Snack time
Health and an ‘expectation of newness’ are two critical trends within the crisps and snacks category. That said, the demand for an indulgent treat will always exist. Here, Gillian Hamill highlights the brands satisfying consumers’ taste buds and generating bags of repeat purchases
Print15 June 2018
As retailers will have seen reflected in their own store sales, health is playing an increasingly important role within the crisps and snacks market. As Anita Winther, research analyst at Mintel points out: “While enjoyment and indulgence play a key role in the market, health considerations are also affecting it, driving the growth in popcorn, nuts and meat snacks. That half of savoury snack eaters deem snacks made with pulses to be healthier than potato-based ones, suggests scope for further NPD here.”
Mintel’s latest UK report on crisps and snacks, published earlier this year, echoes a number of Irish trends. It highlights how an expectation of newness underlines the importance of flavour NPD and that a growing interest in “flexitarianism” (a generally vegetarian diet, with the occasional addition of meat) extends to meat-style snacks.
Linda Cullen of Bord Bia’s food and beverages division, has also made a number of pertinent observations relating to the crisps and snacks category. She highlights how a recent Bord Bia report on ‘Snacking Today in Ireland and the UK’ which demonstrates the continuing popularity of snacks with four in 10 people (in the ROI) snacking more often. The findings also showed the growing importance of health in the snacking category with consumers wanting great-tasting snacks without the guilt of traditional, indulgent products. In 2016, the size of the snacking category in Ireland was valued at €3.38 billion and forecast to grow by 5% to €3.58bn by 2021.
Cullen also states that while more than one-third of consumers have good intentions when it comes to eating habits, indulgent treats such as crisps and chocolate are still among our favourite snacks. Consumption of these products is common among consumers who snack regularly during the evening. These snacks are seen as a reward for a long day when indulgence and treating become prevalent, according to Cullen.
What’s more, despite many consumers still preferring a more indulgent treat, the trend towards healthier options continues to gather pace. Over 90% of consumers claim to worry about what they eat. There was an increase of 124% in snack food products launched in the UK and Ireland with low, no or reduced sugar claims between 2011 and 2015. However low or reduced fat, calorie or sugar versions accounted for less than 10% of NPD in 2016, Cullen adds. Healthy snacking is now driving NPD in the snacking category and accounts for 9% of the category but is in double digit growth. Nevertheless, there is still an opportunity for more NPD in snacking as consumers seek out healthier versions of their favourite snacks.
More than just a crisp!
Consumers have said they are more likely to buy the Tayto brand after seeing the ‘More Than Just a Crisp’ campaign
Tayto continues to hold its position as Ireland’s number one crisps and snacks brand* with a portfolio of sub brands for every occasion and consumer need state.
Tayto, the original Irish crisp, accounts for a 26.6%* share of the crisp market alone. This figure is further enhanced when Tayto Bistro, an indulgent, gluten-free offering, and Tayto Ripples, potato crisps with a real bite, are included.
The Tayto Snacks range includes family favourites like Snax, Waffles, Mighty Munch, and Chipsticks in a variety of impulse, sharing and multipack offerings. Occasions Bacon Fries and Party Mix are a must-have for any social gathering – the recent packaging makeover has performed well and these sharing bags have grown 8.3% year-on-year.* Consumers can pick up a packet for any summer gathering with friends – these snacks were made to share!
Treble Crunch offers Tayto’s consumers a permissible treat with just 99 calories per bag. With consumers more health conscious than ever, 2018 will be an exciting year for Treble Crunch as a new flavour is set to be introduced to the range in Q3.
Meanwhile, Mr. Tayto has teamed up with Tayto Park for a new promotion in 2018. They will be giving away 1,500 family entry passes to Tayto Park in Co. Meath throughout May and June, just in time for summer holidays and bright evenings at the park. For a chance to win, shoppers can pick up a promotional 12 pack of Cheese & Onion or Variety Tayto for just €3, locate the unique code inside and check if they have won.
Tayto’s ‘More Than Just a Crisp’ campaign returned in May and will do so again in September, with extensive TV and out-of-home promotion. The ‘More Than Just a Crisp’ campaign has proven highly successful in the past, with consumers stating they are more likely to buy the Tayto brand after seeing the campaign.**
Mr. Tayto will be very busy during the summer making a ripple in the market with some new crisps and key shopper marketing campaigns. In September, he will also be launching the winning limited-edition flavour as voted by the public. Wondering which flavour won? Watch this space!
*(Source: Nielsen Markettrack Volume Sales MAT M/A 2018)
**(Source: Red C 2018)
Taste above all else!
