HHS Secretary Robert F Kennedy’s Make America Healthy Again campaign is changing how US consumers snack – pushing them towards more products that feature ‘free from’ claims, which in turn is prompting retailers to stock more emerging brands that call-out better-for-you attributes, according to NIQ data.
MAHA as a “buzzword can create some friction or some challenges” for food and beverage brands, but the Make America Healthy Again Commission is not mandating change from the top down – it is amplifying a grassroots movement of consumers who are advocating for cleaner ingredients and added benefits in their foods, Jennie Bell, managing director, snacks & beverages at NielsenIQ (NIQ), told attendees at Groceryshop in Las Vegas yesterday.
“In the case of snacking, 25% of consumers are looking for free-from artificial ingredients, and when it comes to artificial colors, 68% support” Kennedy’s push for industry to phase out synthetic dyes, with 36% reporting they strongly recommend the change, Bell said.
“And then there are the 64% of consumers who are seeking beyond artificial colors and seeking more change,” she added.
This demand is translating into increased sales and slotting for brands that specifically call out free-from attributes, according to Bell.
“When you put free-from on pack, you see a 40% growth. Without that, you see a 10% growth,” she said, adding, “You start to see retailers adopting more emerging brands, and the emerging brand growth is what is driving … a significant part of the total store strategy.”
Retailers also helping consumers more easily find products with the free-from claims they want by adding search tools that filter for certain attributes – elevating the importance of coding products with claims and ingredients when inputting them into the retailer’s system, she said.
How are brands meeting consumer demand for better-for-you snacks?
FoodNavigator-USA takes a closer look at this and other components of the healthy snacking trend in this month’s special edition.
Our coverage includes insights from Whole Foods Market’s chief merchandising and marketing officer Sonya Gafsi Oblisk on how the retailer stays ahead of healthy eating trends by adopting and “always on” approach to evaluating and evolving its quality standards.
We also look at how large CPG players, including Conagra, Mondelēz and Bel US, and emerging brands, like Wild Fox Foods and Släcka, are meeting consumer demand for snacks that are cleaner and healthier but which do not compromise on taste or experience.
Check out all the details by clicking through the headlines below or, if you are FoodNavigator-USA subscriber, by checking your inbox for the special edition.
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Healthy snacking trends
Better-for-you, built in: How Whole Foods stays ahead of healthy eating trends – The retailer’s chief merchandising and marketing officer Sonya Gafsi Oblisk explains how evolving quality standards, trendspotting and value-conscious innovation are shaping healthier snacking and shopping.
Healthy snacking surges – Conagra and Mondelēz taking notice – Savvy consumers are seeking better-for-you options with functional benefits, according to Spate.
Wild Fox Foods brings bold flavor and clean labels to nuts, trail mix and protein bars – The team behind Kevin’s Natural Foods aims for the snack aisle with a line up of protein bars, roasted nuts and trail mixes.
Släcka aims to redefine healthy snacking with ‘snack in a can’ – Within the saturated functional beverage market, Släcka is betting on cravings instead of energy to stand out.
Redefining snacking: How Bel is turning everyday snacks into nutritional powerhouses – The statistics are stark when comes to the missed opportunity to position snacking a health driver with a new survey commissioned by US Bel revealing 91% of American adults snack daily but 68% overlook the occasion to meet dietary goals.