Demand for Healthy Snacks Driving Global Market

DUIVEN, The NetherlandsThe global snack foods sector is experiencing steady growth with the number of new product launches showing double-digit growth in 2011, according to new market data from Innova Market Insights.

Consumer demand for healthy snacks, including gluten-free, organic, clean labels, whole grains, reduced calories and omega-3 and vitamin- and mineral-fortified products also was reflected in new product launches in 2011. Savory and salty snacks accounted for just under two-thirds of the total number of product launches, while snack nuts and seeds rounded out the numbers.

Launches in Asia accounted for nearly 40% of total snacks introductions, ahead of Europe with just under 30%. Within Europe, the United Kingdom, Germany and the Netherlands had some of the highest levels of product activity, reflecting relatively high per capita consumption levels in these countries.

Lu Ann Williams, research manager at Innova Market Insights, said despite the increasing competition from other snacks, savory snacks and nuts are more than holding their own, largely via growing emphasis on authenticity, originality, strong and exotic flavors and more convenient packaging concepts, often supported by a healthy or natural angle and strong branding.

Data also revealed nearly 40% of global launches in 2011 had some type of health positioning, including whole grain, organic, gluten-free, low-calorie, vitamin and mineral fortification, omega-3 fatty acids or bone health.. In the United States, that number rose to 60%. Interestingly, the rise of gluten-free products has also been fairly dramatic, with nearly 10% of global snacks launches using that platform in 2011, rising to more than 20% in the United States.