THE HUNGER FOR HEALTHY SNACKS

The healthy snack and ready-to-eat foods sector is expected to see substantial global growth as more and more consumers look to these healthier yet convenient food options. The COVID-19 virus has been ‘thanked’ for the increase in demand in healthy snacks, as consumers seek out better alternatives, together with shoppers practicing caution and shopping online and in bulk during the virus-related lockdowns.

Why do we snack?

Whilst our main meals are usually eaten out of hunger or household routine, snacks are eaten for a variety of reasons. This can include those seeking comfort, inclusion, stress-management and low-mood, as a reward, convenience or a simple energy lift. Sometimes, it’s as simple as the habit of snacking in certain social settings and occasions.

The literal action of chewing or mastication can help with anxiety and mood, along with many other mental health issues.

Why? Chewing activates the hypothalamicpituitary-adrenal axis (or HPA) which is complex neuroendocrine mechanism to help balance the effects of stressors, by regulating physiological processes, such as metabolism, immune responses, and the autonomic nervous system (ANS). Hence the invention of chewing gum, to reduce stress along with the perceived dental benefits.

Snacking may be a professional sport for fussy eaters like children, and in replacement of the traditional three meals per day, however for most, snacks are in integral ‘bridge’ in the diet between these main meals keeping our bodies at optimal performance levels.

Traditionally, snacks have been packed with salts, fats, sugars and synthetics to deliver endorphins or feel good hormones to our brain. Over indulgence on these traditional snacks, can be linked to a multitude of conditions including obesity, diabetes and heart disease.

Hence the introduction of what is termed ‘solid’ snacks, deemed to be better for you. Generally ‘solid’ snacks are lower in sodium, sugar and fats and enriched with nutrients and supplements for optimal health. They may also be high in protein and fibre to help promote energy levels during the day. Dietary restrictions as always are catered for with many brands offering glutenfree and keto/paleo options.

These snacks, marketed as helping the consumer to eat well, can also fulfil the ‘guiltfree’ healthy indulgence mindset. The more the consumer feels good about their choices, the more they will test out other categories within the health snacks market.

The best news? The Asia-Pacific region boasts the strongest growing market in healthy snacks, attributed to two reasons, the expansion of technology in food handling within the region and most importantly, the evolving consumer food choices pointing to natural and healthier options. In fact, this region represented 56% of the market growth in 2019, overshadowing the US market at only 25%.

Savoury Snacks

Set to dominate the healthier snacks category, savoury snacks of chips, popcorn, crackers, nut mixes. The use of intense and spicy flavours is on the rise too, to satiate to the growing global palate.

Sugar-free Snacks

It is expected that the claim of ‘sugar-free’ will be grow exponentially within this trend as consumers seek out ‘guilt-free’ options for their home comfort snacking and socialising.

The Market

With the cost for healthy snacks a major hurdle, healthy snacking brands need to ensure they position their offerings well. As a result, retails stores and websites alike, are tipped to adapt their strategies to maximise this growth.

With retail store limitations in lockdown areas, customers tend to seek out information online, so harnessing the ‘natural mindset’ of the customer is key. They want healthier, they want to be justified in their purchase at that price, so sell them the pros by highlighting the emotional and lifestyle benefits.

Likewise, suppliers and manufacturers will need to ensure production capability and machinery to facilitate this growing sector of quick-seal packaging, as bricks & mortar stores and websites need to reposition this category to the fore to embrace the ‘convenience’ customer.