• Added Veggies and Whole Grains Attract theHeart-health- and Weight-conscious
• “Pure” is the New “Natural”

According to a study from Auburn University in Alabama, people who munch on snacks between meals tend to have healthier diets than those who stick to eating only at regular mealtimes. Specifically, the results showed people who snack more frequently have higher amounts of fruit, whole grains and milk in their diets. The study also showed that the more a person snacks, the more likely he or she will eat both healthful snacks and healthful meals. Still, the study showed frequent snackers fall short of eating enough vegetables.

Boulder Canyon Natural Foods Co. was quick to grasp this opportunity. The company recently developed Garden Select Vegetable Crisps in three varieties: Hearty Cheddar, Red Ripe Tomato and Sour Cream & Chive. As with all Boulder Canyon snacks, these crisps are made with all-natural ingredients and  cooked in sunflower and/or safflower oils, which are low in saturated fat and rich in essential fatty acids. The crisps contain 30% less fat than traditional salty snacks and no trans fatty acids, cholesterol or monosodium glutamate  (a flavor potentiator used in many savory seasonings.) One serving of the chips claims three fourths of a serving of “real vegetables.” The mix includes carrots, celery, cabbage, tomatoes, green bell peppers, red bell peppers, broccoli and kale, among others.

Sneaking veggies into snacks is just one of a number of trends Innova Market Insights finds will drive innovations this year and next. The biggest trend will be for companies to capitalize on the concept of “pure.” Pure is the new “natural,” a term that remains ambiguous in the world of food marketing yet still is a strong consumer draw. The concept of pure is realized by marketers through use of terms such as “purity,” “pure origin” and “true to nature” on product labels.

For example, at the beginning of the year, 34 Degrees LLC added sweet flavors to its 34 Degrees Crispbread product line. Varieties include: Caramel, Chocolate, Cinnamon and Graham. The crisps are low in calories and fat, making them a welcome addition to the booming snacking trend. Both the original savory flavors (Natural, Sesame, Cracked Pepper, Rosemary and Whole Grain) and the new sweet ones are baked with natural ingredients and also fit the current trend for reducing the number of ingredients in a formulation.

Color It Pure

Sweeteners and colorants are two ingredients with strong influence on the pure movement. So-called “natural sweeteners,” such as stevia and agave nectar, will be used more often, and their inclusion will be promoted on product labels. And, when certified (read: artificial) colors can be avoided, they will be.

For example, Weetabix USA’s Barbara’s Bakery recently introduced Double Chocolate Snackimals and Peanut Butter Snackimals cookies, guilt-free treats for snacking at home, school or work. “Peanut butter and chocolate are classic flavors that make a great combination,” says Kent Spalding, vice president of marketing. “Today’s consumers, especially moms, are looking for all-natural products without the perceived ‘bad stuff,’ such as high-fructose corn syrup, artificial flavors, preservatives and hydrogenated oils.”

The Double Chocolate flavor is packed with natural cocoa and real chocolate chips, while the Peanut Butter variety is brimming with natural peanut butter goodness and pure peanut butter chips. In keeping with Barbara’s commitment to providing great-tasting, natural products, the new products are free of hydrogenated oils, refined sugars, trans fatty acids and anything artificial.

These trends lead to the idea of premium positioning. Today’s consumers believe premium treats are an affordable indulgence during challenging economic times, particularly if they include value in terms of being a better-for-you snack product. This includes not only use of whole grains and reducing undesirable ingredients such as the “big three”—saturated fat, sodium and sugar—it includes the addition of ingredients with recognized benefits, such as vitamins, minerals and isolated nutrients, like omega-3 fatty acids and polyphenols.

TH Foods Inc. added a 7 Ancient Grains variety to its Crunchmaster line of certified gluten-free crackers. They come in two flavors—Hint of Sea Salt and Cracked Pepper & Herb—and are made with 100% whole grains, including brown rice, sorghum, quinoa, sesame, millet, flax and amaranth. The crackers are also oven-baked and low in sodium, making them an ideal snack option for consumers who need to avoid gluten or who simply want a nutritious alternative to traditional processed wheat crackers. “We’ve incorporated into these crackers several grains that have been staples in the Mediterranean region for centuries, making them a healthy snack option that more and more consumers are looking for on their supermarket shelves,” says Jim Garsow, director of marketing.

