Snack Demand Remains High Throughout Pandemic but Bars Struggle With At-Home Focus
At home snacking enjoyed a rapid increase in popularity while impulse and on-the-go consumption were all but eliminated.
Snacking will continue to have an important role in daily routines, as 56% of snackers say that snacking gives them an opportunity to take a break .
Hover over the images with + buttons to explore snack and bar market trends
Role of Bars in Overall Diet
Snack
Satisfy hunger
Treat
Replace junk food
Satisfy sweet tooth
Boost energy
Improve health
Source of nutrients
Save time
Meal replacement
Improve performance
61%
52%
37%
37%
36%
34%
33%
30%
29%
27%
21%
37%
33%
31%
29%
25%
18%
15%
4%
Source: Mintel. Snack, Nutrition and Performance Bars - US, March 2021.
Reasons for Decreasing Bar Consumption
Saving money
Snacking less often
Not eating on-the-go
Reducing sugar intake
Reducing calorie intake
Eating fewer handheld foods due to Covid-19
Bored with flavors
Other
Opportunity for innovation
15%
Bored with flavors
42%
30%
18%
6%
2%
0%
Anticipated 2021 Work Siutation
Entirely working from home
Other
0%
Mostly working from home
Equally working at home and work
Mostly going into work
Entirely going into work
Not expecting to work in 2021
58%
54%
32%
29%
26%
25%
23%
15%
Source: Mintel. Salty Snacks - US, April 2021.
Reasons for Increased Salty Snack Consumption
Spending more time at home
Snacking more often
Easy to stock up on
Eating on-the-go
Time saving
Better variety of flavors
Healthier options
Portion control (i.e. single serve packs)
39%
36%
30%
24%
24%
23%
Source: Mintel. Salty Snacks - US, April 2021.
Top 7 Salty Snack Attributes
Low price
Well-known brand
New flavor
Low sodium
Low calories
Portable
No artificial ingredients
22%
1
Source: Mintel. Snack, Nutrition and Performance Bars - US, March 2021.
Source: Mintel. Snack, Nutrition and Performance Bars - US, March 2021.
Top Global Trends
Adventourous Flavors
Better-For-You Formulations
Creative Convenience
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Elevate Snacking Experiences Through Flavor & Flavor Cues
Hover over the + button to explore flavor attitudes or click the flavor icon to explore popular snack and bar flavors
I prefer simple snacks flavors (eg plain, salt)
I prefer snacks that are healthy and indulgent
I find trying new snack flavors to be exciting
I select snacks based on the time of day
I would try snacks that are popular in other countries
I like seasonal flavors
(pumpkin spice, barbecue)
Snack Flavor Attitudes
53%
49%
42%
32%
28%
26%
Source: Mintel. Trending Flavors and Ingredients in Snacks- US, March 2021.
Click here to explore more snack flavors and flavor cues!
A large body of evidence demonstrates that the intensity of color in food and drink influences flavor perception . EdiSparklz are colorful flakes that make great flavor cues.
Hover over the icons under the graph to see how added color changes the look of the bar.
The most popular emerging flavors are derivatives of exisitng popular flavors, suggesting that internationally inspired flavors that are somewhat familiar have the greatest potential for success .
Top Flavors
Salt Flavor
Berry Flavor
Honey Flavor
Pepper Flavor
Top 5 Emerging Flavors By Experience/Interest
Top Emerging Flavors
Classic Sweet Flavors
Classic Savory Flavors
65%
57%
45%
40%
33%
69%
49%
44%
Chocolate
Strawberry
Honey
Sesame
Himalyan Pink Salt
Goji Berry
Manuka Honey
Guajillo Chilli
31%
Jalapeño
53%
Salt
57%
Cheddar
Red boosts the perception of spiciness
Orange captures the sweet richness of honey
Purple enhances lush berry notes
Featuring
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Health and Wellness Are Important Factors in Snack Choice
14G
Consumer interest in better-for-you snack remains high, with 42% of consumers stating they made health eating a priority. Launch activity has seen a surge in recipes with high protein content, followed by Low/No sugar added and high fiber claims. Consumers also prefer products that do not contain GMOs or artifical
colors .
