Home' Convenience and Impulse Retailing : October 2009 Contents Healthy Snacks
www.c-store.com.au | C&I | October 2009
destination, the category should be located
in a high-traffic area adjacent to waters
and functional drinks. It says the shopper
of a healthy snack is more likely to be a
purchaser of a water or functional beverage
so there is therefore an opportunity for
Mr Foale says the Musashi Growling Dog
range of bars - containing a blend of protein
and creatine to deliver an instant energy hit
- have been performing particularly well in
convenience. Similarly, within the PowerBar
porfolio, the best performing convenience
lines are the PowerBar Protein Plus bars
which are a protein-based snack fortified
with 16 vitamins and minerals.
PowerBar Ride bars are the latest addition
to the Nestlé Performance Nutrition
portfolio, and were launched prior to the
2009 Tour De France as a healthy energy
snack targeted at active youths.
Mr Foale says Nestlé Performance
Nutrition is focusing its energies on the
performance nutrition sub-segment of the
healthy snacks category, and this is currently
enjoying 16.2% household penetration and
"The primary consumer of healthy snacks
differs greatly by sub-segment," he said.
"But, in the performance sub-segment, it
tends to be the 16 -25 male who is looking
for an energy or protein boost."
Mr Foale says that when an active person
has a specific goal in mind he or she will
look for the right quality and quantity of the
key nutrients to assist them in achieving
Other healthy snack manufacturers
are also targeting specific groups of
consumers, and often this profile coincides
neatly with the classic C&I demographic.
Certainly, Sanitarium's Up&Go provides
the credentials of a cereal breakfast on-
the-go and therefore appeals to time-poor
"It contains the protein, energy and
dietary fibre of two Weet-Bix and milk to
give consumers confidence that they can
have it as either a breakfast on the run or a
fast and nutritious snack," said Sanitarium
Health Food Company's Advertising and
Sponsorship Manager, Peter Davis. "The
format of the product is also important as it
can be consumed with one hand in transit,
making it ultra-convenient."
Earlier this year, Sanitarium launched
Up&Go Vive, which is low GI, low in sugar
and 98.5% fat free.
"It delivers a healthy snack solution for
women on the go," said Mr Davis. "Up&Go
Vive is their solution to avoid the unhealthy
snacking spiral -- such as pastries, banana
bread and biscuits -- that will often follow
on a busy morning."
Similarly, Sanitarium Up&Go Energize is
targeted specifically at 16-24 year old males
who are looking for a healthy, long-lasting
energy source to help them 'go harder' for
Adult focussed Go Natural Australia is
another company that believes healthy
snack products in convenience stores
should be adult focussed rather than being
dominated by items such as children's
"The Fruit & Nut bar range of Go Natural
has proven to be the perfect range of healthy
snacking for this channel because it has broad
adult appeal and great taste," said Go Natural's
General Manager -- Sales and Marketing, Joel
White. "Consumers are looking for healthier
options in the C&I channel but they are not
prepared to trade off taste."
He says that, although it is not overtly
marketed as such, the Go Natural range is
gluten free and therefore has extra appeal
to a very specific group of customers,
Coeliac disease sufferers. According to the
Coeliac Society of Australia this accounts
for 1% of the population with some ethnic
groups having a higher incidence..
"Joe Consumer purchasing through a C&I
outlet is buying a healthier option hence
we maintain mainstream appeal," Mr White
looking for a sweet snack, their next decision
will be healthier option or chocolate so, if
the healthier option is not displayed in the
vicinity of this decision, the sale is lost."
Of course, any discussion of healthy
snacks would not be complete without
talking about fruits ... both packaged snack
fruit and fresh fruit.
Fresh & packaged fruit
The traditional home of packaged fruit has
been the supermarket, where a large range
of products and pack formats meet the
requirements of a broad consumer base.
special displays, the best possible location
for its products is within consumers' decision
hierarchy -- that is impulse snacking and
grab-and-go meal replacement.