O’Donnells, with a 47% share of the growing premium crisps segment, is the market leader
O’Donnells is Ireland’s favourite hand-cooked crisp brand* and is showing no signs of slowdown in the market. The brand continues to show double digit growth year-on-year, holding its position as market leader with 47% of the growing premium crisp segment.
Last year saw the exciting launch of a collaboration between two Irish household brands, O’Donnells and Ballymaloe. The resulting flavour, Ballymaloe Relish and Cheddar Cheese, is tasty and unique and won gold at the 2017 Irish Free From Awards. Unsurprisingly, it is a firm favourite amongst O’Donnells consumers and is already the number three best-selling flavour within the range. 2018 will be another exciting year for O’Donnells Ballymaloe Relish and Cheddar Cheese; from Q3 it will also be offered in a multipack as well as the current impulse and sharing formats.
O’Donnells is the official sponsor of Grey’s Anatomy Season 14 on RTÉ2 for 2018. A range of seven second and 10 second TV stings were created for the show, marking O’Donnells’ first foray into TV. This move allows O’Donnells to reach a mass audience and create further awareness of the top-selling brand.
O’Donnells will be sampling and selling its six award-winning flavours at Bloom, Taste of Dublin and The National Ploughing Championships amongst other key consumer shows this summer. With a combined footfall of nearly 500,000 in attendance, these shows are a staple in the O’Donnells diary every year.
September will see more news on the brand with on-pack offers along with O’Donnells’ next first in advertising. Exciting times are ahead for Ireland’s number one hand cooked crisp brand.
*(Source: Nielsen MAT Value Sales J/F 2017)
Buffalo is how we roll
A bag of Hunky Dorys Chips packs full-on chipper flavour in every bite
Hunky Dorys is the nation’s favourite crinkle crisp brand and Ireland’s second most popular crisp. The robust brand performance continues year-on-year with Hunky Dorys now holding a 20.7% value share and 17.6% volume share of the market.*
The latest campaign from Hunky Dorys, ‘Buffalo Is How We Roll’, is currently live on screens and out-of-home (OOH). The ad communicates an attitude for Hunky Dorys which is about adventure, discovery and freedom – all in the context of community, which in this instance is represented by a group of skilful and talented roller-skaters. Hunky Dory’s brand icon, the buffalo, will appear for the first time ever, presenting an opportunity to bring to life the confidence and individuality the buffalo represents.
The latest addition to the range; Hunky Dorys Chips is featuring on OOH throughout May. ‘The Love Child of a Chip and a Crisp’, packs full-on chipper flavour in every bite. There is no messing around here, this is full-on flavour, just like “your man in the chipper” does it! These new additions will expand the Hunky Dorys range further, giving the Buffalo community a reason to keep returning to this Irish success story.
*(Source: Nielsen MS MAT J/JF 2018)
Nuts about taste
With a volume share of 8.8%, KP Nuts is Ireland’s most popular branded nut. KP Nuts’ flavour combinations bring excitement to consumers’ taste buds, whatever the event. The new flavoured peanuts are available in five tantalising flavours, and are perfect for sharing. Smokehouse BBQ and Salted Caramel are becoming real fan favourites, so shoppers should make sure to give them a try.
Shooting some hoops
Ian O’Rourke, Largo Foods; Claire Rockall, Aine McKenna, Theresa Walsh, President, Basketball Ireland; Basketball Ireland general secretary Bernard O’Byrne, Casey Grace, and Grainne Dwyer
Hula Hoops, Ireland’s favourite multipack snack** officially announced a three-year extension to its partnership with Basketball Ireland. To tie-in with the announcement, Hula Hoops launched Ireland’s very first #HulaHoops3x3 championship in Dundrum Town Centre on 12 May. Now part of the schedule of events at the 2020 Tokyo Olympics, 3×3 basketball is an exciting and fast-paced version of basketball.
The championship took place on a specially-constructed court with tiered seating for the fans and players alike. The nation’s top men’s and women’s Super League teams competed to become the #HulaHoops3x3 champions. UCC Glanmire and DCU Saints were victorious on the day and received their €2,000 prize money as well as their Hula Hoops cups. The event was streamed live on the Basketball Ireland YouTube page and was viewed by a massive 16,000 fans. Hula Hoops is looking forward to growing participation in Irish basketball over the coming years through more fun and engaging competitions and events.
In case you missed the action online, have a look at the Hula Hoops FB page to catch up: www.facebook.com/HulaHoopsIreland.
*(Source: Nielsen Nuts MS Volume M/A 18)
**(Source: Nielsen Crisps/Snacks MS Volume M/A 18)
You got this
At Grenade, the company sees three trends driving the healthy snacking category: health, taste and innovation. Looking specifically at health, Kantar Worldpanel (August 2017) reports more than 50% of UK adults are seeking to reduce their sugar intake.