The Kashi Co., a part of the Kellogg Co., recently rolled out Kashi TLC Pita Crisps in two flavors: Original 7 Grain with Sea Salt and Zesty Salsa. The original variety boasts a combination of whole grains and cracked wheat berries with a sprinkling of natural sea salt, while Zesty Salsa brings a new flavor to the cracker aisle and features a savory blend of herbs, spices and veggies, including onions, tomato, peppers and cilantro. Like all Kashi products, the new pita crisps are made with Kashi’s unique combination of seven whole grains, with each serving providing 10g of whole grains and 5g of fiber, bringing positive nutrition to the classic pita snack.

Adding Goodness

And, who knew cookies could be nutritious? Apparently Suncore Products LLC did, as the company is shaking up the cookie aisle with WhoNu?, an innovative cookie concept packing essential vitamins and minerals plus dietary fiber. It’s the only cookie brand on the market that delivers 3g of fiber and 20% or more of the daily allowance of calcium, iron and vitamins A, B12, C, D and E in each three-cookie serving, helping make treat time a nutrition-rich occasion. There are four kid-oriented forms and flavors: Soft & Chewy Chocolate Chip, Crispy Chocolate Chip, Chocolate Sandwich Creme and Vanilla Sandwich Creme.

“Children are snacking more than ever, and they’re snacking on nutrient-deficient foods with empty calories,” says Mike Bloom, vice president of marketing. “WhoNu? brand cookies provide an alternative to other indulgent, nutrition-poor treats on the market, offering kids a great-tasting way to fuel development and supplement other healthy eating habits.”

Kraft Foods Inc. provides added nutrition to its adult-targeted Newton line of cookies. Nabisco Newtons Fruit Thins are thin, crispy cookies made with real fruit in unexpected flavor combinations and baked with the goodness of 8g of whole grains per serving. Varieties are: Cranberry Citrus Oat, Blueberry Brown Sugar, Fig & Honey and Chocolate Raspberry. “People who love Newtons will tell you real fruit is one of the reasons this cookie is so unique,” says Tara Rutan, brand manager. (For more statistics on Nabisco’s new Newton Fruit Thins, see “New Peoduct Trends in Baked Goods,” page 101.)

There’s good news for cheese lovers. Snyder’s-Lance Inc. launched a new variety of cheese-filled Lance Captain’s Wafers, Four Cheese, made with two buttery, baked crackers and three kinds of real cheese: Cheddar, mozzarella and parmesan. The snack also contains no trans fat, no preservatives and no high-fructose corn syrup.

Weaver Popcorn Co. claims positioning as the first popcorn maker to offer microwave popcorn made with olive oil. The new Weaver Gold line comes in two flavors: Movie Theater Butter and Parmesan with Italian Herbs & Garlic. Using olive oil instead of other types of oil, such as the palm oil used by many microwave popcorn brands, means new Weaver Gold popcorn is significantly lower in saturated fat. Olive oil is high in monounsaturated fatty acids and is believed to help protect against heart disease through decreasing low-density lipoprotein (LDL) cholesterol levels, while raising high-density lipoprotein (HDL) cholesterol levels. In addition, olive oil is high in polyphenols, antioxidants associated with numerous health benefits.

Even artisan chocolates can be formulated to deliver a boost of extra nutrition. Xan Confections Inc. markets the CocoXan line of functional chocolates. These truffles, marketed as “chocolate with benefits,” are formulated to meet the nutritional needs of specific demographics. For example, CocoPreggers are dark chocolates with folic acid and the omega 3 DHA (docosahexaenoic acid), two nutrients moms-to-be need more of in their daily diet. Heart-healthy CocoHeart is dark chocolate enhanced with coenzyme Q10.

Opportunities still abound for the nutrient that has gained the most popularity lately: protein. This macronutrient is associated with satiety, which assists with weight management and weight loss. Many confections and snack foods have historically been carbohydrate-based with little protein content. Those that can claim to deliver protein, i.e., through the use of nuts or even by inclusion of soy or whey, should be well received by today’s consumers.

Lu Ann Williams is head of research at Innova Market Insights, www.innova database.com. For more information contact@innovami.com or call +31 26 319 2000.

