DUIVEN, THE NETHERLANDS — The sub-category of fruit-based snacks make up nearly 18% of all global snack launches tracked by Innova Market Insights, which is more than double where it was five years ago at less than 8%. Fruit-based snacks now rank third among snack category launches, trailing savory/salty snacks and snack nuts/seeds.
“The market is now very diverse, but it can generally cover a number of categories, led by dried snacking fruit, fruit bars and processed fruit snacks,” said Lu Ann Williams, director of innovation at Duiven-based Innova Market Insights. “There is ongoing activity in emphasizing the snack positioning of fruit products, with more user-friendly packaging such as re-sealable stand-up pouches and small pots and trays, making them more suitable for anytime snacking. There has also been growth in the availability of multi-packs of individual snacks.”
Fruit and nut mixes have become more popular as has the use of more exotic fruit such as goji and acai, according to Innova. Chocolate may add an indulgent aspect to fruit-based snacks while yogurt may be a healthy addition and coconut is on trend.
Nearly half of the launches that Innova tracked in the 12 months ended last September were positioned on a health platform of some kind, which included more than 85% in North America. Over a quarter of the launches used a natural and/or no additives or preservatives positioning.
Non-G.M.O. claims were used on about 8% of global fruit-based snack launches, which was up from 3.5% five years ago. In North America, non-G.M.O. claims were found on 38% of launches, which was up from 12% five years ago.Fiber content claims were found in over 11% of the global launches in the 12 months ended last September. Sugar content claims (no added sugar, low sugar and sugar-free) were found on over 10%.