Strategies igniting innovation in Salty Snacks
Amidst the challenges of the COVID-19 era, a shift towards product renovation rather than innovation was observed globally, as consumers sought comfort in familiar salty snacks. However, in 2023, a surge in innovation within the salty snack category emerged on a global scale, predominantly led by markets such as Thailand and Korea.
Global: new innovations* in salty snacks
over the last 5 years by year of launch, 2018-23
In South Africa, there was a notable increase in new launches, with 25% of products in 2023 being new offerings or line extensions, a significant rise from the 17% recorded in 2018. This growth is largely attributed to private label brands and smaller market players entering the retail landscape.
Although we have moved past the pandemic’s grip, South Africans still face financial uncertainties.
Consumers continue to seek affordable moments of joy and relief from daily pressures, turning to salty snacks as a source of indulgence.
So, how can snack manufacturers redefine innovation to provide these moments of joy and relief for consumers?
It begins with focusing on perceived indulgence levels and the satisfaction derived from consuming these snacks. This sensory experience is enhanced through bold flavours, engaging colours, and innovative texture strategies that offer a fresh and exciting twist to familiar snacks.
Consumer data indicates a willingness to embrace such innovations, especially in flavour experimentation, empowering manufacturers to push boundaries in the realm of salty snacks. Consumers worldwide are eager to explore and experiment with new snack experiences.
35%
35% of US consumers like to try snacks featuring flavours from other foods.
61%
61 % of UK snackers are interesting in snacks with a mix of flavours or snacks that combine ingredients to create different textures.
51%
51% of Thai consumers are interested in international cuisine flavours.
37%
37% of Thai consumers are inspired by Thai regional cuisine flavours.
Source: Kantar Profiles/Mintel, January 2023, October 2021; Dynata/Mintel, January 2022
Here are five strategies to captivate the imagination and taste buds of salty snack enthusiasts:
Strategy 1:
Epicurean Exploration with
Cuisine-Inspired Flavours
Evolution and momentum in cuisine-inspired flavours are driving the salty snack market. Brands can elevate their offerings by showcasing how specific cooking techniques enhance authenticity and flavour dimensions. Whether it is roasted, smoked or grilled – adding complexity to flavours through cooking techniques can elevate the flavour profile. Smoke is a cooking technique that has grown significantly with 31% of restaurants having a “smoke” profile attached to at least one menu item, and hickory-tagged products having the most launches in North America during 2022 — 1,059 in total. There is a large and growing consumer market that is eager for smoke-flavoured offerings. Sensient’s range of clean label smoke profiles could be one way of elevating and bring this to your salty snack innovation.
Style BBQ Hand Cooked Crisps — UK
Smokehouse BBQ Flavoured Cashews — South Africa
Strategy 2:
Highlighting Unique Textures
Beyond flavours, innovative cooking techniques can alter or enhance the texture of salty snacks. This approach resonates with consumers, such as 32% of Brazilian snackers, who seek added crunchiness in their snacks. Mintel 2023
For instance, Kettle Brand in the US introduced air-fried chips with a light and crispy crunch, setting a new standard in texture through air frying.
Strategy 3:
Leveraging Provenance for
Enhanced Taste Perception
Ingredients with distinct provenance offer consumers a chance to explore flavours from different regions, appealing to their adventurous palate. By incorporating ingredients like Sensient’s proprietary California Onion or Hatch Chile varietals, snack brands can recreate authentic tastes and provide a unique snacking experience.
84% of Chinese consumers find snacks
with ingredients from a famous origin appealing.
Source: KuRunData/Mintel, November 2022
yuzu pepper from Kyushu (Japan)
Potato Chips—Australia
Strategy 4:
Embracing Clean Label
and Visual Appeal
Addressing consumer concerns about artificial colours, advancements in natural colour technology enable snack developers to create appealing shades using botanical sources.
“Cleaner” ingredients not only enhance visual appeal but also align with consumer preferences for healthier options, adding value and differentiation in the market.
Strategy 5:
Embrace Limited Edition Flavours
Limited-edition products serve as a potent strategy to engage consumers and drive interest back to core flavours. Brands can leverage seasonal variations, co-branding opportunities, and unique flavour innovations to keep consumers excited and eager to explore new offerings.
Global brands can learn from Japan’s ‘limited edition’ culture, which continues to thrive and keep consumers excited.
In the US, 33% of consumers are interested in salty snacks with a seasonal twist, while 29% are interested in salty snacks with flavours from other brands.
Bundaberg Ginger Beer Flavoured Potato Chips—Australia
Seriously Cheesy Garlic Flavoured Savoury Snack—South Africa
In conclusion, the salty snack industry is witnessing a wave of innovation, offering consumers novel and delightful experiences.
During these uncertain times, it is crucial for snack manufacturers to cater to consumers’ desire for joy and indulgence. By exploring global-inspired flavours, introducing unique textures, emphasizing provenance, using clean label ingredients, and embracing limited edition offerings, snack brands can captivate consumers’ senses and imagination.
