Mairéad Mc Keown – Library Manager & Information Specialist
Half of all UK & Irish consumers agree that “Before I even look at what a snack is, I can usually tell by the packaging if it is healthy or not”. This provides proof that packaging plays a critical role in determining whether a snack is perceived as healthy or not. In 2018 Bord Bia identified - Ideal Packaging that a healthy snack should have and this article will share those 11 key attributes, an example of brand that’s got healthy snack packaging right and conclude with implications for Irish suppliers.
Ideal packaging a healthy snack should have – 9 key attributes:
- A visual of the finished product to increase its appeal
- Natural colours – no bold garish colours
- Be made of more natural materials, cardboard or matt finish
- High quality food/ingredient imagery
- Short ingredient deck
- Benefits clearly identifiable on front of pack: For 6 in 10 “It is essential to me that nutritional information is clearly displayed when I’m buying a healthy snack”, clarity of message is critical to eliminate confusion! (Bord Bia, 2018)
- Use of descriptors as a short cut
- A front of pack which is not too busy
- Portionability:
1 in 2 people want snacks they can split into portions, they want permission to snack, but to be able to do so in a controlled way. (Bord Bia, 2018)
A brand that’s got packaging right, Graze - Here’s why:
In this image we can see:
- A window to show the food inside & increase appeal
- Natural colours & images gives less processed cues
- Health benefits clearly identifiable & quantified e.g. 9g protein
- Natural packaging type - cardboard & matt
- Detailed flavour descriptor
Implications for Irish suppliers:
The bottom line is, the critical role packaging plays in determining whether a snack is perceived as healthy or not, cannot be over stated. Irish suppliers playing in this space should benchmark their existing packaging against Bord Bia’s 11 key attributes of ideal packaging for a healthy snack. Taking these steps will help create best in class healthy snack packaging that meets the needs of today’s health conscious consumers as they live increasingly Fuller Lives ("Health & Wellbeing - Bordbia", 2019), ("Fuller Lives - Bordbia", 2019).
References:
Bord Bia. (2018). Bord Bia. Retrieved from https://www.bordbia.ie/globalassets/bordbia.ie/industry/marketing-reports/consumer-reports/healthy-snacking-uk-and-ireland-january-2018.pdf
Health & Wellbeing - Bordbia. (2019). Retrieved from https://www.bordbiaconsumerlifestyletrends.ie/trends/health-wellbeing/
Fuller Lives - Bordbia. (2019). Retrieved from https://www.bordbiaconsumerlifestyletrends.ie/trends/fuller-lives/