The healthy living category is on the rise. Consumers are becoming more aware of nutrition and fitness and for many it’s a major lifestyle choice. Offering customers a healthy range of snacks offers increased choice and could help drive sales and attract new shoppers into store.
For customers looking at key macros, carbs, proteins and fats, healthier products offer nutritionally balanced snacks. Portion controlled snacks can also help shoppers make better dietary choices.
Statistics show that healthy snacks and bars are becoming more popular with one in three wellness proactives and consumers purchasing bars weekly or more often and 80% of the demographic snacking occasionally or regularly.
As well as healthy snacking, the healthier and functional drink market in the UK is also growing. Current data shows 11 million Gen Z and Millennials regularly buy energy drinks with five million of those looking for cleaner, benefit driven and functional energy drinks.
Cleaner energy drinks are those with no hidden nasties which offer natural, clean energy without unnecessary additives.
Kathryn Hague, Head of Marketing at Hancocks, comments: “Here at Healthier at Hancocks we’re seeing growth across the board with healthy eating and drinking, but particularly in energy bars and clean energy drinks.
“Part of our best-sellers are CLIF bars which originate from the US and are delicious plant-based energy bars packed with nutritious ingredients.”
The iconic CLIF BAR was first launched in the US in 1992 and has gone on to become the number one energy bar in the US and a global brand worth $1.5 billion.
Each bar is made with a blend of nutritious, plant-based protein, fat and carbohydrates crafted to keep you moving. The bars contain 9-11g of protein and are made to provide nutrition you can feel good about. These nutritionally complete bars offer a functional snack for those looking to increase their intake of protein and carbohydrates.
The CLIF BAR comes in six tempting flavours including Chocolate Chip, White Chocolate Macadamia Nut, Crunchy Peanut Butter, Blueberry Almond Crisp, Peanut Butter Banana with Dark Chocolate and Chocolate Almond Fudge.
The CLIF Nut Butter Bars are made using 100% certified organic ingredients including creamy peanut butter, oats and a range of flavours to suit every taste.
Among the bars available are Chocolate Chip and Peanut Butter, Chocolate and Peanut Butter and Peanut Butter, which contain 7g of plant-based protein and only 9-11g of sugar per bar.
For functional and energy drinks, we’re seeing a shift towards cleaner energy with no added nasties.
Sneak Energy prides itself on its natural clean energy drinks with no added preservatives, no refined sugars, no artificial colour and no artificial flavours.
The drinks contain natural caffeine, zero sugar, taurine, ginseng, choline and carnitine plus added B vitamins, combining to help deliver a boost that enhances mental focus and sharpness.
The range of 500ml energy drinks includes Sneak Energy Tropikilla, Sneak Energy Purple Storm, Sneak Energy Raspberry Lemonade and Sneak Energy Blizzard Lemonade.
Sneak Energy Tropikilla is a light, fruit drink with a tasty combination of pineapple and smooth mango.
Sneak Energy Raspberry Lemonade has a citrus kick with a blend of sweet, tart raspberries and a fresh citrusy lemonade.
Sneak Energy Purple Storm is a stormy mix of berries with Sneak Energy Blizzard a cooling ice-cold lemonade flavour.
Carmen Ferguson, Brand Manager at Windmill Organics, comments: “Organic food has been a growing trend in the UK for some time now, with recent data showing annual sales are worth £3.2bn and showed robust growth of 2% in 2023 (Soil Association). When it comes to food, for many people health is a primary purchase motivator. Consumers are attracted to the higher nutritional content of organic and concerned about the use of harmful chemicals and pesticides used in production of non-organic products.”
In fact, The Soil Association has found that ‘organically produced crops were found with up to 68% more antioxidants than non-organic’. Biona is the number one organic food supplier to leading UK retailers, and its range includes over 500 organic food and drink products in over 20 categories. Its products are predominantly ambient, and include award-winning coconut products, hearty rye bread, revitalising fruit juices and nourishing beans and pulses. Every product is certified organic, made without the use of harmful chemicals and pesticides.
