Customized report service – Healthy snacks in France and Belgium

Snack market overview^{Footnote 1}

The French and Belgian snack markets account for large portions of the sector in Western Europe. According to Global Data 2019, after the United Kingdom, France was the second-largest snack market. Belgium was in seventh place. The French snack market was valued at US$5.6 billion, while the Belgian market was US$1.8 billion. From 2016 to 2019, the compound annual growth rate (CAGR) was positive in both countries, with France recording a growth of 2.9% and Belgium a growth of 2.2%. From 2020 to 2023, the forecast CAGR will be 3.0% in France and 2.3% in Belgium.

In 2019, the sweet biscuits/cookies category was the most popular, in both France and Belgium. Sales of sweet biscuits/cookies in France were valued at US$2.6 billion, with savoury biscuits valued at US$896.1 million, and potato chips at US$621.7 million. These three categories were also the most popular in Belgium. Sales of sweet biscuits/cookies were US$796.0 million. This category is followed by savoury biscuits (US$525.6 million) and potato chips (US$207.3 million).

In France, total snack sales grew by 2.9% from 2016 to 2019 and should grow at a CAGR of 3.0% for the 2020 to 2023 period. From 2016 to 2019, potato chips were the snack type that experienced the highest growth, with a CAGR of 6.9%. In Belgium, sales grew at a CAGR of 2.2% from 2016 to 2019 and should continue to grow from 2020 to 2023 to reach a CAGR of 2.3%. In Belgium, potato chips, cheese crackers and plain crackers are the snack types that posted the highest rates of increase, with a CAGR of 3.5% in all three cases.

From 2020 to 2023, potato chips will continue to experience the most growth, with a CAGR of 5.8% in France and 3.8% in Belgium.

Healthy snack market

In 2019, the healthy snack market accounted for 7.7% of snack sales in Belgium. In France, this market accounted for 9.8% of snack sales. Sweet biscuits/cookies, cereal bars and potato chips were the largest categories of the healthy snack market. Sales of sweet biscuits/cookies were valued at US$329.3 million, while sales of cereal bars and potato chips were US$153.9 and US$39.6 million, respectively. In Belgium, the categories with the highest sales were sweet biscuits/cookies (US$79.2 million), cereal bars (US$54.0 million) and nuts/seeds (US$6.5 million). In 2019, the Belgian healthy snack market was valued at US$139.7 million, and sales should reach US$153.1 million in 2023.

Sales of healthy snacks in France increased at a CAGR of 2.8% from 2016 to 2019; potato chips experienced the strongest growth with a CAGR of 6.5%. From 2020 to 2023, the CAGR should be 3.0%. Potato chips should continue to see the strongest growth, with a CAGR of 5.8% for 2020 to 2023. In Belgium, sales of healthy snacks increased at a CAGR of 2.2% in 2016-2019. Sales of sweet biscuits/cookies experienced the strongest growth during this period, with a CAGR of 2.4%. According to projections, sales of healthy snacks should increase at a CAGR of 2.3% from 2020 to 2023.

Benefits and attributes

In France, healthy snacks had been recognized for their benefits not only on general well-being and health management, but also in managing weight and staying in shape. Sales of snacks considered good for general well-being were valued at US$468.4 million, while snacks intended to promote weight management and staying in shape were valued at US$88.1 million. Health management snacks accounted for rather low sales compared with the other benefits listed. Products identified as being naturally healthy, as well as fortified, have experienced higher sales, accounting for respectively 50% and 34% of total sales. Snacks containing vitamins recorded the most sales, at US$188.0 million. In 2019, low-calorie snacks experienced the strongest growth, with a CAGR of 6.5% from 2016 to 2019. This segment should continue to see the highest growth from 2020 to 2023 with a CAGR of 5.8%.

According to Belgian consumers, the benefits of snacks are their effect on general well-being and health management. Sales of snacks considered good for general well-being were valued at US$122.1 million in 2019, which represents a CAGR of 2.4% for 2016 to 2019. Snacks for better health management recorded sales of US$17.6 million. The most popular products in 2019 in terms of sales are those considered to be naturally healthy and functional/fortified. This shows that consumers place particular emphasis on the nutritional benefits and the effects that products could have on their well-being. Sales of naturally healthy snacks accounted for 53% of sales in Belgium, followed by fortified snacks, which accounted for 39% of retail sales. Sales of snacks with health and well-being attributes should reach US$153.1 million in 2023 and a CAGR of 2.3% from 2020 to 2023.