Snack Innovation Continues to Grow

Despite the challenges of an inherently unhealthy image and rising competition from other snacks, savory snacks are generally holding their own in most markets, largely via growing emphasis on premium products with a healthy or natural angle. The growing popularity of larger, sharing bags has also assisted growth in some countries, particularly in Europe, while rising prices have also played a part in driving market value forward, despite relatively static volume sales.

Strong competition in the global snack foods market is one of the key drivers of on-going high levels of new product activity. The number of snack launches recorded by Innova Market Insights has grown consistently in recent years, with another 12 months of double-digit increases in the year to the end of June 2011. Savory and salty snacks’ share of the total remained static at about 56%, while the share of snack nuts and seeds rose from 29% to over 31% over the 12-month period. Meat snacks and finger foods/hors d’oeuvres made up the rest of the market.

Although the U.S. is by far the largest snack market in the world in value terms, the relatively concentrated nature of the industry means new product activity levels are more limited than in other regions. Most notable is Asia, where a wide range of countries and cultures, combined with a rapidly developing and highly fashion-conscious market in many instances, has generated much higher levels of NPD, with about 40% of the global snack launches tracked by Innova Market Insights in the 12 months to mid-2011 coming from the region, compared with about 27% from Europe and 15% from the U.S.

The highly innovative and fashion-conscious Japanese market is the largest in the region, accounting for over 60% of the Asian snacks market value, set by some sources at over $20 billion, ahead of China with about 16%. Per capita consumption is generally low in the whole region by global standards, although the established Japanese market is above the global average of 1kg at nearly 2kg, although even this is very low in comparison with the U.S. total of 9kg and the developed markets average of 4kg. In China, the figure is probably about 0.1kg, indicating huge potential for growth.

India is currently the fastest growing Asian market, however, with double-digit growth rates and considerable capacity for further development, in light of its low 0.5 kg/per capita consumption figure and its rapidly growing population.

Pretzels were one of the top four U.S. snack categories in terms of growth in 2010, along with meat snacks, nuts and potato chips, reflecting the success of new product activity focusing on the growth in new formats. This included the use of fillings, special coatings and seasonings, and reformulations to create gluten-free, trans-fat-free, reduced-sodium and lower-calorie options. 

Research suggests that overall eating habits—and thus nutritional status—would improve if people snack now and then. And that’s good news. Who doesn’t like an occasional snack? It’s no wonder marketers of snack foods, ranging from sweet confections to whole-grain crackers, continue to roll out innovations in a category that appeared saturated years ago.

According to a study from Auburn University in Alabama, people who munch on snacks between meals tend to have healthier diets than those who stick to eating only at regular mealtimes. Specifically, the results showed people who snack more frequently have higher amounts of fruit, whole grains and milk in their diets. The study also showed that the more a person snacks, the more likely he or she will eat both healthful snacks and healthful meals. Still, the study showed frequent snackers fall short of eating enough vegetables.

Boulder Canyon Natural Foods Co. was quick to grasp this opportunity. The company recently developed Garden Select Vegetable Crisps in three varieties: Hearty Cheddar, Red Ripe Tomato and Sour Cream & Chive. As with all Boulder Canyon snacks, these crisps are made with all-natural ingredients and  cooked in sunflower and/or safflower oils, which are low in saturated fat and rich in essential fatty acids. The crisps contain 30% less fat than traditional salty snacks and no trans fatty acids, cholesterol or monosodium glutamate  (a flavor potentiator used in many savory seasonings.) One serving of the chips claims three fourths of a serving of “real vegetables.” The mix includes carrots, celery, cabbage, tomatoes, green bell peppers, red bell peppers, broccoli and kale, among others.

Sneaking veggies into snacks is just one of a number of trends Innova Market Insights finds will drive innovations this year and next. The biggest trend will be for companies to capitalize on the concept of “pure.” Pure is the new “natural,” a term that remains ambiguous in the world of food marketing yet still is a strong consumer draw. The concept of pure is realized by marketers through use of terms such as “purity,” “pure origin” and “true to nature” on product labels.

For example, at the beginning of the year, 34 Degrees LLC added sweet flavors to its 34 Degrees Crispbread product line. Varieties include: Caramel, Chocolate, Cinnamon and Graham. The crisps are low in calories and fat, making them a welcome addition to the booming snacking trend. Both the original savory flavors (Natural, Sesame, Cracked Pepper, Rosemary and Whole Grain) and the new sweet ones are baked with natural ingredients and also fit the current trend for reducing the number of ingredients in a formulation.

