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 last year has led to more of a focus on healthy snacking. The health segment is growing +35.4% YOY (Nielsen IQ). 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,” comments Matt Collins, Trading Director at KP Snacks. “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 £46.3m RSV and is growing in value at +6.8% (Nielsen IQ). Coming in at under 100 calories per serving, suitable for vegetarians and vegans, 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 at KP Snacks we are proud to confirm that our range is 98% free of artificial sweeteners,” adds Collins. “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.”
Allison Wallentin, Convenience Category Manager at Saputo Dairy UK, comments: “Demand for dairy free alternatives continues to grow, both among people who live with allergies and intolerances, as well as, increasingly, among people who believe free from is the key to their healthy lifestyle. In fact, vegans and vegetarians are projected to make up a quarter of the British population in 2025 (Sainsbury’s).”
Alongside that, the desire for dairy-free alternatives to cheese continues to grow, with BBC Good Food naming ‘vegan cheese’ as one of the UK’s top food and drink trends for 2023.
Plant-based alternatives to cheese are now worth £38.5m (Kantar) and bought by 8.3% of UK households (Kantar). Cathedral City Our Plant Based launched in September last year to great acclaim, and has since sustained that momentum, seeing strong repeat sales across the range, with the 2nd highest volume market share (IRI).
Cathedral City ‘Our Plant Based’ is continuing to win the hearts and minds of the nation’s shoppers (Kantar).
The brand has added a wide range of new options to the market allowing more shoppers to try plant-based alternatives to cheese and is now available in Block, Grated and Sandwich Slice formats, along with a Spring Onion & Cracked Black Pepper Alternative to Soft Cheese, an Extra Mature Block and a Cheddar Flavour Spread.
Lactose free cheese is now worth £11.2 million in total market (IRI), and Cathedral City Lactose Free 200g block is the perfect option for retailers looking to satisfy customers lactose free needs.
Willow, the much-loved alternative to butter from Saputo Dairy UK, is launching in a 500g spreadable tub format.
The new SKU offers a refreshing option for families who are watching their spending thanks to its lower price point.
Saputo Dairy UK will be supporting the launch of Willow Spreadable 500g with instore, online and depot activity.
Already available as a block, Willow is ideal for spreading, cooking and baking. Full of delicious buttery flavour it offers all of the taste and performance of butter without the price point.
The brand is worth £10.7m (IRI) in total market and is now available in 250g block and 500g spreadable tub formats.
Joss Bamber, Head of Convenience at Birds Eye, comments: “In spite of the cost-of-living crisis, shoppers are still looking to provide nutritious diets for their households. In many of the categories we play in (such as fish), health remains one of the most important purchase drivers for consumers, second only to great taste. As health continues to be high on the agenda for many consumers, it’s essential that retailers offer a range of evening meals that deliver nutrition as well as being convenient.”
All of the Birds Eye fish portfolio is non-HFSS and sustainably sourced, including all the fish fingers which are a great way to get the entire family enjoying fish in a healthy, yet accessible, way.
“Where we have made improvements to our products to improve their nutritional profiles, we’ve always prioritised taste,” adds Bamber. “Meeting this dual demand for healthier choices and great tasting food hasn’t been without its challenges – but it’s our responsibility to renovate our products in order to lead the way in helping shoppers improve their health and wellbeing. This is particularly the case with categories closely associated with indulgence, like pizza. With the help of our fantastic R&D team, we’ve made it our mission to ensure that our products are flavour-packed and delicious.”
Across the Goodfella’s pizza range, Birds Eye has been able to optimise each individual component, creating nutritionally balanced pizzas that taste great and excite consumers. Having set and achieved a target for 50% of our Goodfella’s recipes to be non-HFSS by end of 2020, the brand is now aiming for this to be 100% this year and its portfolio is currently at 88% non-HFSS.
Stéphanie Brillouet, Marketing Director, Délifrance, comments: “From a baked goods perspective, demand for healthier options continues to grow with the rise of the health-conscious consumer. Take the bread market, for example, where we know 21% of consumers would eat more bread if healthier options were made available.”
This includes more digestible breads, breads with inclusions, and bakes that use alternative flours.
With gut health and the immune system a growing concern amongst consumers, sourdough has risen to the fore as a digestible alternative offering premium flavour and texture. Délifrance’s sourdough half baguette and bloomer varieties are aligned perfectly with this trend.
