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In the post epidemic era of
, how to “handle” the consumers of snacks?
In the past, snacks were more children’s pastime or praise. Candy, biscuits, chocolate… These delicious snacks filled the whole childhood of the post-80s, post-90s, generation Z and millennials, and became a beautiful and delicious memory shared by them.
Therefore, when these new generations grow up, due to the “snack stomach” formed since childhood, snacks, as a token loaded with happy childhood memories, play an important role in their dietary life.
On the other hand, in recent years, in order to adapt to the rules and regulations of the new consumer market and seek broader growth, snack manufacturers began to constantly broaden the new definition of snacks based on different age groups, enrich new categories of snacks and explore new scenes of snacks.
Today’s snack track has already covered the vast majority of people in the whole consumer market, and has extended more and more new concepts and trends in line with endless social changes.
It can be said that “eating snacks” has changed from a relatively mainstream habit to a business worth hundreds of billions, and this number is still growing rapidly at an alarming rate with the influence of factors such as changes in consumer preferences and dietary restrictions.
According to PRNewswire’s forecast, the global snack food market is estimated to reach US $568.2 billion by 2022 and is expected to reach US $732.6 billion by 2026, with a compound annual growth rate of 6.7% during this period.
Especially in recent years, the global spread of COVID-19 has profoundly changed people’s eating habits. People have thought more deeply about life and health, and these effects are clearly projected on the consumer market, making the market situation that is already changing rapidly is more volatile and changeable.
In the ever-changing wave of snack consumption, what opportunities and growth points deserve attention?
In the first quarter of 2022, giant enterprises such as Yizi international, Nestle food, expanding topics and snack manufacturer kind gave their own trend prediction based on their keen insight into the data and years of market experience.
Based on the opinions of several companies, the paper summarizes the following six snack trends and directions, hoping to bring new ideas of product innovation to domestic snack enterprises.
Picture production: FDL digital food proposition
The boundary of diet is blurred, and snacks are becoming more and more dinner oriented
With the increasing pace of contemporary people’s life and work, many people’s leisurely and fixed dinner time has been disrupted, and the timeline of dinner and snacks has gradually blurred. On the other hand, affected by the epidemic in recent years, the opportunity to eat out has decreased sharply, which also makes more and more people tend to use snacks instead of main meals.
According to a survey data released by exploding topics 2021, about 70% of millennials said they prefer snacks rather than dinner, more than 90% of respondents said they replace snacks at least once a week, and 7% said they don’t eat dinner.
Coincidentally, the 2021 global snack status report released by Yizi international also showed that 64% of respondents said they preferred snacks as a daily diet rather than a traditional staple food, an increase of 5% compared with 2019. In particular, the younger generation of consumers’ preference for snacks has surged, and 75% of generation Z use snacks to replace at least one meal a day.
The lightweight consumption of main meals continues to penetrate the market, and food manufacturers have responded to this trend through actions. According to the analysis of expanding topics, it is expected that the market of substitute food products will grow at a CAGR of 7.64% from 2021 to 2026, among which the Asia Pacific market will grow the fastest. On the other hand, as snacks play an increasingly important role in nutrition and satiety, 51% of respondents in a global poll said they have shifted from traditional meals or substitute meals to high protein snacks.
Among them, nuts and assorted dried fruits lead the global health and health snack market with a share of 41%, followed by protein bars (20%). About one third of the snack bars launched in 2020 have high protein claims.
N from Sweden! CK’s launched its new snack series smak bar in March 2022. This is the first refrigerated protein bar product in Swedish style, with moist and soft taste and wonderful flavor. It is understood that the new series has launched four flavors, namely peanut cocoa granules, strawberry cashew nuts, chocolate peanut butter and hazelnut chocolate. Each protein bar contains only 6 grams of net carbohydrates and 170-180 calories. At the same time, the product is rich in protein, with a content of up to 13 grams.
