Home' Convenience and Impulse Retailing : October 2009 Contents October 2009 | C&I | www.c-store.com.au
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C&I outlets can do to grab a larger slice of
the healthy snacks sales pie. First among
these is to offer consumers greater breadth
in choice as it says that consumers who are
committed to seeking out a healthy snack
might make their purchase somewhere else
-- a fruit shop, a take-away or café -- if they
can't find what they want.
"Having a broad range of healthier
snacking options means retailers can win
that sale for themselves," said Ms Boustead.
"It also can actively prevent against lost
sales if shoppers leave the store unable to
find what they came in for."
Kellogg's says that the Be Natural range
of Trail Bars, Nut Bars and Fruit & Nut
Bars is an emerging brand in the healthier
snacks arena. It says healthy claims about
certain products -- such as Be Natural Trail
Bars containing five wholegrains -- are the
reason healthy snacks are more appealing
to many consumers than chocolate bars,
While Be Natural is targeted at adults
and families seeking a treat or a quick
fix that is an alternative to traditional
processed confectionery, Kellogg's
Sunibrite Muesli slices are a 'big eat'
targeted at adults looking to fill up while
they are on the move ... a perfect fit with
the convenience shopper profile.
Ms Boustead believes that, in order to
take advantage of the rise of the healthy
snack, C&I outlets should offer a clear
space and shelf presence for these items,
making it perfectly clear to shoppers
where to find them.
"Presence is key, either on shelf or
in high-traffic impulse locations to
maximise the impulse sale and also to
let consumers know that 'health snacks
are here'," she said. "And it can be a
destination for them next time."
It's a point of view shared by the
Nestlé Performance Nutrition company,
which manufacturers items under the
PowerBar and Musashi brands.
Keys to success
"One of the keys to success for healthy
snacks, and in some ways a major factor
in why some retailers have failed with this
category in the past, is that a destination
needs to be created," said Nestlé
Performance Nutrition's Category Sales
Manager, Matthew Foale.
"Shoppers need to be made aware that
healthy options are available, so placing
healthy snacks within current confectionery
or impulse planograms and expecting them
to just sell themselves is unrealistic."
He argues that a clear segmentation and
flow is crucial. While fruit and nut snacks
and protein and low-carb solutions all
have an important role to play, he says
they will not deliver on their full potential
if they are placed between more traditional
believes that, further to the creation of a
AT A GLANCE
• While the macro category of healthy
snacks is growing in all channels,
it is growing most rapidly in the
• Offering greater breadth in choice
helps prevent consumers who are
committed to seeking out a healthy
snack and can’t fnd what they
want from making their purchase
• Presence is key, either on shelf or
in high-traffc impulse locations to
maximise the impulse sale and also
to let consumers know that ’health
snacks are here’, and can be a
destination for them next time.
• Although consumption of fruit
snacks and fresh fruit is growing,
fruit consumption for many is still
lower than the recommended levels
… and that means there is still an
opportunity for good sales growth.
Total Muesli bars
Total Cheese Snacks
Total Other Nutrit Snacks
Total Fruit Snacks
Total Health Bars
Total Kellogg P/L Nutritious Snacks
Total Fontera Brands AST Nutritious Snacks
Total Natur-all P/L nutritious Snacks
Total Nestle LTD Nutritious Snacks
Total Ausie Bodies P/L Nutritious Snacks
Total Fontelle P/L Nutritious Snacks
Total Other MFRS Nuritious Snacks
6.1 5.1 2.1 2.0 1.6
Nutritious Snacks Manufacturer Market Value % Share
Nutritious Snacks Segment Market Value % Share
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