Although the cost-of-living crisis hindered the growth in volume sales in snacking categories, consumer demand is now on the rise again with more than half of shoppers ready to pay more for snacks with higher-quality ingredients and 45% looking for snacks with healthier ingredients.
With a growing interest in healthier living, it’s important for retailers to tap into the healthy snacking market and offer their customers nutritious products they can snack on and have on the go.
The popularity of healthier snacks can be explained by a shift towards more health-conscious customers.
Many shoppers are becoming more aware of nutrition and are looking for nutritionally balanced snacks that don’t just satisfy hunger but also include key macros, carbs, proteins and fats.
Government initiatives also encourage the growth of healthier snacking, with policies like the HFSS legislation promoting healthier diets and encouraging brands to develop more nutritious snack options.
Healthy bars are especially popular among health-conscious customers, with statistics showing one in three wellness proactives and consumers are purchasing bars weekly or more often and 80% of the demographic is snacking occasionally or regularly.
As well as healthier snacking, consumers are also looking for healthier and functional drinks, including energy drinks with no hidden nasties which offer natural, clean energy without unnecessary additives. Current data shows 11 million Gen Z and Millennials regularly buy energy drinks with five million of those looking for cleaner, benefit driven and functional energy drinks.
“Here at Healthier at Hancocks we’re seeing growth across the board with healthy eating and drinking but particularly in energy bars and clean energy drinks,” comments Kathryn Hague, the Head of Marketing at Hancocks. “Part of our best-sellers are CLIF bars which originate from the US and are delicious plant-based energy bars packed with nutritious ingredients.”
The iconic CLIF BAR was first launched in the US in 1992 and has gone on to become the number one energy bar in the US and a global brand worth $1.5 billion.
Each bar is made with a blend of nutritious, plant-based protein, fat and carbohydrates crafted to keep you moving. The bars contain 9-11g of protein and are made to provide nutrition you can feel good about. These nutritionally complete bars offer a functional snack for those looking to increase their intake of protein and carbohydrates.
The CLIF BAR comes in six tempting flavours including Chocolate Chip, White Chocolate Macadamia Nut, Crunchy Peanut Butter, Blueberry Almond Crisp, Peanut Butter Banana with Dark Chocolate and Chocolate Almond Fudge.
The CLIF Nut Butter Bars are made using 100% certified organic ingredients including creamy peanut butter, oats and a range of flavours to suit every taste.
Among the bars available are Chocolate Chip and Peanut Butter, Chocolate and Peanut Butter and Peanut Butter, which contain 7g of plant-based protein and only 9-11g of sugar per bar.
“For functional and energy drinks, we’re seeing a shift towards cleaner energy with no added nasties,” adds Hague.”
Sneak Energy prides itself on its natural clean energy drinks with no added preservatives, no refined sugars, no artificial colour and no artificial flavours.
The drinks contain natural caffeine, zero sugar, taurine, ginseng, choline and carnitine plus added B vitamins, combining to help deliver a boost that enhances mental focus and sharpness.
“We’re stocking its range of 500ml energy drinks including Sneak Energy Tropikilla, Sneak Energy Purple Storm, Sneak Energy Raspberry Lemonade and Sneak Energy Blizzard Lemonade,” says Haugue. Sneak Energy Tropikilla is a light, fruit drink with a tasty combination of pineapple and smooth mango.
Sneak Energy Raspberry Lemonade has a citrus kick with a blend of sweet, tart raspberries and a fresh citrusy lemonade.
Sneak Energy Purple Storm is a stormy mix of berries with Sneak Energy Blizzard a cooling ice-cold lemonade flavour.
Shaun Whelan, Jack Link’s Convenience/Wholesale and OOH Controller, comments: “More shoppers are searching out high protein, tasty meat snacks as healthier alternatives to traditional crisps and confectionery for their lunches and to enjoy across the afternoon. Many shoppers see meat protein snacks as the best source of protein to give them energy.”
The jerky and biltong meat snacks category is one of the fastest growing categories across the total store. The category in total grocery is worth over £40 million RSV (retail sales value). It is growing in both value and units and has more than doubled in value over the last five years, with the headroom to double again as still fewer than one in ten households buy it.
The strong category growth has been led by the clear category leader Jack Link’s which has more than tripled retail sales value over the last five years. In the last year Jack Link’s has grown its sales in value and volume.
High in protein, Jack Link’s Beef Jerky and Jack Link’s Biltong are pure, unadulterated snacks made with 100% lean beef, seasoned dried and smoked slowly, following a traditional recipe. Both products are packed with protein, offering a long-lasting energy release.
