Snack trend evolution

KANSAS CITY — Millions of Americans gobbled popcorn, potato chips and crackers to cope as the coronavirus pandemic unleashed economic and social turmoil across the globe. Demand for brands including Cheetos and Cheez-It exploded in March, contributing to a short-term boom in the salty snacks category, which was set for a slowdown, said Beth Bloom, associate director of food and drink reports for Mintel, Chicago.

Total US sales of salty snacks increased by nearly 7% in 2019, surpassing $19 billion, but the rate of growth was expected to decelerate with shoppers opting for healthier snack alternatives. Research suggests the ongoing crisis has momentarily disrupted an expanding consumer desire to discover new flavors, ingredients and brands.

“Consumers are stocking up on shelf-stable goods in general and seeking affordable, familiar, comforting foods, such as their favorite salty snacks,” Ms. Bloom said.

While consumers stayed home to stem the spread of the virus, demand for on-the-go snacks eased. General Mills, Inc., Minneapolis, indicated sales of the company’s nutrition bars were soft in the most recent quarter.

Such dynamics in consumer snacking behavior are temporary and will continue to evolve in the foreseeable future. Over the coming months, consumers are expected to return to a wider variety of snack options, including those that are more health focused, according to Mintel. Longer term, an economic downturn may prompt consumers to curb non-essential purchases, such as snacks. However, a post-recession period will spark demand for more premium, innovative options, Ms. Bloom said.

“Snackers primarily do so to satisfy cravings, meaning salty snack brands will need to continue to deliver on — and even bolster, for some segments — indulgence,” Ms. Bloom noted. “At the same time, consumers are looking for lower-guilt snack options that can contribute to health. Both don’t need to be achieved in one catchall snack.”

Sally Lyons Wyatt, executive vice president and practice leader at Information Resources, Inc. (IRI), said convenience will continue to be important to consumers post-pandemic, noting strong preferences by younger generations and Hispanic consumers. Price will be critical to success going forward, too, as 72% of consumers look at the price before choosing a snack, according to IRI data.

Ms. Lyons Wyatt also cited interest in snacks that offer health benefits. Fifty-four percent of consumers said they want snacks that contain vitamins and minerals, and 38% seek snacks containing probiotics, according to IRI. Forty-eight percent of consumers are looking for snack products that are high in fiber to benefit digestion. Products featuring a collagen claim grew 46% last year, and snacks containing cannabidiol also are surging in a variety of forms and channels, Ms. Lyons Wyatt said.

“Consumers have a growing array of snack options to choose from, meaning the competition for inclusion in snack occasions is stronger than ever,” Ms. Bloom said. “Satiety, indulgence, health and portability will be key factors of focus to ensure relevance.”

Flavor inspiration

Flavor remains the leading driver of snack choice, followed by treating oneself as a top motivation for snacking, according to Mintel research. Seventy-nine percent of consumers surveyed by Mintel said flavor is more important than brand when choosing a snack, and 52% said taste is more important than health when eating snacks.

Nearly half of snack consumers surveyed by Mintel said they like to experiment with new flavors in snacks. Mainstream mainstays such as barbecue, salt, ranch and garlic remain the most popular, but pickle, rosemary, bourbon and Nashville hot are among emerging snack flavors that appealed to survey participants.

Flavor innovation featuring unique combinations such as sour-spicy or spicy-sweet and “next-level herbal, vegetable and spicy flavors” may accelerate demand in growing categories and reenergize lagging segments, Mintel said.

The specialty retailer Trader Joe’s, Monrovia, Calif., recently debuted Synergistically Seasoned Popcorn, which combines tangy, salty, smoky, spicy and slightly sweet kernels. Trader Joe’s, which previously has offered such popcorn varieties as dill pickle, maple sea salt, and cheddar and caramel, said the product features a seasoning blend of white vinegar powder, sea salt, natural smoke flavor, cayenne pepper and cane sugar to create a one-of-a-kind snacking experience.

Herr Foods Inc., Nottingham, Pa., has launched Herr’s Flavor Mix, a snack concept featuring two potato chip flavors in one chip. Varieties include cheddar and sour cream and onion; barbecue and salt and vinegar; and red hot and honey barbecue.

Mexican street corn, or elote, an emerging flavor profile in recently launched snacks, is characterized by hints of cotija-style cheese, chile powder and lime juice. Other globally inspired snack flavors include chimichurri and churro.

The everything bagel seasoning, which combines sesame seeds, garlic, onion, salt and poppy seeds, adds complexity and crunch to popcorn, nuts and crackers spotted on retail shelves.

Beverage flavors like matcha tea, rosé wine and cold-brew coffee also appear in an assortment of snacks. LesserEvil Healthy Brands, LLC, Danbury, Conn., has introduced a collection of ready-to-eat popcorn featuring fruity flavors inspired by sparkling water, including lemonade, pink grapefruit and watermelon hibiscus.

Hybrids remain popular in new product development as brands collaborate to bring familiar flavors to new aisles of the grocery store. Candy and cookie brands are combined with popcorn as an indulgent snack. Herr’s has partnered with the Dippin’ Dots ice cream brand to create cookies and cream and birthday cake flavored crunchy corn snacks.

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