The European sweets and snack market grew slightly in November 2017 from the same month a year before, mainly due to price increases and growing demand for healthier snacks. According to a report by market research institute Nielsen, which examined the market in 12 European countries on behalf of Sweets Global Network, sales of healthy snacks such as energy and cereal bars, nuts, and seeds increased in both volume and value. The overall sweets and snacks category recorded sales of 53.8 billion euros, up 2.1% from the previous year, Nielsen said in its report, which analyzed markets such as Austria, Belgium, Britain, France, Germany, Italy, the Netherlands, Norway, Poland, Portugal, Spain, and Turkey. Prices increased 1.6% in the 12 months ended last November. Only Spain (+3.6%), Portugal (+2.2%) and Austria (+2.0%) recorded an increase in volumes, with a total average growth of 0.5% in the 12 countries analyzed.
The best sellers
The top-performing products were snack bars, whose sales increased 6.9% in the 12-month period (up 5.8% in volume), followed by nuts and seeds (up 4.9% in both quantity and value). Sweets sales grew 1.7%. Healthier snacks, which had a turnover of 6.5 billion euros, increased their share of the European sweets and snacks market by 10.9% to 12.1% over the past two years. More in detail, snack bars rose the most in Britain (up 8.7%, up 5.7% in volume), Germany (up 7.4%, up 5.8% in volume), the Netherlands (up 8.7%) and Poland (up 16.5%). Nuts and seeds led in Spain with an increase of 9.2% (volume +7.2%), Austria (up 10.4%), Turkey (up 21.6%) and Portugal (up 8.8%). Lower prices weighed on sales growth in Germany and Italy.
Other rising snack trends
Sugar-reduced is an important keyword in the world of sweets and snacks. For example, alongside different sugar-reduced chocolate, bakery, sweet and chewing-gum products there are also roasted almonds without sugar that are sweetened with a sugar substitute instead. Protein – a general trend in the food industry – is frequently found in biscuits, chocolate or snack products. In this way, bars are often made out of ingredients with a high protein content, frequently combined with fruit or vegetables. Here chickpeas are also implemented as a savory snack and freeze-dried fruits are also offered for snacking together with again and again nuts and seeds. There are versions for all consumer wishes and needs: vegetarian, vegan, gluten-free, lactose-free, fat-free. Exotic spices and ingredients are often used. For example in a sandwich spread with Matcha tea. Coconut is a frequently used taste enhancer, i.e. in small cakes, delicious ‘cherry pie’-flavoured biscuits refined with coconut, in popcorn, chocolate and filled chocolate creations and in a coconut dip for wheat or rice waffles. Combinations like pineapple and curry (in crisps), vinegar and carrot (also in crisps), lemon and chilli (tomato crisps), crisps that taste like fried eggs or raspberry with pepper are further highlights. Especially long Masala-flavoured crisps (22cm) remind one of Indian spices. The bread crisps with a taste of mild curry also join the ranks here. People who like cheese can look forward to biscuits containing Gouda and cumin.