Amy Bond, Assistant Librarian and Information Specialist, Bord Bia – The Irish Food Board
Recent research reports released by Mintel and Bord Bia have shed light on the attitudes and behaviour of the Irish snacker. What is clear from both studies is that snacking is an important part of Irish eating habits. Bord Bia’s research, Healthy Snacking UK and Ireland, found that over 70% of consumers were snacking every day. Mintel state that 62% of ROI consumers and 64% of NI consumers are snacking two or more times a day.
Another common thread between these reports, was the claim from Irish consumers that they desire healthier snacking options. However, the actual snacks that they are choosing seem to contradict this desire. While Mintel have fruit as the number one snack choice, this is closely followed by chocolate and crisps. While Bord Bia’s research painted an even unhealthier picture of the Irish consumer, with fruit falling behind crisps, biscuits and chocolate.
Delving deeper into consumers' choices, Bord Bia found that while most people do claim that they are trying to be healthier, not everyone displays the same commitment. The report segments consumers into three tiers: the disciplined, the trying hard, and good intentions. Likelihood to indulge increases as you make your way down the tiers. Time of day can also impact on choices, with consumers more likely to go for the sensible option earlier in the day, and increasingly treating themselves as the day goes on.
This behaviour seems to be reflected in the market, with Mintel noting that brands are finding success at polar ends of the market with better-for-you and indulgent offerings. However, the main driver for NPD is health, though consumers still claim they want to see more free from and vegetarian options, and healthier checkouts. This may be due to the fact that they don’t really believe that all the new healthy options now on the market are really as beneficial as they claim to be. 75% of ROI consumers are concerned that snacks that present themselves as healthy are actually high in sugar, salt, or fat.
There will continue to be opportunities within the snacking segment, as snacking is now a central part of the Irish diet, and producers needn’t feel that only those offering guilt free options have something to gain. Likewise, those on the healthier end of the spectrum need to allay consumer fears that their products might not be as good for them as they appear to be. Either way, it seems Irish consumers rely on both type of offering to get them through the day.
For more information contact amy.bond@bordbia.ie.
