Snack World - August 2015 - (Page 8)
NEWS
Younger consumers
fuel the healthy snacking trend
Gluten-free remains a viable,
growing segment
Consumers want to feel good about the snacks they
eat, and The NPD Group recommends manufacturers use health call-outs to attract consumers and
increase snack sales.
The transition toward snacking with a health
benefit is being driven by the youngest generations, according to The NPD Group, and includes
Generation Z, ages 0-23, millennials, ages 24-37, and
Generation X, ages 38-48. These groups' positive attitudes about snacking, desire to eat more healthfully
and need for convenience are among the reasons for
the growth in snacks with a perceived health benefit.
Baby boomers, a large number of whom have health
conditions, tend to watch for sodium and sugar
content in snacks.
In its report "The future of eating: Who's eating
what in 2018," The NPD Group said consumption
of better-for-you (BFY) snack foods, like fresh fruit,
breakfast/sports bars and yogurt, is up 14% since
2006 and is forecast to grow the fastest out of the
three snack categories of BFY, sweet and savory.
Consumption of savory snacks, which include salty
snacks and dips, increased by 4% since 2006 and
is also forecast to grow. Consumers have lost their
sweet tooth when it comes to snacking, but with
more sweet snacks offering health benefits, the
market research firm's forecast shows consumption
to stabilize over the next few years.
The US gluten-free market should continue to rise as
many people buying the products still perceive them
as healthy, said Diane Ray, vice-president of strategic
innovation for the Natural Marketing Institute (NMI),
in a recent webinar.
Household penetration of gluten-free products
reached 46% in 2014, up from 29% in 2006, according to the NMI. Within the 46% of households buying
gluten-free products, 45% of people use gluten-free
foods once in a while, 44% avoid as many glutencontaining products as possible and 11% are on a
strict gluten-free diet.
When survey respondents were asked why they
buy gluten-free products, only 6% said because of
celiac disease. The top answers were a desire to eat
healthier or have improved overall health (51%) and a
desire to feel better (38%).
The top five attributes that gluten-free consumers
look for in a gluten-free product are good taste, value
for the money, nutrition, easy to find when shopping
and good texture. Maryellen Molyneaux, an NMI
managing partner, suggested that food companies
may find opportunities by improving those attributes
or adding variety with ancient grains or new flavors.
®
SNACK FOOD
ASSOCIATION
An International Trade Association
Quality & Innovation Management - Sept. 9-11
Blackwell Inn & Conference Center, Columbus, OH
www.sfa.org
Executive Leadership Forum - Sept. 20-22
The Greenbrier, White Sulphur Springs, WV
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Emerging Leaders Program - Oct. 25-27
Georgetown University, Washington, DC
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SNAXPO 2016 - March 19-22
Houston, TX
www.snaxpo.com
8
Snack World
August 2015
www.sfa.org
Clean label attracts
older consumers
"Clean label" is a relatively new food industry term,
but characteristics within that term may appeal to
more mature demographic market.
"Who is the most interested? Older consumers,
the 50-plus age group," said Elizabeth Sloan, Ph.D.,
president of Sloan Trends, Inc., Escondido, CA, in a
recent presentation.
Baby boomers have time on their hands and a fair
amount of money to buy clean label products, said
John Hallagan, an attorney in Washington, DC, who
has worked with the Flavor and Extract Manufacturers Association (FEMA).
Consumers may have different goals when
seeking out clean label products. Older people
may want to avoid additives, Dr. Sloan said, while
younger people may seek organic, all-natural and
gluten-free items.
A 2013 study asked consumers to give their
reasons for avoiding chemical/artificial ingredients.
Seventy-six percent of those age 65 and older said
"concern about health," which compared to 75% for
age 50-64, 62% for 35-49 and 58% for 18-34. Only
56% of those age 65 and older said "preference for
natural products," which ranked behind 59% for age
50-64, 66% for 35-49 and 69% for 18-34.
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Table of Contents for the Digital Edition of Snack World - August 2015
Snack World - August 2015
Table of Contents
Letter from SFA - GMO Free
Top-Level Education
News - Younger consumers fuel the healthy snacking trend
Gluten-free remains a viable, growing segment
Clean label attracts older consumers
Supplier Insight - The SFA ROI: Supplier’s Perspective
Legislative Summit - SFA Takes to the Hill
Business Profile Member - A Fortune 500 Mindset
Associate Profile Member - Customer-Centric in Every Sense
Snack Trends - Sorting Out the Snacks Segment
Non-GMO on the rise?
Products & Services
Ad Index
Snack World - August 2015
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