Indulgent snack experience attributes and healthy choice alternatives

摘要

Purpose - The aim of this article is to examine the perception of various snack alternatives and thernrelevant negative and positive associations they may have with key adult groups, including anyrnpotential barriers and drivers relating to the uptake of healthier snack options.rnDesign/methodology/approach - The approach takes the form of a qualitative focus group studyrninvolving a series of key adult consumer groups, including those deemed more likely and those lessrnlikely to take up healthy snack options.rnFindings - Despite increased health factor awareness across key adult snacking groups, therernremains a perception of food "snacks" as a worthwhile, if basically unhealthy, "treat" within theirrnoverall food consumption. Many adults did show some concerns about specific diet and health-relatedrnaspects of many snack products and would like to be tempted by healthier versions. Amongst therndrivers for healthy snack uptake, local source attributes were generally rated highly by all; these andrnother "natural" and "healthy" snack claims, including fairtrade and organic labels, were positivelyrnreceived provided that the key, hedonic "treat" experience attributes could still be delivered. Whenrnconsidering the provision of snacks for children, the customers' choice processes appeared to be muchrnmore health-based, showing apparent "nest" snack choice behaviours - or stronger "nesting"rnbehaviours in mothers of young children.rnResearch limitations/implications - The study was restricted to a relatively small sample in anrnarea limited to the county of Dorset in the South of England, potentially more focused on countrysidernlocal foods.rnPractical implications - Areas of marketing focus are suggested that could promote healthy snackrnchoices in adult consumers.rnOriginality/value - The paper examines snacks within the desired snack experience dimensions ofrnkey consumer groups and suggests key attributes, associations and thinking-processes behind healthyrnsnack choice behaviours.