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Consumers Seeking Out Healthier Snacking Options Across Europe, Study Finds

By Steve Wynne-Jones
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Consumers Seeking Out Healthier Snacking Options Across Europe, Study Finds

Consumers are increasingly seeking out healthier options, including fruit and vegetables, while snacking, opening the door for greater innovation in this area, a study by FMCG Gurus has found.

According to the research firm, some 90% of consumers typically snack during the day, with 44% snacking in the afternoon. While many seek out indulgent treats while snacking – 60% typically snack on chocolate – an increasing number are snacking for health benefits, such as to boost their vitamin and mineral intake.

Snacking Survey

One fifth (20%) of respondents to FMCG Gurus' pan-European Snacking Survey Series report said that they snack for health benefits, while 15% snack to boot their protein intake.

Coupled with the fact that 67% of consumers say that they tend to snack on fruit during the day, and 16% snack on vegetables, FMCG Gurus believes that this opens up opportunities for treats that are both indulgent and 'good for you'.

'FMCG Gurus analysis suggests that brands and manufacturers can target proactive health consumers by offering new snacking alternatives. These alternatives need to be suitable for on the go consumption an offer health benefits that have high levels of vitamins and minerals from fruits and vegetables.


'These products must be conveniently nutritious as consumers are still prone to moments of indulgence and not willing to sacrifice great taste.'

Reduced Sugar

According to the research firm, shoppers also seek out treats with low sugar and more functional ingredients – more than four in ten consumers would be willing to pay a premium price for zero sugar claims, it said.

'Sugar is still seen as the number one dietary evil, and consumers are actively looking to cut this from their diets,' FMCG Gurus said. 'This has led to many consumers actively seeking low to zero sugar ingredients and willing to pay premium prices for these goods.'

Consumers are not willing to sacrifice on taste, meaning innovation in this area should be as satisfying was they are nutritious, appealing to both health-minded and indulgence-seeking shoppers.

© 2020 European Supermarket Magazine – your source for the latest retail news. Article by Stephen Wynne-Jones. Click subscribe to sign up to ESM: The European Supermarket Magazine.

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