1. Latest Trends and Key Consumer Groups in Global Snacking
and Impulse Foods
Report Details:
Published:September 2012
No. of Pages: 75
Price: Single User License – US$2950
This report offers a completely fresh look at consumer's Snacking and Impulse food habits,
allowing marketers to understand people's consumption patterns like never before. This offers
unique opportunities to effectively target new consumer groups, behaviors, and trends based on
actual empirical data in Snacking and Impulse Foods consumption across 10 core countries.
Introduction and Landscape
Why was the report written?
With all Snacking and Impulse Food markets set to grow faster in the future, it is paramount to
understand the key consumer groups and consumer trends driving these markets in order for
products to realize their full potential.
What is the current market landscape and what is changing?
Analysis of consumer trends indicates that three types of snacking behavior exist: Pure
Indulgence, Everyday Treating, and Non-Indulgence. Each of these types of behavior requires a
clear set of product positioning and messages, targeted at the right consumer groups, in order for
total market potential to be realized.
What are the key drivers behind recent market changes?
Young Adult Women and Older Men worldwide, and boys under 16 in Non-BRIC markets, are the
key consumer groups driving Snacking and Impulse Food markets worldwide. Two consumer
trends are vital to reaching these consumers: Indulgence, and Personal Space and Time.
What makes this report unique and essential to read?
The analysis provided is unique in the market as it tracks snacking behavior through to its actual
impact on a product market. This provides readers with a unique analysis of the market, driven by
survey-based data on consumer trends and groups, which is integrated with market data. This
allows marketing tactics and strategy to be updated in line with the very latest consumer
behaviors.
Key Features and Benefits
•Unique integration of survey and market data provides market sizing consumption by key
consumer groups, both by age and by gender, quantifying the value of key consumer groups by
country.

2. •Concise case studies identify best practice on how to align marketing practices to effectively
target consumer trends, and shows how targeting multiple trends can be a highly effective
proposition.
•The impact of consumer trends is quantified by market and country to show where hotspots to
target exist and exactly which trends are most important to target.
Key Market Issues
•The Indulgence consumer trend drives a significantly larger volume share of women's Snacking
markets than men, though Indulgence still drives a very significant part of men's consumption.
Marketers should beware taking stereotypical approaches to targeting women's indulgent
snacking: rather than offering to alleviate guilt, at the moment of consumption women want
products than provide Indulgence, Personal Space and Time, and Fun and Enjoyment.
•Quality Seeking is the most important trend in the BRIC region. Products targeting expansion in
BRIC countries must be able to communicate their high quality at all touch points with the
consumer. Snacking products based around quality ingredients, hand craftsmanship, and
authenticity will be particularly well placed.
•Adults may feel they are increasingly attempting to fit in more activities into the same amount of
time in a day, but it's actually children whose consumption habits are most affected by this trend.
What's convenient for parents is what is convenient for their children. As such, products targeting
parents need to communicate how they will make things easier for their children as much as the
adults.
•Consumers use snacks to create a space where they are free from the constant flow of things to
do. This isn't an escape from time pressures, rather the ability to get away from the burdens
consumers face in their day to day lives by taking a moment out for themselves.
•Advances in communication and production technology means marketers can produce
personalized products at mass market costs. Small snack producers, previously targeting a niche
market limited by geographical area, can now reach consumers hundreds of miles away. Though
still small, this consumer trend may hit the mainstream in the next five years.
Key Highlights
Three types of snacking behavior exist: Pure Indulgence, Everyday Treating, and Non-Indulgence.
Each of these types of behavior requires a clear set of product positioning and messages, targeted
at the right consumer groups, in order for total market potential to be realized.
Trends are key to meeting consumer's Snacking needs and wants, but in the Snacking and
Impulse market at present, targeting of trends needs to come after a clear understanding of the
consumer groups driving market growth and shaping demand has been derived. This is because
Snack consumption rates vary significantly by age group, and this variance has the biggest effect
on the market.
While a market division exists between countries in the “hotspot” BRIC region and in the “cash
cow” Non-BRIC region, markets in both are largely driven by the same consumer groups: female
young adults and older men. Boys under the age of 16 are additionally an important consumer
group in Non-BRIC markets.
Marketers must beware over-estimating the importance of the Health trend: a healthy snack won't
have mass market appeal unless it also targets other consumer needs and wants. Indeed, the

3. positioning is likely to be best as “great tasting” first and healthy (or “less bad for you”) second.
Consumers may well intend to consume products which meet specific needs and wants, but at the
point of consumption or product selection, often fail to act on these intentions. This gives rise to
attitude-behavior gaps, where a consumer's intent, or what they think affects them, doesn't
actually flow through to final consumption behavior.
