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More and more Americans eat smaller portions of food more frequently throughout the day, and there is universal agreement in the food industry that this megatrend is here to stay. Another cultural shift that adds fuel to a hot healthy-ingredient snacks market is the high priority placed by many adult consumers on making sure that the food they—and their kids—eat passes nutritional muster. This new Packaged Facts report shows how these consumer trends are converging to produce a new generation of snackers attracted by the "health halo" surrounding healthy-ingredient snacks and to create the conditions for a vibrant market. The healthy-ingredient snacks market is marked by a continuous quest on the part of both marketers and consumers for the next best product offering. The market is characterized by a continuous flow of new products based on inventive flavor combinations, exciting ingredient ideas, innovative formats and shapes, exotic fruits and vegetables, "superfoods" claiming to provide outsized health benefits, bold contrasts of sweet and salty, and novel and unexpected amalgamations of spices and heat from around the world.Marketers of healthy-ingredient snacks take full advantage of the health-halo effect, a phenomenon that leads consumers to perceive that food products with certain claims, such as "organic" and "natural," are healthier or safer for them. Healthy-ingredient snacks commonly carry labeling that sets them apart with objective characteristics such as non-GMO, vegan or organic. They also often are labeled more subjectively as being "local," "pure," "real," "natural," "safe," "clean," "minimally processed" and "allergy-friendly."One of the key findings of this Packaged Facts report is that the brightest and shiniest health halos encircle healthy-ingredient snacks coming from small, boutique marketers. These often are family-run and given to cause marketing. They frequently use locally sourced ingredients and almost always highlight their concern for the global environment as well as the health and well-being of their customers.The products marketed by these healthy-ingredient snacks marketers appear all the more safe, healthy and authentic because their founders have a deeply personal story to tell about why they got into the snacks business. These fledgling entrepreneurs are passionate about their products and are able to leverage their enthusiasm with consumers. The reports suggests that one of the challenges facing the mega-marketers dominating the packaged foods industry in America today will be whether they can find ways to make consumers trust the healthy-ingredient snacks marketed by multinational corporations to the same extent that consumers feel confident in the products marketed by small, personalized niche firms.
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Market Definition- This Packaged Facts report defines the market for healthy-ingredient snacks based upon the following product categories and types tracked by IRI InfoScan Reviews: cereal/granola bars (including granola bars, breakfast/cereal/snack bars and all other snack/granola bars); snack nuts and seeds (including snack nuts, sunflower/pumpkin seeds and toasted corn nut snacks); dried fruit snacks (including fruit rolls/bars/snacks; apple chips; and dried fruits); and trail mix and other sweet/salty snacks (including nutritional snacks/trail mixes; chocolate covered salted snacks; and carob/yogurt coated snacks). The report also analyzes analogous product categories from two other sources of primary data—Simmons National Consumer Study (NCS) and SPINSscan—and highlights healthy-ingredient snack trends appearing in other relevant IRI product categories not included in the main market categories as defined above.
