Healthy Snacking Resonates With Consumers

Although the definition of "healthy" varies, 86% of consumers say fresh fruit is healthy snacking followed by 73% and 71% who say the same for raw vegetables and nuts and seeds, respectively.

February 06, 2012

CHICAGO - According to recent Mintel research, among healthy snackers, 44% say they tend to eat healthfully most of the time and 42% make it a point to snack on foods that are healthy. At the same time, indulgence can be part of a well-rounded lifestyle, as 39% of healthy snackers say they use less-healthy nibbles as an occasional treat.

"Eating healthy snacks can offer many benefits to consumers, such as increased energy and feeling fuller longer, so there is a big opportunity for the makers and marketers of snacks to leverage these connections to maximize health positioning," says Molly Maier, senior wellness analyst at Mintel. "The number of snackers who only consume healthy treats is a relatively small one, but one that shouldn??t be ignored by snack-food manufacturers."

The definition of "healthy" is subjective, but Mintel respondents seem to have a good grasp on truly healthful foods, according to the research firm. Fresh fruit is overwhelmingly (86%) considered healthy snacking, followed by raw vegetables (73%), and nuts/seeds (71%). And proving the subjectivity reference true, some people rated ice cream (12%) and cookies (9%) as healthy snacks.

Snacks are often an impulsive purchase, and one of convenience, according to Mintel. Nearly half (46%) of respondents say that finding healthy snacks in vending machines or other on-the-go locations is sometimes difficult, while 16% believe it takes more time to prepare a healthy snack than other types. "Increasing accessibility and portability can help maximize usage," added Maier.

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