Healthy-Ingredient Snacks in the U.S.: Cereal/Granola, Fruit, and Seed/Nut Snacks and Bars

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Published Sep 16, 2013 | 137 Pages | Pub ID: LA5116744

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Healthy-Ingredient Snacks in the U.S.: Cereal/Granola, Fruit, and Seed/Nut Snacks and Bars

More and more Americans eat smaller portions of food more frequently throughout the day, and there is universal agreement in the food industry that this megatrend is here to stay. Another cultural shift that adds fuel to a hot healthy-ingredient snacks market is the high priority placed by many adult consumers on making sure that the food they—and their kids—eat passes nutritional muster. This new Packaged Facts report shows how these consumer trends are converging to produce a new generation of snackers attracted by the “health halo” surrounding healthy-ingredient snacks and to create the conditions for a vibrant market.

The healthy-ingredient snacks market is marked by a continuous quest on the part of both marketers and consumers for the next best product offering. The market is characterized by a continuous flow of new products based on inventive flavor combinations, exciting ingredient ideas, innovative formats and shapes, exotic fruits and vegetables, “superfoods” claiming to provide outsized health benefits, bold contrasts of  sweet and salty, and novel and unexpected amalgamations of spices and heat from around the world.

Marketers of healthy-ingredient snacks take full advantage of the health-halo effect, a phenomenon that leads consumers to perceive that food products with certain claims, such as “organic” and “natural,” are healthier or safer for them. Healthy-ingredient snacks commonly carry labeling that sets them apart with objective characteristics such as non-GMO, vegan or organic. They also often are labeled more subjectively as being “local,” “pure,” “real,” “natural,” “safe,” “clean,” “minimally processed” and “allergy-friendly.”

One of the key findings of this Packaged Facts report is that the brightest and shiniest health halos encircle healthy-ingredient snacks coming from small, boutique marketers. These often are family-run and given to cause marketing. They frequently use locally sourced ingredients and almost always highlight their concern for the global environment as well as the health and well-being of their customers.

The products marketed by these healthy-ingredient snacks marketers appear all the more safe, healthy and authentic because their founders have a deeply personal story to tell about why they got into the snacks business. These fledgling entrepreneurs are passionate about their products and are able to leverage their enthusiasm with consumers. The reports suggests that one of the challenges facing the mega-marketers dominating the packaged foods industry in America today will be whether they can find ways to make consumers trust the healthy-ingredient snacks marketed by multinational corporations to the same extent that consumers feel confident in the products marketed by small, personalized niche firms.

Market Definition

This Packaged Facts report defines the market for healthy-ingredient snacks based upon the following product categories and types tracked by IRI InfoScan Reviews: cereal/granola bars (including granola bars, breakfast/cereal/snack bars and all other snack/granola bars); snack nuts and seeds (including snack nuts, sunflower/pumpkin seeds and toasted corn nut snacks); dried fruit snacks (including fruit rolls/bars/snacks; apple chips; and dried fruits); and trail mix and other sweet/salty snacks (including nutritional snacks/trail mixes; chocolate covered salted snacks; and carob/yogurt coated snacks). The report also analyzes analogous product categories from two other sources of primary data—Simmons National Consumer Study (NCS) and SPINSscan—and highlights healthy-ingredient snack trends appearing in other relevant IRI product categories not included in the main market categories as defined above.

Methodology

The first source of primary data used in this report is IRI InfoScan Reviews as described above. The second is the Winter 2013 Simmons National Consumer Study (NCS), which was fielded between January 2012 and March 2013. The report also includes data from the SPINSscan from SPINS, Inc., which tracks sales in the natural supermarket and specialty gourmet supermarket channels.

The report is also based upon data collected from field surveys of food retailers in various channels as well as a wide range of industry sources, including company websites, trade publications, business newspapers and magazines; consumer blogs; and annual reports, 10Ks and other releases from public companies.