Methodology- The first source of primary data used in this report is IRI InfoScan Reviews as described above. The second is the Winter 2013 Simmons National Consumer Study (NCS), which was fielded between January 2012 and March 2013. The report also includes data from the SPINSscan from SPINS, Inc., which tracks sales in the natural supermarket and specialty gourmet supermarket channels.The report is also based upon data collected from field surveys of food retailers in various channels as well as a wide range of industry sources, including company websites, trade publications, business newspapers and magazines; consumer blogs; and annual reports, 10Ks and other releases from public companies.Chapter 1 Executive SummaryMarket DefinitionMethodologyMarket OverviewTable 1-1 U.S. Retail Sales of Healthy-Ingredient Snacks, 2008-2013 (in million $)Table 1-2 Projected U.S. Retail Sales of Healthy-Ingredient Snacks, 2013-2018 (in million $)Insights and OpportunitiesHealthy-Ingredient Snack Marketers Leverage Health-Halo EffectMajor Food Marketers Capitalize on Snacks ManiaHelping Consumers Eat on the GoMarketers Turn to Ancient GrainsSeaweed Is the New Kale as Superfoods Flood the MarketGluten-Free Snacks Key Part of MarketBold and Spicy Flavors Heat Up MarketHealthy-Ingredient Snacks Can Boost Center-Store ProspectsThe CompetitorsOperating in a Competitive EnvironmentShares by Market Segment AnalyzedMarketing and New Product TrendsSaving the World, One Healthy Snack at a TimePersonal Connection with Consumers KeyHealthy-Ingredient Snack Marketers Vie for Shiniest Health HaloSchool-Based Gardening and Healthy Eating Programs FavoredTraditional Marketing Approaches Still WorkMost Successful New Mass-Market Products AnalyzedSuperfoods Lead the Pack of New ProductsConsumer TrendsContinue Radical Transformation in Eating HabitsNumber of Healthy-Ingredient Snackers Growing at Rapid RateAll Kinds of Snacks AppealHealthy-Ingredient Snackers More Physically FitDemographics of Healthy-Ingredient Snackers DifferHealthy-Ingredient Snacking Part of Broader RegimeNew Food Products PopularChapter 2 Insights and OpportunitiesTopline InsightsChanges in Eating Habits and Elevated Concerns about Food Safety and HealthFigure 2-1 Percent Growth in Number of Adults Agreeing "I Usually Only Snack on Healthy Foods" AND "I Eat Several Small Meals throughout the Day," 2004-2013Major Food Marketers Capitalize on Snacks ManiaTable 2-1 Snacks as Percent of U.S. Dollar Sales of General Mills, 2011 vs. 2013 (in million $)Table 2-2 Snacks as Percent of U.S. Dollar Sales of Kellogg Company, 2010 vs. 2012 (in million $)Marketers of Healthy-Ingredient Snacks Leverage Health HaloUpstart Entrepreneurs Raise the Bar and Set the ToneHelping Consumers Eat on the GoMarketers Turn to Ancient GrainsSeaweed Is the New Kale as Superfoods Flood the MarketGluten-Free Snacks Key Part of MarketBold and Spicy Flavors Heat Up MarketSnack Flavors and Ingredients from Exotic Global SourcesAlmonds and Pistachios Set the PaceTable 2-3 Almonds as Percent of Total Sales of John B. Sanfilippo & Son, Inc., 2011 vs. 2013 (in thousand $)Marketers Bid to Place Healthy Halo around PopcornHealthy-Ingredient Snacks Can Boost Center-Store ProspectsDrugstores Look to Chip Away at C-Store ShareMarket OpportunitiesIt's a Women's WorldTable 2-4 Gender and Age of Healthy-Ingredient Snackers by Volume of Healthy-Ingredient Snacks Consumed (in thousands)Kids Matter in Healthy-Ingredient Snacks MarketTable 2-5 Households with Adults Consuming Healthy-Ingredient Snacks by Presence of Children and Number of Healthy-Ingredient SnacksConsumed in Last 30 Days (in thousands)Young C-Store Shoppers Offer Significant PotentialFigure 2-2 Percent of Healthy-Ingredient Snackers