Baking & Snack - May 2020 - 48
SNACKS
"ALL CORONAVIRUS HAS
DONE IS MADE THE TRENDS
THAT WERE ALREADY
REDEFINING SNACKING
EVEN MORE IMPORTANT."
Sally Lyons Wyatt, IRI
Snacks have been
flying off the shelves
since the COVID-19 was
declared a pandemic and
people stocked their
home pantries.
©Kenishirotie - stock.adobe.com
channel is best for them. That's because mass market
stores, value stores and club stores should also see a continued boost in sales through COVID-19. Already in
the United States, core snack sales in mass merchandisers grew 3.3% between January and March, while snack
sales in club stores grew 10.5%. Ms. Lyons Wyatt said
these channels will be big drivers of growth because of
their value propositions.
Focusing on innovation
Snack companies are taking the momentum from 2019
into the future, and that means they are innovating to
penetrate different snacking opportunities.
One of the biggest trends is toward breakfast snacks.
One recent example is the Smart Tart! from Smart Co.,
Los Angeles. The two-pack of breakfast pastries includes
16 grams of protein and 4 grams of fiber. The snacks offer
individualization because they don't come frosted. Instead,
the company suggests a variety of toppings, including peanut butter, chocolate hazelnut spread or even Greek yogurt.
Innovations in form, ingredients and flavors drove
categories like breakfast snacks to positive dollar sales
and volume growth in 2019, and refrigerated snacks
are following suit thanks to their fresh perception, Ms.
Lyons Wyatt said.
"The opportunity exists around complete snacking,
and this healthy halo that refrigeration has, it was in
both core and expanded snacks," she said.
One example is the Organic Overnight Oat Bar
from Core Foods, Los Angeles. Available in six flavors, Coconut Cashew Mango, Dark Chocolate Cherry,
48 Baking & Snack May 2020 / www.bakingbusiness.com
Lemon Poppy Seed, Peanut Butter, Chocolate Peanut
Butter and Blueberry Banana, the snacks offer the health
benefits of overnight oats in bar form. They contain no
sugar or preservatives, and they combine probiotics with
prebiotics to enhance gut health. They last in a refrigerator for about one week.
While the oat bars clearly target consumers focused on
wellness, other indulgent snacks are experiencing some of
the highest dollar sales growth totals, according to IRI.
Frito-Lay, Plano, Texas, recently launched Cheetos
Popcorn to take its famous flavors into a new snack category. The ready-to-eat popcorn is available in Cheddar
and Flamin' Hot flavors.
"We've seen the way Cheetos lovers don their red- and
orange-dusted fingers like a badge of honor, and we're always looking for ways to help them step up their snacking game," said Brandi Ray, senior director of marketing,
Frito-Lay North America. "The only way to truly take
popcorn to the next level is to add the iconic Cheetle,
the cheesy dust that will entice Cheetos fans to snack on
this popcorn all year long."
According to IRI, indulgent snacks saw a 27% increase in dollar sales between January and March. The
wellness category saw 28% increase, and permissible indulgences grew 25%.
Ms. Lyons Wyatt said balance is the key to success for
snack makers in this new world.
Spelling it out
Targeting specific consumers who crave indulgent comfort, wellness or permissible indulgence means putting
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