Smak bar can help consumers easily supplement needed nutrients and provide a sense of satiety at any time of the day. It is very suitable for people with ketogenic eating habits and slimming fitness.
Source: refrigerated frozenfood
Travel around the world with taste, and foreign flavor makes explosive products
During the two years of the epidemic, many people were forced to cancel their travel plans, so they turned to unique food instead of travel to experience the characteristics of other countries. In recent years, in the snack food market, international flavor food products have increased exponentially.
Beck Flavors of the American flavor group found that 63% of consumers thought exotic foods and beverages from all over the world were very attractive, and exotic collocation products were excellent. The research results of expanding topics also show that the global international flavor food market is expected to grow at a CAGR of 11.8% by 2026. In addition, 78% of Americans think of travel as one of the things they miss most during COVID-19’s prevention and control, and the global snack can replace travel to make them appreciate other countries’ demeanor. As for its official data, the number of people discussing “exotic” keywords on social media has increased by more than 10% in the past year.
Source: shoreconcurrence group
In terms of snack flavor, Kehe, an American food wholesaler, believes that influenced by the delicacies of Japan, South Korea, the Mediterranean and Latin America, emerging exotic flavors will be very popular in the new year, such as grapefruit, banofi, baked tea, mountain pepper, Havana pepper, etc. Snack maker kind is also optimistic about Latin American elements and believes that relevant flavors and ingredients such as cassava, plantain and Havana pepper will greatly increase the appearance rate, thus bringing new vitality to mainstream cuisine.
Twisties Kaya butter toast, a snack brand of Yizi international, provides consumers with a solution that can more easily enjoy the flavor of different internationally famous dishes through snacks.
At present, the flavor of the snack series includes barbecue curry, spicy seaweed, chicken, cheddar cheese, chili cheese, cherry tomato, Thai sweet pepper, butter toast, etc.
Taste good snacks and say goodbye to bad emotions
In recent years, with the continuous improvement of people’s health awareness, especially affected by the epidemic, the demand for functional and healthy snacks has become more and more enthusiastic. In terms of the health attributes of products, consumers began to gradually expand and upgrade from the efficacy of pursuing physical health in the past to psychological and emotional health.
According to the snack report of Yizi international, about 80% of consumers say they will obtain mental and emotional health by eating snacks. At the same time, the observation of exploding topics also found that the sales of emotional support, stress management and sleep supplements in the food market increased by 36% in 2020. Among these consumers, 55% of respondents said they were interested in switching from buying dietary supplements with related functions to snacks with the same function publicity.
Among them, in the field of mood improvement food abroad, CBD, which has been hot in recent years, proves this statement. According to the data related to exploding topics, the search volume of “CBD snacks” social platform has increased by 2500% in the past decade. It is expected that by 2028, the global CBD snacks market will grow at a compound annual growth rate of 10.1%, reaching US $2.5 billion.
In addition to CBD, kind expects that snacks made of lavender, South African drunk eggplant, dark chocolate, Rhodiola and oats are expected to become popular in the mood management snack market.
With the rapid spread of snack culture in most regions and the accelerated pace of product innovation in the market, people hope to alleviate the pressure by eating snacks. Therefore, how to make consumers eat happily and relax may become a direction for snack enterprises to break through the bottleneck of product health innovation.
Functional chocolate Co. matches dark chocolate with carefully selected nutrients in the form of vitamins, minerals, plant extracts and amino acids, so as to bring consumers with solutions that can support a variety of mental and emotional health. The brand’s functional chocolate aims to improve people’s sleep quality, energy and attention. At present, the product can be sold through the member e-commerce platform thrive market.
Nicole Smith, CEO of functional chocolate Co., said that the product can provide consumers with a healthy choice to indulge delicious food, so that consumers can gain delicious experience while improving their mental health. At the same time, these functional products are more acceptable and persistent than ordinary supplements with similar benefits. In addition, the product adopts the form of dark chocolate which is friendly to vegetarians, so that the consumption population of the product can be wider.
