Three winning categories
Only candy, ice cream, and processed fruit are growing across the board
There are just three snacks categories – all from the sweet side – that are still managing to drive more buyers, purchase transactions, and value sales.
The segment that combines a ‘fun’ element and a ‘fruity’ flavour, in particular, is demonstrating outstanding performance. Growth is primarily driven by young consumers up to the age of 30, both male and female.
Demand has increased both within and outside of the summer period since the end of lockdown. However, as people have more choice outside of home, non-packaged ice cream is becoming more popular. The price is also lower than packaged ice cream.
This segment is not generally people’s number one choice when they buy snacks. However, it’s a good ‘extra’ choice that they tend to add to their baskets together with other snacks they already consume, or decide to switch to from other snack options.
The categories that are struggling the most are potato chips, prawn cracker, fish & sea snack and popcorn on the savoury side, and chocolate, jelly gummy/gelatin and milk tablet in sweet. These eight categories are in decline across all three behaviour indicators – penetration, transactions, and sales – over the last year.