There is increased interest in functional bars that provide "daily nutrition boosters" for optimal wellbeing. Formulas that support immunity and stress-reduction tend to resonate strongly with consumers .
High/Added Protein
29.6% of global launches featured a high protein claim, with the majority of consumers looking for 10-14g of protein
4G SUGAR
23% of global launches featured a Low/No sugar added claim, with the majority of consumers looking for less than 5g of sugar
Low/Reduced Sugar
HIGH FIBER
17.5% of global launches featured a high fiber claim
High/Added Fiber
GMO
NON
No Artificial Colors
15.2% of global launches featured a GMO free claim
GMO Free
15.7% of global launches stated they were free from artificial colors
No Artificial Colors
Consumer Interest in Food and Drink With Functional Benefits
While interest remains strong for products that support immunity and relaxation, there is opportunity for products that support focus and heart health .
Energy
Relaxation
Immunity
Digestion
Heart Health
Focus
Anti-ageing
Currently consume
Haven't tried, but interested
26%
29%
25%
33%
23%
37%
22%
39%
22%
39%
11%
39%
11%
40%
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As consumers continue to turn to snacks to break the monotiny of their day, 42% of snackers have indicated they would like new flavors to add excitment to their routines .
Innovation aimed at delivering new flavors and formats is an important opportunity. In particular, exploring travel-inspired, limited-time flavors with smaller formats that support permissibility and fuel excitment.
Be Creative When It Comes to Convenient Packaging
With 56% of consumers expecting to continue working entirely from home or have a hybrid work week, consumers will look for snacks that offer convenience and hygiene .
of US consumers now prefer to shop online . Companies can take advantage by offering subscription boxes that offer convenient snacking via thier digital channels .
54%
of US salty snack consumers would like to see snacks in resealable packaging .
64%
US parents are twice as likely to purchase mini/bite sized formats compared to adults without kids due to their conveneint size, fun format and functionality .
2x
Hover over the < buttons to learn more about convenient packaging trends
On Trend Concept: Kid Friendly Bars
83% of parents buy snack bars, compared to 57% of non-parents. In general, parents look for bars that meet a range of family needs, including convenience, healthy and fun. While the majority of snack bars are purchased for children, only 7% are actually marketed toward children. Opt for fun flavors and mini formats that are high protein and low sugar to please kids and parents alike .
Hover over the kids to explore kid-friendly snack bar ideas featuring EdiSparklz Edible Glitter
Super Hero Bar!
Birthday Cake Bar!
Space Bar Bites!
Unicorn Bar!
The use of bright or unexpected colors to attract consumer’s attention online has created a market for colorful food and drinks that can “go viral”. EdiSparklz are pure sparkle and magic; a colorful, “better-for-you” enhancement that proves that healthy doesn’t have to be boring.
We Make Nutrition Sparkle
Want to make your product shine? Learn more about EdiSparklz .
®
Sources: 1) Mintel, The Future of Snack Bars: 2021, June 2021. 2) Mintel, Snack, Nutrition and Performance Bars - US, March 2021. 3) Mintel, Salty Snacks - US, April 2021. 4) Mintel. A year of innovation in snack bars: 2021, May 2021 . 5) Mintel. Trending Flavors and Ingredients in Snacks - US, March 2021. 6) Spence C. On the Relationship(s) Between Color and Taste/Flavor. Exp Psychol. 2019 Mar;66(2):99-111. doi: 10.1027/1618-3169/a000439. Epub 2019 Mar 21. PMID: 30895915; PMCID: PMC7037180. Accessed September 2021. 7) Mintel, COVID-19 reshaped US need for convenience and health, August 2021. 8) Mintel, A year of innovation in salty snacks & fruit mixes, 2021, February 2021. 9) Mintel, Future of Salty Snacks: 2021, February 2021.
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Bar & Snacking Trends To Spark Innovation
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