The nature of Jack Link’s makes it ideal to be consumed across the day, and is especially popular in the afternoon, as people enjoy the several pieces of meat in each pack that provide a tasty chew between mealtimes and give them energy.
“Great merchandising is key to great category visibility to maximise sales. The unseen is unsold, so visibility of the bestselling products is key to maximising sales. Merchandising with other bagged snacks, crisps and nuts is fundamental, as ambient protein meat snacks offer a healthier alternative snack for shoppers, who have become more health conscious and are seeking out a high protein, low calorie brand that tastes great,” adds Whelan.
“Dual merchandising of Jack Link’s is key to ensure shoppers can easily find their favourite brand on the main fixture. When merchandised alongside crisps, nuts and bagged snacks, Jack Link’s Beef Jerky offers customers a healthier option, encouraging them to trade-up.
“Cross-merchandising allows retailers to benefit from the healthier snacking opportunity. When Jack Link’s is merchandised where shoppers are looking for snacks, it offers them the opportunity to trade up and choose a healthier alternative. We also have clip strips available to prompt unplanned incremental purchases.”
Jack Link’s Jerky and Biltong do not need to be refrigerated. Their long shelf life of 9 months minimises wastage, making them particularly good meat protein products to stock.
MOJU Marketing Manager Steph Case comments: “A major driver of the rise of Functional Shots growth, particularly MOJU, has been the shift in consumer demand for naturally functional options to power their busy and active lifestyles.”
MOJU stands out from traditional juice and smoothie offerings and carbonated soft drinks with its powerful, freshly pressed superfood ingredients such as Ginger & Turmeric, providing a uniquely potent and craveable taste experience, helping consumers to kickstart their day.
Looking to the next 3 years, Functional Shots is set to be one of the largest growth drivers in total soft drinks, on track to be a £150m category by 2027, overtaking Coconut Water in 2025 (VYPR) providing a huge opportunity for retailers who are already starting to back the category.
The next generation of consumers are consciously choosing healthier options to power their busy and active lives with 50% of consumers shifting their buying behaviour based on health concerns (VYPR), with category defining brands such as MOJU are delivering strong growth (+58.7% volume growth YoY, Circana), by meeting these emerging needs; particularly when it comes to delivering health benefits through a more natural, convenient and lower sugar proposition.
Growing concerns on the overconsumption of sugar and caffeine, with 1/3 of consumers looking to reduce their caffeine intake (MOJU commissioned VYPR 2024), with alternatives that provide a natural energy boost without compromising on their physical and mental well-being. This is driving a shift towards functional drinks like MOJU for a caffeine-free kick, and lower sugar per serving.
Despite a lot of confusion and mixed messages in the media, consumers are becoming more concerned about the impact of consuming ultra processed foods, with 2/3 consumers looking to reduce their intake over the next year (VYPR 2024). This is prompting a greater demand for natural, whole food options, such as MOJU’s functional shots which are made using fresh-pressed, whole-food ingredients, and other fast-growing categories such as Kefir in dairy.
Whilst UK consumers are embracing more sophisticated taste profiles, there can be an expectation that healthier soft drink options have less indulgent or niche taste profile.
Whilst a hygiene factor for consumers, the winners in functional health are managing to deliver flavour and strong health credentials. MOJU, with its hero Ginger variant having the highest rate of sale within the total Juice and Smoothies category (Circana) is an example of this.
Health-conscious consumers are increasingly seeking transparency in labelling and ingredients. For example, VYPR research highlights that shoppers are not only seeking out detailed vitamin and mineral breakdowns, but they are increasingly seeking out naturally derived ingredients over synthetic fortification. In response, MOJU prominently highlights its whole-food ingredients and natural vitamin levels on pack, ensuring ease for shoppers, whilst consistently ensuring credibility behind any claims and benefits derived from its range of nutrient-rich products are available for review by consumers.
“We’re seeing an ongoing consumer movement towards more diverse, exciting taste experiences,” adds Case. “The spicy food trend has become more and more popular, particularly within snacking and beverage, with British consumers increasing confidence to explore more unique flavours with widening spice palettes (Speciality Food). For MOJU, we continue to see significant growth in interest for natural ingredients that pack an efficacious punch such as Ginger and Turmeric. Whilst both Ginger & Turmeric are familiar ingredients for most UK households, MOJU is making it it’s mission to introduce these beneficial and nutrient dense ingredients into more diets by making them even more accessible through its convenient shot format.”
MOJU’s hero Ginger variant, available in 420ml dosing bottle and 60ml single serve formats are the brand’s bestselling variant. The product packs the power of nature into every shot, cold-pressing the highest quality Peruvian ginger root for a fiery caffeine-free kick.
