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Americans increasing their desire for healthy, indulgent foods

Consumers define the ideal snack as one that is "healthy, tastes sinful, and is convenient in all aspects." International Dairy Deli Bakery Association

Snack foods are changing. People are on the move, and they want to eat healthier snacks that are convenient and indulgent all at the same time. They demand snacks that fit the bill.

According to Packaged Facts, the overall snack market will increase by four percent annually on average, growing from $47.1 billion in 2003 to $57.3 billion in 2008. The growth is, in part, due to the consumer trends that are fulfilled by snacking.

Hazelnuts fit perfectly into these snack food trends. The versatile nut is easily paired with an array of flavors and can work wonders for snack foods from granola bars to snack mixes. In fact, the Hazelnut Council has been tracking consumer perceptions of hazelnuts for the past three years through a quantitative telephone survey and a series of qualitative consumer insight panels. The studies have shown hazelnut’s perception as healthy and indulgent, and that consumers are likely to try convenient hazelnut products.

Nutrition

72 percent of consumers are aware of the heath benefits of including nuts in their daily diet. 75 percent say they include nuts in their diet because they contain beneficial fats. 90 percent of consumers aware of hazelnuts on an unaided basis perceive them as healthy 2005 Hazelnut Council Research

Today’s consumers increasingly recognize the connection between nutrition and health. The popularity of new diets and the past low-carb craze has shown snack producers that Americans are adjusting their appetites to be healthier. Nuts have received a lot of attention in recent years due to their healthy levels of “good” fats and their potential to reduce the risk of heart disease. Hazelnuts in particular have one of the lowest levels of saturated fats and one of the highest levels of heart-healthy mono-unsaturated fats. And they’re an excellent source of vitamin E.

Convenience

Consumers are becoming increasingly busy and have less time for sit-down meals. According to Mintel’s 2006 Healthy Snack report, consumers want products that are quick and can be eaten on-the-go. Hazelnuts fit perfectly into this trend and consumers say they are ready to try new hazelnut products. In fact, 58 percent of participants in the 2005 Hazelnut Council research study said they were likely to try a mixed nut product with hazelnuts and 39 percent said they were likely to try a trail mix product that contained hazelnuts.

Everyday Indulgences

While consumers may be looking for more nutritious foods, they are not willing to give up great taste and indulgence, and why should they? According to the Hazelnut Council’s 2005 research, 95 percent of Americans believe a product can be both healthy and indulgent at the same time. As evidenced by the coffee craze that inspired Starbucks to pop up on every street corner, consumers continue to demonstrate a desire to indulge in small, affordable pleasures every day. Hazelnuts indulgent flavor and nutritional value offer consumers a rich product that they will not feel guilty enjoying.