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impulse-foods.html
Major points covered in Table of Contents of this report include
Table Of Contents
1 Executive Summary
2 Industry Dynamics
2.1 Definitions
2.1.1 Market coverage definitions
2.1.2 Defining consumer trends
2.2 Key Growth Markets for the Future
2.2.1 Bakery and Cereal Snacks and Yogurt and Dairy Desserts are the key growth markets
2.2.2 A clear division between the BRIC and Non-BRIC regions exists
2.2.3 Key Opportunities in Russian Confectionery and Bakery and Cereal Snacks
3 Consumers' Snacking Behaviors
3.1 Age is the Most Important Factor Affecting Snacking Behavior
3.1.1 Identifying key consumer groups is the starting point for future growth
3.1.2 Young Adult Women and Older Men drive global Snacking markets
3.1.3 Patterns in consumers' key motivations must be targeted effectively
3.2 Consumer Trends Result in Three Types of Snacking Behavior Existing
3.2.1 Snacking is either Purely Indulgent, part of Everyday Treating or is Non-Indulgence Driven
3.3 Beware Consumers' Attitude-Behavior Gaps in Healthy Snacks and Ethical Consumption
3.3.1 Some gaps are opportunities, others are pitfalls
3.3.2 Healthy snacks must first emphasize taste in order to have mass market appeal
3.3.3 Ethics has the potential to disqualify a product in consumers' eyes
4 Key Snacking Trends
4.1 Non-BRIC Consumers Want to Indulge Themselves, Especially Women
4.1.1 Indulgence drives Non-BRIC markets
4.1.2 Women's snacking is more Indulgence-driven than men's
4.1.3 Indulgence includes shared, exciting experiences, but guilt-free options have limited potential
4.2 Quality is Paramount to Snacks and Impulse Food Consumers in the BRIC region
4.2.1 Connoisseurship, Provenance, and Authenticity are key in BRIC
4.2.2 Parents want the best quality snacks for their children
4.2.3 Food scares make Trust an important issue in China
4.3 Families Want Snacks to See Them Through the Day

4. 4.3.1 Parents want convenient snacks for their children
4.4 Consumers Want Snacks to Help Them Create Moments of “Me-Time”
4.4.1 Personal Space and Time, Indulgence, and Fun and Enjoyment provide consumers with
“me-time”
4.4.2 Personal Space and Time at work is also a key area to target
4.4.3 Snacks can target the need for “Insperiences”
4.5 Personalization Could Go Mainstream in Snacking and Impulse Foods
5 Country Profiles
5.1 Key Features of Snacking and Impulses Markets by Country
5.2 Kids and Babies Drive Rapid Growth in Brazil
5.3 Chinese Consumers Seek High Quality Products
5.4 French Older Consumers Look for Indulgent Snacks
5.5 Older Women in Germany Seek Indulgent Snacks
5.6 Growing Demand for Snacks from India's Young Population
5.7 Older Consumers Drive Functional Italian Markets
5.8 Women Drive Russian Snacking and Impulse Foods
5.9 Indulgence Key in Slowly Growing Spanish Markets
5.1 Older Consumers Key in UK Snacking and Impulse Foods
5.11 Indulgence Key in the US Bakery and Cereal Snacks Market
6 Appendix
6.1 Supplementary Data
6.1.1 Supplementary Data for Figure 4: Key Opportunities in Russian Confectionery and Bakery
and Cereal Snacks
6.1.2 Supplementary Data for Figure 5: Trend strength is a poor indicator of future growth
6.1.3 Supplementary Data for Figure 16: Few markets in the Non-BRIC region show Guilt-free
Snacking potential, and the influence of the Health trend is relatively weak even in those that do
6.2 About This Report
6.3 Survey Methodology
6.4 Definitions
6.4.1 Trends Framework
6.4.2 Age Group Definitions
6.4.3 Country Coverage and Region Definition
6.5 About Canadean
6.6 Disclaimer
List Of Tables
Table 1: Snacking and Impulse Foods Global Value Growth by Market, 2006-2016 (%) and 2011
Market Size (US$ Million)
Table 2: Snacking and Impulse Foods Global Value Growth by Country, 2011-2016 (%), 2011 Per
Capita Consumption (US$) and 2011 Market Size (US$ Million)
Table 3: Snacking and Impulse Foods Market Share vs. Population Share by Age Group and
Gender, BRIC vs. Non-BRIC (Percentage Points), 2011
Table 4: Average Market Influence of the Top Consumer Trend and Top 3 Consumer Trends (%),

5. Snacking and Impulses vs. Meals and Meal Components
