Is it possible to be too convenient?
As consumers increasingly seek value ahead of convenience, portion-controlled packs are falling out of favour, says Mintel. Recently, 100-calorie snack packs had been very popular as a convenient way to control portion size.
But sales are now falling and, according to Mintel, new launches of 100-calorie packs have slowed too.
Mintel senior research analyst, Marcia Mogelonsky, gives three reasons: consumers want value over convenience in the current economic situation; 100-calorie packs were a diet fad that has proved ineffective; and these packs use an unsustainably large amount of packaging.
The 100-calorie packs were touted as a weight management tool but that reason for purchase has also lost sway after a Journal of Consumer Research study last year found that the 100-calorie snacks had no effect on how much people ate throughout the day.
But Mogelonsky added that portion-controlled packs do still have a place, especially for parents looking for convenient lunchbox snacks for their children.
According to Mintel’s Global New Products Database, 21 new ‘100-calorie’ products were launched last year, compared to six in 2007 and five in 2006.
Just seven new 100-calorie products have been launched to May 28 this year.
(Great spot by big Nick.)