“Without doubt there is a growing interest in organic foods now and the increased understanding about the potential long term health impacts of consuming too much ultra processed food is a key driver, as people want heathier, natural foods without chemical additives,” adds Ferguson. “In particular, organic ambient and canned food products seem to be popular sellers at the moment, which for us includes our award-winning pulses like chickpeas and beans, or lentils, vegetables like peas and sweetcorn, as well as cooking ingredients such as coconut milk, chopped tomatoes and black beans, which are all minimally processed and contain natural and few ingredients. On average our ambient and canned food range is enjoying year on year growth of 17.6%.”
The Biona range includes over 500 organic food and drink products in over 20 categories. Its products are predominantly ambient, and include award-winning coconut products, rye breads, fruit juices and nourishing beans and pulses. Some of its best-selling lines include coconut milk, which is the best-seller in the category, coconut oil, fruit juices, nut butters and rye bread, as well as pulses and canned beans, which are growing in popularity as a natural plant-based alternative to meat.
Innovation is one of Biona’s core values, and the brand normally launches 30-40 products each year. All of its products are grown on organic farms without harmful chemicals and pesticides, and additions to the range must meet those criteria. The brand researches market gaps and emerging needs, then review brand range gaps to fuel a dynamic NPD pipeline.
Gareth Roberts, UK Country Sales Manager at Dole Sunshine Company, comments: “There’s no doubt the pandemic made consumers more aware of their health and more conscious of what they put in their bodies, meaning healthy food and drink products will only continue to grow in importance, so retailers should take his into account in their ranging decisions. At Dole Sunshine Company we are the UK category leader in packaged fruit snacks, with our entire product range containing 100% real fruit, with no added sugar in any of its fruit in juice range. Our products are enjoyed by consumers, not only because of their taste and health benefits, but also due to their versatility as they can be consumed at breakfast, as a mid-morning snack, as a dessert, at home, in the office, at the gym, on the train or literally anywhere and whenever you like.”
Another driver of growth is the rise in popularity of vegan and / or plant-based food, which is centred around the desire of many consumers for food which is both healthy for their body and sustainable for the planet. This is fuelling the ‘flexitarian’ approach to diet, driving the demand for things like pulses, grains and nuts, meat and dairy substitutes, or simply more fruit and vegetables.
“It feels like there is real headroom for growth in plant-based sales if retailers give this area the focus it deserves and appropriate space in-store, as well as signposting it appropriately to their customers,” adds Roberts. “The big takeout should be that vegan or plant-based options no longer need to be boring or niche, and can, in fact, be a great, convenient healthy snack.”
Dole’s entire range of fruit in juice cups is vegan, with all the variants having zero added sugar, artificial sweeteners, or flavourings, and are less than 100 calories per serving.
“There is definitely a perception that healthier options are more expensive,” says Roberts. “This may be true in some cases, but consumers can buy a four pack of Dole’s fruit in juice cups for just £2.29 or our 227g small pineapple chunks can for just £1.15, both of which offer a great tasting and healthy product at a price most can afford, and in the case of the cans, offering retailers an excellent margin of over 30%. This is important because the cost-of-living crisis is making consumers become increasingly conscious of product value for money, incorporating quality, waste, convenience and choice.”
As further evidence of the growing popularity of packaged fruit, sales of Dole fruit in juice cups are up by over 26% in the last 52 weeks (IRI).
“Certainly, when it comes to snacking, shoppers now expect ranges containing some healthier options,” advises Roberts. “In fact, for some time now we’ve seen a general snacking trend whereby more and more consumers no longer wish to consume ‘traditional’ snack items like crisps or chocolate bars and instead are actively seeking out something a bit healthier. But, even within healthier snacking, consumers still desire something that feels indulgent and tastes delicious, so brands that tick all those boxes are well-placed to do well.”
With that in mind, towards the end of last year Dole announced an exciting redesign across its fruit in juice and fruit in jelly range to really highlight on-pack claims like ‘no added sugar’ on fruit in juice packs and ‘vegan friendly’. The vibrant new packs offer great standout on shelf and give consumers the reassurance they need that they will be eating something which is both delicious and healthy. When it comes to snacking, fresh fruit can sometimes be considered a bit virtuous or perhaps not the most exciting option, so Dole wanted this new packaging to remind consumers that its fruit snacks provide all the health benefits of fresh fruit but at a low price and in a format which is delicious.
