When it comes to snacking people are now looking for more than just a treat between meals or a reward at the end of the day.
Consumers across Sub-Saharan Africa (SSA) have become more discerning, more health conscious and more open to trying new things when it comes to the snacking choices they make.
“Nigerian consumers are quite aspirational and health and wellness is a big push – so many consumers also demand more healthy snacks, but aren’t willing to compromise on taste,” says Frederick Ubanmhen, Head of Qualitative Research at Kantar, Nigeria and Ghana during a panel discussion facilitated by Mondelēz International.
“They want their snacks and they want them to be delicious and sweet, so snacking brands have to work hard to strike the balance between providing something healthy that tastes great.
“As stress levels have increased, the practice of mindfulness has risen, and people are consciously balancing their work and personal lives to prioritise their health – and being mindful about what they’re willing to trade off as a result”.
Arpan Sur, Senior Marketing Director, SSA, Mondelēz International says that the company has a specific mindful snacking strategy to help consumers snack more mindfully.
“We offer portion control or small packs of many of our snack products to help consumers get what they want, but in moderation, in addition, we have a mindful snacking logo on our packs to guide and encourage consumers to snack mindfully,” says Sur.
“We enhance our nutrient profile in products without compromising on taste and pride ourselves in being able to offer consumers variety, while also marketing responsibly.
“Consumers read the labels on their snack products more closely than ever before and we have to be transparent and honest in declaring the contents”.
It’s a point that comes up in Kantar’s research too, according to Renissa Gounden, Director, Kantar, South Africa.
“The world of health is becoming more fragmented and we’re seeing the rise of a group who want more ‘naturality’ in their snacks.
“There are groups of consumers who would prefer to only eat natural products, but there’s a cost to that and not everyone has the luxury of eating that way,” says Gounden.
“People are looking for signals like visible grains; fruit; real fruit juice; oats and products that use dates, rather than sugar, to add sweetness – they feel this helps them make better choices.”
“We’re also seeing that the world of snacks and supplements is colliding and that there’s a subset of people who want more function from their snacks.
“They’re asking ‘If I’m going to eat a chocolate, could it maybe have collagen in it to help improve my skin?’. Technology is changing and that convergence where people will be able to access the trifecta of ‘healthier, tastier and more convenient’ in one snack is approaching,” she adds.
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