Snacks to the Future: Health and On-The-Go are Key Trends in Ireland

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Thomas Gavin, Global Graduate, Markets, Bord Bia - The Irish Food Board


It feels to many of us that our lives are getting busier and busier, leaving us time-poor and trying to claw back minutes anywhere that we can. This is particularly true for our eating habits, with the traditional ‘three-meals-a-day’ routine evolving to people ‘grazing’ whenever they are hungry and can find the time.


Consumers Are Snacking Often and On-The-Go

According to a recent Mintel report on Consumer Snacking Habits in Ireland, 58% of Irish consumers are snacking twice or three times a day, with only 16% saying that they do not snack on a daily basis (Mintel, 2019).
  
A third of Irish consumers note that they often skip breakfast, with a further third highlighting that working through lunch is a common occurrence (Mintel, 2019).

It is no surprise, then, that 31% of Irish people snack when they are commuting or travelling, with another 23% snacking whilst out shopping and 19% getting their fill when at a live entertainment event (Mintel, 2019).

This has particular implications for product size, packaging and labelling, as producers must make it easy for people to eat when they are out and about. This includes single-sized portions and re-sealable packs.


Consumers Are Looking For Healthy Options

Snacking was traditionally seen as synonymous with treats such as chocolate or crisps, which were indulgent but perhaps not an everyday option. Another Mintel report – The Future of Salty Snacks: 2019 – notes that this evolution in our consumption means there is a demand for more healthy snacks that can be substitutes for the nutrition that was found at mealtimes in the past (Mintel, 2019).

Certain product claims are particularly important in this regard. With Irish people more aware of the health implications of their snacks, claims such as ‘high fibre’, ‘high protein’ and ‘low/no sugar’ can be particularly enticing for consumers (Mintel, 2019).  

These health claims may also be combined with ‘grab-and-go’ call-outs and innovative packaging to attract consumers looking for a more fulfilling and substantive snack when they have gone without a traditional meal (Mintel, 2019).

However, 77% of Irish consumers are wary of products claiming to be healthy when, in reality, they contain high levels of sugar, fat etc. This is particularly true in relation to their kids, with 82% of Irish people stating that they try to monitor what snacks their children eat (Mintel, 2019).

73% of Irish consumers want to see healthier options rather than confectionary on display at shop checkouts, in hopes that it will lessen temptation (Mintel, 2019).


So What?

Mintel’s report shows that Irish consumers are embracing the trend towards more snacking and not just confining their eating occasions to the house or as a gap-filler between meals. This offers plenty of prospects for Irish producers to innovate and meet those needs, especially as consumers are demanding a wider range: they are looking for healthier options when they don’t want a guilty conscience, but continue to seek out sweet and salty snacks when looking to indulge and treat themselves.

Bord Bia’s Healthy Snacking UK and Ireland report from 2018 is a fantastic asset for Irish producers to learn more about consumer and product trends in this area (Bord Bia, 2018).
  
References
  • Mintel, 2019. Consumer Snacking Habits – Ireland – July 2019. [online] Mintel. Available through: Bord Bia internal library.
  • Mintel, 2019. The Future of Healthy Snacks: 2019. Mintel. Available through: Bord Bia internal library.

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