On-the-go lifestyles are having a profound impact on eating behavior. We’ve increasingly become a nation of snackers and grazers. Snacking is as American as apple pie: 94% of Americans snack at least once a day, according to market research firm Mintel’s Snacking Motivations and Attitudes study. The good news is that 33% of consumers say they’re opting for healthier snacks this year vs. a year ago.
Grab & go foods and convenience meals have become the norm for busy consumers. Unfortunately, maintaining a gluten-free lifestyle is anything but “convenient.” Fortunately, the roster of manufacturers catering to snackers and grazers – gluten-free style – is growing. Snack manufacturers – particularly those with some form of bar, cookie or salty snack in their portfolios – that don’t offer a gluten-free variety are missing an growth opportunity.
Snacking and Grazing, Gluten-Free Style: Bars
Gluten-free bars of all walks – protein bars, energy bars, granola bars – are readily available. It didn’t use to be this way. But shoppers with Celiac Disease and other digestive issues requiring a gluten-free diet now have plenty of choices when it comes to snack bars, including:
KIND bars, including breakfast bars- Larabar remains true to its roots. It’s 19+ varieties of bars are made with only a few, recognizable ingredients, are minimally processed, and GMO free.
- NuGo: my personal favorite is chocolate pretzel with sea salt, which now also comes in a convenient six-pack in addition to individual bars
- Pamela’s Whenever Bars blend wholegrain gluten-free oats and antioxidant rich chia seeds into a healthy snack, available in four flavors
- An increasing variety of Nature Valley Roasted Nut crunch bars
- Aldi liveGfree baked chewy bars in cocoa loco, caramel apple and very berry; and this summer Aldi introduced three new flavors for a limited time: sunseed crunch, banana/mango/pineapple, and cinnamon raisin
- Even Walmart’s Great Value Gluten Free granola bars (in dark chocolate, peanut butter and fruit mix varieties)
Entire supermarket aisles are now carved out for bars so they’re easy to find no matter where you shop. And if you’re on the road, some form of gluten-free bar can typically be found in convenience stores, airport/travel stores, etc. While it’s not a gourmet meal, at least starving no longer needs to be an option.
As any respectable Celiac knows, bars are the go-to snack to always carry with you. They’re akin to the Celiac’s American Express: Never leave home without one. Pack them in your purse. Stash them in your car. Hide them in the office. Stock them as a school lunch staple. And always, always (emphasis on always) have a box available for traveling, especially by plane.
Snacking and Grazing, Gluten-Free Style: Snack Packs
There was a time – and fairly recently – when Oreo minis or Ritz Bits snack packs or single-serve Pepperidge Farm goldfish crackers were the envy of the gluten-free crowd. Not anymore. Gluten-free snack packs and grab & go items are cropping up on store shelves in droves. Some examples:
- Cookies: Goodie Girl Cookies introduced a snack-size 1-oz Go-Pak in 2015. Enjoy Life Foods is one of the latest brands to make a grab & go play. In July 2016, the company blasted social media, announcing its new MINI cookies to the “free from” world. The launch features four flavors and each box contains six 1-ounce single-serve bags. Promotions rang out on Facebook, Twitter and more.
- Pretzels: Glutino and Snyder’s of Hanover both recently introduced gluten-free pretzels in multi-packs with eight individual servings.
Crackers: Lance recently introduced a multi-pack that includes eight grab & go bags of mini sandwich crackers. They come in two varieties: cheddar cheese and peanut butter. The most recent entry is Blue Diamond, which just introduced Mini Nut-Thins Crackers, which come in a 6-count box of 90-calorie single serve packs. To encourage trial, a $1.00 off coupon was dropped in this Sunday’s free-standing insert (FSI). The coupon is also available digitally on the Kroger Plus Card app.
GF Retail HQ Take
- Grab-and-go and snack-size items represent a big opportunity in the gluten-free – and, in general allergen-friendly – space.
- Snack manufacturers – particularly those with some form of bar, cookie or salty snack in their portfolios – that don’t offer a gluten-free variety are missing an opportunity.
- Some brands are introducing new products and packaging (e.g., go-packs; multi-packs) to meet busy, on-the-go shopper needs. But there remains room for more innovation in terms of “convenience” on the gluten-free product front.
- Convenience-size grab-and-go packaging represents a huge opportunity for gluten-free packaged goods manufacturers to expand into additional channels. Among them: convenience stores, dollar stores, vending, airport/travel stores, hotel gift shops, and quick-service restaurants.