Snacking on the Go - UK - April 2008

Abstract

Since Mintel last reported on the snacking-on-the-go market in 2006, attitudes towards eating in the street/on the move have relaxed considerably, contributing to significant growth in the number of adults snacking on the go at least once a day. Mintel estimates that over this two-year period, the value of on-the-go snacking has increased by a fifth to reach £4.4 billion.

Travel and a lack of time to sit and eat are the prime reasons for snacking on the go, although one in seven adults says they do so due to work commitments; a similar proportion is seeking relief from boredom - rising to a quarter of 15-24-year-olds.

Manufacturers have responded to the trend towards healthier eating by reformulating existing snacking products to reduce levels of sugar, salt and fat, as well as introducing new lines, many of which contain ingredients such as dried fruit and nuts. Fresh fruit is also becoming a popular snacking option.

Key themes of report:

• There has been strong growth in the value of sales attributable to on-the-go snacking across a broad range of food and drink products.
• A rise in snacking occasions has been driven by an increase in the number of adults snacking more frequently, ie at least once a day.
• Increasingly, snacking on the go is becoming second nature to many adults. The proportion saying they could never eat in the street/on the move has declined significantly, but more and more consumers seem unaware of their motivation to snack on the go.
• The healthy eating trend has had a heavy influence over new product development (NPD), leading to numerous product reformulations to reduce sugar, fat and salt content, as well as a plethora of healthier new product launches.
• Merchandising plays a central role in developing on-the-go sales, since many on-the-go snackers are, by definition, short of time and will only make their selection from the choice immediately available to them.