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      •   U.S. Retail Sales of Healthy-Ingredient Snacks, 2008-2013 (in million $)
      •   Projected U.S. Retail Sales of Healthy-Ingredient Snacks, 2013-2018 (in million $)

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        •   Snacks as Percent of U.S. Dollar Sales of General Mills, 2011 vs. 2013 (in million $)
        •   Snacks as Percent of U.S. Dollar Sales of Kellogg Company, 2010 vs. 2012 (in million $)
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        •   Almonds as Percent of Total Sales of John B. Sanfilippo & Son, Inc., 2011 vs. 2013 (in thousand $)
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        •   Gender and Age of Healthy-Ingredient Snackers by Volume of Healthy-Ingredient Snacks Consumed (in thousands)

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        •   Households with Adults Consuming Healthy-Ingredient Snacks by Presence of Children and Number of Healthy-Ingredient Snacks Consumed in Last 30 Days (in thousands)
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        •   Types of Internet Advertising Leading to Purchase: Healthy-Ingredient Snackers vs. Other Adults
        •   Online Purchasing Patterns: Healthy-Ingredient Snackers vs. Other Adults

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        •   Number of Times Visiting Facebook and Twitter in Last 30 Days: Healthy-Ingredient Snackers vs. Other Adults
        •   Impact of Social Media, Healthy-Ingredient Snackers vs. Other Adults

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        •   Receptivity to Ads on Cellphones: Healthy-Ingredient Snackers vs. Other Adults
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        •   Impact of TV and Magazine Advertising and TV Product Placement on Healthy-Ingredient Snackers by Number of Healthy-Ingredient Snacks Eaten in Last 30 Days

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        •   Healthy-Ingredient Snackers as Percent of Adult Population by Number of Healthy-Ingredient Snacks Consumed in Last 30 Days, 2004 vs. 20013
        •   Number of Healthy-Ingredient Snackers by Number of Healthy-Ingredient Snacks Consumed in Last 30 Days, 2004 vs. 2013 (in thousands)

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        •   Number of Healthy-Ingredient Snacks Eaten by Adults in Last 30 Days, 2004 vs. 2013 (in thousands)
        •   Number of Healthy-Ingredient Snacks Eaten by Adults in Last 30 Days, 2004 vs. 2013 (in thousands)

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        •   Number of Adults Consuming Healthy-Ingredient Snacks by Type of Snack Used Most, 2004 vs. 2013 (in thousands)

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        •   U.S. Retail Sales of Healthy-Ingredient Snacks, 2007-2012 (in million $)

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        •   U.S. Retail Sales of Healthy-Ingredient Snacks by Type, 2012 (in million $)

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        •   IRI-Tracked Dollar Sales of Healthy-Ingredient Snacks by Type, 52 Weeks Ending June 16, 2013 (in thousand $)

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        •   IRI-Tracked Sales of Healthy-Ingredient Snacks by Dollar and Volume Growth, 52 Weeks Ending June 16, 2013 (in thousands)

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        •   Healthy-Ingredient Snacks Products with the Fastest-Growing IRI-Tracked Dollar Sales by Category and Type, 52 Weeks Ending June 16, 2013

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        •   Healthy-Ingredient Snacks Products with the Fastest-Growing IRI-Tracked Dollar Sales, 52 Weeks Ending June 16, 2013 (in thousand $)

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        •   SPINSscan-Tracked Dollar Sales of Healthy-Ingredient Snacks in Natural Supermarket Channel by Type of Snack, 52 Weeks Ending August 3, 2013 (in thousand $)

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        •   SPINSscan-Tracked Dollar Sales of Healthy-Ingredient Snacks in Specialty Gourmet Channel by Type of Snack, 52 Weeks Ending August 3, 2013 (in thousand $)

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        •   Households with Adults Consuming Five or More Healthy-Ingredient Snacks in Last 30 Days by Presence of Children (in thousands)
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        •   Projected U.S. Retail Sales of Healthy-Ingredient Snacks, 2013-2018 (in million $)

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        •   IRI-Tracked Dollar Sales of Healthy-Ingredient Snacks by Leading Marketers and Their Major Brands, 52 Weeks Ending June, 16, 2013 (in thousand $)

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        •   Percent Change in Number of Consumers Using Nutritional Snack Brands Most Often, 2011 vs. 2013 (in thousands)

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        •   IRI-Tracked Dollar Sales of Snack Nuts and Seeds by Leading Marketers and Their Major Brands, 52 Weeks Ending June, 16, 2013 (in thousand $)

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        •   IRI-Tracked Dollar Sales of Cereal/Granola Bars by Leading Marketers and Their Major Brands, 52 Weeks Ending June, 16, 2013 (in thousand $)