Making Four orMore Visits to a Convenience Store in the Past Four Weeks, 18- to 34-Year-Old Men vs. All Healthy-Ingredient SnackersWide Range of Marketing ApproachesWeb Marketing More Effective with Healthy-Ingredient SnackersTable 2-6 Types of Internet Advertising Leading to Purchase: Healthy-Ingredient Snackers vs. Other AdultsTable 2-7 Online Purchasing Patterns: Healthy-Ingredient Snackers vs. Other AdultsHealthy-Ingredient Snackers Heavily Involved in Social MediaTable 2-8 Number of Times Visiting Facebook and Twitter in Last 30 Days:Healthy-Ingredient Snackers vs. Other AdultsTable 2-9 Impact of Social Media, Healthy-Ingredient Snackers vs. Other AdultsHealthy-Ingredient Snacks Table of ContentsSeptember 2013 © Packaged Facts ixHealthy-Ingredient Snackers Open to Cellphone AdsTable 2-10 Receptivity to Ads on Cellphones: Healthy-Ingredient Snackers vs. Other AdultsCoupons Sway Healthy-Ingredient Snackers to Try Out New Food Products .. 29Figure 2-3 Percent Agreeing "Often I Can Be Swayed by Coupons to TryNew Food Products": Healthy-Ingredient Snackers vs. Other AdultsGrassroots Marketing Efforts Can Fall on Fertile Ground with High-VolumeHealthy-Ingredient SnackersFigure 2-4 Percent Agreeing "I Am Good at Convincing Others to Try NewThings": Healthy-Ingredient Snackers vs. Other AdultsCelebrity and Sports Event Marketing Efforts Are EffectiveFigure 2-5 Percent Agreeing "I Am More Likely To Buy Products fromCompanies that Sponsor Sports Teams and Sports Events":Healthy-Ingredient Snackers vs. Other AdultsFigure 2-6 Percent Agreeing "I Like to Buy the Same Products thatCelebrities Use": Healthy-Ingredient Snackers vs. Other AdultsAds in Traditional Media Effective TooTable 2-11 Impact of TV and Magazine Advertising and TV ProductPlacement on Healthy-Ingredient Snackers by Number ofHealthy-Ingredient Snacks Eaten in Last 30 DaysChapter 3 Market TrendsHistorical TrendsOver Half of Adult Population Are Healthy-Ingredient SnacksTable 3-1 Healthy-Ingredient Snackers as Percent of Adult Population byNumber of Healthy-Ingredient Snacks Consumed in Last 30 Days,2004 vs. 20013Table 3-2 Number of Healthy-Ingredient Snackers by Number of Healthy-Ingredient Snacks Consumed in Last 30 Days, 2004 vs. 2013 (in thousands)High-Volume Healthy-Ingredient Snackers Drive Growth in MarketTable 3-3 Number of Healthy-Ingredient Snacks Eaten by Adults in Last 30 Days, 2004 vs. 2013 (in thousands)Table 3-4 Number of Healthy-Ingredient Snacks Eaten by Adults in Last 30 Days, 2004 vs. 2013 (in thousands)Figure 3-1 Per Capita Consumption of Healthy-Ingredient Snacks in Previous 30 Days, 2004 vs. 2013Granola Registers Largest Increase in Consumer InterestTable 3-5 Number of Adults Consuming Healthy-Ingredient Snacks by Type of Snack Used Most, 2004 vs. 2013 (in thousands)Market Size and CompositionMarket for Healthy-Ingredient Snacks Registers Steady GrowthTable 3-6 U.S. Retail Sales of Healthy-Ingredient Snacks, 2007-2012 (in million $)Snack Nuts and Seeds Most Successful Snack CategoryTable 3-7 U.S. Retail Sales of Healthy-Ingredient Snacks by Type, 2012 (in million $)Retail Distribution ChannelsConvenience Stores Key OutletFigure 3-2 Share of U.S. Retail Sales of Healthy-Ingredient Snacks by Retail Channel, 2012Nutritional Snacks/Trail Mixes Show Fastest Growth in Mass MarketFigure 3-3 Snack Categories as Percent of Total IRI-Tracked Dollar Sales of Healthy-Ingredient Snacks, 52 Weeks Ending June 16, 2013Table 3-8 IRI-Tracked Dollar Sales of Healthy-Ingredient Snacks by Type, 52 Weeks Ending June 16, 2013 (in thousand $)Volume Sales Down in Many CategoriesTable 3-9 IRI-Tracked Sales of Healthy-Ingredient Snacks by Dollar and Volume Growth, 52 Weeks Ending June 16, 2013 (in thousands)Fast-Growing Products AnalyzedTable 3-10 Healthy-Ingredient Snacks