“I think healthier sales will always be particularly strong in January when many people are cutting back after the excesses of the festive season and often pre-summer as people prepare for their holidays, but in reality it’s now all year round that many consumers want to eat healthily, so I’d advise retailers not to see this as a seasonal trend, but more something to incorporate into their ranges permanently,” adds Roberts.
As one third of shoppers are proactively looking to eat more fruit and vegetables to lead a healthier lifestyle (IGD), many are turning to fresh salads as a healthy, all-natural accompaniment to main meals and snacks. Martin Purdy, Commercial and Marketing Director at Florette UK, says: “Not only are fresh salads naturally low in fat, salt and sugar, they are refreshing, complement a wide range of foods and the carefully selected blend of leaves are packed full of flavour and texture, to provide the perfect eating experience.
“Whilst they are light to eat, they also play a role in ensuring people are satisfied after a meal and add a natural combination of texture, vibrancy and colour to the plate. Also, at a time when consumers recognise that some of their favourite foods may not always be the healthiest, the inclusion of an all-natural fresh salad takes on even more importance.”
Many of those consumers making a conscious decision to eat more healthily are also looking to foods which complement their growing interest in flavours from around the world.
“The good news for retailers looking to maximise the growing demand for fresh salads is that they are the perfect accompaniment to new and emerging ‘world foods flavours’ and can be merchandised as such,” adds Purdy.
With over 560 million packs of fresh salad sold each year (Nielsen & Kantar), and with consumers opting for fresher, lighter meals in the key summer months, market-leading Florette is ideally placed to help retailers capitalise on consumer demand for pre-prepared salads which add the healthy, natural element which people increasingly want.
Florette has a wide range of salad products to enhance healthy meals, including Florette Crispy (90g and 140g) which is the biggest selling product in the impulse channel and Florette Mixed salad (125g), with its crunchy mix of leaves adding interest and texture to any healthy meal.
And with more opportunities to include fresh salads in healthy meal deals, Florette is reminding retailers of consumers’ primary focus on the ‘top up shop’, highlighting that fresh salad is one of the areas where consumers look to ‘top up’ to complete the healthy meal purchase.
“Fresh salads really do come into their own as part of a healthy meal solution,” adds Purdy. “With one third of fresh salad eaten as a component, adding healthy freshness and texture to sandwiches and wraps, and almost two thirds of salad occasions featuring on the side of plate, consumers can easily personalise and improve their favourite healthy food choices with Florette.”
Florette continues to align its products closely with key occasions throughout the year and drives consumer demand for its products with timely marketing and promotional support, including easy to follow, inspirational recipes on www.florettesalad.co.uk.
Jessica Leather, Founder of Freja, comments: “The healthy living category is showing strong growth, as consumers increasingly prioritise natural, functional foods. Bone broth is gaining traction as consumers seek out nutrient-dense, clean-label products. This trend aligns with the growing interest in gut health and overall wellness.”
Key drivers of growth include consumers’ desire for natural, non-ultra-processed foods with functional benefits. The increasing focus on gut health is also driving interest in bone broth products. Additionally, the versatility of bone broth as both a cooking ingredient and a healthy beverage is contributing to its growing popularity.
Whilst the cost-of-living crisis may have impacted some consumer spending, premium products like Freja’s bone broth continue to attract health-conscious consumers who prioritise quality and nutrition. Customers continue to seek out products with multiple benefits, positioning bone broth as a versatile and cost-effective option for health-minded shoppers who use bone broth as a supplement and a food.
Freja’s Beef and Chicken classic liquid bone broths are bestsellers. The newly launched Raw Cacao Bone Broth Shake is also proving very popular.
Freja has just launched Instant Bone Broth. This product offers a natural, clean-label alternative to traditional stock cubes, providing both convenience and nutritional benefits. It’s available in beef and chicken varieties, catering to different consumer preferences and culinary needs.
Freja has essentially defined the bone broth category in the UK, as it didn’t exist as a distinct category before. The brand estimates it has over 75% market share within the emerging bone broth segment. Freja’s products are positioned uniquely within the broader stocks, soups, and gravies category, offering a premium, health-focused alternative.