The health trend has also seen an increase in the number of plant-based and sustainable options, enabling consumers to make healthier choices for both themselves and the environment. The pastry category is the perfect example of this, where 17% of consumers are actively decreasing their reliance on animal products. Délifrance offers a variety of vegan products to help bakery providers adapt to the evolving needs of consumers, including crispy plain and filled croissants, as well as its Quorn vegan ham and cheeze crowns.
“But what about their mental wellbeing?” adds Brillouet. “Well, we know that people crave a bit of ‘me time’ and treating themselves to and an indulgent pastry can offer a pathway to this by offering a moment to wind down and de-stress. So, ultimately it comes back to taste which remains the key driver of bakery consumption. Viennoiserie caters to this by offering moments of indulgence and joy, often consumed with a slightly naughty but ‘I’ve earned it’ twist. According to our research, two thirds of consumers eat pastries as a treat which is pushing the sector to innovate with increasingly indulgent and treat-worthy creations, from rolls using croissant dough to filled muffins.”
Florette, the No.1 brand in the UK’s £610 million leafy prepared salads market (Nielsen) is highlighting how many wholesalers risk missing out on sales in the chiller by reducing their range of fresh produce this winter. Martin Purdy Commercial and Marketing Director at Florette UK says: “Salad is synonymous with summer. As temperatures rise, prepared salad sales grow exponentially with the demand for lighter eating with a fresh accompaniment like Florette becoming a staple. However, many wholesalers aren’t aware that there is a real appetite for the category all year round. Being naturally healthy, it never loses its relevance and it is highly versatile as either a tasty and colourful side of plate accompaniment or an addition to sandwiches or wraps.”
Wholesalers stocking the market-leading £31m (Nielsen) fresh produce brand can also benefit from a second smaller sales peak each year in the run up to the festive period.
Florette supplies a market-leading range of fresh salad products, including household favourites Florette Classic Crispy (140g and 90g) and Florette Mixed (125g).
With 24 million (Nielsen) packs sold annually, consumer awareness of Florette is also on the rise, boosted by this year’s £1m marketing campaign reaching 8.6m shoppers. Spearheaded by sponsorship of Food Network, the UK’s only dedicated food TV channel that reaches over 5.2 million people each month, the campaign has connected Florette to some of the biggest chefs and food writers in the UK.
The appetite for plant-based food and drink continues to grow, and with 25% of shoppers saying they would like to see more plant-based food-to-go options (IGD), there’s a big opportunity for retailers to grow their sales with the right range.
Catering to the increased consumer appetite for plant-based options with a delicious and nutritious food-to-go range, Pollen + Grace is the beacon brand for plant-based, better-for-you meals in the food-to-go bay. Not all plant-based products are equal, and with health being the highest reported driver for most consumers choosing plant-based products over their conventional counterparts (Ipsos), Pollen + Grace caters to this, serving up a unique, nutritious plant-based food-to-go offering, ticking the boxes for taste, health, and convenience for time poor consumers, with its tasty range of fresh, all-natural salad bowls and a vibrant new wrap range.
Empowering people to eat better since its launch in 2015, the female-founded business continues to build its presence as a food-to-go staple, expanding its range of feel-good meals backed by doctors, nutritionists, and chefs as it continues to innovate across the food-to-go category and beyond.
With 86% of shoppers trying to improve their diets (IGD), retailers need to stock up on options that deliver not only on taste, but on health credentials too.
What’s more, with over a third (38%) of Brits reporting that it’s impossible to be healthy when having a shop-bought readymade lunch, despite nearly a quarter (23%) feeling much happier and more awake in the afternoon when having a healthy lunch (Pollen + Grace), the appetite for convenient and healthy readymade options is clear.
Health and wellness have become a hot topic within recent years, as consumers become more educated and interested in products that help improve their health, fitness and nutiriton (McKinsey). With an increased consideration for health, consumers no longer only consider what might taste good, but what will provide them with the most health benefits (International Food Information Council).
The healthy living category can encompass a variety of food products, such as naturally healthy foods, functional foods, and superfoods. Across the UK and Europe, one of the most prominent food-related behavioural trends in recent years has been the increase of fresh, whole foods consumption, particularly fruit and vegetables.
Belgium is a significant supplier of fruit and vegetables across Europe and the UK, with volumes growing year-on-year. With consumers looking to these healthier choices, there is every expectation the fruit and veg category will continue to grow in the UK over the next decade.
