Diversification in snacking: Consumer trends drive ample NPD

25 Sep 2018 --- Consumers are increasingly seeking options to be consumed on the go and with ease, spurring ample NPD and innovation from an array of market areas. Snacks need to tick the health, as well as convenience, box. It is expected that snacks will continue to undergo healthy transformations, and healthy meals being repurposed into snacks through convenient packaging. PackagingInsights takes a look at some of the innovative offerings to the snacking market.

“Millennials are an influential consumer group driving the rise of on-the-go consumption, with 43 percent specifically choosing products that allow food to be eaten on the move,” Alexandre Carvalho, Director Marketing Services, Tetra Pak tells PackagingInsights.

Similarly, a Welch’s Global Ingredients group’s commissioned survey found that 92 percent of Millennials eat a snack instead of having breakfast, lunch, or dinner at least once a week. As for why Millennials tend to engage in this eating habit, the survey found that 39 percent said they are too busy to sit down and eat a meal.

In light of increased consumer demand for on-the-go packaging options, the industry has witnessed growth in resealable and reclosable packaging. Between 2013 and 2017, an average annual growth rate of +103.1 percent has been observed for new food and beverage launches tracked with “resealable/reclosable” packaging (Global, CAGR 2013-2017), according to Innova Market Insights.

Industry NPD responds to the call for healthier options
Innova Market Insights data notes a 25 percent increase in fruit and vegetables marketed with a “snack” claim. Such products are also packaged in ways that optimize them for on the go consumption: pouches with nozzles, tubs with dips such as hummus separate on top and resealable packs.

The market research company further highlights how the nutritional content of snack foods is changing in terms of protein content, fiber, vitamins and minerals, which mirrors consumers demand. The ongoing strength of the high protein trend, which is about satiation, is also illustrative of this shift.

One category to illustrate the diversification of snacking is the meat snacks sector, which has profoundly benefited from the high protein trend.

Stryve Biltong, a gourmet beef biltong company based in Texas, offers a high-protein, high-quality, cured and sliced beef, chicken and turkey bites. Biltong touts its product as a clean ingredient and paleo friendly alternative to traditional beef jerky that is high in protein with little to no carbohydrates, sugar, or nitrates/additives.

Speaking to PackagingInsights, Paige Brown, Director of Marketing at Stryve Biltong CEO explains how the packs were optimized to suit the snacking sector: “For our sliced biltong, our pouches are slightly smaller than other meat snacks on the market with the intent to make it easier to pack in a bag or take on the go. They’re also resealable so you can enjoy at your convenience and always have a fresh bite.”

On the other side to the meat spectrum, Elmhurst has launched a plant-based protein drink packaged in a SIG carton, optimized to be drunk on the go. The shake refers to itself as “The Cleanest Protein Shake on the Planet,” tapping into the vegan trend and touting free from artificial ingredient status.

The new pack from Elmhurst, in collaboration with SIG, also features a scannable code which allows consumers to explore hidden content. The augmented reality (AR) content delivers details that hope to emphasize how the beverage is vegan. Along the AR journey, there will be information about the sustainability of SIG cartons as well as an opportunity for the consumer to take a picture with a personalized face filter to share on social media. This connected packaging aspect also taps into other overarching market trends, such as digitalization, increased concern over sustainability and connectivity.

Carvalho, of Tetra Pak, explains how connected packaging is also a key component to answering millennials demands of convenience: “Packages with digital technology, known as smart packages, now offer a consumer experience that will both surprise and delight. Thanks to smart technology, every package sold can now carry a unique digital identifier, creating the opportunity for direct one-to-one conversations with consumers.”

Similarly tapping into the need for convenient plant-based nutrition is Revolicious: clean label, plant-based smoothie bowls with a packaging system optimized for grab-and-go use with a separate body and lid for toppings.

Revolicious founder, Jessica Barac, tells PackagingInsights' sis website, NutritionInsight, that the increasingly busy lives of consumers has left them looking for healthy and convenient foods. “We have created the first product of its kind globally: Grab & go Smoothie Bowls with a 30-day shelf life. We noticed a real gap in the market for breakfast on the go that is nutritious and satiating.”

The market for on the go nutrition is set to expand, with innovative startups, as well as major players, engaging in innovative NPD. You can read more about how the packaging industry has responded to busy consumer schedules here.

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