As we start the new year with resolutions, quite often revolving around our healthy eating plans, Mintel has conveniently released its UK Consumer Snacking Report for 2024. This report analyses how the cost of living affects snacking habits, including the frequency of snacking, consumer product preferences and attitudes towards healthier snack choices. Let’s summarise Mintel’s report and discuss how as recruiters within the food industry, this can impact our line of work.
How does the market currently look?
Whilst the cost of living crisis has become a challenging time for many food manufacturers, the snack food market seems in a relatively good position, as Mintel found that 52% of UK consumers agree to paying more for certain healthier attributes like high-quality ingredients. With the start of the new year, there is always a spike in attitudes around healthier lifestyles which in turn has a positive effect on healthier snack consumption.
What snack products are trending?
In previous years, there has been a focus on exposing Ultra-Processed Foods, and publishing the concerns of having UPFs as a part of your diet. Projecting into 2024, we have seen more consumers scrutinising the ingredients of snacks, making a commitment to clean eating, and specifically low-sugar attributes. Another common priority in snack purchasing is their benefit to energy levels. Consumers are more likely to purchase snacks that advertise their ability to balance energy levels throughout the day, this in turn helps justify more frequent snacking. This could particularly apply to brands targeting consumers who are into fitness or wanting to boost energy levels at work.
2024 saw the rise in trending flavours where consumers have become more experimental in their choices. Caramelised biscuit variations of sweet snacks being the most common trend, which doesn’t seem to be leaving any time soon. Similarly, the increase in innovation from dessert, ice cream and chocolate manufacturers has heightened, with an even higher success rate of snacks that are portioned out with less than 100 calories.
Misconception around the price of ‘healthier’ snacks
We all commonly hear that to eat healthier, you need to spend more. In relation to snacking, to a degree this is true. For snacks that combine many ingredients like cereal and fruit bars, this report has highlighted that healthier ingredients justify a higher price due to the quality of ingredients. Additionally, products that are sold based on health properties, such as protein, vitamins and minerals are in a good position to command a higher price. However, whole foods and one-ingredient snacks like fruit and nuts are still classed as lower priced items, leading to consumers trialling new healthy recipes out at home: overnight oats and baked oats are some good examples.
Is 2025 the year for continued clean eating? Mintel’s UK Consumer Snacking Report has shared valuable insights into the evolving snack market. It is evident that the snacking market is benefiting from the strong demand for healthier choices – specifically advertising benefits like energy levels, vitamins and protein. As recruiters within the food industry, this information is crucial for understanding current market trends within the sector.
You can read the full Mintel Report here.
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