SUBSCRIBE

Breaking News on Supplements & Nutrition - EuropeUS edition

News > Suppliers

Read more breaking news

 

 
DISPATCHES FROM VITAFOODS EUROPE 2014

Nutritional snacks? Manufacturers misread consumers, says Datamonitor Consumer

By Kacey Culliney+

13-May-2014
Last updated on 13-May-2014 at 15:59 GMT2014-05-13T15:59:36Z

Mark Whalley from Datamonitor says the breakfast cereal sector is considerably ahead of snacks in terms of nutrition

Mark Whalley from Datamonitor says the breakfast cereal sector is considerably ahead of snacks in terms of nutrition

Nutritious snacks have not boomed because manufacturers overwhelmed consumers in a category where indulgence remains more important, says the head of food and drink at Datamonitor Consumer.

Speaking to BakeryandSnacks.com at Vitafoods Europe 2014 in Geneva, Switzerland, Mark Whalley said the cereal and snack categories had split in terms of nutrition trends.

“The snacks category is perhaps not developed as much towards the idea of positive nutrition as maybe we would have thought it would a couple of years ag. Whereas in cereals, we’re really seeing companies ramping up their NPD towards positive nutrition – fortified cereals with added vitamins, minerals and functional benefits,” he said.

Snack makers got consumers wrong

Whalley said industry over-estimated consumers’ willingness to compromise on the indulgent factor of snacks. Mass efforts to quickly fortify snacks and position them as healthier had also not helped, he added.

“I think they [industry] started to befuddle and overwhelm consumers and that has led to consumers seeking out more simple messages and more natural products.”

Cereal consumers are in a different mind-set

Asked why mass nutrition claims hadn’t confused cereal consumers, Whalley said it was all to do with the time of day the product was consumed.

“You wake up in the morning you’re probably more in the mind set to start the day with the best intentions possible and I think throughout the day that tends to fall off,” he said.

The future of cereal would continue to be one filled with health claims and healthy ingredients, he said, but it would start to be shaped too by cultural influences.

“It will be not necessarily about developing more and more sophisticated functional ingredients; it will be about experiencing different cultures and tying healthy messages into something that might be a little less familiar to consumers.”

Snacks need more time…

He said there was a clear place for nutrition in snacks – and there was a plethora of products to cater to that – but consumer expectations would take a little longer to catch up.

Whalley said once the health notes in the breakfast aisle became the norm, consumers would expect it in snacks because breakfast products were a pre-cursor to snacks.

Related products

Food manufacturers must encourage healthy choices

Food manufacturers’ role in delivering ‘a fitter future’

Food and drink manufacturers must do more to encourage consumers to make healthy choices...

Upcoming EU sports nutrition law revamp – a win for industry?

Upcoming EU sports nutrition law revamp – a win for industry?

Craig Simpson

EU food law expert , Steptoe & Johnson

Smart combinations: Juices blend fruit and vegetable ingredients for nutritional punch and flavor appeal

Smart combinations: Juices blend fruit and vegetable ingredients for nutritional punch and flavor appeal

Vegetable ingredients may boost the nutritional content of beverages: but when it comes to...

Refreshment and nutrition drive demand for vegetable ingredients

Refreshment and nutrition drive demand for vegetable ingredients

Vegetable ingredients are winning favor with consumers who value them as a healthy part...

Marketing to the ‘elderly'

Marketing to the ‘elderly’: Overcoming the taboo of getting old

There is a need for public health strategies and products to address Europe's rapidly...

The 4 biggest mistakes in healthy marketing

The 4 biggest mistakes in healthy marketing

The Healthy Marketing Team tells us what NOT to do when marketing a healthy...

Top snacking trends

Top snacking trends revealed as UK leads innovation

Health and indulgence are key trends shaping the snack market as the UK leads...

Protein could give endurance athletes an extra edge, says Arla Foods

Protein could give products for endurance athletes an extra edge, says Arla Foods Ingredients

A new fast absorbing protein from Arla Foods Ingredients could help crack open the...

IPA chief: "Regulators are starting to turn the corner on probiotics"

IPA chief: "Regulators are starting to turn the corner on probiotics"

A new-look International Probiotics Association is creating dialogue with key regulators around the world,...

FiE 2015: Our best bits

FiE 2015: Our best bits

Our teams of journalists were out in force at Food Ingredients Europe (FiE) last...

New tech on EFSA’s horizon: Crowdsourcing and cyber assistants

New tech on EFSA’s horizon: Crowdsourcing and cyber assistants

New technology like crowdsourcing and artificial intelligence computers is the future of risk assessment,...

EFSA’s Bernhard Url: Science should reserve one private room for open debate

EFSA’s Bernhard Url: Science should reserve one private room for open debate

Since taking the European Food Safety Authority (EFSA) throne last summer, Dr Bernhard Url has become...

Seadragon sets out to breathe fire into Kiwi fish oil

Seadragon sets out to breathe fire into Kiwi fish oil

The town of Nelson will welcome New Zealand's first omega-3 fish oil processing plant...

The taste test: How do you make a probiotic drink taste good?

The taste test: How do you make a probiotic drink taste good?

Probiotic fruit drinks face different challenges to their dairy counterparts - but both face...

African probiotic project reaching 10,000 infants a day

African probiotic project reaching 10,000 infants a day

Professor Gregor Reid

Chair , University of Western Ontario & Human Microbiology and...

Germvangelist set to shake Probiota with holistic shout

Germvangelist set to shake Probiota with holistic shout

Jason Tetro

Researcher, author, The Germ Guy

Creepy proteins will be hot

New proteins are creeping on trend

Alternative proteins are a “hot area” of interest and products such as sandwich spreads...

Dairy ingredients giant on Indonesia: ‘A lot of opportunities here’

Dairy ingredients giant on Indonesia: ‘A lot of opportunities here’

Jake Riddle

General manager, Kerry Asia Pacific

Indonesia stakes claim as SE Asia's most important food market

Indonesia stakes claim as SE Asia's most important food market

Indonesia's food industry will continue to grow in importance as its population of around...