Innovation in Savory Snack Formats

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Innovation in Savory Snack Formats

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The savory snacks industry is one of the largest food markets in the world, worth over $77bn globally in 2010. In the constant struggle to acquire a competitive edge, manufacturers have sought to innovate through format and occasion.

Despite the global economic slowdown, savory snacks represents a particularly resilient industry. Modern society presents a multitude of occasions which suit the principle of snacking, and people are typically open to trying new products. It is therefore not surprising that the industry is one of the most competitive, with manufacturers perpetually attempting to innovate and differentiate. Analyze trends in savory snacks, enabling better prediction of market movements (growing ingredients, flavor, sizing and nutritional trends).Identify the movements of key competitors through a plethora of global product examples, enabling companies to assess their own product strategies. Evaluate consumers' snacking needs by time of day and snacking requirements, enabling the appropriate consumer-led marketing Use market data, and growth estimates, to better predict successful new snack launches. Gain insight into the growth of key savory snack categories, through Product Launch Analytics data analysis. Potato chips dominate the savory snacks category with over a third of new product launches over the last two years. However, manufacturers are attempting to exploit their appeal while adding a unique point of difference with the launch of potato chip alternatives, using chickpea, lentil, and even seaweed. PepsiCo found that although crisps and snacks are consumed with soft drinks 57% of the time, they are bought together in only 13% of cases. In 2011 the company developed new Doritos and Pepsi Max lines that were designed to be sold together. Manufacturers are using combination products and flavor-matching to drive penetration. Snacks that address concerns over cognitive health and the physical energy needs of consumers have emerged in greater numbers in recent years. Product Launch Analytics, for example, recorded the launch of 237 savory snack SKUs that were tagged as energizing or containing brain health ingredients in 2010 and 2011.What influences consumer choice in terms of healthy and indulgent snacking, and their choice of natural or processed options? How can manufacturers format their products to appeal to consumers by addressing their desire for sharing or sociable snacks? What direction will the market go in terms of savory snack sizes and who needs to be targeted specifically for these different sized offerings? How can format influence consumer choice of snacking products? What are the emerging flavors and formats in savory snacks and which are likely to last the long term?

About the author

•Disclaimer

EXECUTIVE SUMMARY

•Natural versus processed

•Single use, multiple and modular snacking

•Exploring snacks by size

•Duration snacking

•Novel flavorings and formats

Introduction

•A lucrative but changing market

•About this report

•Market overview

- Category breakdown

- Demographic analysis

- Product claims

Natural versus processed

•Summary

•Introduction

•Natural: snacking for body and mind enhancements

- All natural, simple ingredients

- Energizing ingredients

- Salt

- Health and eco dynamic

- Healthy snacking by subscription

•Processed: feeling no guilt for snacking unhealthily

- Sport watching

- Pub snacks

- Late night snacking

- Special occasions

•Conclusions

Single use, multiple and modular snacking

•Summary

•Introduction

•Single use savory snacks: responding to consumer motivation

- For one person consumption in one sitting

- On-the-go friendly

- Quick energy, nutrition release

- Healthy snacking

- Quick hunger quencher

•Multiple savory snacks: responding to consumer motivation

- On-the-go friendly

- Slow release energy for consumption over time

- Snacks for sharing

- Snacks for special occasions

- Single use indulgence and comfort food

•Modular savory snacks: responding to consumer motivation

- Gaming

- Work place snack

- On-the-go lunch

•Conclusions

Exploring snacks by size

•Summary

•Introduction

•Large snack formats

- For sharing

- Celebrity endorsed Fair Trade snacks

•Small snack formats

- Addressing dieting and portion control

- Snacks as healthy meal replacement

- Kids' snacks

•Conclusions

Duration snacking

•Summary

•Introduction

•Consuming in one sitting

- Sociable snacking

- Hunger busters

- Time specific activities

•Consuming over time

- Dip into indulgence

- Prolonged exercise

•Conclusions

Novel flavorings and formats

•Summary

•Introduction

- Crunch sensation

- Sweet and salty popularity

- Flavor matching snacks and drinks

- Celebrating local cuisine

- Exploring foreign cuisine snack flavors

- Potato chip alternatives

•Conclusions

Conclusions

•Packaging will hit extremes of large and small

•Packaging must maintain freshness for longer

•Flavoring extremes: the familiar and the exotic

•Potato chip alternatives: healthier, tastier

•Texture offers calorie free snack enjoyment

•Under represented: gender specific marketing and eco-friendly products

Appendix

•Methodology

•Bibliography/References

•Definitions

TABLES

•Table: Savory snacks market by region ($m), 2005–15

•Table: Global savory snacks market by category ($m), 2005–15

•Table: Global savory snacks market by age, 2010

•Table: Popular flavors in newly launched savory snacks in Japan, 2010–2011

•Table: Category definitions

FIGURES

•Figure: Product claim cloud for savory snacks launches, 2011

•Figure: Product claim cloud for savory snack launches, 2006

•Figure: Wellness in savory snacks

•Figure: Natural savory snack launches, by SKUs, 2009–2011

•Figure: Naturalness is at the core of healthy snacks

•Figure: Frito Lay places emphasis on its potato chips' natural ingredient content

