The COVID-19 pandemic has established wide-reaching and profound changes to how we conduct our lives, from where we work to what we eat. While on-the-go consumption has been eliminated from many daily routines, snacking, especially at-home snacking, continues to have an important place. According to Mintel, 56% of UK consumers say snacking gives them an opportunity to take a much needed break during the day1. With many consumers expecting COVID-19 to extend into 20212, these new trends redefining the industry are not expected to change any time soon.
Traveling with Taste Buds
With the threat of COVID-19 ramping up with the upcoming winter months, consumers are expected to continue to spend more time at home. However, that does not mean their desire to travel and experience new things has gone dormant. Consumers are looking for global inspiration when it comes to snacking satisfaction3, specifically sweet and salty snacks that feature flavors that remind them of popular holiday locations.
Many consumers are turning to food in times of stress. According to Mintel, 20% of consumers are motivatedto snack in order to relieve stress4. With no end to the pandemic in sight, consumers look to their memories of less stressful times for reprieve, making nostalgia a strong new purchase driver. According to Mintel, brands can take advantage of this by focusing on flavors and special editions that remind consumers of their childhoods.
Reducing Guilt in Guilty Pleasures
While comfort eating has seen an uptick during lockdown, some consumers have taken this time to buckle down and develop a healthy diet. With as many as six in ten consumers concerned about excessive sugar in products5, brands should look into reformulating with lower sugar and natural flavor options will both satisfy consumers and help them stay on track.
Bringing Baking Home
With enforced lockdowns across the world, home baking has become one of the top projects of choice tokeep adults and kids alike busy. Baking mixes and sweet goods decorating kits have the opportunity to introduce captive consumers to the joys and creativity of home baking by taking a gourmet route.
Interest in Immunity
Consumers around the world continue to be concerned about exposure to COVID-19, making health and immunity one of the top purchase drivers of 2020. For bar manufacturers, this could mean launching products formulated with immunity boosting nutrients like copper, folate, iron, selenium, and zinc as well as vitamins A, B12, B6, C and D. For bakery and snack manufacturers, launching products with ingredients that support immune and gut health like ginger, camu-camu, turmeric, elderberry, probiotics and fiber will resonate with consumers focused on staying healthy.
In a Pandemic
Understanding consumers concerns and habits is key to delivering products that consumers will spend their limited resources on. Whether it be products that promote a healthy lifestyle through lower sugar and immunity boosting ingredient or products that promote comfort through nostalgia or indulgence, consumers will only spend if they feel they are getting true value.
Learn more how EdiSparklz can help you to create lower sugar, creative and more nostalgic products.
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Glanbia Nutritionals Proprietary Weekly COVID Survey, Data collected 10/26/2020.
A year of innovation in cakes and sweet bakery, 2020, accessed 11 2020.
Bakery in a post COVID-19 world, accessed 11 2020
A year of innovation in sports & performance nutrition, 2020, accessed 11 2020.