Grenade is the UK’s leading sports and nutrition brand, offering consumers premium high protein, low sugar products. Within protein bars alone, Grenade is the number one brand in the UK, with a huge 45% more sales than the second offering*. Grenade Carb Killa bars generate the highest amount of cash through tills within the category, making them a must-stock for retailers. A huge 80% of shoppers are new to this highly profitable category**.
Grenade has begun the revolution for healthy snacking and fighting sugar. Retailers can join the revolution by stocking up on the Grenade Carb Killa range and giving their shoppers what they are looking for.
Grenade is delighted to announce the partnership with Valeo Foods, Ireland’s leading ambient food and beverage business.
Valeo Foods stands apart for Grenade because of its ability to deliver growth across categories, its knowledge and understanding of the Irish consumer and its sales team which is spread right across the trade.
Fittingly, Grenade’s brand motto is ‘You Got This’.
*(Source: IRI infoScan, Nutrition Bars, UK HB OTC, 52we 07/10 17)
**(Source: Retailer X sales data, 26we February 2018)
Q& A with…Juliet Barratt, CMO and co-founder, Grenade
Juliet Barratt
Q: Grenade is marketed as a high-protein, low-sugar range of bars and shakes. How is the product formulated to offer these benefits without compromising on taste?
A: At Grenade, product quality is at the heart of everything we do. New technologies have increased the potential quality of finished goods. This, partnered with our R&D teams and leading flavour houses which have exceptional capabilities, means we are able to produce original recipes that have functional benefits while maintaining a confectionery feel. We spend a significant amount of time refining our products to avoid compromising, exploring extensive base ingredients and flavour profiles.
Q: How has the brand progressed since it was founded in 2010, to now?
A: Grenade is the UK’s leading sports and nutrition brand, offering consumers premium protein products. Within protein bars alone, Grenade is the number one brand in the UK, with a huge 45% more sales than the second offering*. Grenade Carb Killa bars also generate the highest amount of cash through tills within the category, making them a must-stock for retailers. In addition a huge 80% of shoppers** are new to this highly profitable category; again driving incremental sales in stores.
The Grenade story is one of roll-your-sleeves-up hard work and a commitment to doing things better. Founded in 2009 by Alan and Juliet Barratt, their mission was simple, to create highest quality products that our ‘life athlete’ target consumer would actively seek out and enable them to get the most out of life, whatever their goals. The market-leading range and world class programme of innovation is testament to the ongoing commitment to provide consumers and retail partners with the best possible brand and products.
Q: What does the future hold for Grenade, in terms of NPD and marketing, are there any initiatives planned for the rest of the year?
A: We predict the trends around health and wellbeing will continue as consumers look to reduce their sugar intake and look for healthy snacking choices. At Grenade, we will continue to invest in the healthy snacking, low-sugar category as we drive the revolution to bring healthy snacking to consumers everywhere. 2018 is a very exciting year for Grenade as we continue to work with our partner customers to help them grow their category. Marketing highlights in 2018 include:
- grenade.com, our industry leading brand new website was launched in April
- Exciting new product launches as we continue to innovate in the healthy snacking category
- The ongoing Ambassador programme where Grenade works closely to support people who typify our ‘life athlete’ audience
- Increased distribution and in-store support of Carb Killa bars, shakes and spreads
- Consumer-focused sampling activity
- Press features and PR spreading the word to shoppers
Q: What tips or preferences does Grenade recommend to retailers to boost sales?
A: Protein is thriving within the arena of on-the-go healthy snacking. Shoppers want snack products that taste great but are low in sugar and that deliver in terms of specific functional benefits. That is why Grenade’s leading range of Carb Killa bars, shakes and spreads cater for the needs within on-the-go eating. Protein is very much part of the mainstream snacking occasion. We suggest dual siting of Carb Killa bars in the confectionery aisle and the on-the-go food front-of-store locations in grocery and close to the till to maximise impulse purchases in convenience. This is a great way to offer shoppers a range of ‘treat’ and ‘healthy’ options.
*(Source: IRI infoScan, Nutrition Bars, UK HB OTC, 52we 07/10 17)
**(Source: Retailer X sales data, 26we February 2018)
Carbon neutral from crop to crisp
In a world which increasingly cares about sustainability, consumers can see the direct impact Keogh’s will have on the lives of Ethiopian potato farmers at www.keoghs.ie
In a first, Keogh’s has announced a three-year partnership with Vita, which has seen the business become the first Irish food manufacturer to go carbon neutral. It also involves Keogh’s sharing valuable best practice farming knowledge with Ethiopian potato farmers. Vita is a not-for-profit overseas development agency, which can deliver a platform for Irish businesses to offset their carbon footprint via high impact, climate-mitigating programmes in Africa. Keogh’s Farm was awarded ‘carbon neutral’ status in May of this year, meaning its carbon emissions have been tracked from the field right through to the crisping house. In addition, Keogh’s Farm is a member of Bord Bia’s Origin Green sustainability programme for the food and drinks sector.
