Less of a guilty pleasure
Growth was also driven by consumers’ concern around weight and health. Most of the launches were designed for consumers looking for an all-natural and low-calorie snack.
“After researching the popcorn market, visible trends I’ve seen are highly revolved around health and wellness. Brands are launching healthier options (low calories, no trans-fat, gluten-free, low sodium, etc.) marketing to consumers’ concern for a healthy lifestyle and demand for products with better-for-you attributes,” said Burnidge.
Examples included: Quinn butter & sea salt popcorn made with organic, non-GMO and rBGH (artificial growth hormone)-free butter and Skinny Girl lime & salt popcorn with 6g fat and 25 calories per serving.