Description of above image

• Naturally healthy: 50%
• Functional and fortified: 34%
• Low in: 13%
• Food without: 3%
• Food intolerance: 0%

Source: Global Data Intelligence, 2020

Description of above image

• Naturally healthy: 53%
• Functional and fortified: 39%
• Low in: 5%
• Food intolerance: 3%

Source: Global Data Intelligence, 2020

Trends

French and Belgian consumers are increasingly aware of the risks that certain dietary habits can have. A survey by the European Food Safety Authority shows that food hygiene is a concern for 39% of French consumers. Furthermore, this study states that 43% of French consumers are concerned about the use of additives or preservatives in food and drink. In Belgium, food hygiene represents 38% of concerns, while the use of additives in food and drink is a subject of concern for 31% of consumers (EFSA, 2019).

A trend is emerging regarding aspects that link the pleasure of eating and healthy balance. Consumers do not want to sacrifice their dietary preferences for a healthy lifestyle. Fortunately, there are snacks on the market that link the two.

For people who are more physically active, snacks are essential elements of their diet, particularly snacks rich in fibre or protein, which are in high demand. To satisfy this clientele, more and more products based on organic ingredients, plants or fruits, as well as vegan products, have appeared on the market in France and Belgium. Gluten-free, colouring-free or preservative-free products are also increasingly popular. Snacks marketed as being energizing, protein-rich and that are purported to aid digestion are increasingly popular, in particular because their format makes them easy to transport.

Companies' presence on social media also allows them to promote a lifestyle through suggested foods with which snacks could be accompanied or to make a link between the food consumers eat and personal identity. Companies put increasing emphasis on packaging format and visual elements along with nutritional contributions, and the benefits that the products allegedly bring to consumers' well-being. Many companies present in the Belgian and French markets print the logos of the most popular social media to incite consumers to follow them to extend their experience. They also use various certifications to distinguish their products, in particular, by affixing the "Green Leaf" logo to organic products' packages within the European Union. Under the European Union - Canada Organic Equivalency Arrangement (EUCOEA), Canadian certified organic products can bear the EU organic logo.

Healthy snack companies in France and Belgium

In 2018, Mondelez International Inc is the company that recorded the highest volume of healthy snack sales, in both France and Belgium. The company's sales were US$92.8 million in France and US$33.0 million in Belgium. In Belgium, the company is followed by Kellogg Company, which recorded sales of US$13.5 million and Cereal Partners Worldwide S.A. with sales valued at US$4.5 million. Yildiz Holding AS and PepsiCo are the second- and third-largest companies in terms of sales in France with sales of US$33.8 million and US$24.2 million respectively.

Launch of healthy snacks

According to Mintel, 2,140 nut-free healthy snacks were launched on the French market, and 320 on the Belgian market from January 2016 to January 2020. These products range from potato chips to vegetable and grain snacks, or dried fruits, to gluten-free or no-preservative products.

Products launched in France include fruit-based snacks or energy bars. Products labelled as organic were the most commonly introduced to the French market from January 2016 to January 2020, followed by no additive/preservative snacks. Most of the products introduced to this market were new products or new varieties of existing products. Intersnack is the company that launched the most snacks, followed by PepsiCo.

In Belgium, energy bars were the most-introduced products on the market. Products labelled as low/no/reduced allergens were the most numerous launches, followed by gluten-free snacks. The vast majority of products launched were new to the Belgian market. PepsiCo was the company that launched the most new products.

France

Example, organic snack: Brousse Vergez dried organic mango slices

Source: Mintel, 2020

Company	Brousse Vergez
Manufacturer	Brousse Vergez
Brand	Brousse Vergez
Category	Snack
Market	France
Store name	Carrefour
Type of distribution	Supermarket
Date of publication	November 2019
Type of launch	New variety/Extension of range
Price in local currency	€4.40
Price in US dollars	4.85

This organic snack contains no sugar or additives. The mango slices are healthy snacks that can be eaten by themselves or accompanied by other types of snacks such as yogurt or cereal. This product reportedly contributes to a healthy diet and is rich in fibre and potassium. The EU Green Leaf logo (organic) is on the plastic packaging.

Ingredients (on the package): Organic mango slices

Example, organic, gluten-free snack: Nature Snacks dried organic bananas

Source: Mintel, 2020

Company	Nature Snacks
Manufacturer	Nature Snacks
Brand	Jua
Category	Snack
Market	France
Store name	lagrandeepicerie.com
Type of distribution	Internet/mail order
Date of publication	January 2020
Type of launch	New product
Price in local currency	€1.70
Price in US dollars	1.89

Jua launched gluten-free, sugar-free dried organic bananas. This vegan product is described as rich in fibre. This snack is sold in a 25 gram flexible plastic package with the EU Green Leaf logo (organic), as well as the Facebook and Instagram logos. This product is not available in stores. Consumers can buy this snack online.

Ingredients (on the package): Dried organic bananas (100%)

Example, GMO-free snack: Jeff de Bruges popcorn

Source: Mintel, 2020

Company	Jeff de Bruges
Brand	Le Pop-Corn de Jeff de Bruges
Category	Snack
Market	France
Place of manufacture	France
Store name	Jeff de Bruges
Type of distribution	Direct sales
Date of publication	September 2019
Type of launch	New product
Price in local currency	€4.50
Price in US dollars	5.02

Jeff de Bruges' dark chocolate-coated caramel popcorn is made with cocoa and contains no GMOs, palm oil or additives. This snack is sold in a partially recyclable esthetic package.

