Snacks and Treats: Snacks & Treats … bites of change
The South African snack and treat market is driven by factors like affordability, indulgence, and health-conscious consumers, with local producers needing to adapt to rising costs and embrace innovation and sustainability for success.
Furthermore, retailers are learning from international trends and the growing demand for clean labels, eco-friendly offerings and a shift towards healthier and more responsible choices. An NIQ analysis reveals that the snacking industry faces pressure in certain categories, with volumes purchased decreasing due to price increases. For example, extruded snacks (ready-to-eat snacks made using the food processing method) have experienced 14.9% annual inflation.
This is exacerbated because this category is characterised by impulse spending on perceived treats that are not deemed essential, especially in a tight shopping basket. “Where consumers used to be able to buy chips, chocolates, and biscuits, they’re now having to spend more on a loaf of bread and other food items and are therefore cutting back on treats. When deciding between a pack of biscuits costing R25, a slab of chocolate at R21, chips at R20, and a 6-pack of yoghurt at R18, they may well opt for the yoghurt, which represents six snacking occasions, or chips that look larger and are therefore seen as offering more value for money.” According to The World Food Ingredients team, “Consumers worldwide are snacking-on-the-go more frequently than last year. Younger consumers are especially inclined to snack away from home more than once a day.” Thirty percent of consumers globally say they consume a healthy snack at least once a day.
Popcorn is the fastest growing category with 10% average annual growth in popcorn launches. (Canada) Purplesful Snacking Jalapeno Cheddar Grain Purple Popcorn. Gluten-free claims are leading the way with 16% of snack launches, 15% – no additives, preservatives. (Australia) Mr Chens Gluten-Free Pork and Chive Dumplings. Collaboration, +26% average annual growth in co-branding launches for snacks. (Netherlands) Lays Potato Chips with Joppie flavour.
10 international & local snacking trends
Depending on taste, snacking is seen differently from country to country. International trends are the next thing to watch.
Snacking on the go is gaining popularity, 19% of consumers report doing so in 2024, a rise from 15% in 2023. This is particularly common among young consumers, prompting brands to create more convenient snack options and packaging designs. Try Sabra Barbecue Hummus Dip with Pretzels (US).
Stress relieving. Emotional wellbeing is a prominent factor in the snacking industry. Foryounger consumers, finding ways to relieve stress and alleviate tension through snacks is a priority. As a result, many brands are now incorporating unique and fascinating ingredients, such as adaptogens, known for their calming properties. ‘Gin’ Happy Snack Mango Cheese (Thailand).
Using the ocean. Oceans are evolving into the farms of tomorrow, they are serving as a source of inspiration for brands, along with an understanding of their nutrition. Snack products with marine-based ingredients like catfish, crayfish, and herring are experiencing growth. Additionally, new product launches featuring squid and seaweed are on the rise. Kelpie Chips Chipotle Seaweed Snacks (US).
Brain, mood and sleep. Protein is crucial for brain function, mood regulation, and sleep quality, as it provides the building blocks for neurotransmitters. The demand for protein-rich snack is increasing, as indicated by 57% of consumers globally, stating their preference for protein in their snacks. This trend has led to an increase in the number of indulgent snacking options incorporating protein, tryptophan-rich foods like bananas, biltong, and eggs, along with magnesium-rich options like walnuts, almonds, and Brazil nuts and fatty fish.
Pure vegetable. Globally, many consumers (3 out of 5) report regularly incorporating vegetable, cassava and other root-based snacks into their diets at least once a week. These snack options, vary from simple, minimal ingredient snacks to more nutritious alternatives or even indulgent treats. Squash Cheese Baked Chips (Singapore).
Fruit snacks. Natural fruit, fruit nibbles and fruit bars are moving out of the purely health food sector and into the mainstream, especially as many of these products meet HFSS (food and drinks that are high in fat, salt or sugar) guidelines and can safely be placed in the ‘grab and go’ sections of stores. Packed with fibre and often with added vitamins, minerals and fibre, they are finding their place in lunch boxes, gym bags and computer bags. Examples of food and drink which are not covered by the regulations include nuts and seeds, fruit-based snacks, biltong, drinks without added sugar, sugar-free sweets, non-prepackaged foods (e.g. loose bakery items or fruit).
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