Keogh’s has become the Irish first food manufacturer to go carbon neutral
“Vita’s carbon reduction programme has enabled our family business to offset our carbon emissions while bettering the lives of many Ethiopian families at the same time,” Tom Keogh said.
“In a world where consumers increasingly care about sustainability,” he added, “those who buy our crisps will be able to follow this story to see the direct impact our business will have on the lives of Ethiopian potato farmers.” To follow the story, go to www.keoghs.ie.
A new bar with benefits
The Eat Natural Omega-3 bar fills a current untapped gap in the market for a mainstream snack bar with added benefit of omega-3
Eat Natural, one of Ireland’s most popular fruit and snack bar brands, reports it is unlocking a huge sales opportunity for retailers with the launch of a new on-trend bar. Named the ‘omega-3’, the new bar is the latest addition to Eat Natural’s ‘bars with benefits’ range.
Building on the success of the protein-packed bar and two other bars with benefits: Extra Protein and High Fibre last year, the Eat Natural Omega-3 bar fills a current untapped gap in the market for a mainstream snack bar with the added benefit of omega-3. In keeping with the range, the bar is suitable for vegetarians, and is wheat and gluten-free.
Created with taste and goodness in mind, the brand states Eat Natural’s Omega-3 bars are crammed full of good, wholesome, honest ingredients including peanuts, mixed seeds and almonds, tossed with chocolate chucks to add an indulgent twist. Packed full of omega-3; thanks to the golden linseeds and chia seeds, Eat Natural believes that if you are going to use lovely ingredients, you might as well use lots of them.
Eat Natural’s three-strong range of ‘bars with benefits’ offers wholesome, tasty choices that are boosted naturally with active ingredients.
Now available in Ireland, the Omega-3 bar is part of Eat Natural’s range of bars with powerful natural ‘boosts’ as ‘bars with benefits’; wholesome, tasty products that are boosted naturally with active ingredients. ‘Bars with benefits’ is a three-strong range of bars each carrying a nutritional ‘leg up’ such as high fibre, with omega-3 and extra protein.
Following a successful launch of the range in the UK and mainland Europe, Eat Natural ‘bars with benefits’ is a key part of the brand’s growth strategy and will create a new snacking occasion for consumers who want a great tasting on-trend snack with an added benefit for when hunger strikes. The launch will be supported by a shopper marketing campaign comprising digital, sampling and price promotions to drive awareness and trial.
“Making this range has been a fantastic adventure,” says Harriet Gregory, Eat Natural’s ‘director of deliciousness’ who created the ‘bars with benefits’. “Thanks to nature’s pantry we are gifted with incredible, naturally powerful ingredients. More and more, our customers are asking us to give them more than just good taste and good quality – they want power from our bars.
“We know shoppers are actively looking for nutritious snacks that also taste great,” Gregory adds. “Innovation is crucial to driving growth in the category and our strategy is to continue to deliver exciting, unique products which really answer consumers’ needs.”
Eat Natural Omega-3 bar, made with over 50% nuts and seeds is available now from Valeo Foods Ireland with an RRP of €1.64 per bar. For more information visit www.eatnatural.co.uk.
Healthy indulgence with new chocolate popcorn
Propercorn Chocolate is a healthier product which will satisfy sweet-toothed consumers
Propercorn, Ireland’s number one premium popcorn brand* is introducing a Propercorn Chocolate flavour to its award-winning collection.
Continuing its strong growth within the popcorn category, Propercorn’s new flavour provides shoppers with a healthier moment of chocolate indulgence. Propercorn’s blend of Fairtrade cocoa, whole milk, Demerara and sea salt, contains just 126 calories per serving and less than half the sugar of a traditional chocolate bar**.
“The universal love of chocolate makes this one of our most exciting launches yet,” said Propercorn co-founder, Cassandra Stavrou. “After months of tasting and tweaking, we’re very proud to have created a healthier product which genuinely satisfies the sweet-toothed among us.”
Propercorn Chocolate is available now; contact Richmond Marketing for information on how to stock this product.
*(Source: Ireland: Multiples ‘Retailer A’ & ‘B’ and Convenience Grouping ‘C’ MAT Feb 2018, total RTE popcorn)
**(Per 100g vs. standard milk chocolate bar: 104% less sugar, 510% less saturated fat, 26% less fat)
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