Ingredients (on the package): Popcorn (10%) (contains corn), salted caramel butter (30%) [sugar, PDO Montaigu butter (contains milk), glucose, Noirmoutier sea salt], dark chocolate (60%) [cocoa, sugar, cocoa butter, emulsifier (soy lecithin), natural vanilla extract].

Example, organic snack: Bioteam dried, sweetened cranberries

Source: Mintel, 2020

Company	Bioteam
Manufacturer	Bioteam
Brand	1.2.3 Bio
Category	Snack
Market	France
Store name	E. Leclerc
Type of distribution	Mass Merchandise/Hypermarket
Date of publication	November 2019
Type of launch	New variety/Extension of range
Price in local currency	€4.39
Price in US dollars	4.90

The Bioteam dried, sweetened cranberries product has arrived on the market. This individual-format organic snack is packaged in a flexible plastic sachet and bears the AB logo and the EU Green Leaf logo (organic).

Ingredients (on the package): Cranberries (60%), cane sugar, sunflower oil

Belgium

Example, vegan gluten-free snack: Marks & Spencer winter berry and prosecco potato chips

Source: Mintel, 2020

Company	Marks & Spencer
Brand	M&S Food Collection
Category	Snack
Market	Belgium
Store name	Delhaize
Type of distribution	Supermarket
Date of publication	January 2020
Type of launch	New formulation
Price in local currency	€2.99
Price in US dollars	3.32

These potato chips and red berries are a new formulation. This vegan snack is gluten-free and allergen-free and is packaged in a flexible metallized film.

Ingredients (on the package): Potatoes, sunflower oil, sugar, acid (malic acid, citric acid), dried prosecco, sodium bicarbonate, rice flour, sea salt, dried raspberry juice, dried currant juice, colouring (E171, E172), flavouring.

Example, organic snack: Smaakspecialist sultana raisins

Source: Mintel, 2020

Company	De Smaakspecialist
Manufacturer	De Smaakspecialist
Brand	Smaakt
Category	Snack
Market	Belgium
Store name	Carrefour
Type of distribution	Supermarket
Date of publication	November 2018
Type of launch	New product
Price in local currency	€2.29
Price in US dollars	2.61

These organic raisins are handmade. This new product is sold in a plastic package that bears the Ekos logo and the EU Green Leaf logo (organic).

Ingredients (on the package): Raisins (99.5%), sunflower

Example, gluten-free snack: Adyy Dried Pineapple Snack

Source: Mintel, 2020

Company	Adya
Manufacturer	Adya
Brand	Adya
Category	Snack
Market	Belgium
Store name	Bio Planet
Type of distribution	Health food store / organic store
Date of publication	July 2018
Type of launch	New package
Price in local currency	€3.61
Price in US dollars	4.22

This snack can be eaten with yogurt, cereal or a drink. It is made of pineapples from Île Maurice and is gluten-free. This product’s packaging bears the organic EU Green Leaf logo (organic).

Ingredients (on the package): Freeze-dried pineapple

Example, no-additive vegetarian snack: PespiCo Sea Salt Pea & Pinto Bean Snacks

Source: Mintel, 2020

Company	PepsiCo
Manufacturer	PepsiCo
Brand	Off the Eaten Path
Category	Snack
Market	Belgium
Store name	Carrefour
Type of distribution	Supermarket
Date of publication	April 2019
Type of launch	New product
Price in local currency	€2.34
Price in US dollars	2.65

This new product made from legumes is a source of fibre. This snack, made of peas, pinto beans and white beans, contains no additives.

Ingredients (on the package): Pinto bean biscuits [pinto bean flour (18%), potato starch, salt, powdered beet, potassium chloride], pea biscuits [pea flour (18%), potato starch, salt, potassium chloride, powdered spinach], white bean biscuits [white bean flour (18%), potato starch, salt, potassium chloride], sunflower oil, sea salt.

Conclusion

Snacks are a way to satisfy small bouts of hunger between meals, but they are also seen as bad dietary habits that present health risks. They are eaten when consumers are bored and in social situations. It is common to see bags of potato chips or nut snacks during parties or gatherings of friends. Healthy snacks are considered to reduce these health risks while still providing the enjoyment of potato chips or energy bars made of chocolate. In both the French and Belgian markets, a trend is emerging with respect to consuming products that have health benefits, made in environmentally friendly conditions. Organic, gluten-free, no-preservative fruit- or vegetable-based snacks are becoming increasingly indispensable in consumers' dietary habits.

Customized report service – Healthy snacks in France and Belgium
Global Analysis Report

Prepared by: Saidouba Camara

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