Sustainability to support, snacks for environmental advocacy
The growing health awareness of consumers is not only reflected in the consumption decisions that contribute to their own health, but also in the in-depth attention to environmental protection and the sustainability of the earth. Innova market insight survey shows that “one earth” ranks first among the top ten consumption trends in the world in 2021. Innova market insight interviewed consumers in 11 countries. They have begun to reduce waste or moderate diet to reduce the burden on the environment, accounting for 43% and 32% of the respondents respectively. Some brand enterprises have begun to make changes in their supply chain.
The report shows that more than 8 billion people want to buy snacks with low packaging or recycling. Among the decision-making factors related to food sustainability, 85% want to buy snacks produced by food enterprises that reduce environmental pollution and improve environmental impact, and 87% will choose snack enterprises or products that promote fair trade and fair rights and interests. At the same time, more than 90% of the respondents said they hoped to maintain or increase their attention to the areas related to the sustainability of snacks in the next 10 years.
Source: mondelez International
Kind also published relevant forecasts and believes that the future sustainable development trend of the food industry will shift from individual activism to collective activism.
In late January 2022, PepsiCo announced that its walkers, lay’s and Doritos brand products will adopt new packaging in the European market. This move will help it get rid of traditional stone plastics and choose a new packaging material with more sustainable properties.
According to the brand, the packaging renewal plan will enable these brands to complete the packaging iteration of all products by 2030, and these snacks will turn to 100% recyclable or renewable plastics in the future. It is reported that the renewable components in the new packaging materials mainly come from plant by-products, including used edible oil and pulp waste. At the same time, the materials used in the new packaging reduce the greenhouse gas emissions per ton of products produced by these brands by 40%.
In the snack arena, the plant base also creates phenomenon level
In recent years, in the food consumption market, “plant-based”, “pure” and other keywords have become the selling point labels of more and more snack products. Why are consumers interested in plant snacks?
According to the tracking of innova’s market insight, from September 2020 to August 2021, the newly released plant-based products in the world increased by 59% over the previous year. When consumers are asked why they choose plant-based foods, the main reason is that consumers attach importance to personal health and sustainable development and expect diversified dietary choices.
The relevant research data of exploding topics also found that nearly half of consumers said they chose plant-based foods for general health considerations, while 24% said they chose plant-based snacks because they thought such products had less impact on the environment.
In the future, plant-based snacks in the food market are expected to continue to have a fever. Therefore, many food enterprises have come to an end and laid out relevant brands.
Among them, when talking about the snack trend forecast in 2022, Nestle, a food giant, also said that it was very optimistic about the plant snack track. In particular, the younger generation of consumers have higher recognition of this kind of food, and when this group becomes the mainstream consumer group, plant-based snacks are also expected to enter the ranks of mainstream food.
In this regard, Nestle also said that it would focus on the plant-based market in 2022. Whether it is delicious snacks, cooked food products or beverages, it will see rich and diversified plant-based products belonging to Nestle introduced to the market.
In March 2022, the planet partnership, a joint venture between beyond meat and PepsiCo, the world’s “first stock of artificial meat”, released its first product made of plant protein – meat free jerky.
It is reported that the product contains plant ingredients such as peas and mung beans, which can be made through multiple steps such as pickling and slow roasting. At present, the products have three flavors: original flavor, spicy flavor and light burning. Each product contains 10g protein, and does not contain cholesterol, genetically modified food, soy, gluten and other sensitizing ingredients.
Dan Moisan, CEO of planet partnership, said that as the first product launched by planet partnership, we strive for high-quality delicacy in terms of taste and taste. At the same time, the product is also a good source of protein, which can be easily eaten by consumers during travel, office or exploration. At present, the products are packaged in three different sizes and are sold in grocery stores, gas stations, snack stores, pharmacies and other places.
