Result description
A strategic framework for the “Better-for-You” snacking market. This project provides a behavioral blueprint for the healthy snacking sector across the Netherlands, Belgium, and Germany. By analyzing natural language reflections from 493 participants via an AI-powered platform, the research identifies the six dominant mindsets that govern snack choices.
Key Deliverables:
- The “Health definition” matrix: A breakdown of how consumers categorize snacks (functional vs. natural vs. permissible indulgence).
- B2B opportunity map: Identifying the demand for specific ingredient profiles, such as plant-based proteins and clean-label sweeteners, within daily snacking routines.
- Contextual drivers: Analysis of “when” and “why” snacking occurs, allowing brands to optimize packaging, portion sizes, and functional claims for specific times of day.
Addressing target audiences and expressing needs
Our needs are
- We are sharing our knowledge
- Collaboration
We specifically need / are looking for
The healthy snacking category is expanding rapidly, yet it remains one of the most volatile segments in the food industry due to shifting consumer perceptions of “health.”
- The Subjectivity of health: There is a critical need to move beyond clinical definitions of health.
- The ritual of balance: Consumers are increasingly using snacks to manage energy and mood.
- Innovation risk: B2B ingredient suppliers face high R&D costs when developing functional ingredients (e.g., proteins, fibers, natural sweeteners).
Target audiences
- Others/ No specific audience
- Research and Technology Organisations
- Academia/ Universities
R&D, Technology and Innovation aspects
Result submitted to Horizon Results Platform by Stichting Food Valley
