SUBSCRIBE

Breaking News on Industrial Baking & Snacks

Trends > Health

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.

Related products

Related suppliers

Heard of himanthalia? Dutch start-up aims to replace carb-heavy pasta with seaweed

Heard of himanthalia? Dutch start-up aims to replace carb-heavy pasta with seaweed

Himanthalia - or sea spaghetti - may not be commonly known. But as a...

Kids, claims and variety – the key opportunities for snacks growth

Kids, claims and variety – the key opportunities for snacks growth

Families, ingredient claims, and variety in packaging and flavors have been flagged up as...

‘Everything is a snack’: the foods and formats shaping the category

‘Everything is a snack’: the foods and formats transforming the category

With 96% of US consumers snacking between meals – and the lines between mealtimes...

Cash in one’s chips: The humble potato’s new Asian markets

Cash in one’s chips: The humble potato’s new Asian markets

Teresa Kuwahara

Global marketing manager, Potatoes USA

'It's still an attractive market': How are companies overcoming political instability in Turkey?

'It's still an attractive market': How are companies overcoming political instability in Turkey?

At the crossroads of east and west, Turkey offers huge promise but given the...

Enjoy Life Foods asks how best to merchandise free-from foods

Enjoy Life Foods: Dedicated allergy-friendly sets in the natural aisle are the best way to merchandise free-from foods

With one in 13 children diagnosed with a food allergy in the US*, ‘allergy-friendly’...

Video: Snacking can be a force for good, says nutrition specialist

Video: Snacking can be a force for good, says Campden BRI nutrition specialist

Food developers, manufacturers and ingredients suppliers gathered in Birmingham, UK, last month for a...

Video: Nim's brings its fruit-drying technology to vegetable snacks

Video: Nim's brings its fruit-drying technology to vegetable snacks

Snacks supplier Nim’s Fruit Crisps unveiled its first range of vegetable crisps at the...

Video: How dakos bread caught attention of Ottolenghi and retailers

Video: How Crete's dakos bread caught attention of Ottolenghi and retailers

BakeryandSnacks readers could be forgiven for not knowing what dakos is.

i2r launches tulip muffin and greaseproof papers

i2r launches tulip muffin and greaseproof papers for the bakery industry

i2r Packaging Solutions has launched a range of tulip muffin wraps and greaseproof papers to...

Bread hit hard by price wars

Bread is ‘price war casualty’ – FoB director

Bread is one of the biggest casualties of the supermarket price war, as retailers...

food packaging, business, women

How to be a successful woman in the packaging industry

Passion, determination and ambition: all top tips for aspiring businesswomen, say three senior Swedish...

NPD category busters: From ‘Teagurt’ to coffee fruit energy to Milo expansion

NPD category busters: From ‘Teagurt’ to coffee fruit energy to Milo expansion

Jane Barnett

Insights manager for Australia-New Zealand, south east Asia and India,...

USDA WASDE: Wheat supply up but ‘quality issue emerging’ says AHDB

Wheat supply up but ‘quality issue emerging’

Wheat supplies have hit record levels across the globe, but for France and some...

UK gluten-free businesses should storm Europe

Europe is ripe for UK gluten-free businesses

France and other European countries are prime targets for the UK’s established gluten-free (GF)...

Manufacturers are struggling with healthier food calls

Bakeries struggling with calls to cut salt, sugar and fat

Manufacturers of baked goods are reaching a point where calls to cut salts, fats...

Thins in packaged bread could spark growth, Mintel

Can ‘thins’ save a dwindling packaged bread sector?

‘Thins’ have taken off in the US and Canada with bread, bagel and even...

Bread innovation needed amid carb, additive backlash: Mintel

Additives and carb backlash stumps bread innovation, says Mintel

Stephanie Pauk and Pam Yates

Analysts, Mintel

On demand Supplier Webinars

The Path to Sustainability*: Beyond the Almond Orchard
Almond Board of California
All supplier webinars