The growing popularity of Vegetable-based snacks is down to more than just a nutritious image. Tapping into some of the key healthy eating trends and supported by ongoing NPD, the category looks set to go from strength to strength.
Consumer demand for healthier snacking has increased significantly in recent years both in the UK and around the world as people seek out healthier options. They are looking for snacks with great taste and texture and something different to conventional potato crisps – but they are also making more lifestyle choices in respect of what they eat.
This demand is certainly a key driver in Europe and beyond
These factors are contributing to the appeal of the vegetable-based snacks category, where the overarching better-for-you eating trend remains hugely influential and wider issues are also helping to shape developments.
There are different ways in which these products align with not just one, but many of the most influential social and dietary movements.
The vegan trend, sustainability issues and the search for plant-based protein are key. So too is the fact that many vegetable-based snacks are mainly perceived as healthier versions of traditional ones. Another factor is that a veggie claim, together with attractive colours such as beetroot, makes for very instagrammable products, which the young generations love to upload and share.
Not surprisingly, perhaps, some brands are taking things a stage further by integrating claims for specific dietary requirements into overall positioning.
Technical considerations
As might be expected, working with vegetables in snacking applications brings it’s own set of technical challenges.
Generally, the vegetable percentage is limited to ensure product performance in the extruders or during the frying or popping in the case of pellets or popped chips. Beetroot or carrots, for instance, are very popular as far as colour is concerned but also have a high sugar content that burns at high temperatures
So, veggie pellets tend to be developed using a conventional potato or rice base, which doesn’t interfere with colour and creates a much nicer texture.
The distinctive flavour profile of certain vegetables can also be an issue that needs to be addressed in seasonings and coatings, but there are ways around it and even novel approaches. The vegetable bases have a strong vegetable taste that is hard to pair with regular seasoning so different flavour profiles have to be matched to ensure pairing of an ideal veggie partner. Vegetable crumbs can also be used to add texture to popped chips and savoury rice cakes.
Increasing the vegetable slice thickness will lead to a thicker overall chip and a better experience for the consumer.
Looking ahead
We are likely to see new ways of introducing vegetables in snacks and the use of different ingredients that are not currently very common, such as Kale, cauliflower or broccoli. And using veg as part of snack bases to give different textures or colour flecks.
Sustained customer demand for healthier snacks, together with wider adoption of one of the voluntary nutrition labelling schemes will be key to future developments. I believe the better-for-you snacking category will continue to grow in the coming years and that the implementation of Nutri-score in the European markets will help consumers make healthier choices – although they will not compromise on taste and texture.
Companies continuing to experiment with different ingredients, flavours and formats in this space should continue to support growth. Boding well for ongoing innovation in this area, half of eaters of crisps, savoury snacks and nuts enjoy trying new savoury snacks made with different base ingredients, rising to 62% of those aged 16-34.
The wealth of better-for-you new product development has contributed to ongoing growth for this mature market. Consumers ongoing appetite for more choice in healthier options, both for adults and specifically for children, signals that the area continues to offer opportunities and warrant attention.
With taste remaining a top priority within this category, products will need to prove their worth on this front in order to win over consumers.