MOJU’s fieriest kick, Extra Strength Ginger, is now available in a hyper convenient 60ml shot format offering consumers the opportunity to add some more boom to their routine wherever they go.
Functional Shots are a bright spot within the Juice and Smoothies category, delivering scale (valued at £38m and strong growth (+69% volume), with MOJU as the Functional Shot sub-category pioneer with 55% volume market share, driving 49% of total sub-category volume growth.
A major driver of the rise of shots growth, particularly MOJU, has been the shift in consumer demand for naturally functional options to power their busy and active lifestyles. MOJU offers a craveable taste experience, standing out from traditional juice and smoothie offerings with its powerful, nutrient dense superfood ingredients such as Ginger & Turmeric, providing a uniquely potent and craveable taste experience that consumers describe as ‘so good you feel it working’.
To support the brand’s hero variants, MOJU has recently launched its latest multichannel campaign. Investing £2m across a 17-week period, the campaign is estimated to be seen by 85% of UK adults, bringing MOJU’s distinctive boom to an additional 17.5m million consumers vs last year’s campaign. Further cementing MOJU’s association with the morning occasion, MOJU has expanded into new broadcast channels with new 20’ and 10’ TV spots running across ITV and Sky, alongside Channel 4, as well as making its debut on radio with its first airtime ads.
As one third of shoppers are proactively looking to eat more fruit and vegetables to lead a healthier lifestyle (IGD), many are turning to fresh salads as a healthy, all-natural accompaniment to main meals and snacks. Martin Purdy, Commercial and Marketing Director at Florette UK, says: “Not only are fresh salads naturally low in fat, salt and sugar, they are refreshing, complementing a wide range of foods and the carefully selected blend of leaves are packed full of flavour and texture, to provide the perfect eating experience.
“Whilst they are light to eat, they also play a role in ensuring people are satisfied after a meal and add a natural combination of texture, vibrancy and colour to the plate. Also, at a time when consumers recognise that some of their favourite foods may not always be the healthiest, all-natural fresh salad takes on even more importance.”
Many of those consumers making a conscious decision to eat more healthily are also looking to foods which complement their growing interest in flavours from around the world.
“The good news for wholesalers looking to maximise the growing demand for fresh salads is that they are the perfect accompaniment to new and emerging ‘world foods flavours’ and can be merchandised as such,” adds Purdy.
With over 560 million packs of fresh salad sold each year (Nielsen & Kantar), market-leading Florette is ideally placed to help wholesalers capitalise on consumer demand for pre-prepared salads which add the healthy, natural element which people increasingly want.
Florette has a wide range of salad products to enhance healthy meals, including Florette Crispy (90g and 140g) which is the biggest selling product in the impulse channel and Florette Mixed salad (125g), with its crunchy mix of leaves adding interest and texture to any healthy meal.
“Fresh salads really do come into their own as part of a healthy meal solution,” adds Purdy. “With one third of fresh salad eaten as a component, adding healthy freshness and texture to sandwiches and wraps, and almost two thirds of salad occasions featuring on the side of plate, consumers can easily personalise and improve their favourite healthy food choices with Florette.”
Florette continues to align its products closely with key occasions throughout the year, and drives consumer demand for its products with timely marketing and promotional support, including easy to follow, inspirational recipes on www.florettesalad.co.uk.
Jess Leather, Co-Founder of Freja, comments: “The healthy living sector is a substantial and expanding segment within the food and beverage industry, driven by increasing consumer awareness about health and nutrition. As more people prioritise wellness and seek products that support a healthy lifestyle, the sector’s value continues to grow. Consumers are particularly interested in natural, clean-label, and functional foods, which support gut health, immune function, and overall wellness.”
The market is experiencing strong growth. Consumers are increasingly prioritising health and wellness, leading to rising demand for functional foods like bone broth. The focus on nutrient-dense, non-ultra-processed products is propelling growth within the sector. The healthy living category’s growth aligns with broader trends towards wellness-focused eating habits, with bone broth emerging as a key player due to its multiple health benefits.
Key trends driving the healthy living sector include a rising focus on gut health, with products that support digestive function, such as bone broth, gaining popularity as natural solutions. There is also increasing consumer demand for natural and clean-label products, emphasising minimally processed foods with simple, recognisable ingredients. Convenience remains a priority, with products like Freja’s Instant Bone Broth sachets meeting the needs of consumers seeking both ease and nutrition. Sustainability is a significant factor, as many health-conscious shoppers prioritise ethical food choices.
