Healthy Indulgence: The Rise of Better-for-You Snacks

In today's dynamic world, consumers are increasingly prioritizing their health and wellness, recognizing that well-being encompasses both physical and emotional balance.?

This holistic approach to health has transformed the way people perceive and interact with food, particularly in the realm of snacking. Snacking, once considered a guilty pleasure or a convenience, is now seen as an integral part of the wellness journey—a journey that intertwines the nourishment of the body with the fulfillment of emotional needs.

Understanding Consumer Priorities

Consumers today have a myriad of health and wellness priorities, ranging from managing weight and boosting immunity to reducing stress and enhancing mental clarity. What stands out amidst these diverse goals is the growing recognition that emotional well-being is just as crucial as physical health.

The Role of Snacking in Wellness

Along this journey, snacking has emerged as a pivotal component. Far from being merely a stopgap between meals, snacks are now chosen deliberately to meet specific physical and emotional needs.?According to Glanbia Nutritionals’ Health & Wellness Study, consumers are having almost two snacks a day.*?This shift underscores the evolving relationship consumers have with food, where snacks are not only a source of sustenance but also a means of achieving nutritional goals, emotional satisfaction, and convenience.?

The Give and Take of Food Relationships

Central to the wellness journey is the nuanced relationship consumers have with food. This relationship is characterized by a delicate balance—a give and take—wherein individuals seek to nourish their bodies while indulging in foods that bring them joy and comfort. Snacking plays a crucial role in this balance, offering an opportunity to make mindful choices that align with health objectives without sacrificing enjoyment.

Better-for-You Snacks: Bridging the Gap

In pursuit of health goals, consumers are increasingly turning to better-for-you snacks . These snacks are designed to provide nutritional benefits such as vitamins, fiber, and protein, while often containing fewer artificial ingredients and lower levels of sugar and salt. By integrating these snacks into their dietary habits, consumers are taking proactive steps towards their wellness goals, ensuring that every bite contributes positively to their overall health.

Mapping the Market Through Need State: Emotional and Functional

Consumers' snack choices often cater to two types of needs: emotional and functional. On the emotional side, snacks help relieve stress, provide comfort, and offer a guilt-free indulgence. Whether it's a relaxing moment watching TV or a craving for something sweet, snacks can uplift mood and enhance well-being. Glanbia Nutritionals’ research identifies eight distinct “need states” that reflect consumers' emotional and functional journeys. On one side, there are emotionally driven needs—such as pleasure and relaxation—while on the other, functional needs like muscle building and weight management take center stage.

The Role of Protein

One undeniable aspect of both emotional and functional needs is the desire for protein. Consumers seek protein in various situations, not just at the gym. In fact, 39% of consumers prefer protein during relaxing activities like watching TV or playing video games. Additionally, 23% look for protein during breaks from work or studying, and 14% seek it before or after going to the gym.*

The Protein "Health Halo"

Consumers perceive foods with protein more favorably, even when they are indulgent or less healthy. Glanbia Nutritionals highlights this shift in consumer behavior through the concept of the "protein health halo"—foods high in protein are seen as healthier, leading consumers to feel less guilty about indulging. This positions protein bars and similar products as better choices compared to traditional snacks.

Balancing Pleasure and Functionality

Consumers' snacking habits vary throughout the day, with healthier options preferred in the morning and more indulgent treats in the afternoon and evening*. Snacks play a key role in managing daily calories, providing high protein, being enjoyable and indulgent, and adding excitement to diets. The most sought-after traits in BFY snacks are great taste, high protein content, and convenience.

Opportunities in Expanding Snacking Formats

While protein bars remain a gateway for many consumers into the protein RTE space, new formats like sweet protein snacks and protein cereals are attracting different consumer segments. These emerging formats offer opportunities to expand the BFY category, tapping into consumers' desire for both emotional satisfaction and nutritional benefits.

Glanbia Nutritionals is so much more than just an ingredient supplier. We can help customers at every stage of the new product development and commercialization cycle. Our collaborative approach to development and innovation is a key differentiator for Glanbia Nutritionals when working to bring strategic solutions to the market.?

Contact us today ?to discuss your next product formulation for the healthy snacking space.

*Sources cited here .