Snac World - Official State of the Industry 2022 - 10

STATE OF THE INDUSTRY
increased 5% when compared to the last 5 years. "
Price, brand and flavor innovation drive purchase,
according to the " Salty Snacks " report, but health
claims also appeal. Category segments experimenting
with ingredient innovation and low-carb profiles,
such as cheese, " other " salty snacks and meat
snacks, which are considered a " sleeper success, "
are better positioned to respond to health trends
and expected to help drive growth through 2025.
Multipacks have seen strong growth, as well as
snacks with alternative base ingredients, Ms. Lyons
Wyatt observed. Dried fruit snacks appealed partly
due to convenience and kids returning to school.
Snack bars bounced back with strong volume sales
and from price increases. Popcorn enjoyed breakout
success in 2020 and 2021 and continues to
see growing sales.
" The industry is adapting to a changing landscape,
including the continued evolution of consumers'
wants and needs, the many challenges
brought about by COVID-19, and the recent supplyside
challenges, " said Bill Blubaugh, senior vice
president marketing, Utz Brands, Inc., Hanover, Pa.
" Through it all, consumer demand remains strong,
and the industry is well-positioned for the future. "
WHAT IS A SNACK?
Over the past few years, the idea of what constitutes
a snack has evolved. A 2021 Mintel consumer
survey found that both older and younger adults
cited they snacked to satisfy a craving or treat
themselves, and this was consistent across all age
groups. However, the younger demographics reported
more purposeful motivations for snacking,
such as needing an energy boost, eating on-the-go,
relieving stress, or eating healthier.
" Younger consumers are snacking more and
report a wider array of motivations, likely because
snacking plays a more purposeful role in their lives, "
" If we continue to
keep the younger
generations engaged,
interested and excited,
the future is bright
for snacking. "
Sally Lyons Wyatt, executive vice president
and client practice leader, IRI
Mr. Owen said. " They tend to apply their overall
food preferences and priorities to their snack choices.
Whether more protein, clean label or organic,
these snack qualities appeal, because snacking is
more central to their food mindset. "
Ms. Oswalt noted the evolution of consumers'
perspectives around snacking during the coronavirus
(COVID-19) pandemic as snack sales skyrocketed.
" Shoppers continue to seek balance when it
comes to snacking, " she said. " During peak pandemic,
it was all about comfort and indulging to
cope with stresses where now they are making
more mindful choices, continuing to seek out flavor
and variety, unique offerings but also snacks that
serve a purpose. "
Campbell Snacks meets these evolving needs
with bolder flavors and limited editions as well as
in-store activations and right-size offerings for the
variety of snacking occasions consumers are indulging
in.
Finding ways to engage consumers, especially
younger demographics, is critically important to
the snack industry, and social media platforms are
key. Sixty-two percent of global
consumers reported enjoying
food content on social media,
but that number skyrockets
with Gen Z consumers, 82%
of whom say they engage with
food on social media, according
to Chicago-based Mondeléz
International's third annual
" State of Snacking " report.
Ms. Lyons Wyatt pointed out
that these younger snackers are
on their phones constantly, and
it's important to reach them there.
10
SNAC WORLD 2022
Snac World - Official State of the Industry 2022

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