New channels boost the growth of snacks
In addition to the innovation or selling point iteration of the product itself, in recent years, consumers have found that the products and the channels for purchasing products are also changing secretly. Especially with the continuous development of the Internet economy, more and more food products are moving from traditional offline channels to online channels, trying to reach more target users through the high-speed and precision of the Internet.
According to the snack report of Yizi international, more and more consumers are used to discovering new snacks through social media. Among them, the younger generation prefers this new way, with generation Z accounting for 45%. At the same time, more than half said that social media had inspired them to try new snacks in the past few years.
Source: mondelez International
Kind’s observation also shows that in the past, people used to look for delicious, simple and creative food inspiration from traditional media such as magazines and television, but now people begin to grasp the context of food trends on popular social platforms such as tiktok.
There are also new trends in purchase channels. Yizi said that consumers are keen to try new snack purchase channels this year, and more than half of consumers said they would use at least three non-traditional or emerging channels to buy snacks in 2020 (53%).
Through data monitoring, exploding topics found that compared with traditional sales channels, nearly 55% of consumers said they now prefer to buy food from suppliers directly facing consumers, and more and more snack brands with DTC first are rising from this trend.
Although it has been about 20 years since takis brand’s spicy Mexican cornflakes, the snack series launched by Barcelona can still set off an upsurge among young people. Especially this year, with people’s increasing interest in hot food, takis has become the hottest product at present.
As early as 2020, some people joked that takis “lit a fire” for teenagers’ mouths. Many emerging generations will shoot videos of their eating takis cornflakes and Mexican peppers stained with cream cheese on the Internet, opening a massive online spicy challenge.
Meanwhile, by taking advantage of the social influence of tiktok and twitch’s head online celebrities Charli d’amelio and Tyler “Ninja” Blevins, Barcel has constantly fermented takis topics on the social platform, thus detonating a huge volume. Videos related to takis Fuego have been viewed more than 500 million times on tiktok. (in May, takis reported that its brand’s sales in the salty snack category have increased by 10% so far this year, while sales in the Corn Flake sub category have increased by 12% so far this year.)
In recent years, the impact of COVID-19 has accelerated the iteration and evolution of consumer upgrading in the new era, which has a huge impact on the food and beverage industry, and this effect is constantly producing butterfly effect. Although 2022 has only experienced a quarter, it can be expected that this year will be a turbulent year. For every player in the industry, facing such a big environment and background, what lies ahead is both new opportunities and new challenges.
According to the statistics of China business intelligence network, from 2016 to 2020, the market scale of China’s snack industry increased from 822.4 billion yuan to 1298.4 billion yuan, with a compound annual growth rate of 12.09% and 1520.4 billion yuan in 2022. Facing the continuous upward, broad and vigorous snack track, if the brand wants to win, it must grasp the development trend and comply with the current needs of consumers.
1、Exploding topics，5 Huge Snacking Trends (2022)
2、Foodbusinessnews，Nestle focuses on five trends for 2022
3、cspdailynews，10 Snacking and Wellness Predictions to Watch in 2022
4、mondelez international，2021 Global Consumer Snacking Trends Study
5. Fbif, Yizi released the 2021 global snack status report! How do people “eat snacks” in the post epidemic era?
Author: Ma Baiguo; Source: Digital Food claim (ID: foodatalink), reprint has been authorized. Reprint authorization and media business cooperation: Amy (wechat: 13701559246); Foodaily Expo 2022] in line with the original intention of providing the whole value chain and one-stop industrial innovation services for the industry, foodaily Expo 2022 (2022.05.31-06.02, Shanghai) is further upgraded. In addition to the upstream and downstream of the food industry, it also covers and gathers multiple resources such as e-commerce, social media, traffic, channels and capital, aiming to bring you an annual innovation feast. Here, products, content, technology, marketing and other aspects related to food & brand innovation will be presented in the form of “professional exhibition + innovative content + interactive experience”, breaking through and differentiating in the consistent form of industry exhibition.
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