According to a new report by Canadean, consumers' desire for indulgence is the leading consumption motivator in the UK savory snacks market, driving over US$1.1 billion of sales in 2013. This burgeoning demand to enjoy new flavours and a tendency to eat out or entertain at home are key factors influencing the growing savoury snack consumption in the UK.
Despite economic recovery in the UK, a significant number of consumers are opting to eat out less and entertain more at home. As a result, the role of snacks in get-togethers such as watching sports and movies with friends, or throwing house parties has lead to an increased demand for savoury snack consumption. Moreover, with the products being relatively low cost, savoury snacks are an easy and affordable treat to offer friends and family at home. For example, Tags crisps produce 125g sharing bags of hand cooked potato chips, targeting consumers looking for a product to share with friends at social occasions, as well as six 25g multipacks.
Consumers will demand new snack experiences
As more UK consumers are seeking ways in which they can fulfil their snacking desires and achieve the "feel good" this can create, brands should seek innovative solutions for their snacks to stand out. As an example, product development and innovation in the form of textures - such as 'extra crispy' and 'extra crunchy' -as well as authentic flavours, can be used to attract consumers. According to Catherine O'Connor, senior analyst at Canadean: "In order to stand out from the crowd, brands will have to develop new strategies to maintain growing consumer demand. We already can predict that using novel, fun shapes and sizes will raise consumer interest, especially among younger consumers. Additionally, it would be a good idea for manufacturers to align with special events via customised and limited edition products designed for get-togethers during certain occasions."
Brands shared with friends can leverage an emotional connection
By providing products to enjoy at social occasions, marketers can build an emotional connection between consumers and their products, as snack brands become part of how they interact with friends and family. Additionally, brands positioned around emotion will enable marketers to adopt more flexible and creative promotional strategies. "Snacks that project positive feelings will attract consumers who snack for emotional rather than hunger needs, as they associate their favourite snacks with happy times and relaxation", O'Connor added.
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