By Denise Purcell

In the past five years, the healthy snack segment has risen 41 percent to an estimated $5.5 billion in 2003, according to a report by Mintel International. Consumers fighting obesity, advancing years, and concerns about heart disease—as well as those actively seeking more all-natural ingredients and organic products—are prime targets for healthy snacking products.

To define the subjective healthy snack category, Mintel surveyed 800 adults, who rated these snacks as: Fresh fruits (60 percent), fresh vegetables (37 percent), chips/popcorn/pretzels (15 percent), nuts/dried fruit/trail mix (14 percent), yogurt (11 percent), crackers (11 percent), energy/cereal/ snack bars (9 percent), cheese (7 percent), and cereal (6 percent).

Who’s Snacking
Survey respondents reported that they snack 7.4 times per week, with about one-quarter doing so more than ten times weekly. Consumers aged 35-64 are average in frequency of snacking; younger adults consume more often, older adults at lower frequency. The rising population of 35-64 year olds will be good news for the nuts/dried fruit/trail mix category and also for chips, popcorn, and pretzels. Adults aged 18-34 eat more yogurt, crackers, cheese, and energy/snack bars.

Low fat is viewed as an important benefit regardless of age. For younger age groups, products that are all natural or vitamin and mineral fortified have a higher than average level of importance, while cholesterol, sodium, and fiber are of less concern. Conversely, older age groups seek out the benefits that young people ignore.

Energy Bars Driving Growth
Mintel projects the fastest growing healthy snack category to be energy/cereal/snack bars, expected to rise 47 percent at constant 2003 prices from 2003 to 2008. Most of the growth will come from energy bars, whose consumer base is broadening as the category is positioned as a meal replacement and healthy snack and new products target specific health needs.

Improved taste and texture of energy and diet bars have made them more appealing to a wider audience. Some bars are now being merchandised next to candy bars as an equally satisfying yet healthier snack.

Denise Purcell is managing editor of Specialty Food Magazine.