SUBSCRIBE

Breaking News on Food & Beverage Development - EuropeUS edition | APAC edition

News > Market Trends

Read more breaking news

 

 
DISPATCHES FROM VITAFOODS EUROPE 2014

Nutritional snacks? Manufacturers misread consumers, says Datamonitor Consumer

By Kacey Culliney+

13-May-2014
Last updated on 13-May-2014 at 15:59 GMT2014-05-13T15:59:36Z

Mark Whalley from Datamonitor says the breakfast cereal sector is considerably ahead of snacks in terms of nutrition

Mark Whalley from Datamonitor says the breakfast cereal sector is considerably ahead of snacks in terms of nutrition

Nutritious snacks have not boomed because manufacturers overwhelmed consumers in a category where indulgence remains more important, says the head of food and drink at Datamonitor Consumer.

Speaking to BakeryandSnacks.com at Vitafoods Europe 2014 in Geneva, Switzerland, Mark Whalley said the cereal and snack categories had split in terms of nutrition trends.

“The snacks category is perhaps not developed as much towards the idea of positive nutrition as maybe we would have thought it would a couple of years ag. Whereas in cereals, we’re really seeing companies ramping up their NPD towards positive nutrition – fortified cereals with added vitamins, minerals and functional benefits,” he said.

Snack makers got consumers wrong

Whalley said industry over-estimated consumers’ willingness to compromise on the indulgent factor of snacks. Mass efforts to quickly fortify snacks and position them as healthier had also not helped, he added.

“I think they [industry] started to befuddle and overwhelm consumers and that has led to consumers seeking out more simple messages and more natural products.”

Cereal consumers are in a different mind-set

Asked why mass nutrition claims hadn’t confused cereal consumers, Whalley said it was all to do with the time of day the product was consumed.

“You wake up in the morning you’re probably more in the mind set to start the day with the best intentions possible and I think throughout the day that tends to fall off,” he said.

The future of cereal would continue to be one filled with health claims and healthy ingredients, he said, but it would start to be shaped too by cultural influences.

“It will be not necessarily about developing more and more sophisticated functional ingredients; it will be about experiencing different cultures and tying healthy messages into something that might be a little less familiar to consumers.”

Snacks need more time…

He said there was a clear place for nutrition in snacks – and there was a plethora of products to cater to that – but consumer expectations would take a little longer to catch up.

Whalley said once the health notes in the breakfast aisle became the norm, consumers would expect it in snacks because breakfast products were a pre-cursor to snacks.

FOODVISION: Trust and ethics key to reaching consumer hearts and minds

FOODVISION: Trust and ethics key to reaching consumer hearts and minds

Erin Boyd Kappelhof

Managing Partner, Eat Well Global

FOODVISION: DNA testing just ‘one part of the jigsaw’

FOODVISION: DNA testing just ‘one part of the jigsaw’

Andrew Steele

Head of Product Development, DNAFit

Verdiujns extends portfolio of BRC-certified  wafers

Verdiujns extends portfolio of BRC-certified wafers

Verduijns Fine Biscuits launched three savory variants to its portfolio of organic wafers at...

From marketing to taste: How virtual reality will change the food industry

From marketing to taste: How virtual reality will change the food industry

Virtual reality has arrived and is set to change the way the food industry...

Dutch baker Daelmans aims to take stroopwafels worldwide

Dutch baker Daelmans aims to take stroopwafels worldwide

Daelmans has been making the caramel waffles for over 100 years and today, is...

Food Vision: Insights and highlights from day one in London

Food Vision: Insights and highlights from day one in London

Food Vision kicked off yesterday with insights from innovation specialists and trailblazing startups. Join...

UK sugar tax: The big questions

UK sugar tax: The big questions

The UK has announced a tax on sugar-sweetened beverages. But how hard will it...

FiE 2015: Our best bits

FiE 2015: Our best bits

Our teams of journalists were out in force at Food Ingredients Europe (FiE) last...

New tech on EFSA’s horizon: Crowdsourcing and cyber assistants

New tech on EFSA’s horizon: Crowdsourcing and cyber assistants

New technology like crowdsourcing and artificial intelligence computers is the future of risk assessment,...

Lab meat, plant proteins and insects: Which alternative proteins will feed the world?

Lab meat, plant proteins and insects: Which alternative proteins will feed the world?

The quest for alternatives to animal-derived proteins has led to a huge amount of...

Food firms should prepare for pre-recession spending

Prepare for pre-recession spend – top economist

Food manufacturers should prepare for a positive three years ahead, as the changing economy...

Creepy proteins will be hot

New proteins are creeping on trend

Alternative proteins are a “hot area” of interest and products such as sandwich spreads...

Salt reduction not a priority for UK consumers: LoSalt survey

Salt reduction not a priority for UK consumers, finds LoSalt survey

Caroline Klinge

sales and marketing manager, LoSalt

‘Nice wine, no corkscrew?’ Mirabeau En Provence wins 8m+ YouTube views

‘Nice wine, no corkscrew?’ Mirabeau En Provence solution strikes YouTube gold with 8 million+ views

Mirabeau En Provence owner Stephen Cronk says the desire for a direct consumer connection...

DSM claims craft brewer interest in gluten-free beer enzyme

DSM claims craft brewer interest in gluten-free beer enzyme

DSM Food Specialities claims that, far from being cautious, craft brewers are embracing the...

Smoothie brand Froosh warns of ‘social washing’ within supply chain

Smoothie brand Froosh warns of ‘social washing’ on supply chain sustainability

Scandinavia’s top-selling smoothie manufacturer Froosh has called for ‘trade not aid’ in developing countries...

Key Industry Events

 

Access all events listing

Our events, Shows & Conferences...