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Survival of the fittest: snack bars category report 2021

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It takes a fighter to survive in the snack bars world. As Covid-19 restrictions squashed on-the-go sales last year, a core part of the market was decimated in one fell swoop.
That’s resulted in a massive shift in the way snack bar brands do business. “With over two-thirds of the population still working from home, the consumption occasion in this category has shifted from on-the-go to at home,” says Peter Morris, UK sales director at Kind.
That shift is marked by Kantar data, which reveals take-home sales of snack bars actually grew in the year to 24 January – up 2% to £365.4m. ....

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Kind Snacks launches in multipacks to combat impulse decline

Kind Snacks is putting its faith in multipacks to combat slipping impulse sales.
It will launch its core flavours into three-pack formats, with Peanut Butter Dark Chocolate, Caramel Almond Sea Salt and Dark Chocolate Nuts & Sea Salt to hit Sainsbury’s and Morrisons this month, and Coconut & Almond and Salted Caramel Dark Chocolate to hit Waitrose from 22 February (rsp: £3/3x30g).
The move comes as multipacks are seeing “the most significant growth” at present, said Kind, impulse sales having fallen during the coronavirus pandemic.
Kind Snacks marketing director John McManus said seeing impulse sales “fall off a cliff” was a real worry for the brand, though its existing multipack offering (larger boxes of 12, sold through various online retailers) “held pretty steady”. ....

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