FROM IMPULSE TO INTENTION
The Evolution of Snacking
MARKET OVERVIEW
From Impulse to Intention
Rather than pure impulse or pure intention, many consumers sit in the middle where they’re thinking of snacks as an area where they can be more mindful of what they’re eating
IMPULSE INTENTION
of Americans replace traditional meals by snacking or eating smaller meals
of Americans snack at least once a day
MARKET OVERVIEW
Defining Dayparts
SPINS Attribute- Eating Occasion
Identifies a “primary meal type” or “eating occasion” for when a product is typically consumed – such as “breakfast” or “dessert” or “snack.” The attribute combines label claims with product type/category and other information as required.
Snacking Eating Occasion is found across:
•
29 Categories
•
68 Subcategories
•
480 Product Types
MARKET OVERVIEW
Yogurt holds 7% share of snacking with contribution of >200% to growth
TOP 10 SNACKING SUBCATEGORIES BY DOLLAR SALES ($MM)
YEAR AGO SS CANDY CHOCOLATE
SS CANDY NON
CHOCOLATE
SS POTATO CHIPS
SS TORTILLA & CORN CHIPS
RF YOGURT SS PUFFED SNACKS & STRAWS
SS CRACKERS SNACK &
SANDWICH
RF CHEESE SLICED &
SNACK
FZ APPETIZERS
& SNACKS
WELLNESS & NUTRITION
BARS
ALL OTHER CURRENT YEAR
$126,271.3
$410.4
$189.6
$141.9
$17.3
$694.4
$77.5
$68.8
$62.9 $1.5
$71.3 $61.2 $126,679.8
+0.3%
MARKET OVERVIEW
Natural channel outpacing rest of market across 70% of fastest growing subcategories
TOP 10 SNACKING SUBCATEGORIES BY DOLLAR % CHG (>$10MM)
34
13 12 11 11 9 7 6 5 5
35
13 10
25
11 9 6 5
0
5
-6 -8
8 1
-2
34
5
43
14 13 15 21
6
MULO CONVENIENCE NATURAL EXPANDEDTOTAL
RF DIPSRF PLANT BASED YOGURT
SS FRUITS DRIEDSS SEEDSRF YOGURTVEGETABLE TRAYS
SS MEAT SNACKS OTHER
ENERGY & SNACK BITES
SS RICE CAKES MINI
RF APPETIZERS & SIDES
$26.4 $16.7 $6.2 $253.4 $4.8 $694.4 $45.8 $48.3 $19.7 $62.2
ABSOLUTE $ GROWTH ($MM)
MARKET OVERVIEW
Unpacking the Snacking Landscape: Emerging Segments in Established Spaces
Source: SPINS Satori. Top snacking subcategories by Natural Positioning group, $ Share of Natural Positioining and Total
-20
-10
0
10
20
30
40
50
60
70
80
90
100
SUBCATEGORY GROWTH BY POSITIONING GROUP
Subcat $ % Chg
-9% -8% -3% -2% -1% 0% 1% 2% 3% 4% 5% 6% 7% 8% 9% 10% 11%
GRANOLA & SNACK BARS
POPCORN FRUITS
CHIPS VEG & OTHER ALTERNATIVE
HUMMUS
CRACKERS CLASSIC & DELI
FRUIT SNACKS
NUTS
CANDY CHOCOLATE
CHEESE SLICED & SNACK
POTATO CHIPS
PUFFED SNACKS & STRAWS
FZ APPETIZERS & SNACKS
TORTILLA & CORN CHIPS
CANDY NON CHOCOLATE
TRAIL MIX
WELLNESS & NUTRITION BARS
DIPS FRUITS DRIED
CRISPBREADS & TOASTS
PITA & BAGEL CHIPS
CRACKERS RICE & ALTERNATIVE GRAIN
PLANT BASED YOGURT
SEEDS
YOGURT
MEAT SNACKS OTHER
THE EVOLUTION OF SNACKING
From Impulse to Intention
Fresh Snacking
Better For You
Flavor & Texture
FRESH SNACKING
What’s Old is New
Back to Basics
Fresh Future
Shifting from pantry to fridge with minimal processing
Units vs YA 13% higher than SS Bars
Fresh & ripe for snacking; Small packs (<5oz) +7%
Units vs YA 6% higher than SS Pickles
Nature’s original sweet snack!
