Health-positioned snacks on the rise, says Innova

Despite the current economic climate, the snack food industry showed continued growth in 2011, particularly in new product activity, a report from Innova Market Insights has shown. Consumer demand for gluten-free, organic, wholegrain and free-from products was reflected in new product launches in 2011.

Snack purchases are generally impulse driven and therefore their health benefits would be expected to have little influence on purchasing decisions. Regardless of this, nearly 40% of new product launches in 2011 had some kind of health positioning, Innova reported. The USA saw a 60% increase in health positioning in 2011.

Innova cites rising consumer awareness for an increase in new lines featuring either natural or additive-/preservative-free positioning or both, with 22% of global snack introductions featuring these labels.

Nearly 10% of global snack launches have been gluten free; 20% in the USA. Over the last five years, gluten-free launches have tripled. To achieve this, many manufacturers have turned to ingredients such as cassava, sweet potato, brown rice and black beans.

Flavours are changing, too: Innova said many countries are seeing growth in strong and hot flavours and increased use of chilli, spices and garlic as well as multicomponent blends.