“Retailers should consider creating a dedicated space for bone broth products within their stores to increase visibility and educate consumers about this emerging category. Emphasising the versatility of bone broth as both a cooking ingredient and a nutritious beverage can help drive sales. Retailers might also consider cross-merchandising bone broth with complementary health foods to appeal to wellness-oriented shoppers,” advises Leather.
“Retailers could take the ‘gut health’ trend and the need for no ultra processed foods as a key shopping occasion for consumers looking for a healthier and more nutritionally dense proposition. Bone broth is the easy solution to tick all the above boxes. It is a functional food which is significantly growing in awareness. It also has increased collagen and protein content than the standard stock cube. Cross category combo deals and deeper cut promotions will be essential to increase basket spend and push consumers to trial bone broth and specific brands.”
MOJU Marketing Manager Steph Case, comments: “With half of UK consumers buying into health and wellbeing drinks (Tracksuit), Functional Shots are proving to be the real bright spot within the wider Juice and Smoothies category, delivering scale (valued at £38m, with +69% MAT volume growth) and incrementality, bringing new shoppers into the category.”
Looking to the next 3 years, Functional Shots is set to be one of the largest growth drivers in total soft drinks, on track to be a £150m category by 2027, overtaking Coconut Water in 2025 providing a huge opportunity for retailers who are already starting to back the category.
In 2024, stocking points in the Functional Shots category grew to 31,4623, with Morrisons launching MOJU into back of store, Sainsburys’ Supermarkets expanding MOJU stocking points by 80%, and Asda featuring functional shots on secondary space for the first time.
The next generation of consumers are consciously choosing healthier options to power their busy and active lives with 50% of consumers shifting their buying behaviour based on health concerns (VYPR), with category defining brands such as MOJU delivering strong growth (+58.7% volume growth YoY2) by meeting these emerging needs; particularly when it comes to delivering health benefits through a more natural, convenient and lower sugar proposition.
There are growing concerns on the overconsumption of sugar and caffeine, with 1/3 of consumers looking to reduce their caffeine intake (MOJU commissioned VYPR 20245), with alternatives that provide a natural energy boost without compromising on their physical and mental well-being. This is driving a shift towards functional drinks like MOJU for a caffeine-free kick, and lower sugar per serving.
Despite a lot of confusion and mixed messages in the media, consumers are becoming more concerned about the impact of consuming ultra processed foods, with 2/3 consumers looking to reduce their intake over the next year (VYPR 20243). This is prompting a greater demand for natural, whole food options, such MOJU’s functional shots which are made using fresh-pressed, whole-food ingredients, and other fast growing categories such as Kefir in dairy.
Gill Riley, Consumer Director at Quorn Foods UK, comments: “Quorn is the No. 1 meat free brand (Circana) for a reason, nobody innovates and engages quite like us. There is still very much a sustained interest in eating meat free, and we know the key drivers of health, taste, sustainability, and animal welfare are still at the forefront.
“We have a long and successful heritage, having produced our unique Quorn mycoprotein at scale for almost 40 years. We also have decades of data and nutritional research to back up why it is one of the best protein sources.”
Last year, there was a huge shift in consumer behaviour led by continuing turbulence in the global economy, which impacted the performance of a number of food and drink categories. It’s important to remember that the slowdown in growth of the meat alternatives category comes against a backdrop of many years of strong growth.
“We remain strong in driving forward our mission to bring the best meat free protein to consumers, wherever and whenever they are making food decisions. Whilst many brands and products come and go, Quorn has been a constant, also delivering share growth ahead of the total market in key areas,” adds Riley.
“Our range of delicious products is always expanding and being enhanced, driven by a passion for taste. But we know that value for money continues to be on shoppers’ minds. We will be keeping this at the forefront of our strategy, challenging taste and affordability perceptions.”
The brand keeps a close eye on consumer demand, which includes ensuring meat free eaters aren’t missing out at mealtimes but also that it is delivering on the needs of new shoppers looking to enter the category. “We know we have the best meat free nugget in the UK market (Circana), which is often compared to those purchased at popular QSR outlets. Quorn’s Crispy Nuggets are one of the strongest entry points to the category,” says Riley.
“The main barriers to trying meat free can be taste and texture, but through our advanced product testing and great tasting products, we’ve been able to secure and hold our number one spot – driving shopper demand.
