Miriam Tuomey, Food and Beverage Division, Bord Bia – Irish Food Board

In home occasions are driving snacking consumption.  In Ireland the main area of growth is chocolate snacks “in home”. This segment is worth €207 million and seeing a growth rate of 5.1%.  The UK crisp market has also seen this trend.  The sharing crisp market is now 20.4% of the UK crisp market and is worth £181million, which represents growth of 55% since 2008.

Reasons given for this are, people socialising at home more due to the economic environment and watching big sporting events such as the Olympics and the European Cup.  However, the broader issue of commodity price rises has also added to this growth.  Irish consumers are more likely to comfort eat during times of economic hardship, this environment may contribute to a trend in comfort eating.

Overall the figure for chocolate bars eaten within the last 12 months has increased with women more likely to eat chocolate, with 91% of them saying they have eaten chocolate.  Milk chocolate is the overwhelming flavour.

In terms of savoury snacks, women again are consuming more than men with 81% of women and 77% of men saying they had consumed them within the past 12 months. Although across both genders, the 35-44 years olds were the largest consumers. Irish men are spending greater amounts on savoury snacks, although women are consuming more, as men are purchasing at a higher price point.

The snacking culture is prevalent throughout Ireland, with 86% of all consumers admitting to snacking, women are the most frequent snackers at 87% with hunger being the primary reason for snacking.

With such an open audience for snacking, this market presents opportunities for companies, but constant innovation needs to be central as consumers need to be kept interested and at the heart of any NPD.