The phenomenon of "snacking" has set its mark abroad, especially in the US and is getting its grip on the Nordic countries as well. According to Gode Råvarer, snacking has become a way of life for many consumers and a way to control the weight. Consumers are therefore asking for healthier alternatives to the well known snacks.
But while research, especially among health magazines, are calling “snacking” the new health trend, Dansk Handelsblad is supporting this claim though adding the fact that snacks are also substituting one or more of the traditional three meals in the day, especially among the young consumers. The so called Millennials (21-35 year olds) are snacking due to lack of time and interest in cooking. They are eating smaller portions, but more often in the day.
...are growing. Chips and snacks, dried dates and figs, crackers, smoothies and granola bars were all growing from 2015 to 2016. Smoothies were up by 17.3% in volume, dates and figs were up by 1.6% in volume and granola bars were up by 16.2%, thereby selling 1,700 tons in 2016. And even though chocolate bars were "only" up by 0.4%, 3,500 tons chocolate bars were sold in Denmark in 2016, more than double the amount of granola bars!
On the list of Top 20 Fastest Growing Product Groups (in Nielsen Market Trends report) by value we find "ready meals" at number 5 primarily driven by ready made salads with an isolated growth of 2.4% in volume, and we find chips and snacks at number 10 on the list.
So, it is safe to say the Danish consumer is becoming increasingly aware and interested in the healthy snacks, but not yet ready to give up on the traditional ones.