Creative strategy is key in snacks segment

Snacking is central to the strategy of many food companies, with explosive growth in the number of new snacks launched between 2010 and 2017: 125% in Europe and 47% in North America.

But according to a new report from New Nutrition Business, Strategies in Healthy Snacking, this huge growth means that healthy snacking is now an intensely competitive and crowded space. “Companies have to work even harder to create a product that brings a real point of difference for the consumer,” says Julian Mellentin, author of the report.

The report outlines ten strategies for success in healthy snacking, illustrated with 15 case studies of healthy snacking brands in the US and Europe.

No limits on new product development (NPD): Creative NPD and innovation are key for success in snacking, says Mellentin. “The businesses that are proving successful are the ones that are creating new markets with differentiated snack concepts, often using new ingredients and processes, and selling them under new brands and messages.”

Premiumisation: This is the new normal in the healthy snack category. Brands that deliver an innovative snack product, targeted at the ever-fragmenting consumer preferences, can command premium prices. All of the 15 case study brands included in the report sell at a significant premium of up to 830% compared to mass-market brands.

Leveraging technology: New ways of processing natural ingredients and new packaging technologies are behind the success of many new snack concepts.

Consumer ideas about what is healthy are becoming ever more diverse and this is creating a wealth of white spaces for new snack products.

However, in a more competitive sector than ever before, it’s crucial that companies look hard at which strategies have proven successful for snack brands and which ones they can apply to their business, Mellentin says.

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