How Can Euromonitor International Help?

from Whitepaper zur Situation der Snacking-Industrie / Paper on the state of the snacking industry

Sensory Experience Pivotal to Snacks Sector

Bold colours and shapes for a more exciting experience

In addition to the increasing demand for natural ingredients, the desire to escape a reality that is increasingly gloomy and uncertain feeds a growing interest among millennials and younger generations for ‘fantasy’ experiences. Characters and colours stemming from a fictional, fantasy world, such as unicorns and bold bright colours are being used in snacks to provide that escape. While Kellogg’s released a Mermaid, Unicorn and Birthday waffle in blue, pink and yellow with rainbow sprinkles respectively, 2020 also saw the introduction of Bazooka’s Unicorns Gummies in multi-colours.

The pandemic has also severely altered our celebratory occasions; as social distancing prevents in-person gatherings for occasions. Reese’s response to this change led to a new product, peanut butter cups with nutcracker-shaped chocolate figures which was popular with consumers in the US during Christmas 2020.

Beyond consumption: Creative ways to deliver an experience at home

In addition to enhancing the sensorial experience of product consumption, bringing the experience inside homes to generate more consumer-product interactions is also key. Whether it is for a normal occasion, a special one or for gifting, snacks can elevate the consumer experience by providing entertainment and making a product more memorable.

In South Korea, jellies and packaging mimicking bento boxes that would normally be consumed at lunch when working from the office, were released in 2020. The new product targets working-from-home consumers with a simple and fun way to reminisce life before COVID-19.

In the US, Ferrara approached Christmas 2020 with Lik-M-Aid Fun Dip, which appeals to the nostalgia of traditional candy canes but comes with a cherry dip in a fun pouch. Hershey’s Christmas range of BuildA-Santa and Build-A-Snowman, inviting children to “play with their food” by offering chocolates made of various shaped parts was reconducted for Easter 2021 with a new Build-A-Bunny version.

A premium experience at home through personalisation and packaging

Snack brand owners have an array of possibilities to elevate their image while delivering a unique experience at home. This will be key for snacking occasions that warrant a slightly higher spend on more indulgent snacks like chocolate confectionery, ice cream and sweet biscuits. In the Gulf countries, UAE chocolatier Al Nassma experienced fewer sales from closures of the malls and duty-free stores amid sudden travel restrictions. In order to offer consumers an exclusive experience which would normally be given in store, the company released a ‘make your own chocolates at home’ kit. In the UK, Make-My-Magnum was similarly rolled out as a limited edition to offer an alternative to the pop-up store experience. It is offered in a premium box for a special unboxing experience. Mondelez made Oreo available as a personalised online service to create and gift customised cookies for any occasion.

Conclusion

COVID-19 has fundamentally altered the way people snack. Brand owners and retailers need to shift their focus from on the go snacks, towards at-home eating occasions; while addressing amplified health concerns and the importance of digital living. Innovation towards lighter, thinner and crispier textures will be key elements of sweet snacks as consumers’ desires to stay healthy, but also being able to indulge in treats becomes more popular. There is still room for development in the visual appearance of snacks to convey a healthier image by leveraging an ingredient’s unique and natural colour. Different shapes can also appeal to consumers’ desire for something exciting, which can be amplified by visual content on social media. Beyond innovation of the product, snacks need to continue to deliver a holistic experience; something which can be achieved by bringing entertainment to the home. This may take the form of fun concepts which invite consumers to engage with their foods more. Finally, gifting, personalisation and unboxing products will also help snacks brands to elevate their image.

About the Author

GIUSEPPE PARLATO Research Analyst Euromonitor International

As a Research Analyst within the Food and Nutrition vertical in London, Giuseppe is responsible for management and execution of research projects that focus on Packaged Food, Health and Wellness, Fresh Food, and Pet Care. Since joining Euromonitor International in 2019, Giuseppe has developed his expertise in the food industry. His primary areas of research was in Italian and Spanish markets and has now expanded into the UK, Greek and Netherlands markets. Giuseppe holds a BA (Hons) in International Business with Language from the University of Greenwich.