Products with the Fastest-Growing IRI-Tracked Dollar Sales by Category and Type, 52 Weeks Ending June 16, 2013Smaller Marketers Are Responsible for Majority of Fastest-Growing ProductsTable 3-11 Healthy-Ingredient Snacks Products with the Fastest-GrowingIRI-Tracked Dollar Sales, 52 Weeks Ending June 16, 2013 (in thousand $)Natural Supermarket Channel Sales Show Major UptickTable 3-12 SPINSscan-Tracked Dollar Sales of Healthy-Ingredient Snacks in Natural Supermarket Channel by Type of Snack, 52 Weeks Ending August 3, 2013 (in thousand $)Figure 3-4 Snack Categories as Percent of Total SPINSscan-Tracked Dollar Sales of Healthy-Ingredient Snacks in Natural Supermarket Channel, 52 Weeks Ending August 3, 2013Specialty Gourmet Channel Registers Less Robust GrowthTable 3-13 SPINSscan-Tracked Dollar Sales of Healthy-IngredientSnacks in Specialty Gourmet Channel by Type of Snack, 52 Weeks Ending August 3, 2013 (in thousand $)Figure 3-5 Snack Categories as Percent of Total SPINSscan-TrackedDollar Sales of Healthy-Ingredient Snacks in Specialty GourmetChannel by Type of Snack, 52 Weeks Ending August 3, 2013Factors Affecting the Growth of the MarketSnacking Mania Here to StayDemographic Shifts, Especially Increase in Latino Population, Will Support GrowthFigure 3-6 Percent of Adult Consumers Eating Eight or More Healthy- Ingredient Snacks in the Last 30 Days: By Race and Hispanic OriginAs Moms and the Government Place Higher Priority on Healthy Eating for Kids, Sales Will RiseTable 3-14 Households with Adults Consuming Five or More Healthy- Ingredient Snacks in Last 30 Days by Presence of Children (in thousands)Continuous Product Innovation Will Aid Market Growth Small, Agile and Inventive Healthy-Ingredient Snacks Marketers WillHelp Stir Consumer InterestGovernment Regulations Will Promote Healthy SnackingHealthy-Ingredient Snacks Table of ContentsSeptember 2013 © Packaged Facts xiProjected Market GrowthRobust Market Growth AnticipatedMarket Expected to Grow 30.4% through 2018Chapter 4 The CompetitorsOverview…Operating in a Competitive EnvironmentFigure 4-1 Marketers with Largest Shares of IRI-Tracked Dollar Sales of Healthy-Ingredient Snacks, 52 Weeks Ending June 16, 2013Private Labels Major Force in MarketTable 4-1 IRI-Tracked Dollar Sales of Healthy-Ingredient Snacks by Leading Marketers and Their Major Brands, 52 Weeks Ending June, 16, 2013 (in thousand $)Nature Valley Maintains Consumer LoyaltyIllustration 4-1 Nature Valley Chewy Granola BarsTable 4-2 Percent Change in Number of Consumers Using Nutritional Snack Brands Most Often, 2011 vs. 2013 (in thousands)Marketer and Brand Shares by Market SegmentPrivate Labels Lead Snack Nuts and Seeds SegmentFigure 4-2 Marketers with Largest Shares of IRI-Tracked Dollar Sales of Snack Nuts and Seeds, 52 Weeks Ending June 16, 2013Table 4-3 IRI-Tracked Dollar Sales of Snack Nuts and Seeds by Leading Marketers and Their Major Brands, 52 Weeks Ending June, 16, 2013 (in thousand $)Kellogg and General Mills Brands Tops in Cereal/Granola BarsFigure 4-3 Marketers with Largest Shares of IRI-Tracked Dollar Sales of Cereal/Granola Bars, 52 Weeks Ending June, 16, 2013Table 4-4 IRI-Tracked Dollar Sales of Cereal/Granola Bars by Leading Marketers and Their Major Brands, 52 Weeks Ending June, 16, 2013 (in thousand $)General Mills Leads Marketers of Dried Fruit SnacksFigure 4-4 Marketers with Largest Shares of IRI-Tracked Dollar Sales of Dried Fruit Snacks, 52 Weeks Ending June, 16, 2013Table 4-5 IRI-Tracked Dollar Sales of Dried Fruit Snacks by Leading Marketers and Their Major Brands, 52 Weeks Ending June, 16, 2013 (in thousand $)Marketers of Trail Mix and Sweet/Salty Snacks Show GainsFigure 4-5 Marketers with Largest Shares of IRI-Tracked Dollar Sales of Nutritional Snacks/Trail Mix and Other Sweet/Salty