – Pie/pasty/sausage rolls, by demographics, October 2013
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- Figure 68: Snacks eaten between meals – Seeds/Dried fruit, by demographics, October 2013
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- Figure 69: Frequency of snacking, by demographics, October 2013
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Appendix – The Consumer – When Do They Snack?
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- Figure 70: Times when people snack, October 2013
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- Figure 71: Times when people snack – fresh fruit and vegetables and confectionery (chocolate, sweets), by demographics, October 2013
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- Figure 72: Times when people snack – Crisps/nuts/bagged snacks (eg Mini Cheddars, KP Original Salted peanuts, meat snacks) and savoury biscuits (ie crackers), by demographics, October 2013
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- Figure 73: Times when people snack – Dairy (eg yogurt, cheese such as Babybel) and seeds/dried fruit, by demographics, October 2013
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- Figure 74: Times when people snack – Cereal/cake/energy bars and bread/toast/sandwiches, by demographics, October 2013
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- Figure 75: Times when people snack – Pie/pasty/sausage rolls and Sweet biscuits/cake/pastries (eg croissant/doughnut), by demographics, October 2013
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Appendix – The Consumer – Factors Influencing Choice
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- Figure 76: Factors influencing purchasing of snacks, October 2013
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- Figure 77: Most popular factors influencing purchasing of snacks, by demographics, October 2013
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- Figure 78: Next most popular factors influencing purchasing of snacks, by demographics, October 2013
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- Figure 79: Other factors influencing purchasing of snacks, by demographics, October 2013
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- Figure 80: Attitudes towards protein and foods high in protein, by demographics, November 2012
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Appendix – The Consumer – Reasons to Snack
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- Figure 81: Reasons for snacking, October 2013
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- Figure 82: Most popular reasons for snacking, by demographics, October 2013
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- Figure 83: Next most popular reasons for snacking, by demographics, October 2013
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Appendix – The Consumer – Occasions
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- Figure 84: Occasions when people snack, October 2013
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- Figure 85: Most popular occasions when people snack, by demographics, October 2013
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- Figure 86: Next most popular occasions when people snack, by demographics, October 2013
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Appendix – The Consumer – Attitudes towards Snacking
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- Figure 87: Attitudes towards snacking, October 2013
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- Figure 88: Agreement with the statement ‘It’s okay to indulge in less healthy snacks sometimes’, by demographics, October 2013
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- Figure 89: Agreement with the statement ‘Cutting down on snacking is a good way to manage your weight’, by demographics, October 2013
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- Figure 90: Agreement with the statement ‘Snacking is a good way to get my recommended 5-a-day’, by demographics, October 2013
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- Figure 91: Agreement with the statement ‘Rising prices have influenced which snacks I buy’, by demographics, October 2013
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- Figure 92: Agreement with the statement ‘I prefer snacks which are healthier than those which are high in fat/sugar’, by demographics, October 2013
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- Figure 93: Agreement with the statement ‘It’s important to snack to keep energy levels up’, by demographics, October 2013
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- Figure 94: Agreement with the statement ‘I feel guilty if I eat indulgent snacks’, by demographics, October 2013
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- Figure 95: Agreement with the statement ‘I would like to see a wider variety of savoury snacks’, by demographics, October 2013
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- Figure 96: Agreement with the statement ‘Healthy snacks are too expensive’, by demographics, October 2013
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- Figure 97: Agreement with the statement ‘Healthier snacks don’t fill you up’, by demographics, October 2013
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- Figure 98: Agreement with the statement ‘Snacking affects my appetite for eating balanced meals’, by demographics, October 2013
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