A study from UK wholesaler Epicurium confirms that there is a growing shift among consumers towards healthy snacking, with an increased awareness and understanding of the importance of health.
The research showed that consumers consider snacks to have a significant impact on wellness and health, while the expectations of those labelled as healthy are that they are low in calories, low in sugar, high in protein, nutritious and natural. Of those surveyed, detailed nutritional information was viewed as a pre-requisite, suggesting that consumers are becoming increasingly educated regarding the ingredients and nutritional makeup of a product.
The findings are reinforced by sales data collected from Epicurium, which details a year-on-year increase in its ‘healthy snacking’ category. The wholesaler has seen a 39% increase in cases sold in 2023 compared to 2022, and sales for 2024 suggest a further 4% increase to date when compared to 2023, indicating the growing demand among consumers for healthier snacking options. In addition, an independent trend report commissioned by the brand suggests that of the five trends prevalent in 2024, ‘health and wellness’ featured prominently.
Epicurium’s Marketing Manager, Richard Jefferson, commented: “The findings from our recent Snacking Panel indicate the very real shift among consumers towards healthier snacking, as they continue to become more educated and informed about their health in relation to snacks.
“It is absolutely vital that retailers adapt to this by placing greater importance on their healthy snacking options, as the consumer commitment to health is only getting stronger. Brands are investing in new launches and ‘better for you’ variations to offer a greater range of healthy snacks, meaning cultivating that holistic, exciting, and varied healthy snacking range has never been easier.”
