NPD research points to growing appeal of ‘healthy’ snacks

CHICAGO — New research from the NPD Group’s food industry research is showing that whatever a consumer is snacking on, it’s important they think it’s healthy. According to NPD’s Future of Eating report, the biggest draw for consumers is whether a snack has perceived health benefits. 

 

Since 2006, the consumption of better-for-you snacks like yogurt and sports bars has gone up 14%, and NPD says that these snacks’ consumption will surpass that of sweet snacks by 2018. The big drivers of healthier snacking, according to the report, are young consumers, particularly those under 48 years old. 

 

“Snacking today is a prevalent behavior and there is an opportunity in every snack category for manufacturers to call out the specific health benefits — from desirable ingredients to clean labeling,” Darren Seifer, NPD’s food and beverage industry analyst, said. “There is also a generational slant to take into account for each category when positioning and marketing snack foods.”