the general trend towards healthier eating has resulted in American consumers turning away from carefree snacks, and opting instead for healthier products, according to Snack Food Trends in the US, a new report by Packaged Facts.

Published this month, the report reveals that the nation’s snack food market reached $61.4 billion (£33bn) in 2005, a moderate increase of 1.5 per cent from the previous year’s figure of $60.5bn (£32.6bn).

But the market has witnessed some internal shifts, away from traditional snack goods to healthier options.

According to the report, sales of cookies and bakery snacks suffered the most, plummeting $334 million (£180m) between 2001-2005.

But the trend for healthier eating has been a boon for other segments, with yoghurt snacks, fruit bars and nuts also seeing growth. Confectionery forms the largest snack category, with retail sales of almost $20bn (£10.8bn) in 2005 making up its market share of 32 percent, according to the report. Fruit, nuts and dried meats were considerably further down the list.

“Consumers are serious about these [snack meals] being healthy,” says Packaged Facts publisher Don Montuori. “Simultaneously, manufacturers are serious about meeting consumer, watchdog, and governmental demands to make snacks more nutritious - particularly those aimed at kids.

“These factors are driving a fundamental industry shift, which should expand it while making snacking healthier,” he added.

Packaged Facts said the driving force behind the shift was a strong concern surrounding obesity. And the snack food industry has started rethinking some of its marketing practices accordingly. Kraft and PepsiCo, for example, have voluntarily altered their marketing to children, and have pledged to stop marketing to younger children and to limit portions on products sold in schools.

Children’s nutrition has received particular attention.“Because kids snack even more than adults do, it is critical that snack makers maintain a hold on this young demographic, and attract kids to the healthier products without severely cannibalising sales of more traditional, not-so-healthy snacks will be the fine line that marketers will have to walk in the coming years,” Montuori said.

PMA GETS KID-FRIENDLY

PMA has introduced a “kid-friendly” information section on fresh fruit and vegetables on its website.

“We’re not at all unlike other marketers,” PMA president Bryan Silbermann. “We too want to reach children early and make them customers for life.

“Good health for kids and good business for us and our members puts us in a fortunate position - offering delicious, convenient, healthful foods - foods all of us need to enjoy more.”

Children, their parents, and teachers will find links to fruit and vegetable organisations and companies at www.pma.com/consumption/consumer.

“Many members have outstanding resources for kids and teachers that focus on healthful products,” Silbermann continued. “This simple chart of links provides a one-stop shop for fun information on a wide variety of fresh produce items.”

To encourage people of all ages to eat more fresh fruits and vegetables, the website links to produce sites.

Children can access sites that are geared for them; lesson plans and education resources are available for teachers; and consumers, including parents, can find recipes and nutritional information.

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