IBIE - 2022 Special Edition & Show Preview - 89

SNACK TRENDS
can be a snack, " she said. " Sometimes when we
ask consumers, 'What do you snack on?' Cheese
and fruit are at the top of the list. Truly, anything
can be a snack. It can be grain-based snacks, it can
be fried snacks, it can be produce, it can be a beverage.
A beverage is often a snack, depending on
what it is. What a snack is has changed a lot. "
For instance, she said that products are crossing
category lines. That includes items such as Ritz
crackers now being offered as chips, yogurt and
cottage cheese adding grain-based mix-ins, or
snacks that include pretzels and hummus in one
package.
" To me the most important thing that's different
now than it was in the past is that snacking is a
behavior, it's not a category, " she added.
American palates are shifting from sweet to
more savory flavors, said Davey McHenry, senior
vice president of operations, The Hartman Group.
" A lot of times we caution away from doing that
novel flavor by itself because consumers say, 'I
don't know if I'm going to like that. If I buy something
and I have to throw it away, I'm wasting,' "
she said. " So a way to reach those consumers is
through flavor combinations. "
Comfort and zing
Consumers are seeking out nostalgic flavors but
with an elevated twist, such as Farmstead Ranch
Kettle Brand chips, said Melissa Abbott, vice president
of retainer services for The Hartman Group. It
has the ranch flavoring that people know and love,
but the farmstand part of the name elevates the
iconic flavor.
" We're starting to see an uptick in terms of that
ranch having a cleaner flavor, a cleaner profile, " Ms.
Abbott continued. " And by that, I mean there's just
a little bit less of that saltiness that we've become
accustomed to, particularly here in America with
those salty snacks. "
Paqui chips, which are part of the Amplify Snack
Brands, Austin, Texas, are known for extremely
spicy flavors. When developing a new flavor, the
company likes to start with something familiar.
" We start with tried-and-true flavor combinations
that consumers love and then make them
unique to Paqui, " said Brandon Kieffer, senior associate
brand manager, Amplify.
Hot and spicy is found in every kind of snack
these days.
" The hotter the better, " said Sally Lyons Wyatt,
executive vice president and practice leader, client
insights, IRI.
Mr. Kieffer said that Paqui's
heat levels are determined by the
peppers used, and that the company
doesn't add any ingredients
to create artificial spice.
" Our most popular flavor is
Haunted Ghost Pepper featuring
the ghost pepper, which is most
likely the spiciest chip you will find
on a store shelf, " he said.
Snack makers these days understand
the importance of nurturing
relationships with consumers in
order to find out what they like and
don't like, but also where they can
take their brands next.
" You build digital brands by building
a community, " said Joe Ens, CEO
of HighKey, Orlando, Fla., which started by selling
keto-friendly cookies online before jumping to
retail. " We invested heavily in digital, social and
influencers to build a foundation, a consumer community
that stays with us still. As soon as we hit a
retailer shelf, we've already got a built-in loyalty. "
With Americans snacking more than ever these
days, brands have ample opportunity to fulfill their
myriad wants and needs. Watching the trends and
creating relationships will help snack makers find
the best ways to do that.
*
LEARN MORE AT IBIEDUCATE
How Health and Wellness Trends Influence
Snacking and Bakery Trends:
Saturday, Sept. 17, 1:30 p.m., W309-10
Speaker: Suzy Badaracco, president, Culinary Tides Inc.
Inside the Plant Forward Trend: Pathways for
Snacking and Bakery. What Do Consumers Really Want?:
Sunday, Sept. 18, 8:30 a.m., W309-10 Speaker: Suzy
Badaracco, president, Culinary Tides Inc.
Plant-based Ingredients - Leading the Healthy
Snacking Trend:
Monday, Sept. 19, 8:30 a.m. W303
Speaker: Chris Thomas, project leader, technical service,
Ingredion Inc.
Reinvigorating Breakfast: An Evolution of
Consumer and Flavor Drivers for Snacks and Bakery:
Tuesday, Sept. 20, 8:30 a.m., W309-10 Speaker: Suzy
Badaracco, president, Culinary Tides Inc.
Foods that can
marry good taste
with a healthy
halo grab the
attention of
snackers.
INSIDE IBIE | 89
HighKey
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