Freja’s best-selling products are the classic Beef and classic Chicken Liquid Bone Broths, which continue to attract customers due to their rich nutritional profile, offering high levels of collagen and amino acids that support joint, gut, and skin health.
Freja has essentially created and dominated the bone broth category in the UK, capturing over 75% market share. Positioned within the broader stocks, soups, and gravies category, Freja’s products offer a premium, health-focused alternative, distinguishing them from traditional competitors.
Matt Collins, Sales Director at KP Snacks, comments: “Whilst health has been a priority for both the Government and shoppers for several years, the Covid-19 pandemic and the introduction of HFSS legislation in 2022 has led to more of a focus on healthy snacking. At KP Snacks, we are passionate about doing the right thing by our consumers and providing people with healthier options to enjoy as part of a balanced and healthy lifestyle.”
53% of consumers say they try to eat healthy most of the time and only 1% state they never try to eat healthily (Mintel). However, ‘healthy’ means different things to different people. For some it’s a focus on positive health e.g. increased protein or fibre, whereas for others, it’s a focus on portion control or calorie reduction.
“Today, positive health within the snacking category is seen to be more about ‘managed health’, e.g. things that we can take out of our diet,” adds Collins. “This means that offering products with lower calories, as well as less saturated fat, salt, sugar, and additives, is becoming increasingly more important for snack brands. As a responsible snacks manufacturer, we remain focused on developing, manufacturing, and marketing our products in the right way, promoting snacks to be enjoyed as part of a balanced diet and an active lifestyle.”
In 2022, KP announced its HFSS brand reformulation strategy which saw non-HFSS products rolled out across popular KP brands: Tyrrells, popchips, Hula Hoops Puft and Penn State ahead of the introduction of HFSS legislation in October.
Flavour is the no. 1 purchase driver in crisps, snacks and nuts, and healthy snacking is no exception. The popchips core range is worth £45.6m RSV (Nielsen IQ). Coming in at under 100 calories per serving, suitable for vegetarians and vegans, and with a third less fat than the market leader, popchips provides a more permissible snack option without compromising on big flavour.
KP Snacks’ recent NPD has focused on ‘better for you’ ingredients but with big tasting flavour cues that inspire consumers and add something totally new to the healthy snacking segment.
Plant based eating trends are here to stay, with more consumers actively choosing diets which incorporate more veg and plant-based foods. 46% of 25–44-year-olds believe it’s healthier and 38% believe it’s better for the environment (IGD). The popchips health and flavour credentials have driven the brand’s appeal to date.
26% of consumers avoid products with artificial sweeteners (Mintel), and KP Snacks is proud to confirm that its range is 98% free of artificial sweeteners. Nuts in particular are perfect for those looking for a healthy snack with natural and functional benefits. Nuts have been recognised as an important part of a healthy and sustainable diet. They are excluded from HFSS legislation and represent a huge opportunity for growth.
KP leads the category as the number one brand in Nuts, worth £100.2M RSV and growing at +2% (Nielsen IQ). Available in a variety of formats and flavours, KP Nuts are perfect for every occasion whether it’s in-home sharing and pairing, a meal accompaniment or for a quick pick-me-up on the move.
Gill Riley, Consumer Director at Quorn Foods UK, comments: “Quorn is the No. 1 meat free brand (Circana) for a reason, nobody innovates and engages quite like us. There is still very much a sustained interest in eating meat free, and we know the key drivers of health, taste, sustainability, and animal welfare are still at the forefront.
“We have a long and successful heritage, having produced our unique Quorn mycoprotein at scale for almost 40 years. We also have decades of data and nutritional research to back up why it is one of the best protein sources.”
Last year, we saw a huge shift in consumer behaviour led by continuing turbulence in the global economy, which impacted the performance of a number of food and drink categories. It’s important to remember that the slowdown in growth of the meat alternatives category comes against a backdrop of many years of strong growth.
“We remain strong in driving forward our mission to bring the best meat free protein to consumers, wherever and whenever they are making food decisions. Whilst many brands and products come and go, Quorn has been a constant, also delivering share growth ahead of the total market in key areas,” adds Riley.
“Our range of delicious products is always expanding and being enhanced, driven by a passion for taste. But we know that value for money continues to be on shoppers’ minds. We will be keeping this at the forefront of our strategy, challenging taste and affordability perceptions.
“We’re innovators and we keep a close eye on consumer demand, which includes ensuring meat free eaters aren’t missing out at mealtimes but also that we’re delivering on the needs of new shoppers looking to enter the category.”