Units vs YA Units vs YA
High protein with both sweet & savory use cases
Units vs YA in Abs. Unit Growth
Inherently hits on both protein & probiotic content
Units vs YA
FRESH SNACKING
What’s Old is New
Cleaning up the Fridge – New Versions of Old Favorites
Pudding Dollar Sales % Chg
Conventional Snack Cheese
-1%
Natural/Specialty Brands
+10%
Snack Cheese* Dollar Sales % Chg
Conventional Pudding
-2%
Natural/Specialty Brands
+4%
Back to Basics
Fresh Future
FRESH SNACKING
What’s Old is New
Kid-Friendly Formats – Fresh Snacks for All Ages
Ready-to-Eat Oat Cups alone grew +23% $ vs YA
Bridge to Breakfast – From AM to Anytime
Portable Baby Foods, Fresh Snack brands with adult
appeal introducing smaller sizes & lunchbox formats
Back to Basics
Fresh Future
THE EVOLUTION OF SNACKING
From Impulse to Intention
Fresh Snacking
Flavor & Texture
Better For You
FLAVOR & TEXTURE
Novelty & Familiarity
GROWTH OF CONDIMENTS
$ % Change & Dollars, Yago – SS & RF Condiments Subcategories
Inspiration From Across The Aisle
International Fusion
Texture Is Complex
13.2%
6.5% 6.1% 6.0% 3.7%
PI CK
LE D
& M
AR IN
AT ED
V EG
G IE
S
H O
T SA
UC E
PI CK
LE S
BB Q
S AU
CE
DI PP
IN G
& EV
ER YT
H IN
G S
AU CE
Texture Reimagined
FLAVOR & TEXTURE
Novelty & Familiarity
SHARE OF CANDY AMONGST JAPANESE PRODUCTS
SKYR $ % CHG REACHING $334MM IN SALES
TURKISH CANDY $ % CHANGE
TAJIN SEASONING $ % CHANGE
SNACKS BY COUNTRY OF ORIGIN % CHG SALES >$10M ACROSS SNACKING
33%
29%
27%
24%
23%ICELAND
TURKEY
EL SALVADOR
JAPAN
CHINA
Inspiration From Across The Aisle
International Fusion
Texture Is Complex
Texture Reimagined
FLAVOR & TEXTURE
Novelty & Familiarity
GUMMIES
Soft + Liquid Chewy + SoftCrunchy + Soft
Food Texture Diagram – Stress vs Relaxation Time
Inspiration From Across The Aisle
International Fusion
Texture Is Complex
Texture Reimagined
Solid
Strain
Soft
Hard
Strong Weak
Brittle
Plastic squashing flowing
Long Relaxation time Short
Liquid
St re
ss
FLAVOR & TEXTURE
Novelty & Familiarity
From Plate to Snack What’s Trending, What’s Next?
Sour-coated Frozen Grapes
Crunchy Take on Beef Jerky
Crunchy Snack with Creamy Filling
Inspiration From Across The Aisle
International Fusion
Texture Is Complex
Texture Reimagined
2010s Texture Chew on This: Boba & Mochi
2020s Texture Standouts: Chili Crisp and Gummy Clusters
Bubble Tea Mochi Ice Cream Chili Crisp Nerds Gummy
Clusters
THE EVOLUTION OF SNACKING
From Impulse to Intention
Better For You
Fresh Snacking
Flavor & Texture
BETTER-FOR-YOU
A Growing Shift
of Americans replace traditional meals by snacking or eating smaller meals
Outsized Growth
Strength Of BFY
Make It Functional
SNACKS BY SEGMENT
Dollar Sales & Percent Growth, Yago
-2%
-1%
0%
1%
2%
3%
4%
5%
6%
7%
8%
$0B
$20B
$40B
$60B
$80B
$100B
$120B
Better For You Snacking Specialty Snacking Conventional Snacking
Total Dollars % $ Growth, Yago
BETTER-FOR-YOU
A Growing Shift
CATEGORY BFY $, % CHG Total $, % CHG
Shelf Stable Jerky & Meat Snacks +100% +5%
Shelf Stable Candy +13% -0%
Shelf Stable Nuts & Trail Mix & Fruit +10% +1%
Snack Bites & Energy Gels +5% -2%
Shelf Stable Crackers & Crispbread +5% +1%
Wellness & Snack Bars +5% +1%
Shelf Stable Chips Pretzels & Snacks +3% -1%
Shelf Stable Cookies +0% +2%
Shelf Stable Rice Cakes -7% +6%
SNACKS BY CATEGORY
Dollar Percent Growth, YAGO – Better-for-You vs. Total
Outsized Growth
Strength Of BFY
Make It Functional
BETTER-FOR-YOU
A Growing Shift
Collagen Ingredients
Super Greens Ingredients
Super Mushroom Ingredients
Added Hemp Protein Ingredients
Outsized Growth
Strength Of BFY
Make It Functional
POPULAR INGREDIENTS
Dollar Percent Growth, YAGO – within Total Snack Segment
BETTER-FOR-YOU
A Growing Shift
33%
COOKIES (10g+ Protein)
35%
CHIPS PRETZELS & SNACKS (15g+ Protein)
9%
CRACKERS (Low Net Carb)
29%
COOKIES (6g+ Fiber)
Nutrition Back In Demand
Souring On Seed Oils
PROTEIN, FIBER & LOW CARB
Dollar Percent Growth, YAGO
BETTER-FOR-YOU
A Growing Shift
Olive Oil
+21%
Dollars %
Change, Yago
-2%
Units % Change,
Yago
$2.7b
Total Sales
52Wk
Avocado Oil
+44%
Dollars %
Change, Yago
+45%
Units % Change,
Yago
$443m
Total Sales
52WkNutrition Back In Demand
Souring On Seed Oils -4%
-7%
1%
-2%
-6%
2%
-2%
-10
-5
0
5
SOYBEAN OIL CANOLA OIL CORN BLEND
Product Types Consumers Are Shifting Away From
Dollars % Chg, Yago Unit % Chg, Yago
-0%
Thank You!
H A V E QU ES TI ON S ? R EA C H OU T TO G R OW TH @ S PI N S . C OM
