The rapid changes in the snacking market invite us to rethink strategies. So far, brands have largely benefited from price increases and consumers' shift toward the cheapest foods like sandwiches and salads. However, this trend is coming to an end: our Xerfi experts expect a decline in sales in several segments, for example in the lunch break segment, given the spread of teleworking and “home cooking”. Without forgetting the significant changes on the demographic front, especially with the reduction in the number of children, which puts brands positioned on snacks and snacks at a disadvantage.
Faced with these changes, groups are recalibrating their strategies, according to the latest Xerfi-Precepta study. Nestlé is gradually withdrawing from the market, Mars is focusing on healthy snacks and Mondelez is concentrating again on cookies. Ferrero, on the other hand, maintains its offensive and diversifies into cookies and ice cream, breaking with mainstream strategies. At the same time, brands are looking for alternative sales channels and new points of contact with consumers.
In this context, which players, in addition to historical manufacturers, are characterized by breakthroughs in certain areas? What levers do GSAs use to counter circuits outside homes? And what prospects can we expect specifically, segment by segment, until 2025? To answer these questions, Xerfi experts examined the strategies of snacking players, both in terms of solutions for lunch, occasional snacks and aperitifs. Three main logics are at work:
• Firstly, expanding the offering to diversify and penetrate the upscale market. For this reason, Daunat is enriching its range with the new “Tout Beau tout fresh” products. At the same time, Ferrero is trying to compete with Mondelez by investing in all snack segments.
• Second strategy: Packaging as a lever for differentiation. This is the case with Bel, which is switching to environmentally conscious packaging in the face of consumers becoming increasingly concerned about the environmental and social impact of the products they consume.
• Finally, the last strategy required is that of developing new distribution circuits. So Sodebo works with tobacconists to offer its range of sandwiches in the 23,000 tobacco shops in France. At the same time, LDC has partnered with Asia General Food to position itself in the dynamic supermarket stall market, while Picadeli plans to open 1,000 salad bars in GSA by 2027. At the same time, major distribution brands are trying their hand at catering, such as Carrefour with “Bon Appétit” or Monoprix with the “Monop'Daily” canteen.