The main barriers to trying meat free can be taste and texture, but through Quorn’s advanced product testing and great tasting products, the brand has been able to secure and hold its number one spot – driving shopper demand.
Quorn has recently developed an even tastier recipe for its much-loved Cocktail Sausages. The new recipe will make the switch to meat-free alternatives even easier for consumers, with a closer visual likeness to the meat equivalent and enhanced taste.
The new sausages will still be high in protein, low in saturated fat and a great source of fibre. In consumer trials, the product received outstanding feedback, with purchase intent of more than 80%.
Shoppers can also buy two different pack sizes of their favourite Quorn Cocktail Sausages and Picnic Eggs, both will be available in 140g and 240g packs.
“The addition of another pack size ensures we’re delivering on consumer demand on even more levels and attracting shoppers into the category. While the larger packs are firm favourites for our well-established Quorn lovers, the smaller packs will act as an ideal entry point for new consumers,” says Riley.
“Smaller packs in our frozen ingredients portfolio are very effective at bringing in new shoppers, so there is a clear incremental category growth opportunity for retailers stocking both of the new snacks formats.”
Quorn’s frozen ingredients range is also giving consumers value and convenience, enabling shoppers to create a range of family meals that often work out cheaper than popular meat-based recipes.
The bold on pack messaging on the “Big Bag Great Value” range drives shoppers to the fixture and strongly asserts the value credentials. Available products in this format include Quorn Mince, Quorn Pieces, Quorn Sausages, Quorn Steak Strips, Quorn Crispy Nuggets, Quorn Vegan Mini Sausage Rolls and Quorn Swedish Style Balls.
“Our role as a meat free market pioneer also includes supporting our retail partners with their own sustainability goals, helping them take important steps on the journey to reach them,” continues Riley.
“Quorn maintains a sustained focus on sustainability in everything we do, and we work hard to continuously highlight this to shoppers.”
The brand also sets itself climate targets, measuring the climate impact of its products and operations, which it has been doing for over ten years. It has continuously been a spearhead for sustainability in the food industry, adding carbon footprint labels to all its products back in 2020.
All its products are made using Quorn mycoprotein, a unique super-protein that uses 90% less land and water and produces 98% less carbon emissions than beef mince (The Carbon Trust). It’s also nutritionally beneficial, high in fibre, high in protein, low in saturated fat and packed full of amino acids.
Huib van Bockel, Founder of Tenzing, comments: “The natural energy drinks market is driving innovation within the broader energy category. TENZING has experienced remarkable growth, outperforming the overall energy category by 30% (NIQ: P12W-W/E05-10-24). As consumers become increasingly health-conscious, there is a rising demand for energy drinks that feature natural ingredients without artificial additives, aligning with a holistic approach to wellness.”
Several key trends are shaping the natural energy drinks market. These include the rise of plant-based ingredients, increased consumer interest in functional beverages that provide specific health benefits—such as improved focus and immunity—and a strong emphasis on sustainability and ethical sourcing. Additionally, growing concerns about artificial sweeteners and additives are prompting consumers to seek out natural alternatives. Transparency in ingredient sourcing has become essential, as consumers want to feel confident about what they’re putting into their bodies.
“Retailers should pay attention to the increasing consumer interest in natural energy drinks, particularly in light of recent health concerns surrounding artificial sweeteners,” adds van Bockel. “This trend presents a significant opportunity for retailers to cater to health-conscious consumers. At TENZING, we ensure that we never compromise on flavor while completely avoiding artificial sweeteners.”
The brand’s best-selling product is TENZING Natural Energy Raspberry & Yuzu. It recently launched TENZING Super Natural Energy Fiery Mango, crafted specifically for the winter months. This new flavour features Vitamin D, Vitamin C, Magnesium, Lion’s Mane Mushroom, and Electrolytes, delivering double the power with 160mg of caffeine.
TENZING has established itself as the UK’s No.1 Better-For-You energy drink (NIQ: YTD-W/E05-10-24). It is the first and only B-Corp certified energy brand, reinforcing its commitment to sustainability and social responsibility, values that resonate deeply with today’s consumers.
“Brands should prioritise transparency and sustainability in their offerings. Providing clear information about sourcing, ingredients, and environmental impact fosters consumer trust and loyalty. Engaging consumers with educational content about the benefits of natural energy can also help drive sales,” says van Bockel.
“It’s impressive how many new brands continue to enter the market, many of which are still loaded with sugar and artificial ingredients. Retailers should create dedicated displays for natural energy drinks to capture consumer attention and highlight the benefits of these healthier options. Additionally, providing staff training on product knowledge can enhance the shopping experience and encourage sales.”
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