Trends: Better-For-You Snacks Marketing
The most significant driving factor of the better-for-you snack industry's success is the millennial consumer segment, which have a passion for eating healthy. Millennials are the largest consumer segment in the United States healthy snacks market. Marketing efforts of better-for-you snack brands should primarily be focused on millennials. A prominent marketing trend targeting Millennials is through social media ratings, reviews and recommendations.
A market research report by Amplify and The Center for Generational Kinetics, suggests that a successful product label should appeal to the millennial segment by containing clearly labeled ingredients with an emphasis on minimization. Sixty four percent of Millennials consider products with fewer ingredients as healthier. Seventy nine percent of the millennial segment report trusting companies more that offer snacks with clearly labeled ingredients.
A healthy snack case study in the Technomic Snacking Occasion Report indicates that over half of millennial consumers, 51%, prefer all natural, non-GMO, high protein snacks. Convenient stores have successfully increased marginal sales of better-for-you snacks by utilizing product signage and placing products in high traffic/high visibility areas of the store such as endcaps. The increase in the frequency of consumption of healthy snacks among millennials has provided an opportunity for C-store merchants.
SOCIAL MEDIA/DIGITAL MARKETING
Over half of the millennial consumer segment are persuaded to purchase better-for-you snack products through ratings, reviews and recommendations on social media. One of the newer trends are social media launch campaigns where videos, contests, speeches, demonstrations, and partnerships with influencers on various platforms are usable mediums.
OTHER MARKETING TRENDS
Millennial mothers are setting a good example for their children by educating them on the differences between non-healthy and healthy snacks. More than two-thirds of millennial mothers state their children are aware of the differences. As a result, 55% of children of millennial parents are more likely to consume a better-for-you snack product.
Other strong trends in the better-for-you snack market include using "free from" product labeling, such as free from categories involving allergens and gluten. The most popular products on the market include bite sized portions or innovative flavorings. Many millennial consumers claim the taste of healthy snacks is better than the original. In fact, it is the number one most important factor when choosing a snack.
Future marketing trends may be effected if the FDA approves considerations to regulate the use of the term "all-natural" in snack product marketing.
Current trends in better-for-you snack marketing indicates success in products that have clearly labeled ingredients. Trust among consumers is essential when focusing on the millennial segment. Company interaction on social media platforms have also proven to be essential to a product's success among the millennial consumer segment.