Permissible Snacking

Permissible Snacking: Understanding the New Breed of Snack Foods

A new breed of snack foods is changing the way we think about treats between meals. Often referred to as “permissible snacking”, this trend feeds into the desire of consumers for convenience and their growing concerns about health.

Here, we take a closer look at this trend and reveal marketing strategies that FMCG firms can use to improve their competitiveness in the snack food market.

The New Consumer

The IBISWorld Health Consciousness Index indicates that health consciousness in consumers has risen over the past five years and is expected to continue growing.

Nearly half of Australian and New Zealand consumers say they wished there were more “all natural” food products on store shelves, and agree that they would be willing to pay more for foods and drinks that don’t contain undesirable ingredients.

It’s a similar story in the UK, where 41% of consumers seek out snacks with less sugar, 39% seek out snacks that are low in fat, and 40% expect to pay a premium for healthy/functional snacks.

Meanwhile, our rapid immersion in technology is fueling busy work schedules and a faster-paced lifestyle. Self-care and work-life balance are things people care about. As a result, time-poor consumers are sometimes seeking healthy snack foods as a substitute for a meal, or relying on the occasional pick me up or indulgent treat to boost their mood.