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

Headlines > Market Trends

Loading...
DISPATCHES FROM VITAFOODS EUROPE 2014

Nutritional snacks? Manufacturers misread consumers, says Datamonitor Consumer

By Kacey Culliney+

13-May-2014
Last updated the 13-May-2014 at 15:59 GMT

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.

Tesco soft drinks buyer warns brands PowerPoint can be painful

'PowerPoint can be painful!’ Tesco soft drinks buyer warns entrepreneurs

The head of Tesco’s soft drinks buying team David Beardmore has urged aspiring brands...

Taste genetics: A new way to look at policy and segment consumers?

Taste genetics: A new way to look at policy and segment consumers?

Can new research in to the genetic basis of taste could help manufacturers and...

Delicious disasters: Marketing expert warns manufacturers on 'disruptive innovation' and learning from mistakes

Delicious disasters: Marketing expert warns manufacturers on 'disruptive innovation' and learning from mistakes

Everybody is chasing innovation and the next big idea, but when it comes to...

Global ID: 'Demand for Non-GMO-Project verification doubled after Whole Foods put its GMO cards on the table...'

Global ID: 'Demand for Non-GMO-Project verification doubled after Whole Foods put its GMO cards on the table...'

The growth of the Non-GMO Project verification scheme has been nothing short of explosive...

Merging industries: Top chefs and the food companies can learn a lot from each other, says chef

Merging industries: Top chefs and the food companies can learn a lot from each other, says chef

While there are some differences between high end catering and the large scale manufacturing...

Breakfast cereal decline: Mintel talks opportunities, challenges

Crunch time: Is breakfast cereal doomed to sink?

The global breakfast cereal market faces increasing competition as consumers turn to convenient alternatives,...

Fortified foods vs naturally healthy: IFIC says consumers like both

Fortified foods vs naturally functional: Consumers consider both ‘worthwhile’, says IFIC

Consumers are open to fortified foods just as much as those that contain naturally...

Gluten-free fueled by food skepticism & fad diets: Packaged Facts

Gluten-free: A ‘perfect storm’ fueled by food skepticism and fad diets

Processed food skepticism and fad dieting played a big part in the gluten-free boom,...

'People don't break windows': Second Glass boss on US Wine Riots

'People don't throw chairs and break windows': Second Glass boss on starting US Wine Riots

Dubbed the 'Prince of Boston's Wine Revolution' by Stuff magazine, Second Glass founder Tyler...

Bread innovation needed amid carb, additive backlash: Mintel

Additives and carb backlash stumps bread innovation, says Mintel

Stephanie Pauk and Pam Yates

Analysts, Mintel

Drinks manufacturers play a key role in sugar reduction

Drinks manufacturers must reduce sugars: PHE

Drinks manufacturers must work to reduce the amount of sugars in their products to...

Sainsbury's listings at 19, sports drinks at 24: Overly comes of age

Sainsbury's listings at 19, a sports drink launch at 24: Overly entrepreneur on guessing Justin King's email and casting off wide-eyed innocence

Young entrepreneur Chris Hannaway and childhood friend Will Hammersley launched frozen yogurt brand Arctic...

Mooted novel food changes will open exotic fruit doors in EU

Mooted novel food changes will open exotic fruit doors in EU

Dr John Wilkinson

Consultant and EU Novel Foods expert

DrinkPreneur Live 2014: OOb takes Tesco prize in final shootout

DrinkPreneur Live 2014: OOb takes Tesco prize in final shootout

Green-tea based drinks brand OOb took first prize at the inaugural DrinkPreneur event in...

Candy innovation: Miniature, flavors but little on health, Euromonitor

Sweet innovation? Candy makers are sticking to what they know, says Euromonitor

For the most part, confectioners have continued to innovate in known areas like flavor,...

Supermarkets told to take risks with ready meals

Own-label ready meals lack innovation, Bingham and Jones

Retailers need to be bolder with their own-label ready meals and stop relying on...

Cocoa flavanol health claim milk drinks 'could soon be on the market': Barry Callebaut

Cocoa flavanol health claim milk drinks 'could soon be on the market': Barry Callebaut

Ieme Blondeel

Product and Process Development Engineer, Barry Callebaut

On demand Supplier Webinars

Colouring Foods: Market trends and technical challenges
DIANA, FOOD DIVISION
All supplier webinars