Snacks, 52 Weeks Ending June, 16, 2013Table 4-6 IRI-Tracked Dollar Sales of Trail Mix and Other Sweet/Salty Snacks by Leading Marketers and Their Major Brands, 52 Weeks Ending June, 16, 2013 (in thousand $)Competitive TrendsGeneral Mills Bets on Healthy-Ingredient Snacks and C-StoresTable 4-7 Retail Sales by General Mills 2011-2013, Snacks vs. Other Divisions (in million $)Figure 4-6 Snacks as Percentage of Total U.S. Retail Sales ofGeneral Mills, 2008-2013 (in million $)As Mondelez Steps Back from Healthy-Ingredient Snacks, Brynwood Partners GainsIllustration 4-2 Back to Nature NutsTable 4-8 IRI-Tracked Dollar Sales of Healthy-Ingredient Snacks Products of Brynwood Partners, 52 Weeks Ending June, 16 2013 (in thousand $)Annie's Set to Push into Mainstream ChannelsIllustration 4-3 Annie's Fruit SnacksTable 4-9 Dollar Sales of Snacks by Annie's, 2012 vs. 2013 (in million $)NatureBox Plans to Compete by Selling Directly to ConsumersIllustration 4-4 Spice of Life BoxChapter 5 Marketing and New Product TrendsMarketing TrendsSaving the World, One Healthy Snack at a TimeTable 5-1 Excerpts from Websites of Healthy-Ingredient Snacks Marketers Pledging Environmental Responsibility and Global StewardshipPersonal Connection with Consumers KeyTable 5-2 Excerpts from Websites of Healthy-Ingredient Snacks Marketers Telling Personal Stories of FoundersMarketers Compete for Shiniest Health HaloTable 5-3 Excerpts from Websites of Healthy-Ingredient Snacks Marketers Promising Pure and Healthful ProductsMarketers Support School-Based Gardening and Healthy Eating ProgramsIllustration 5-1 Annie's "Gardens of Goodness"Enjoy Life Foods Sponsors Food Allergy PSAMost Successful New Mass-Market ProductsTable 5-4 New Healthy-Ingredient Snacks Products with the Highest IRI-Tracked Dollar Sales by Category and Type, 52 WeeksEnding June 16, 2013Table 5-5 New Healthy-Ingredient Snacking Products Ranked by IRI-Tracked Dollar Sales, 52 Weeks Ending June 16, 2013 (in thousand $)Navitas Naturals Launches Dragonfruit SlicesIllustration 5-2 Dragonfruit SlicesSnikiddy Introduces KaleIllustration 5-3 Snikiddy Eat Your VegetablesMomma Chia Debuts the Chia SqueezeIllustration 5-4 Chia SqueezeHimalania Adds Hemp and Black Chia Seeds to Its Product LineIllustration 5-5 Himalania Hemp SeedsSahale Snacks Unveils New ProductsIllustration 5-6 Sahale Pomegranate PistachiosHealthy-Ingredient Snacks Table of ContentsSeptember 2013 © Packaged Facts xiiiKellogg's Special K Introduces Nutrition Bars Made with QuinoaIllustration 5-7 Special K Nourish Nutrition BarKind Healthy Snacks Debuts Gluten-Free Granola BarsIllustration 5-8 Kind Healthy Snacks Healthy Grains BarsMrs. May's Naturals Introduces New Line of Healthy-Ingredient SnacksIllustration 5-9 Mrs. May's Roasted Seaweed Almond Rice StixChapter 6 Consumer TrendsTrends in Eating and Snacking BehaviorConsumers Continue Radical Transformation in Eating HabitsTable 6-1 Importance of Meals, 2004 vs. 2013Table 6-2 Changes in Eating Habits, 2004 vs. 2013 (in thousands of adults) . 113Table 6-3 Changes in Eating Habits, 2004 vs. 2013 (% of adult population) .. 113Number of Healthy-Ingredient Snackers Growing at Rapid RateTable 6-4 Number of Adults Consuming Snacks in Last 30 Days by Type of Snack, 2004 vs. 2013 (in thousands)Healthy Snacking Population Grows Faster in Households without Children . 