Table 5: Top 3 Snacking and Impulse Foods Consumer Trends by Volume Influenced, by Market
Table 6: Markets Where Consumers have a Pure Indulgence Snacking Behavior: Volume
Influenced by the Indulgence and Personal Space and Time Trends (%), 2011
Table 7: Market Shares of the Top 5 Take-home Ice Cream Brands in France (%), 2011
Table 8: Markets Where Consumers have an Everyday Treating Snacking Behavior: Volume
Influenced by the Indulgence and Personal Space and Time Trends (%)
Table 9: Markets Where Consumers have a Non-Indulgent Snacking Behavior: Volume Influenced
by the Indulgence and Personal Space and Time Trends (%), and the Leading Trend
Table 10: In Snacking and Impulse Markets, the Share of Consumers Citing that a Trend
Influenced their Consumption vs. Actual Market Volume Influence (%) for Selected Trends, 2011
Table 11: Importance of the Indulgence Trend in All Snacking Markets, BRIC vs. Non-BRIC, by
Rank and Volume Share Influenced (%), 2011
Table 12: Age Groups where the Indulgence Trend Drives the Largest Volume Shares in Snacking
and Impulse Foods (%), BRIC vs. Non-BRIC, 2011
Table 13: Volume Influenced by the Indulgence Trend (%) in all Snacking and Impulse Markets,
Males vs. Females, and the Second and Third-Most Important Trends for Each Gender, 2011
Table 14: Trends Targeted by TCHO in the US Chocolate Market by Volume Influenced (Kg
Million) and Market Share Influenced (%), 2011
Table 15: Importance of the Quality Seeking Trend in All Snacking and Impulse Markets, BRIC vs.
Non-BRIC, by Rank and Volume Share Influenced (%), 2011
Table 16: Rank and Volume Influenced (%) by the Trust Trend in Snacking and Impulse Foods in
Brazil, Russia, India and China, 2011
Table 17: Volume Share Influenced (%) by the Personal Space and Time Trend in Snacking and
Impulse Foods in the BRIC and Non-BRIC regions, Males vs. Females, 2011
Table 18: Market Shares of the Top 3 Take-home Ice Cream Brands in the Non-BRIC region (%),
2011
Table 19: Volume Share Influenced by the Individualism Trend in Snacking and Impulse Foods by
Market (%), 2011
Table 20: Snacking and Impulse Foods in Brazil: 2011-2016 Volume CAGR (%), 2011 Per Capita
Consumption (Kg per head) and 2011 Market Size (Kg million)
Table 21: Snacking and Impulse Foods in China: 2011-2016 Volume CAGR (%), 2011 Per Capita
Consumption (Kg per head) and 2011 Market Size (Kg million)
Table 22: Snacking and Impulse Foods in France: 2011-2016 Volume CAGR (%), 2011 Per Capita
Consumption (Kg per head) and 2011 Market Size (Kg million)
Table 23: Snacking and Impulse Foods in Germany: 2011-2016 Volume CAGR (%), 2011 Per
Capita Consumption (Kg per head) and 2011 Market Size (Kg million)
Table 24: Snacking and Impulse Foods in India: 2011-2016 Volume CAGR (%), 2011 Per Capita
Consumption (Kg per head) and 2011 Market Size (Kg million)
Table 25: Snacking and Impulse Foods in Italy: 2011-2016 Volume CAGR (%), 2011 Per Capita
Consumption (Kg per head) and 2011 Market Size (Kg million)
Table 26: Snacking and Impulse Foods in Russia: 2011-2016 Volume CAGR (%), 2011 Per Capita

6. Consumption (Kg per head) and 2011 Market Size (Kg million)
Table 27: Snacking and Impulse Foods in Spain: 2011-2016 Volume CAGR (%), 2011 Per Capita
Consumption (Kg per head) and 2011 Market Size (Kg million)
Table 28: Snacking and Impulse Foods in the UK: 2011-2016 Volume CAGR (%), 2011 Per Capita
Consumption (Kg per head) and 2011 Market Size (Kg million)
Table 29: Snacking and Impulse Foods in the US: 2011-2016 Volume CAGR (%), 2011 Per Capita
Consumption (Kg per head) and 2011 Market Size (Kg million)
Table 30: Snacking and Impulse Foods Market Value Growth (%), 2011-2016, and 2011 Per
Capita Consumption (US$)
Table 31: Average Volume Influence of the Leading Three Trends (%) in Snacking and Impulse
Foods, 2011, vs. 2011-2016 Value CAGR (%)
Table 32: Volume Share Influenced by the Health Trend (%) vs. Volume Share Influenced by the
Indulgence Trend (%) in Snacking and Impulse Foods in the Non-BRIC Region, 2011
Table 33: Trends Framework
Table 34: Age Group Definitions
Table 35: Country Coverage and Region Definition
List Of Figures