•Figure: Walkers Crisps marketed its simple format in a 2011 advert

•Figure: Chio Hangover Chips have a novel energizing chip format

•Figure: Seabrook emphasizes a low salt, high flavor concept in its potato chips

•Figure: Healthy eating and sustainability are shown to be linked

•Figure: Savory snack brands can utilize healthy and eco friendly production methods to attract consumers

•Figure: Processed savory snacks

•Figure: Sport watching provides incentive for consumers to snack

•Figure: Pub snacks are getting more premium

•Figure: Doritos Late Night are offered in flavors inspired by late night snacking

•Figure: Convenience in savory snack formats

•Figure: Single use savory snacks can be promoted as having a number of benefits

•Figure: Jerky SKU launches by region, 2009 to 2011

•Figure: Jerky products have been launched with stand out characteristics

•Figure: Chunky Cheese Co. is a new adult cheese snacking product

•Figure: SunRype Fruit Snack is marketed as being a nutritious but child friendly snack

•Figure: Energizing beef jerky and green tea snacks offer market differentiation

•Figure: The one handed appeal of savory snacks has been a key selling point at McDonalds

•Figure: Multiple format savory snacks

•Figure: Practical snacks for on the go usage offer an appealing functionality

•Figure: Walgreen's offers a daily dosing trail mix bag, while Zips are energy enhanced seeds

•Figure: Nutty Nibbles and Nutty Nibbles offer new sharing snack formats

•Figure: Birthday snack boxes offer year round selling potential

•Figure: On the go premium snacking

•Figure: Modular format savory snacks

•Figure: Dip Desperado promotes Doritos chips and dips via social gaming

•Figure: Cracker construction kits offer a snack alternative for lunchtime

•Figure: Snacks by size

•Figure: Kettle chips have been promoted heavily in larger sharing bag formats

•Figure: Harry's Nuts! have an appealing light hearted charity dynamic

•Figure: Two different approaches to diet snacking

•Figure: Ricky's Lucky Nuts offers a healthy meal replacement product

•Figure: Marketers have become adventurous in producing a range of healthy savory snacks for children's markets

•Figure: Duration snacking

•Figure: Consuming in one sitting

•Figure: The Free Café offers free snacks to raise brand awareness

•Figure: Tillman's Toast Me! Offer quick snacks from the toaster

•Figure: Popcorn is a popular savory snack for consuming in one sitting

•Figure: Consuming over time

•Figure: Number of multigrain savory snacks launched globally by SKU, 2006-10

•Figure: Pringles Multigrain offers a healthier version of the famous chip

•Figure: A selection of Planters Nutrition Snack Mix range

•Figure: Novel flavors and formats

•Figure: Novel flavorings and formats

•Figure: Walkers has introduced a crunchy potato chip sub brand

•Figure: Japanese manufacturer Tohato has two brands focused on providing a crunchy sensation

•Figure: Gender specific crunchy snacks are on offer in Japan

•Figure: Sweet potato chips have novelty appeal

•Figure: PepsiCo has marketed two UK brands as being ideal to purchase together

•Figure: Local cuisine is celebrated in certain Japanese snacks

•Figure: Regional foods have inspired snack brands

•Figure: Walkers potato chips have been launched in flavors inspired by global cuisines

•Figure: Foreign flavorings have inspired new savory snack launches

•Figure: Hummus chips are marketed as being healthy and good for dipping

•Figure: Pita snacks are marketed as crunchier and healthier than potato chips

•Figure: Lentil chips are marketed as a healthy snacking option

•Figure: Seaweed is an unusual but up and coming snacking option in the US

•Figure: Pack sizing extremes

•Figure: Flavoring extremes

Companies mentioned

Admiral Group plc, CMS Energy Corporation, ConAgra Foods, Inc., EBSCO Industries Inc., ERGO Versicherungsgruppe AG, Hutchison 3G UK Limited, Metro AG, Nestlé SA, PepsiCo, Inc., Schindler Holding Ltd., South African Airways, TNS, Inc.

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