Color It Pure

Sweeteners and colorants are two ingredients with strong influence on the pure movement. So-called “natural sweeteners,” such as stevia and agave nectar, will be used more often, and their inclusion will be promoted on product labels. And, when certified (read: artificial) colors can be avoided, they will be.

For example, Weetabix USA’s Barbara’s Bakery recently introduced Double Chocolate Snackimals and Peanut Butter Snackimals cookies, guilt-free treats for snacking at home, school or work. “Peanut butter and chocolate are classic flavors that make a great combination,” says Kent Spalding, vice president of marketing. “Today’s consumers, especially moms, are looking for all-natural products without the perceived ‘bad stuff,’ such as high-fructose corn syrup, artificial flavors, preservatives and hydrogenated oils.”

The Double Chocolate flavor is packed with natural cocoa and real chocolate chips, while the Peanut Butter variety is brimming with natural peanut butter goodness and pure peanut butter chips. In keeping with Barbara’s commitment to providing great-tasting, natural products, the new products are free of hydrogenated oils, refined sugars, trans fatty acids and anything artificial.

These trends lead to the idea of premium positioning. Today’s consumers believe premium treats are an affordable indulgence during challenging economic times, particularly if they include value in terms of being a better-for-you snack product. This includes not only use of whole grains and reducing undesirable ingredients such as the “big three”—saturated fat, sodium and sugar—it includes the addition of ingredients with recognized benefits, such as vitamins, minerals and isolated nutrients, like omega-3 fatty acids and polyphenols.

TH Foods Inc. added a 7 Ancient Grains variety to its Crunchmaster line of certified gluten-free crackers. They come in two flavors—Hint of Sea Salt and Cracked Pepper & Herb—and are made with 100% whole grains, including brown rice, sorghum, quinoa, sesame, millet, flax and amaranth. The crackers are also oven-baked and low in sodium, making them an ideal snack option for consumers who need to avoid gluten or who simply want a nutritious alternative to traditional processed wheat crackers. “We’ve incorporated into these crackers several grains that have been staples in the Mediterranean region for centuries, making them a healthy snack option that more and more consumers are looking for on their supermarket shelves,” says Jim Garsow, director of marketing.

The Kashi Co., a part of the Kellogg Co., recently rolled out Kashi TLC Pita Crisps in two flavors: Original 7 Grain with Sea Salt and Zesty Salsa. The original variety boasts a combination of whole grains and cracked wheat berries with a sprinkling of natural sea salt, while Zesty Salsa brings a new flavor to the cracker aisle and features a savory blend of herbs, spices and veggies, including onions, tomato, peppers and cilantro. Like all Kashi products, the new pita crisps are made with Kashi’s unique combination of seven whole grains, with each serving providing 10g of whole grains and 5g of fiber, bringing positive nutrition to the classic pita snack.

Adding Goodness

And, who knew cookies could be nutritious? Apparently Suncore Products LLC did, as the company is shaking up the cookie aisle with WhoNu?, an innovative cookie concept packing essential vitamins and minerals plus dietary fiber. It’s the only cookie brand on the market that delivers 3g of fiber and 20% or more of the daily allowance of calcium, iron and vitamins A, B12, C, D and E in each three-cookie serving, helping make treat time a nutrition-rich occasion. There are four kid-oriented forms and flavors: Soft & Chewy Chocolate Chip, Crispy Chocolate Chip, Chocolate Sandwich Creme and Vanilla Sandwich Creme.

“Children are snacking more than ever, and they’re snacking on nutrient-deficient foods with empty calories,” says Mike Bloom, vice president of marketing. “WhoNu? brand cookies provide an alternative to other indulgent, nutrition-poor treats on the market, offering kids a great-tasting way to fuel development and supplement other healthy eating habits.”

Kraft Foods Inc. provides added nutrition to its adult-targeted Newton line of cookies. Nabisco Newtons Fruit Thins are thin, crispy cookies made with real fruit in unexpected flavor combinations and baked with the goodness of 8g of whole grains per serving. Varieties are: Cranberry Citrus Oat, Blueberry Brown Sugar, Fig & Honey and Chocolate Raspberry. “People who love Newtons will tell you real fruit is one of the reasons this cookie is so unique,” says Tara Rutan, brand manager. (For more statistics on Nabisco’s new Newton Fruit Thins, see “New Peoduct Trends in Baked Goods,” page 101.)