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        •   IRI-Tracked Dollar Sales of Dried Fruit Snacks by Leading Marketers and Their Major Brands, 52 Weeks Ending June, 16, 2013 (in thousand $)

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        •   IRI-Tracked Dollar Sales of Trail Mix and Other Sweet/Salty Snacks by Leading Marketers and Their Major Brands, 52 Weeks Ending June, 16, 2013 (in thousand $)

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        •   Retail Sales by General Mills 2011-2013, Snacks vs. Other Divisions (in million $)

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        •   IRI-Tracked Dollar Sales of Healthy-Ingredient Snacks Products of Brynwood Partners, 52 Weeks Ending June, 16, 2013 (in thousand $)

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        •   Dollar Sales of Snacks by Annie's, 2012 vs. 2013 (in million $)
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        •   Excerpts from Websites of Healthy-Ingredient Snacks Marketers Pledging Environmental Responsibility and Global Stewardship

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        •   Excerpts from Websites of Healthy-Ingredient Snacks Marketers Telling Personal Stories of Founders

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        •   Excerpts from Websites of Healthy-Ingredient Snacks Marketers Promising Pure and Healthful Products
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        •   New Healthy-Ingredient Snacks Products with the Highest IRI-Tracked Dollar Sales by Category and Type, 52 Weeks Ending June 16, 2013
        •   New Healthy-Ingredient Snacking Products Ranked by IRI-Tracked Dollar Sales, 52 Weeks Ending June 16, 2013 (in thousand $)
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        •   Importance of Meals, 2004 vs. 2013
        •   Changes in Eating Habits, 2004 vs. 2013 (in thousands of adults)
        •   Changes in Eating Habits, 2004 vs. 2013 (% of adult population)

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        •   Number of Adults Consuming Snacks in Last 30 Days by Type of Snack, 2004 vs. 2013 (in thousands)

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        •   Snacking Trends among Adults by Presence of Children in Household, 2013 vs. 2004 (in thousands)

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        •   Household Consumption of Snacks by Households with High-Volume Healthy-Ingredient Snackers and without Children

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        •   Number of Times per Week Participated in Physical Fitness Program: Healthy-Ingredient Snackers vs. Other Adults

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        •   Demographic Profile of Healthy-Ingredient Snackers by Volume of Healthy-Ingredient Snacks Consumed

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        •   Demographic Profile by Type of Healthy-Ingredient Snack Eaten Most Often

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        •   Demographic Profile of Latino Healthy-Ingredient Snackers by Volume of Healthy-Ingredient Snacks Consumed

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        •   Attitudes of Healthy-Ingredient Snackers toward Environmental Practices of Corporations by Number of Healthy-Ingredient Snacks Eaten in Last 30 Days

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        •   Potential Impact of Grassroots Marketing on Healthy-Ingredient Snackers by Number of Healthy-Ingredient Snacks Eaten in Last 30 Days

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        •   Receptivity to Advertising by Healthy-Ingredient Snackers by Number of Healthy-Ingredient Snacks Eaten in Last 30 Days
        •   Impact of Product Placement on TV on Healthy-Ingredient Snackers by Number of Healthy-Ingredient Snacks Eaten in Last 30 Days

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        •   Cable TV Channels More Likely to Be Watched by Healthy-Ingredient Snackers

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        •   Importance of Magazines to Healthy-Ingredient Snackers by Number of Healthy-Ingredient Snacks Eaten in Last 30 Days
        •   Magazines More Likely to Be Read or Looked Into in the Last Six Months by Adults Consuming Five or More Healthy-Ingredient Snacks in Last 30 Days

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        •   Attitudes of Healthy-Ingredient Snackers toward Healthy Eating by Number of Healthy-Ingredient Snacks Eaten in Last 30 Days

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        •   Attitudes of Healthy-Ingredient Snackers toward Food by Number of Healthy-Ingredient Snacks Eaten in Last 30 Days

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        •   Attitudes of Healthy-Ingredient Snackers toward Trying out New Foods by Number of Healthy-Ingredient Snacks Eaten in Last 30 Days
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        •   Use of Organic Foods by Healthy-Ingredient Snackers by Number of Healthy-Ingredient Snacks Eaten in Last 30 Days

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        •   Household Use of Groceries by Presence of Children

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        •   Percent of Shoppers Eating 8+ Healthy-Ingredient Snacks in Last 30 Days by Supermarket Shopped in Last Four Weeks

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