Insight: More UK consumers are embracing healthier snacking, Wessanen UK

Over 50% of consumers in the UK are eating packaged, healthier snacks – such as rice cakes, cereal bars and nuts –  at least once a day; according to a new survey.

Kallø, the natural food brand owned by Wessanen UK, carried out an online survey into attitudes towards food and diet with over 500 consumers across the UK.

It found the number consumers who eat packaged healthier snacks had risen notably by 12% since the brand’s 2016 research. Of these consumers, younger adults, London residents, and people with children are the most likely to enjoy a healthy snack.

82% of respondents agreed that choosing healthy foods and drinks for themselves and their families is important, while 71% are eating more healthy food now than in the past. Almost two-thirds (65%) also see living a healthy lifestyle as their top priority. However, almost one fifth (18%) of those asked believe health foods are only purchased by fitness enthusiasts.

The survey’s findings are reflective of a move towards more UK shoppers making a conscious decision to select better food choices, with traditional snacks being replaced by many for healthier on-the-go options.

63% of respondents always read the ingredients on a pack before making the decision to purchase, while 56% try to avoid foods and drinks containing artificial ingredients. Fairtrade (59%) and free range (54%) sourcing also had an impact on buying habits, as did calorific intake (46%).

Beth Roxburgh, Kallø Brand Manager at Wessanen UK, comments: “It is encouraging to see that more and more consumers are moving away from unhealthy snacking choices and actively looking for foods and drinks that are a better for them, while still in a convenient packaged format.

“The findings of our latest survey show that there is a big opportunity for brands and retailers operating within the healthy snacking category. Healthy lifestyles are becoming increasingly sought after, yet there is still plenty of scope to actively support consumers to adopt a better approach to food.”

Kallo’s low calorie snacking portfolio features a range of rice cakes and corn cakes based on simple, natural ingredients with no artificial colours, flavours or preservatives.

The brand experienced an 8% increase in value sales in light meals and snacks in the last 52 weeks (source: IRI w/e 25th March 2017) and 2.5 million UK households are now buying Kallo rice and corn cakes (source: Kantar w/e 26th March 2017).

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