“We have recently developed an even tastier recipe for our much loved Cocktail Sausages. The new recipe will make the switch to meat-free alternatives even easier for consumers, with a closer visual likeness to the meat equivalent and enhanced taste.
“The new sausages will still be high in protein, low in saturated fat and a great source of fibre. In consumer trials, the product received outstanding feedback, with purchase intent of more than 80%.”
Sam Maguire, Head of Marketing, Rude Health, comments: “Health continues to be an area of growth, with consumers seeking our healthy options for all occasions. As trends, our understanding of health and nutrition, as well as food production evolve there are ever more opportunities for shoppers to buy into health.”
Most recently we’re seeing the debate around UPF drive the category. With shoppers becoming more discerning around what goes into products, the brands which hold up to scrutiny are performing.
Since Rude Health was founded 18 years ago, it has only used natural, kitchen cupboard ingredients sourced from where they grow best. Off the back of this, Rude Health is experiencing strong growth across both drinks and cereals, with +18% RSV growth in drinks and +14.8% RSV growth in cereals (Nielsen 52we value, 18/5/24). Shoppers are buying into the combination of a ‘clean’ ingredients deck with products that taste delicious. Ultimately, whilst health trends come and go, taste continues to be a key driver of performance – if products don’t taste great then people won’t buy them again.
“With cost of living still very much at the forefront of people’s minds brands must look to offer value for money,” adds Maguire. “Brands ‘in the middle’ are not giving shoppers enough to warrant spending the premium, so instead they trade down to OL products that offer more or less the same proposition for half the price. At the other end of the pricing ladder people are willing to pay more for products that offer something they want – in some cases this is specific health & nutrition benefits as we’re seeing with the rise of more ‘functional’ cereals; in others it’s about premium quality and taste. The latter approach is how Rude Health is winning with its range of cereals that are made with only kitchen cupboard ingredients sourced from where they grow best.”
BEAR Marketing Manager, Steph Armstrong, comments: “There is a huge focus on ‘healthy living’ at the moment, which is a trend that’s seeing no signs of slowing down, as consumers become more mindful of what they’re eating. And in a world with mixed health messaging, HFSS and UPF, obesity and sugar warnings, healthy snacking needs to be simple to understand, and it needs to be enjoyable – and that’s where BEAR comes in, and really delivers.
“As the leading brand in the kids fruit snacking category, our goal is simple: to continue making great-tasting, healthy snacking exciting to more and more people. And that starts from a young age, encouraging positive associations with fruit – with learning, engagement, imagination and creativity.”
From day one, the brand has been baking products that are 100% natural, and that commitment remains true today. All its products contain no added sugar and count as one of your 5-a-day, so whilst other brands may have needed to pivot to reformulate under the HFSS restrictions, BEAR has always been compliant, so it has continued to innovate and bring out new and exciting flavours. The brand is growing ahead of the total kids fruit snacking category.
Packaging is a key driver behind the brand’s growth. Health credentials are front and centre on its fully recyclable packs, so parents can see at a glance how, with BEAR, it’s easy to make positive and healthy choices for children. All health claims have moved to the top of the pack so they’re clearly visible, plus the ‘real fruit’ message is brought to life through text and real ingredients imagery.
Elin Roberts, Co-Founder and Co-CEO of tempeh brand Better Nature, the UK’s fastest-growing meat-free brand, comments: “Protein is an exciting space to be in right now, with gut-healthy, natural plant-based proteins like tempeh and tofu leading the way.
“What shoppers want is more than just high protein – they want foods that are gut-healthy, natural (not ultra-processed) and versatile.
“It’s fair to say that tempeh – the supercharged protein from Indonesia, made from whole fermented soybeans – has it all. What people love about tempeh is not only that it’s supercharged with gut health benefits and is naturally packed with protein (a 100g serving of our tempeh has more protein than two eggs) but it’s also incredibly versatile and super easy to cook with.
“As a result, the tempeh category is growing rapidly – Better Nature is now one of the UK’s fastest-growing meat-free brands and represents 68% of UK tempeh category sales growth.”
