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A professional flexible packaging manufacturer with more than 8 years experience - KMJbag
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A professional flexible packaging manufacturer with more than 8 years experience - KMJbag
In May this year, JD.com released the "2021 Food Industry Consumption Trend Insights" report. Big data shows a salient feature of current Chinese snack consumption: a high focus on health attributes. According to the report, "benefits" and "ingredients" are the topics that users pay the most attention to, according to the ranking of online discussion volume, while nuts, yogurt, fruit, etc. are also frequently mentioned in social media. Consumers are more willing to add healthy, nutritious and ingredient-rich snacks to their shopping carts.
Looking at the world, healthy snacks are also an obvious trend. With the increasing penetration rate of snack consumption in daily life, people no longer use snacks as a "hobby" to pass the time and soothe their emotions, but give it more personalized and functional appeals. And these are built on the healthy foundation of natural ingredients, balanced nutrition, low sugar and low calorie.
How is the health awareness of consumers changing? How should snack development meet the demands of big health? Only relying on healthy ingredients and nutritional performance, can snacks make people at home love it?
01 After people stay at home and cherish health more, snacks have finally become a rigid need for "life extension"
The biggest change in human consumption preferences caused by the epidemic is the return to the family.
In January this year, a survey conducted by Alix Partners of more than 7,000 consumers in 9 countries and regions around the world showed that outdoor consumption behavior is rapidly decreasing, while supermarket food and household daily necessities have become the consumption areas with the smallest changes.
After a large number of consumption behaviors, including diet, returned to the family, a richer eating scene was created for snacks. For example, fitness at home will inevitably lead to demands for high-protein and energy-supplement foods; working from home will also greatly increase the demand for refreshing coffee and heavy-tasting snacks. Household refrigerators provide the possibility for the popularity of short-term cold snacks.
From outdoor to indoor, the basic purpose of eating has not changed, but the psychological feeling and eating experience that people want to obtain are completely different. Family meals, whether it is preparation time or cooking utensils, have a larger operating space, and people pay more attention to the sense of ritual and achievement. For ubiquitous snacks, through sophisticated product and packaging design, bringing people a richer eating experience is almost as important as the psychological comfort brought by a healthy image.
The epidemic not only allows people to explore various possibilities of home eating, but also accelerates people's attention to health.
According to Mintel's survey of 3,000 respondents aged 18-49, 67% of Chinese consumers want to buy higher quality food and beverages, 36% want to better understand their nutritional needs through scientific means, and 47% % of people hope to reduce the risk of modern civilization diseases (such as diabetes, high blood pressure) through diet.
It can be seen that healthy nutrition is still the most fundamental appeal of food consumption, and consumers are more willing to pay a premium for health than ever before. This means that new products should be more in line with consumers' health concepts and cognitions, and the nutritional and health advantages of products should be disseminated through effective consumer education.
So, how confident are people that they can achieve health through diet? According to a Mintel survey: 91% of consumers believe that improving immunity requires long-term efforts. 61% believe that a long-term healthy diet is indeed difficult to adhere to. This is exactly a good business opportunity for snack brands. There are quite a few brands through the subscription system to bring people a sense of ritual to check in, so as to maintain the freshness of the product and brand loyalty.
During the pandemic, millennials (64%) and Gen Z (60%) said they would snack more often than Just a few full meals. More and more people tend to eat more snacks to replace a meal, or as a supplement between meals.
Consumer perceptions of healthy snacks are also changing. A few years ago, additive-free, organic, all-natural - a collection of clean label concepts meant healthy. Now, people hope that healthy snacks can help them in daily nutritional supplementation and health management, and even extend to personalized functional demands such as weight management, oral beauty, and liver and stomach protection.
So, from the perspective of product development, how can snacks be infinitely close to the "healthy" appearance in the eyes of consumers?
02 The formula "addition and subtraction", a new advanced health
Reduce sugar, reduce fat, reduce calories
With the enrichment of consumers' nutritional knowledge, the portion of their rational consumption also increases. People stopped believing blindly about product claims and began to consciously check ingredient lists. "China Consumers' Food Label Cognition and Use Status Survey Report 2020" pointed out that only 8.7% of consumers never read the ingredient list. The content of salt, sugar and fat has become an important yardstick for people to judge the health of food. With "zero sugar, zero fat, low calorie" becoming a new hot spot, "guilt-free" healthy snacks have attracted more attention.
Lake Pond House Sin な き か ら あ げ is a vegan fried chicken made with soy protein. Made in secret with an exclusive recipe, it has the crispy skin texture and juicy meat of fried chicken. Each bag contains only 124 kcal, so you can enjoy it without worrying about excessive calorie intake.
Avocrazy Snacks Avocado Puff, an avocado puff puff bar made with all-natural ingredients such as avocado, organic rice flour, and a blend of herbs and spices, is described as "perfectly guilt-free, nutritious, delicious, and non-greasy. alternative to regular chips or puff sticks". This product is vegan, dairy-free, gluten-free and contains only 100 calories per bag.
03 Good snacks are those that can resonate emotionally
Elevating mood and becoming an important driver of snack consumption growth
Snacks are not only meant to satisfy hunger, but also become an outlet for inner comfort or stress relief. Emotional attributes are a new competitive opportunity for products, and 64% of consumers are very concerned about whether food and beverage promotions can meet their emotional needs. Emotions emerged as a key driver of snack consumption growth.
According to Mondelez’s Global Snack Trends Report, snacking has largely transformed into a relaxing activity when alone. Two-thirds of consumers see snack time as a rare moment of tranquility under great stress, with 63% calling it “the only bright spot of the day.”
Overall, compared to negative emotions such as anxiety, anger, and stress, positive emotions such as comfort and relaxation have become the driving factors for snacking. Seeking solace (47%), rewarding yourself (46%), boosting mood (45%), relaxing (44%), eliminating loneliness (42%), and killing boredom (37%) have all contributed significantly to snacking Consumption.
04 Summary
In the past year, the domestic healthy snack market has been in full swing. Start-up brands such as “Menglebao”, “JOLIYOYO”, “Little Yellow Elephant” and “Crispy Cat” have received financing. The 469 million new generation of healthy eating tasks will be shouldered by the cutting-edge brands who are currently racing on the snack track.
At the WISE 2021 Leaders Conference three months ago, the founder of fit8, Zhang Guangming, put forward the industry conjecture of "what will young people eat in the future". In fact, not only the dark horses in the snack industry like fit8, but almost all food brands have seen the healthy consumption trend surging in the post-90s generation and the Z generation.
Dairy snacking, meal snacking, functional food snacking... Snacks are becoming the new normal for future diets. Snack brands are also experiencing an unprecedented test: how to rush out of the competition with competitors on all sides?
By mastering the "addition and subtraction" rule of formula design, mastering the tricks for consumers to build emotional resonance, mastering the key to the link between packaging design and scenes, perhaps, we can outline the "future of young people's diet"!
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