Figure 1: Parents in the BRIC region want the best quality snacks for their children
Figure 2: The Yogurt and Dairy Desserts market is a rising star as Snacking and Impulse Food
markets are set to grow faster in the future
Figure 3: Market Dynamics: A clear division between the BRIC and Non-BRIC regions
Figure 4: Key Opportunities in Russian Confectionery and Bakery and Cereal Snacks
Figure 5: Trend strength is a poor indicator of future growth
Figure 6: Compared to their share of the population Young Adult Women and Older Men punch
above their weight in Snacking and Impulse Foods
Figure 7: Three types of Snacking behavior: Pure Indulgence, Everyday Treating, and Non-
Indulgence
Figure 8: Carte D'Or targets the Pure Indulgence snacking behavior by using the brand's Ice
Cream as an ingredient in extravagant desserts
Figure 9: Kit Kat's “Have a break, have a Kit Kat” slogan embodies the Everyday Treating
snacking behavior
Figure 10: The nutritional content of Kraft Food's Uguan snacks highlight product quality
Figure 11: Danone Essensis: Danone found that consumer demand for a “beauty from the inside”
yogurt didn't convert into large volumes
Figure 12: Cadbury Dairy Milk is made with Fairtrade cocoa, but this isn't the product's key
advertising message
Figure 13: Cadbury Flake's contest to win Benefit lipstick helped the brand appeal to women
without resorting to a “guilt-free” message
Figure 14: TCHO Flavor Wheels appeal to connoisseurs and experience seekers
Figure 15: Chocolate marketers such as Maltesers are using new packaging to target sharing
Figure 16: Few markets in the Non-BRIC region show Guilt-free Snacking potential, and the
influence of the Health trend is relatively weak even in those that do

7. Figure 17: Galaxy Probiotic: Consumers were unable to reconcile chocolate's unhealthy image
with a probiotic drink
Figure 18: Share of each age group's Snacking and Impulse Food volume consumption influenced
by the Quality Seeking trend in 2011: Parents in the BRIC region want the best quality snacks for
their children
Figure 19: Share of each age group's Snacking and Impulse Food volume consumption influenced
by the Busy Lives trend in 2011: On-the-go products are a more pressing need for children than
for adults
Figure 20: Del Monte and Cheestrings provide parents with convenient healthy lunchbox items
Figure 21: Nature Valley Cereal Bars targets office workers with an escape route
Figure 22: Ben and Jerry's Ice Cream creates a fun experience at home
Figure 23: Consumers have complete control over their Energy Bars through YouBar's online
Build a Bar feature
Figure 24: Consumption and Future Growth in Snacking and Impulse Foods in Brazil
Figure 25: Consumer Profiles in Snacking and Impulse Foods in Brazil
Figure 26: Consumption and Future Growth in Snacking and Impulse Foods in China
Figure 27: Consumer Profiles in Snacking and Impulse Foods in China
Figure 28: Consumption and Future Growth in Snacking and Impulse Foods in France
Figure 29: Consumer Profiles in Snacking and Impulse Foods in France
Figure 30: Consumption and Future Growth in Snacking and Impulse Foods in Germany
Figure 31: Consumer Profiles in Snacking and Impulse Foods in Germany
Figure 32: Consumption and Future Growth in Snacking and Impulse Foods in India
Figure 33: Consumer Profiles in Snacking and Impulse Foods in India
Figure 34: Consumption and Future Growth in Snacking and Impulse Foods in Italy
Figure 35: Consumer Profiles in Snacking and Impulse Foods in Italy
Figure 36: Consumption and Future Growth in Snacking and Impulse Foods in Russia
Figure 37: Consumer Profiles in Snacking and Impulse Food Markets in Russia
Figure 38: Consumption and Future Growth in Snacking and Impulse Foods in Spain
Figure 39: Consumer Profiles in Snacking and Impulse Foods in Spain
Figure 40: Consumption and Future Growth in Snacking and Impulse Foods in the UK
Figure 41: Consumer Profiles in Snacking and Impulse Foods in the UK
Figure 42: Consumption and Future Growth in Snacking and Impulse Foods in the US
Figure 43: Consumer Profiles in Snacking and Impulse Foods in the US
Figure 44: Issue Report Methodology
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