There’s good news for cheese lovers. Snyder’s-Lance Inc. launched a new variety of cheese-filled Lance Captain’s Wafers, Four Cheese, made with two buttery, baked crackers and three kinds of real cheese: Cheddar, mozzarella and parmesan. The snack also contains no trans fat, no preservatives and no high-fructose corn syrup.

Weaver Popcorn Co. claims positioning as the first popcorn maker to offer microwave popcorn made with olive oil. The new Weaver Gold line comes in two flavors: Movie Theater Butter and Parmesan with Italian Herbs & Garlic. Using olive oil instead of other types of oil, such as the palm oil used by many microwave popcorn brands, means new Weaver Gold popcorn is significantly lower in saturated fat. Olive oil is high in monounsaturated fatty acids and is believed to help protect against heart disease through decreasing low-density lipoprotein (LDL) cholesterol levels, while raising high-density lipoprotein (HDL) cholesterol levels. In addition, olive oil is high in polyphenols, antioxidants associated with numerous health benefits.

Even artisan chocolates can be formulated to deliver a boost of extra nutrition. Xan Confections Inc. markets the CocoXan line of functional chocolates. These truffles, marketed as “chocolate with benefits,” are formulated to meet the nutritional needs of specific demographics. For example, CocoPreggers are dark chocolates with folic acid and the omega 3 DHA (docosahexaenoic acid), two nutrients moms-to-be need more of in their daily diet. Heart-healthy CocoHeart is dark chocolate enhanced with coenzyme Q10.

Opportunities still abound for the nutrient that has gained the most popularity lately: protein. This macronutrient is associated with satiety, which assists with weight management and weight loss. Many confections and snack foods have historically been carbohydrate-based with little protein content. Those that can claim to deliver protein, i.e., through the use of nuts or even by inclusion of soy or whey, should be well received by today’s consumers.

Lu Ann Williams is head of research at Innova Market Insights, www.innova database.com. For more information contact@innovami.com or call +31 26 319 2000.

Snack Innovation Continues to Grow

Despite the challenges of an inherently unhealthy image and rising competition from other snacks, savory snacks are generally holding their own in most markets, largely via growing emphasis on premium products with a healthy or natural angle. The growing popularity of larger, sharing bags has also assisted growth in some countries, particularly in Europe, while rising prices have also played a part in driving market value forward, despite relatively static volume sales.

Strong competition in the global snack foods market is one of the key drivers of on-going high levels of new product activity. The number of snack launches recorded by Innova Market Insights has grown consistently in recent years, with another 12 months of double-digit increases in the year to the end of June 2011. Savory and salty snacks’ share of the total remained static at about 56%, while the share of snack nuts and seeds rose from 29% to over 31% over the 12-month period. Meat snacks and finger foods/hors d’oeuvres made up the rest of the market.

Although the U.S. is by far the largest snack market in the world in value terms, the relatively concentrated nature of the industry means new product activity levels are more limited than in other regions. Most notable is Asia, where a wide range of countries and cultures, combined with a rapidly developing and highly fashion-conscious market in many instances, has generated much higher levels of NPD, with about 40% of the global snack launches tracked by Innova Market Insights in the 12 months to mid-2011 coming from the region, compared with about 27% from Europe and 15% from the U.S.

The highly innovative and fashion-conscious Japanese market is the largest in the region, accounting for over 60% of the Asian snacks market value, set by some sources at over $20 billion, ahead of China with about 16%. Per capita consumption is generally low in the whole region by global standards, although the established Japanese market is above the global average of 1kg at nearly 2kg, although even this is very low in comparison with the U.S. total of 9kg and the developed markets average of 4kg. In China, the figure is probably about 0.1kg, indicating huge potential for growth.

India is currently the fastest growing Asian market, however, with double-digit growth rates and considerable capacity for further development, in light of its low 0.5 kg/per capita consumption figure and its rapidly growing population.

Pretzels were one of the top four U.S. snack categories in terms of growth in 2010, along with meat snacks, nuts and potato chips, reflecting the success of new product activity focusing on the growth in new formats. This included the use of fillings, special coatings and seasonings, and reformulations to create gluten-free, trans-fat-free, reduced-sodium and lower-calorie options.