114Table 6-5 Snacking Trends among Adults by Presence of Children in Household, 2013 vs. 2004 (in thousands)Healthy-Ingredient Snackers Indulge in All Kinds of SnacksTable 6-6 Household Consumption of Snacks by Households with High-Volume Healthy-Ingredient Snackers and without ChildrenDemographic InsightsHealthy-Ingredient Snackers More Physically FitFigure 6-1 Percent Participating in Physical Fitness Program, Healthy-Ingredient Snackers vs. Other AdultsTable 6-7 Number of Times per Week Participated in Physical Fitness Program: Healthy-Ingredient Snackers vs. Other AdultsHealthy-Ingredient Snackers vs. Other ConsumersTable 6-8 Demographic Profile of Healthy-Ingredient Snackers by Volume of Healthy-Ingredient Snacks ConsumedDifferent Snacks Attract Different FolksTable 6-9 Demographic Profile by Type of Healthy-Ingredient Snack Eaten Most OftenVast Differences between Latino Healthy-Ingredient Snackers and Other LatinosTable 6-10 Demographic Profile of Latino Healthy-Ingredient Snackers by Volume of Healthy-Ingredient Snacks ConsumedConsumer AttitudesHealthy Snacking Linked to Strong Views on the EnvironmentTable 6-11 Attitudes of Healthy-Ingredient Snackers toward Environmental Practices of Corporations by Number of Healthy-Ingredient Snacks Eaten in Last 30 DaysEarly Adopters and TrendsettersTable 6-12 Potential Impact of Grassroots Marketing on Healthy-Ingredient Snackers by Number of Healthy-Ingredient Snacks Eaten in Last 30 DaysAdvertising and Product Placement EffectiveTable 6-13 Receptivity to Advertising by Healthy-Ingredient Snackers by Number of Healthy-Ingredient Snacks Eaten in Last 30 DaysTable 6-14 Impact of Product Placement on TV on Healthy-Ingredient Snackers by Number of Healthy-Ingredient Snacks Eaten in Last 30 DaysCable Channels Popular with Healthy Snackers Skew toward Younger ViewersTable 6-15 Cable TV Channels More Likely to Be Watched by Healthy- Ingredient SnackersMagazines Ads Attract Attention of Healthy-Ingredient SnackersTable 6-16Importance of Magazines to Healthy-Ingredient Snackers by Number of Healthy-Ingredient Snacks Eaten in Last 30 DaysTable 6-17Magazines More Likely to Be Read or Looked Into in the Last Six Months by Adults Consuming Five or More Healthy-Ingredient Snacks in Last 30 DaysFood and Food ShoppingHealthy Snacking Part of Broader Healthy Eating RegimeTable 6-18 Attitudes of Healthy-Ingredient Snackers toward Healthy Eating by Number of Healthy-Ingredient Snacks Eaten in Last 30 DaysHealthy-Ingredient Snackers Have Ecumenical View of FoodTable 6-19 Attitudes of Healthy-Ingredient Snackers toward Food by Number of Healthy-Ingredient Snacks Eaten in Last 30 DaysFigure 6-2 Percent Agreeing "I Really Enjoy Cooking," Healthy-Ingredient Snackers vs. Other AdultsHealthy-Ingredient Snackers Like to Experiment with New Food ProductsTable 6-20 Attitudes of Healthy-Ingredient Snackers toward Trying out New Foods by Number of Healthy-Ingredient Snacks Eaten in Last 30 DaysHealthy Snackers Spend More in the Grocery StoreFigure 6-3 Percent Spending an Average of $125 per Week on Groceries, Healthy-Ingredient Snackers vs. All AdultsHigh-Volume Healthy-Ingredient Snackers More Likely to Choose Organic FoodsFigure 6-4 Percent Living in Household Using Organic Foods, Healthy-Ingredient Snackers vs. Other AdultsTable 6-21 Use of Organic Foods by Healthy-Ingredient Snackers by Number of Healthy-Ingredient Snacks Eaten in Last 30 DaysHealthy-Ingredient Snackers without Kids Have Calories on Their Mind in the SupermarketTable 6-22Household Use of Groceries by Presence of ChildrenTrader Joe's and Whole Foods Not the Only Grocery Chains to Draw Healthy-Ingredient SnackersTable 6-23 Percent of Shoppers Eating 8+ Healthy-Ingredient Snacks in Last 30 Days by Supermarket Shopped in Last Four Weeks
Read the full report:Healthy-Ingredient Snacks in the U.S.: Cereal/Granola, Fruit, and Seed/Nut Snacks and Bars https://www.reportbuyer.com/product/2076268/Healthy-Ingredient-Snacks-in-the-US-Cereal/Granola-Fruit-and-Seed/Nut-Snacks-and-Bars.htmlFor more information: Sarah Smith Research Advisor at Reportbuyer.com Email: [email protected] Tel: +44 208 816 85 48 Website: www.reportbuyer.com
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