Healthy, Indulgent Snacks on the Rise

When it comes to snacks, consumers really do want it all, according to a new report from London-based Datamonitor: health, convenience and indulgence. This triumvirate will drive demand for healthy products in the future, says the market analysis firm. But the challenge for manufacturers is to build up trust between themselves and the consumer regarding the products healthfulness.According to the report, more than 20% of European and U.S. consumers surveyed indicated they were looking for healthy snack options much more than before. Its author, Richard Parker, points out that, although healthy products make up a small proportion of indulgent snack releases, an increasing number of people want guilt-free indulgence.Despite snacks frequently unhealthy reputation for excess calories and nutritionally suspect ingredients, snacking remains an important part of daily eating and drinking behavior as consumers search for products that match their hectic life styles. However, they often see healthy foods as less convenient, requiring more time-intensive preparation, and also lacking indulgent qualities that arent an acceptable trade-off for health considerations. The report says that products that combine health, convenience and indulgence can help them consume a healthy diet, practice a time-pressed lifestyle, and still experience qualities that make snacking pleasurable.Datamonitors 2006 survey found that 60% of European and U.S. consumers had sought convenient and healthy food and drinks more often in the last year. And over a third had more-often looked for indulgences that offered an escape from daily pressures. In addition, 80% of both men and women agreed that companies need to enhance the flavor and tastiness of healthy products. The report found that manufacturers of healthy snack products are increasingly focusing not just on reduced fat or sugar, but on functional benefits, such as added vitamins or antioxidants. In Europe, 2.9% of 2006 snack introductions featured health as a product claim, while the U.S. level was up to 6.5%. However, the author warns that snack foods and beverages with health benefits still seem counter-intuitive to many consumers, and skepticism towards corporate messages makes it an uphill battle for traditional snack producers. Datamonitor also found that health considerations are still not a primary influence on choice of more traditional, impulse snack food or beverage options. While consumers are clearly aware of products unhealthy attributes, they focus on other traits such as taste and indulgence. Snacking is a strongly sensory-based and emotive experience, and is often a response to stress or a momentary form of escapism, says Parker. If that is to be fulfilling in a healthy way, then the indulgent characteristics must still be satisfied.