Consumers rely on a quick fix
Health-conscious consumers want to eat better, but often perceive healthy food as inconvenient and lacking in indulgent qualities. A new report from independent market analyst Datamonitor reveals the desire to compromise these often mutually exclusive needs will increasingly drive demand for healthy snack food and drink.
More than 20% of consumers surveyed in Europe and the US indicated they sought healthy options much more than previously when it comes to snacking. However, the report says that manufacturers will need to work hard when it comes to building up trust between themselves and the consumer with regards to how healthy their offerings really are.
Although healthy products remain a small percentage of overall indulgent snack releases, the indication is that a growing number of consumers wish to snack indulgently, but in a guilt-free manner, says consumer market analyst and report author Richard Parker.
Busy consumers increasingly view snacks as a quick fix solution to their health needs. Snack foods and beverages sit uncomfortably in the context of the consumer trend for health and wellness, often being associated with unfavourable nutritional practices. However, despite this, snacking remains an important part of daily eating and drinking behaviour.
Today’s consumers are better informed and more in control where health issues are concerned. This changes their attitudes and behaviors at snack times as well as main mealtimes.
