The Heart Of The Matter

Accroding to a new report from Health-conscious consumers want to eat better but often perceive healthy food as inconvenient and lacking in indulgent qualities. In fact, more than 20% of consumers surveyed in Europe and the US indicated they sought healthy options much more than previously when it comes to snacking. However, the report says that manufacturers will need to work hard when it comes to building up trust between themselves and the consumer with regards to how ‘healthy’ their offerings really are. “Although healthy products remain a small percentage of overall indulgent snack releases, the indication is that a growing number of consumers wish to snack indulgently, but in a “guilt-free” mannerm” says consumer market analyst and report author, Richard Parker.

Today, people are better informed and more in control where health issues are concerned.  
According to Datamonitor, the growing market for healthy snacks is being driven largely by the consumer desire to find products that can match their hectic lifestyles.
 
Health, convenience and indulgence are three trends pursued by consumers that do not sit together comfortably. Being “healthy” is often seen as inconvenient, requiring more time-intensive preparation, and as lacking indulgent credentials–not easily sacrificed for health considerations. Datamonitor’s consumer survey in the US and Europe in 2006 found that 60% of European and US consumers had sought convenient and healthy food and drinks more in the last year. At the same time, well over a third had looked for small indulgences to offer them escapism from daily pressures with greater regularity.
 
However, as this craze has developed, manufacturers have responded and traditional snacks are going healthy. However, they still face a skeptical public as Datamonitor’s survey revealed that 80% of both men and women in Europe and the US agreed that companies need to enhance the flavour and tastiness of healthy products. Mr Parker comments, “Snacking is a strongly sensory-based and emotive experience, and is often a response to stress or a momentary form of escapism. If that is to be fulfilling in a healthy way, then the indulgent characteristics must still be satisfied.”
 
Producers and retailers are taking this on board – “health” is growing as a product claim amongst typically unhealthy snack categories such as confectionery and savory snacks, with those claims increasingly focusing not just on reduced fat or sugar, but on functional benefits (added vitamins, antioxidants etc.).
 
However, the report notes that credibility remains a key problem for the snack industry in tapping into the health trend. Snack foods and beverages with health benefits still seem counter-intuitive to many consumers and scepticism towards corporate messages makes it an uphill battle for traditional snack producers. Datamonitor also found that when consumers consciously select more traditional, impulse snack food or beverage options, health considerations are still not a primary influence on choice. Consumers are clearly aware of the unhealthy attributes of such products but are largely choosing to consume such products in spite of them, focusing on other attributes such as taste and indulgence/treating.
 
Mr Parker concludes, “Producers need to focus on building real trust between themselves and consumers through developing products that credibly offer health benefits and at the same time meet the impulsive indulgent needs that drive snack consumption.”