The Give and Take of Food Relationships
Central to the wellness journey is the nuanced relationship consumers have with food. This relationship is characterized by a delicate balance—a give and take—wherein individuals seek to nourish their bodies while indulging in foods that bring them joy and comfort. Snacking plays a crucial role in this balance, offering an opportunity to make mindful choices that align with health objectives without sacrificing enjoyment.
Better-for-You Snacks: Bridging the Gap
In pursuit of health goals, consumers are increasingly turning to better-for-you snacks. These snacks are designed to provide nutritional benefits such as vitamins, fiber, and protein, while often containing fewer artificial ingredients and lower levels of sugar and salt. By integrating these snacks into their dietary habits, consumers are taking proactive steps towards their wellness goals, ensuring that every bite contributes positively to their overall health.
Mapping the Market Through Need State
The Emotional Component
Beyond physical nutrition, snacks also cater to emotional needs. Whether it's a craving for comfort, a desire for indulgence without guilt, or a means of managing stress, snacks serve as emotional anchors throughout the wellness journey. The satisfaction derived from enjoying a well-chosen snack can uplift mood, alleviate stress, and enhance overall well-being, reinforcing the idea that wellness encompasses both body and mind.
In Glanbia Nutritionals recent Attitude and Usage study, we broke out the consumer’s need spaces into eight need states that demonstrate the consumers’ journey between emotionally driven choices and functional or physical driven choices (see chart above).
The left side of the chart demonstrates the emotionally driven needs are that of pleasure, the need for a guilt-free treat, and a relaxing moment. This is where we often see more better-for-you treats being enjoyed, typically while watching TV. Consumers are given permission to enjoy these snacks more often as they are healthier for them, taste great, and make them feel less guilty.
The Functional Component
The right side of the chart illustrates the more functionally driven needs. These needs are more focused, and metric based like building your body or managing your weight. So, consumers are less willing to sacrifice on ingredients during this need state. They have a goal, and they are making sure their snacks have high protein, low calorie, and low sugar to meet their physical or medical goals.
The Role of Protein
One undeniable aspect of both emotional and functional needs is the desire for protein. Consumers seek protein in various situations, not just at the gym. In fact, 39% of consumers prefer protein during relaxing activities like watching TV or playing video games. Additionally, 23% look for protein during breaks from work or studying, and 14% seek it before or after going to the gym.1
The Protein "Health Halo"
When considering the importance of protein, as illustrated in the protein Health Halo (refer to the chart above), foods on the left are perceived as less healthy, while those on the right are viewed as healthier due to their protein content. Adding protein to even less healthy foods shifts them towards the healthier side of the spectrum. This indicates a positive perception of protein. For instance, protein bars are considered healthier than cereal bars. Therefore, when creating a better-for-you snack, it is crucial to include protein, as it allows consumers to feel less guilty while still being indulgent, leading them to enjoy these treats more frequently.
Key Demographics: Young Active Consumers
Approximately 51 million people aged 18-44, who exercise three or more times a week, are pivotal to the BFY snack market1. In the past three months, 39% of these young active adults consumed protein bars, sweet snacks, or protein cereal1. This demographic drives the BFY snacking category, showing higher consumption rates across various protein snack formats compared to their less active counterparts.
Balancing Pleasure and Functionality
Consumers' snacking habits vary throughout the day, with healthier options preferred in the morning and more indulgent treats in the afternoon and evening1. Snacks play a key role in managing daily calories, providing high protein, being enjoyable and indulgent, and adding excitement to diets. The most sought-after traits in BFY snacks are great taste, high protein content, and convenience.
Opportunities in Expanding Snacking Formats
While protein bars remain a gateway for many consumers into the protein RTE space, new formats like sweet snacks and protein cereals are attracting different consumer segments. For example, 6% of consumers use sweet snacks but not protein bars, and 13% use protein cereal without consuming sweet protein snacks or bars1. New formats create an incremental opportunity (stacking vs. substituting) to tap into the emotional (pleasure) side of snacking and drive category expansion. The critical inflection point is finding the right balance between health and taste.
Glanbia Nutritionals is so much more than just an ingredient supplier. We can help customers at every stage of the new product development and commercialization cycle. Our collaborative approach to development and innovation is a key differentiator for Glanbia Nutritionals when working to bring strategic solutions to the market.
Contact us today to discuss your next product formulation for the healthy snacking space.
Glanbia Nutritionals Better-for-You Snacking Solutions
Pleasure Need State Formulation Product Example
