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Summary

Understanding Consumer Trends and Drivers of Behavior in the UK Savory Snacks Market provides an overview of the market, analyzing market data, demographic consumption patterns within the category, and the key consumer trends driving consumption. The report highlights innovative new product developments that effectively target the most pertinent consumer need states, and offers strategic recommendations to capitalize on evolving consumer landscapes.

Key Findings

• Demand for nostalgic snack brands and flavors will grow as stressed consumers continue to turn to Savory Snacks for comfort
• The desire for better value will intensify with continued economic uncertainty, resulting in growing private label penetration
• There will be an increased demand for gourmet-influenced products offering novel, fun flavours
• Product choices will reflect consumers’ desire for excitement and convenience driven by their increasing ambitions and aspirations

Synopsis

Understanding Consumer Trends and Drivers of Behavior in the UK Savory Snack Food Market identifies the key demographic groups driving consumption, and what motivates their consumption. The report uses a unique method of quantifying consumer trends to highlight the degree of influence they have on consumption within the category. The report also identifies the most important trends within the market and shows whether beliefs over what influences consumer behavior within the category are accurate.

Get access to:

• Key consumer demographic groups driving consumption within the UK market. The figures showcase the number of times consumers of specific ages and gender consume Savory Snacks, as well as identifying whether these demographic groups "over" consume in the category (i.e. they account for a higher proportion of occasions than the proportion of society they represent overall)
• Market value and volumes over 2008–2018 for the UK and nine other countries to give a global context.
• The degree of influence that the 20 key consumer trends identified by Canadean have on Savory Snacks consumption volumes, with granular analysis on the extent that degree of influences varies between gender and age group
• Insight into the implications behind the data, and analysis of how the needs of will evolve in the short-to-medium term future
• Examples of international and UK-specific product innovation targeting key consumer needs

Reasons To Buy

This report brings together consumer analysis and market data to provide actionable insight into the behavior of UK Savory Snacks consumers. This is based on Canadean’s unique consumer data, developed from extensive consumption surveys and consumer group tracking, which quantifies the influence of 20 consumption motivations in the Savory Snacks sector. This allows product and marketing strategies to be better aligned with the leading trends in the market.

Table Of Contents

Consumer Trends Analysis: Understanding Consumer Trends and Drivers of Behavior in the UK Savory Snacks Market
Definitions
Category classification and demographic definitions
Summary methodology

Market context
A desire for low-cost treats and snacks for social occasions are driving Savory Snacks consumption
The UK Savory Snacks market has a value of GBP 4.5 billion and is forecast to witness strong sales growth over the next five years
The Potato Chips category accounts for the highest share of all volume sold in the UK Savory Snacks market
There was 17.4 billion Savory Snacks occasions in the UK in 2012, with consumption higher among women and older consumers
Across the globe, the UK Savory Snacks market is second only to the US in terms of value sales
The UK has the highest per capita consumption of Savory Snacks across major markets

Demographic cohort consumption patterns
UK women are over-consuming in the market, indicating the growing popularity of Savory Snacks amongst the large working women population
Older consumers are under-consuming in the UK Savory Snacks market, due to health concerns
Male users of Savory Snacks are most likely to be classified as “heavy” users indicating a preference for quick and convenient snack offerings
Consumers aged below 24 year are most likely to be classified as “heavy” users of Savory Snacks

Consumer trend analysis
Indulgence and a desire for personal space and time are the key motivations for choosing Savory Snacks in the UK
Consumer trends influencing consumption in the UK can be compared against the global market for greater context on the degree of influence trends have
The Changing Lifestyle mega-trend: Consumers choosing to entertain at home are driving consumption of sharing Savory Snack products
The Connectivity mega-trend: Consumers do not feel 'connected' to their Savory Snacks, however regional ingredients can be used to connote quality
The Convenience mega-trend: Busy consumers look to Savory Snacks for convenient every-day treat food options
The Ethics mega-trend: Ethical and environmental issues alone cannot motivate consumers when it comes to choosing Savory Snacks
The Experience and Enjoyment mega-trend: The desire for indulgent flavors, and fun snacks to accompany social occasions are primary drivers of the market
The Health and Wellness mega-trend: Health-conscious consumers currently avoid Savory Snacks rather than looking to the category for healthier options
The Individuality mega-trend: Consumers desire moments of relaxation and comfort from their Savory Snacks
The Trust mega-trend: With high consumer confidence in snack safety, trustworthiness is not viewed as a differentiating attribute
The Value mega-trend: Consumers seek better value through low cost products as well as value-added offerings

Innovation examples
In the UK, manufacturers of Savory Snacks are innovating in terms of packaging in order to boost product appeal
Global innovations on formulation can be a source of inspiration for UK manufacturers

Recommended actions
Manufacturers should present more indulgent, fun options as a treat product for social occasions, increasing emotional engagement with brands
Manufacturers should launch healthy options marketed around their taste, as well as nutritional benefits
Manufacturers should develop snacks targeting the specific needs of new consumer segments

Appendix
An explanation of the sub-trends
Detailed methodology
About Canadean

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Savory Snack

ref:plp2014

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