"The Go Natural range should be
positioned with confectionery impulse
bars," said Mr White. "If the consumer is
juice with a spoon built into the pack, while
SPC has a range of snack jellies in cups,
also with a spoon inside the packaging.
"The Goulburn Valley brand is primarily
bought by young singles and couples
in convenience and impulse," said SPC
Ardmona's General Manager -- Marketing,
Bill Crowder. "The pack formats provide a
convenient way for consumers to enjoy fruit
at any time or anywhere during the day."
The bottom line is that, although
consumption of fruit snacks is growing,
fruit consumption for many is still lower
than the recommended levels. Mr Crowder
argues that as fresh fruit is not always
convenient or available, fruit snacks
provide a convenient and delicious way to
enjoy fruit all year round.
He says C&I outlets should look to display
the product with other complimentary
purchases such as sandwiches.
"Locating the ranges in the chiller
cabinets also conveys a message of
freshness to consumers and would
encourage more impulse purchases," he
"As with all products, display and
location are critical to achieving that all
important impulse sale."
Goulburn Valley says its new single-
serve snacks (140g) are particularly well
suited for convenience as the range meets
adult requirements for a delicious and
convenient fruit offer. The product's launch
is being supported by a campaign worth
more than $1.5m.
"The format and design of the packs
are critical, and the new Goulburn Valley
single-serve snacks combine a more adult
design and feel in a pack that is an ideal
snack size," said Mr Crowder. "The pack is
portable, easily stored in bag or desk, and
can be consumed on the go with the simple
addition of a spoon."
While snack fruit is alive and well and
selling strongly in convenience, so too is
fresh fruit. Indeed, whole fruit single piece
sales make up approximately 15-25% of
fresh produce convenience sales.
Fruitlink Pty Ltd, which supplies fruit to
independent retailers across Queensland,
and New South Wales, says that through
the channel whole fruit pieces dominate
-- whether it be small apples for children`s
lunches or a large piece of fruit for the adult
impulse lunch sales.
"Impulse fruit promotions on products
such as cherries, mangoes and strawberries
will double sales volumes on a wholesale
and retail level," Fruitlink's General
Manager, Cherie Lawrence, said. "Small nut
and dried fruit packs go well in convenience
stores -- whilst 500gm-750gm have a better
volume through supermarkets."
Indeed, she says that the most relevant
difference between the convenience and
supermarket channels in terms of fruit sales
is the size of the preferred product, with
larger sizes and luxury products (exotics)
selling better in convenience situations.
"With today's consumer wanting a quick,
yet healthy, alternative to the fast food that
is being pushed through our societies, the
option of a piece of fresh fruit or a bag of
The Musashi Growling Dog range of bars, which contain a blend of protein
and creatine to provide instant energy, have been performing particularly
well in Convenience.
said. "However, we also give the retailer
access to the gluten-free consumer."
Mr White says Go Natural can provide a
complete healthy snacking solution for a
retailer, offering everything from light snack
sesame crisps and mainstream snacking
Fruit & Nut Bars to indulgent snacks like
Macadamia Dream and meal replacements
like muesli slices and the Nature's
Go Natural says that while retailers have
conducted many experiments with this
category, including dedicated sections and
Sales through route and convenience are
small in comparison, but that only means
there is a greater opportunity to improve
the performance of this convenient way to
SPC Ardmona produces the Goulburn
Valley and SPC range of snack fruit, which
includes the Goulburn Valley single tubs
of adult fruit and juice blends which are
specifically targeted at 18-39-year-olds as
a breakfast, mid-morning snack, or a mid
afternoon pick-me-up. The Goulburn Valley
range also includes 220g cups of fruit in
PowerBar Ride bars are the latest addition to the Nestlé Performance
Nutrition portfolio; they were launched prior to the 2009 Tour De France as
a healthy energy snack targeted at active youths.
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