Amy Burgess, Senior Trade Communications Manager at Coca-Cola Europacific Partners (CCEP), comments: “Healthier choices have been a priority for consumers for some time. To tap into this opportunity, retailers should prioritise stocking up on low and zero-sugar soft drinks alongside their core range, such as Coca-Cola Zero Sugar, the fastest-growing major cola brand by volume (Nielsen & CGA), and Diet Coke, worth almost £500m in GB retail (Nielsen).
“Don’t forget our zero sugar flavoured colas- that includes Coca-Cola Zero Sugar Cherry and Coca-Cola Zero Sugar Vanilla, and Coca-Cola Zero Sugar Lemon, launched in March 2024, bringing a refreshing, citrus twist to the classic Coca-Cola taste, without sugar.
“Meanwhile zero sugar options are growing ahead of the total flavoured carbonates segment (Nielsen), so options like Fanta Zero, Sprite Zero and Dr Pepper Zero can help retailers drive soft drinks sales.”
CCEP recently launched a new taste and bold design for reformulated Fanta Orange Zero, helping retailers to bolster sales by making the variant taste even better and closer to the original.
The company also continues to fuel momentum behind the Monster Ultra range, GB’s no.1 zero sugar energy brand (Nielsen), and last year unveiled Monster Zero Sugar, offering the same iconic and full-flavoured taste of Monster Original but with no calories and no sugar.
Matt Collins, Sales Director at KP Snacks, comments: “Whilst health has been a priority for both the Government and shoppers for several years, the Covid-19 pandemic and the introduction of HFSS legislation in 2022 has led to more of a focus on healthy snacking. At KP Snacks, we are passionate about doing the right thing by our consumers and providing people with healthier options to enjoy as part of a balanced and healthy lifestyle.”
53% of consumers say they try to eat healthy most of the time and only 1% state they never try to eat healthily (Mintel). However, ‘healthy’ means different things to different people. For some it’s a focus on positive health e.g. increased protein or fibre, whereas for others, it’s a focus on portion control or calorie reduction.
Today, positive health within the snacking category is seen to be more about ‘managed health’, e.g. things that we can take out of our diet. This means that offering products with lower calories, as well as less saturated fat, salt, sugar, and additives, is becoming increasingly more important for snack brands. As a responsible snacks manufacturer, we remain focused on developing, manufacturing, and marketing our products in the right way, promoting snacks to be enjoyed as part of a balanced diet and an active lifestyle.
In 2022, we announced our HFSS brand reformulation strategy which saw non-HFSS products rolled out across popular KP brands: Tyrrells, popchips, Hula Hoops Puft and Penn State ahead of the introduction of HFSS legislation in October.
nakd Marketing Director, Jo Agnew, comments: “’Healthy living is a trend that’s here to stay, as consumers become more mindful of how the food their eating is impacting their health. As a result, there’s so much potential and opportunity within the healthier snacking category, and nakd. is the brand to watch, with value sales up 13.5% YOY, outperforming the wider category.
“With nakd., we’re making it easy for consumers to be healthy by offering great-tasting raw bars, that are also gluten free, dairy free and vegan, with added benefits such as protein and fibre, and counting towards one of your five-a-day. Made from fruit and nuts, no preparation is needed, offering a healthy, longer-life option that can be enjoyed anytime and anywhere.”
“Consumers have an increasing appetite to eat healthily, with two-thirds of people (64%) saying that ‘benefits’ are a key driver for purchasing cereal bars (Brand Potential). However, with many mixed messages and the conversation around ultra processed foods, it can be confusing to cut through that noise. But, that’s exactly what nakd. has the ability to do. The brand has seen huge growth off the back of its latest nationwide marketing push, proving that a simple message resonates with people and helps them make healthier choices.
“We’ve always prioritised having a 100% natural-ingredient product portfolio that’s HFSS compliant, allowing us to innovate and launch products that help consumers live more healthily. The success of our core bar range, the introduction of nakd. Protein last year, and now our new Fruit & Fibre offering reflects this commitment,” adds Agnew.
“Since launching in March 2023, nakd. Protein has played a key role in our overall brand growth, thanks to listings across leading grocers and key impulse retailers. After only a year, nakd. Protein’s share of the total brand is increasing every month (Circana), and we anticipate continued growth as shoppers seek healthier snacking with added benefits.”
Comments are closed.