The cost of buying healthy snacks is the biggest barrier to purchase, research published by Him has found.
The insight agency’s Healthy Snacking Report 2018 found that 55% of shoppers are buying healthier snacks but 46% claim that they are too expensive. The report was based on more than 1,500 online shopper interviews across 27 different retailers, six channels and 25 brands,
Him research & insights director Val Kirillov has urged retailers to communicate a clear “value for money message in order to maximise sales”.
“Price is key to growth. There is demand for healthier options. However, many shoppers feel that the price of these products is too expensive,” he said.
“The importance of health is becoming more and more prominent through increased media attention and government legislation. Shoppers are choosing to eat healthier snacks more often than unhealthy snacks and suppliers and retailers need to be aware of this shift in behaviour and act fast in order to capitalise on the opportunities.”
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