The Flanders’ Agricultural Marketing Board, also known as VLAM, has launched a campaign ‘Loved in Britain, Made in Europe’ to drive awareness of fresh, seasonal produce from Europe. The VLAM UK promotional campaign is set to drive awareness of fresh, seasonal produce from Belgium. These producers and exporters in close proximity to the UK, offer a wider variety of products, all of which are of exceptional quality, sustainably grown and rich in flavour.
The Belgian fruit and vegetable cooperatives have also committed to sustainable development and have been part of a collective initiative ‘Responsibly Fresh’. The project show’s producers actively taking responsibility for making the agri-food chain more sustainable. The campaign, ‘Loved in Britain, made in Europe,’ will highlight the significant investment made around biodiversity in farming, reducing impact on the environment in production in particular.
Nele Van Avermaet, promotion manager Fruit & Vegetables at Flanders’ Agricultural Marketing Board (VLAM), comments: “With more consumers investing into wellness, there is one key sector that never fails to stay at the top of the shopping list, being fresh produce. With 70% of consumers trying to avoid ultra-processed foods (Mintel), the latest to be shunned in the health limelight, fruit and vegetables serve as a more reliable and cost friendly option to those trying to incorporate healthier options into their everyday diets. Consumers are demanding the freshest and high-quality produce, but also require transparency from the brands and products that they consume.”
Consumers are slowly trying to incorporate more eco-friendly practices into their everyday lives, with 82% of adults perceiving their lifestyle to be very or somewhat environmentally friendly (Mintel). In recent years this has become more apparent, with 25% of adults agreeing that their lifestyle is more environmentally friendly compared to a year ago (Mintel).
“Belgium has a long history of producing high-quality vegetables and fruits, thanks to its fertile soil, favourable climate, and advanced farming techniques,” adds Van Avermaet. “Belgian growers take great pride in producing sustainable and environmentally friendly produce, ensuring that their crops are grown in harmony with nature. The quality and taste of Belgian produce are well-known, making it a popular choice for both domestic and international markets.”
Sustainability is becoming an increasingly important factor for consumers’ purchasing decisions, however there is insight now predicting that this will start to influence the healthy living sector more and more – whereby consumers will prioritise the sustainability of a product, as well as its health benefits (Mintel). Meaning these two trends are no longer working separately, but instead in unison. The Belgian fruit and vegetable cooperatives have committed to sustainable development and have been part of a collective initiative ‘Responsibly Fresh’. The project show’s producers are actively taking responsibility for making the agri-food chain more sustainable.
Fruits and vegetables from Europe have long been a preferred choice for retailers in the UK to provide consumers with the excellence in produce they expect. Thanks to its favourable climate and fertile soil, Belgium is a bountiful source of fruit and vegetables. The United Kingdom ranks fourth among Belgium’s top export markets for fresh fruit and vegetables both by value and by volume (Fresh Produce Journal).
Tomatoes are the unsung hero in cooking as well as snacking and are packed with vitamin C, potassium, folate, and vitamin K. Of the tomatoes that consumers purchase in the UK, approximately a fifth are from the UK and the rest are imported from elsewhere. During the first eight months of 2023, the export value of tomatoes from Europe was $351 million, up 34 percent from the previous year (Fresh Market Info). In April 2023 Belgium’s Tomatoes exports accounted up to €28.3M, with an increase explained by a surge of exports to the UK (OEC).
Belgium has recently become claimed as the EU’s largest pear producer and predicted just this year to have produced over 412 million kilograms of pears, recording an increase of 19% within the last year (The Brussels Times). Popular as a juicy snack, as well as incorporated into recipes such as desserts and smoothies or as an accompaniment to cooked meat – pears are rich in folate, vitamin C, copper, and potassium. Strawberries are one of the most popular fruits in Europe and were even revealed in a recent survey to be the UK’s favourite fruit. Being a British summertime classic, UK consumers require a constant supply of fresh, high-quality, and in-season berries. Containing vitamins, fibre, and particularly high levels of antioxidants, strawberries are popular for snacking, baking, and cooking including jams and desserts.
When it comes to fruit snacks, apples, pears, and berries are some of the best options. Apples and pears are a good source of fibre, vitamins C and K, and potassium, and are low in calories. Berries, such as strawberries, raspberries, and blueberries, are packed with antioxidants, vitamins, and minerals and are also low in calories. They are perfect for satisfying a sweet craving without the added sugar found in traditional snacks such as cookies or candy. Belgian fruit growers are known for their high-quality produce, which is grown in a sustainable and environmentally friendly manner, resulting in delicious, juicy, and nutritious fruit.
Comments are closed.