As pupils and students start back after summer, their lunchboxes are in desperate need of filling – and more healthy options are the way to go.
by Antony Begley
August is a key month for retailers, especially those who live within walking distance of schools, colleges or universities. After a summer where sales can be distorted by the change in shopper profile while schools and colleges are off, it marks the month when the pupils and students are back, and for retailers, that represents an opportunity. The question to answer is: what to put in the lunchbox?
The answer to that question is increasingly focused around the ‘healthier’ opportunity, but value remains a priority, as it always does these days.
Value vital
“Young adult students usually have a limited income and are attracted to discounts and multibuys when shopping in order to save money, so the key to reaching the young adult market is offering value,” says Amy Burgess, Trade Communications Manager at Coca-Cola European Partners (CCEP).
“To target these consumers, retailers should look to stock formats like 1.75L bottles of Coca-Cola Zero Sugar for sharing and 330ml multipacks of Fanta, to enhance perceptions of value for student customers.
“PMPs also help to highlight value and encourage young adult student shoppers to try new products. We offer a wide range of price-marked Coca-Cola packs across both our immediate and future consumption formats, including £1 500ml bottles, 65p 330ml cans, and 1.75L PET bottles priced at £1.69.
“We also offer a large selection of other PMP products including £1 500ml bottles of Fanta, 89p Capri Sun pouches and £1.19 cans of Monster Energy and Monster Energy Ultra, while the entire Relentless energy range is available in £1 packs.”
Healthier options
Along with value, today’s shoppers are increasingly seeking healthier options for breakfast, lunch and dinner. Fruit is practically a given when it comes to the lunchbox, but most parents have probably had their child return home with everything in the lunchbox eaten apart from the slightly bashed banana and an untouched apple.
Current market trends show, therefore, that parents are looking for products that are healthy, without compromising on taste. To meet this demand for a healthy and convenient snack, fruit-pot specialist Nature’s Finest offers a range of 220g pots in Mandarin, Peach, Pineapple and Tropical Fruits, with a fork included.
But there sometimes needs to be a little bargaining chip tucked in besides the sandwiches to make sure kids eat everything. Whilst this might be a chocolate bar or a bag of sweets, it doesn’t mean it can’t be healthy as part of a balanced diet.
- Choice and value for money are important for young adult students, so it is important to offer a balanced range with a selection of premium and value brands, different pack formats, original and low sugar options, and a variety of different flavours, sub-brands and variants.
- Consider the success of existing ranges, and consumer demand for other options when exploring new lines to stock.
- Keep up to date with new product development and the brands that are benefiting from marketing investment as these are the lines that can attract the greatest interest from consumers.
“An increased awareness of healthier eating is having a major impact in savoury snacks, as consumers look for more permissible options,” says Susan Nash, Trade Communication Manager at Mondelez International. “The trend is driving a shift away from snacks such as crisps – which may be considered unhealthy – and a growing appetite for products which are baked, not fried. As a result, the Crisps category is currently seeing a decline of -6.0% in value sales, while Popcorn and Savoury Snacks are growing at +1.6% and +13.9%, respectively.”
Mondelez-owned Ritz is focused on unlocking new occasions and has already successfully tapped into growing consumer demand for ‘better for you’ snacks with the launch of Ritz Crisp & Thin, which is now available in 30g packs, making them ideal for the on-the-go lunchbox occasion, in three popular flavours: Cream Cheese & Onion; Sea Salt & Vinegar and Sweet Red Chilli.
Protein and meat snacking are both becoming increasingly popular within the lunchbox snacking category as there is greater awareness of the benefits of protein and ‘better for you’ snacks amongst consumers. To further meet this demand, in March 2017, Pepperami launched a new Beef variant to sit alongside its pork sausage snack. “We predict the market for protein and meat snacks will continue to rise over the next year and as a brand we are committed to meeting consumer needs and responding to current trends,” says Pavan Chandra, Senior Brand Manager at Peperami’s parent company Jack Link’s.
Healthy hydration
Hydration is always important and even in this area, the trend is clearly towards healthier low and no sugar options. “Young adult students are increasingly health conscious and it’s a trend only set to grow in 2017 and beyond,” says CCEP’s Burgess. “As a result, low or zero sugar drinks are playing an increasingly important role and we offer calorie free versions across our portfolio, including the fastest growing top-five cola brand Coca-Cola Zero Sugar and Monster Energy Ultra.”
Burgess says there will be a continued focus from CCEP in 2017 on the innovation of lower or zero calorie products to meet this increasing consumer demand, and help retailers offer more choice to young adult student shoppers. She explains: “2017 has already seen the latest zero-calorie options hit the market, including new Monster Energy Ultra Citron and glacéau smartwater sparkling. They join brand portfolios that have enjoyed sales success over the last 12 months, thanks to their low or zero calorie formula.
“These new additions to our portfolio are the result of a £30m investment (2012-2017) in reformulation and new product development, all of which is focused on providing great tasting lower and no sugar drinks.”
Since 2005, CCEP has launched 29 new drinks with reduced sugar or calories and every product it offers has a lower or no sugar option. The message is clear. And it’s the same strategy across the board from other water and soft drinks suppliers like AG Barr, Britvic and Lucozade Ribena Suntory.
AG Barr’s Strathmore Water continues its three-year sponsorship deal as the bottled water at all British Athletics events through to 2019 and the continued promotion in schools of healthy, active lifestyles make the 330ml bottles a good fit for the kids’ lunch occasion.
Also from AG Barr is children’s favourite Simply Fruity in 330ml sports-cap bottles available in four flavours: Orange, Blackcurrant & Apple, Strawberry and Apple. The manufacturer says it is popular with kids under the age of 10, with sales figures currently at over 20 million bottles every year.
