‘Consumers shifting towards healthy snacking’

There is a growing shift among consumers towards healthy snacking, with an increased awareness and understanding of the importance of health, shows a recent study from UK wholesaler Epicurium.

Data from the study carried out by the wholesaler over a six-month period showed that consumers consider snacks to have a significant impact on wellness and health. Expectations of those labelled as healthy are that they are low in calories, low in sugar, high in protein, nutritious and natural. Of those surveyed, detailed nutritional information was viewed as a pre-requisite, suggesting that consumers are becoming increasingly educated regarding the ingredients and nutritional make-up of a product.

The findings from the project are reinforced by sales data collected by Epicurium which details a year-on-year increase in its ‘healthy snacking’ category. The wholesaler has seen a 39 per cent increase in cases sold in 2023 compared to 2022, and sales for 2024 suggest a further 4 per cent increase to date when compared to 2023, indicating the growing demand among consumers for healthier snacking options. In addition, an independent trend report commissioned by the brand suggests that of the five trends prevalent in 2024, ‘health and wellness’ featured prominently.

Speaking on the developments, Epicurium’s marketing manager, Richard Jefferson, commented, “The findings from our recent Snacking Panel indicate the very real shift among consumers towards healthier snacking, as they continue to become more educated and informed about their health in relation to snacks.

“It is absolutely vital that retailers adapt to this by placing greater importance on their healthy snacking options, as the consumer commitment to health is only getting stronger. Brands are investing in new launches, and ‘better for you’ variations, to offer a greater range of healthy snacks, meaning cultivating that holistic, exciting, and varied healthy snacking range has never been easier.”

Epicurium provides innovative and on-trend wholesale snacking options to over 2,500 independent retailers, cafes, forecourt convenience, offices, and other vendors across the UK from a product range which includes over 900 products from over 130 brands.