Changing tastes in European snacking habits sees growth in protein products

Snacking Habits across Europe are changing as consumers look for healtheir alternatives to traditional products. Consumer are recognising the link between all aspects of heath as they adopt the notion of holistic health. This has led to many consumers actively looking for better-for-me options and healthier occassions when choosing their snacking products. So what are the key consumer trends in Europe when it comes to snacking products? Research group FMCG Gurus offers its insights

Latest studies from UK research group FMCG Gurus consumer insights from 2020 show that only 19% of consumers in Europe state they do not snack throughout the day.

With this being said, 46% of European consumers tend to choose mid afternoon as a prime time to indulge in a snack. The modern day consumer has a busy liestyle as they try to cram in multiple activites within the day, whether this be work related or personal activities.

This fast paced lifestlye has led to more consumer missing traditional meals and replacing them with snacking options that offer nutritional benefits. FMCG Gurus research shows that 36% of consumer say they snack as a lunch replacement, with 46% of consumers stating they snack for a health benefit, i.e. a snack that offers high levels of vitamins or minerals. In comparison, 38% of consumers in Europe state they snack for an indulgent treat. This highlights that consumers want brands to offer snacking options that are indulgent but offer a nutritional and functional benefit.

Protein has been associted with health as consumers look to increase their intake to better their diets. FMCG Gurus research shows that 39% of European consumers state they choose to snack to increase their protein content. However, 35% of consumers say that they typically snack on protein bars, and 45% say they would be willing to pay a premium price for products that offer high protein claims. Other popular products consumers tend to snack on are;

  • Bakery Product (51%)
  • Fruit (78%
  • Chocolate (66%)
  • Confectionery (41%)

Although consumers are still prone to moments of indulgence with tradtional products such as chocolate and confectionery prodcuts, consumers are moving towards healtheir alternatives that offer functional and health benefits. Sugar is still seen as the number one dietary evil with many consumers looking to avoid high sugar prodcuts.

FMCG Gurus consumer insights show that 55% of consumers are willing to pay a premium for products that offer zero sugar claims suggesting they want brands to reduce their sugar content in products. The need for nutritonal products can also be seen by consumers who are looking to snack as meal replacements. When asked if consumer pay more attention to nutrional value when snacking as a meal replacement 36% said they pay more attention to this.

Due to time scarcity and the adoption of holistic health consumers want brands and manufacturers to offer convenitnely nutritious snacking options. Consumer still want to indulge in tasty products, however they want nutritonal benefits such as low sugar and high in protein to allow them to feel guilt free when snacking. Products must offer nutritonal value as over three in ten consumers choose to snack as a lunch replacement meaning they are looking for products that can offer great taste whilst fulfiling their nutritonal needs.

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