new peanut product developments - · pdf filemanufacturers blur salty snack formats mars...
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© 2014 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel
New Peanut Product Developments
April 2014
mintel.com3
Content
• Snacking is a way of life for today’s consumers
• Snacks and peanuts developments in Europe
• Flavours and formats are driving innovation
• A successful story in the peanut butter segment
• Conclusions
mintel.com4
Snacking is a way of life, especially for younger & working consumers
41% of 15-24 year olds in the UK often eat snacks while on-the-move rather than eating a proper meal.
Traditionally, ‘snacking’ has been indulgence-led but in our time-pressed society it now has healthy connotations.
The boundaries between meals and snacks are blurring.
On-the-move eating
Eating occasions
blur
Healthy influences
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Attitudes towards nuts (2014)
Nuts can present a snacking challenge for consumers because they have both BFY and “not so BFY” attributes, requiring a certain level of awareness and
attention to “mindful” eating.
European consumers are conflicted about the health benefits of nuts
Source: Mintel Consumer Data Charts
0
10
20
30
40
50
60
70
80
90
I limit the
amount ofroasted nuts I
eat becausethey are
unhealthy
I would be more
likely to buyhealthier nut
options
I would buy
more nuts if thesalt content was
lower
Roasted nuts
are a goodsource of
protein andvitamins
Roasted nuts
are healthierthan
crisps/othersalty snacks
France
Germany
Italy
Spain
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Lorenz Macadamia Nuts, Austria
Asda Chosen by You Salt & Vinegar Peanuts, UK
The “Naturally rich in” message tends to be subtly communicated
in nuts; the main emphasis is still on
flavour.
The front pack states
“high in fibre”
Health positioning in snack nuts
Duyvis onion & garlic peanuts, Netherlands
Naturally contain vitamins E, B1, B3,
phosphorous, magnesium & good unsaturated fats
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Snack nuts have been growing in popularity as consumers ramp up their protein dependence
Salty snacks new launches, Europe, most active sub-categories, %
Source: Mintel GNPD2014 data: January to 7th April 2014
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Snack nuts have been growing in popularity as consumers ramp up their protein dependence
Salty snacks new launches, Europe, most active sub-categories, %
Source: Mintel GNPD2014 data: January to 7th April 2014
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The industry
is responding Attitudes towards protein and food high in protein, UK, November 2012
The peanut industry can benefit from the interest in high protein
Source: Mintel Oxygen
Hillary Peanut+ Honey Spread contains 25%
protein from peanut, grains and milk, New Zealand
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For manufacturers, the challenge going forward will be the continuing battle between health and enjoyment.
But for consumers flavour is more important than health
64 65
5055
0
10
20
30
40
50
60
70
France % Germany % Italy % Spain %
Attitudes towards salty snacks“Flavour is more important to me than calorie content”
Source: Mintel Consumer Data Charts 2013
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Walkers TigerNuts double coated, tiger patterned
shell, UK
For best-selling new nut products the
emphasis is on texture and strong flavour
Five variants (cheese, tomato, barbecue, bacon, Mexican) have first year
sales of €8.7m
Four variants (sweet chilli, smoky bacon, salt &
vinegar, masala curry) have first year sales of
£3.5m
Flavour is key to best-selling new products
Bénenuts Twinuts flavoured biscuit coated
nuts, France
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Peanuts new launches, worldwide, by flavour, %
Search for the intense has driven spicy flavours
Source: Mintel GNPD
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Highlighting specific chili types in salty
snack flavours speaks to consumers’ demand for authenticity, and could support higher retail price points for
premium lines.
Seeberger Thai Style Peanut & Cashew Nut
Mix, Austria
Pepsico Walkers Sensations Chinese
Szechuan Pepper Coated Peanut, UK
Manufacturers merge authenticity and novelty hot flavours
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Flavours inspired by
complete meals
Combining snacks with
popular sauces
Lemon with chilli blends have started appeared in Europe
Lemon/
Lime notes
What is next for flavours?
Pepsico Walkers TigerNuts Masala
Curry, UK and Ireland
Chio Crispers Coated Nuts with Tzatziki
Flavour, Hungary
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USA
Manufacturers blur salty snack formats
Mars introduced a new line of snack mixes
incorporating M&Ms with nuts, dried fruits, cookies
and pretzels
UK
“Contains jumbo peanuts, hula hoops, tortillas, corn
strips and multigrain crisps”
The brand claims that there is “something
crunchy, salty, nutty or spicy in every handful”.
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The use of limited editions is a way to ‘test’ concepts with experimental consumers
Ültje Almond-Peanut Mix with Chocolate & Chili is available for a short time
only, Austria
Duyvis Tijgernootjes Paprika Fiesta Double
Coated Peanuts with double Mexican flavours, NL
Consumers are no longer satisfied with
simply buying products, increasingly
they want brands to provide experiences.
AWS: €20,587
mintel.com17
Duyvis Heat & Eat are roasted peanuts that can be warmed up in a microwave for warm and
crispy nuts, Netherlands.
According to the manufacturer, the aroma and flavour of fresh nuts are released through the
special cooking.
We are expecting to see more warm snacks as an
accompaniment to a meal or between meals, as long as they deliver on indulgence, flavour
and convenience.
Heat & Eat: warm nuts come to the table
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Portability is growing in importance as consumers snacks more out of home or on the move
Source: Mintel, Jan 2013Base: adults aged 16+ in each country who eat salty snacks
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Emerald Breakfast on the Go!’s popularity has been attributed to its portion-controlled, individually wrapped packages, which have been made trimmer
and longer to aid portability, USA
Breakfast mixes highlight portability and satiety
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Morning Munch range of nuts, fruits and snack mixes, UK
Risenta mix includes chopped cashew, pecan and walnuts, Finland
The success of Diamond Foods’ breakfast trail mixes in the US has encouraged other brands to target consumption during
breakfast.
Manufacturers target the breakfast moment
“maintaining energy levels” “said to give an omega-3 boost”
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The Peanut Crunch contains a mixture of peanuts, cashew nuts,
Finland
Nuts clusters “Shots” formats give a more dynamic image and a more affordable appeal
Portable snacking formats aim at inspiring new usage occasions
Nut Shot Gourmet Virginia Crunchy Jumbo Peanuts, 60g pack, USA
Crown Jolly Pong Snack in a 40g shot pack,
convenient to pour in mouth, South Korea
mintel.com23
Jif Whips Whipped Peanut Butter & Chocolate Spread - AWS: $47,210
Jif Whips Creamy Whipped Peanut Butter – AWS: $67,761
Jif Chocolate Flavored Hazelnut
Spread - AWS: $110,117
Jif Mocha Cappuccino Flavoured Hazelnut Spread - AWS: $43,678
Smucker’s strategy to leverage the Jif brand into specialty nut butters pays off
mintel.com24
Indulgence & enjoyment are key market drivers but the movement towards healthier snacks continues.
For nuts and peanuts protein & fibre content are the areas to watch.
Breakfast trail mix brands should exploit the filling benefits of nuts as consumers look for morning options that give them sustained energy and leave them fuller for longer.
Healthier but still
delivering on taste
Areas of opportunities:
Morning Occasion
New packs Small ‘shot’ style packs with a high protein content message on the pack to target younger consumers’ on-the-go snacking habits.
© 2013 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel
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Flor Mansilla
Trends & Innovation Consultant