Snac World - Official State of the Industry 2021 - 14

STATE OF THE INDUSTRY
ucts in the second half of 2021. People were getting
things ready to roll and waiting for prime time
to come back. I think there will be not just a bounce
back in terms of new product introductions, but
like the rest of the economy, way over the top. That
will give consumers choices and more fun, which is
good. We need to bring fun back to the store and
more adventuring while eating. "
IMPULSE VS. ONLINE PURCHASES
Another trend, the digital experience, continues to
blossom. IRI reported that online sales for the core
snack market stole share last year, but brick-andmortar
experienced hefty increases as well.
However, snacks are such an impulse item that
producers need to engage consumers differently to
maximize online sales.
" You could send them samples, but the collaborative
juices weren't there. Projects got postponed, "
Mr. Smenos said. " There is a lot of playing catch-up
in getting new products out there. From our internal
standpoint, there were projects put on pause that
we're now pretty excited about making. "
He especially looks for the return of trade shows.
" Those events are so integral with people in
the food industry. When people get together and
ideas are shared across different platforms, things
happen, " Mr. Smenos said. " It's an engine for new
business and new product innovation. It's like that
secret sauce that everyone was missing. "
Overall, Ms. Dornblaser noted, Mintel classifies
new products as either " true innovation " that comes
from new brands and often startup companies, or
as " product renovation, " which includes line extensions,
new varieties, reformulation or new packaging
from existing lines, established brands and
larger producers. Most snacks fall into the " product
renovation " classification, but she expected the
industry might see more " true innovation " from challenger
brands as more new products hit the shelves
over the next year.
Rob Sarlls, president and CEO of Wyandot
Snacks, Marion, Ohio, anticipates that the pipeline
of new products could surge later this year.
" The smarter folks were thinking ahead, " said
Mr. Sarlls, current chair of SNAC International. " I'm
pretty sure we'll see a ridiculous flurry of new prod14
SNAC
WORLD 2021
" Shoppers might snap snacks up at a convenience
store without giving it a second thought, "
said Tom Vierhile, vice president of strategic insights,
North America, Innova Market Insights.
" Online shopping isn't necessarily as conducive to
this type of behavior as the format is not as engaging
as being able to pick up and hold a product you
are about to purchase. "
Looking ahead, Mr. Sarlls said, snack producers
need a digital approach that complements conventional
merchandising and special displays that turbocharge
sales in a brick-and-mortar establishment.
" It's becoming a permanent avenue, and one you
can't ignore, " he said. " If you don't have a social
media strategy, you don't have a strategy. It has to
be a part of what you're doing on the ground in the
store. Digital has become too important, and the
pandemic highlighted that. More dollars should be
going to digital and social media, above and beyond
whatever the trend was before the pandemic. "
Another way to increase snack sales is through
online initiatives that boost the number of eating
occasions, whether it involves new dayparts or
mealtime occasions. Ms. Vesper suggested integrating
snacks into recipes. The Frito-Lay Snack
Index survey found that last year 63% of Americans
were cooking at home to stay entertained during
COVID-19 but were hungry for more inspiration.
Knowing this, the company developed moresmileswitheverybite.com,
a centralized hub of recipe
inspiration integrating its brands into almost any
eating occasion. Additionally, the company released
" BON-APPE-CHEETOS: A Holiday Cookbook by
Chester & Friends " last November.
" It featured inventive and delicious new recipes
from Chester Cheetah and professional chefs, " she
http://www.smileswitheverybite.com
Snac World - Official State of the Industry 2021

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