IN MARKET GROWING DEMAND Revolutionary snacking Fancy sharing a bag of meat crisps with friends, washed down by a beef collagen drink? As eating patterns change, MLA is using consumer insights and innovations to move red meat beyond the traditional ‘three main meals’ to tap into the on‑the‑go snacking revolution. Michael Lee, MLA’s Manager of as portable nutrition and people High Value Food Frontiers, said expect certain benefits in line with snacks were no longer just an global demand for food with health occasional treat. and wellness attributes. “Many consumers now make snacks However, while the benefits of their primary food choice, eating lean red meat as a natural source on‑the‑go or grazing as part of theirof protein, zinc and iron are clear, daily routines,” he said. the challenge is more than just MLA’s 2Morrow’s Food program delivering bite‑sized on‑the‑go uses market insights, in snacks which suit busy lifestyles. collaboration with global food trendToday’s consumer wants their experts, technology developers personalised nutritional needs met. and nutritionists, to keep red meat They want food options and portion a step ahead of consumer trends. sizes to match their lifestyles while With snack products covered by managing diseases, allergies or different tariffs and quotas than rawintolerances and they want all meat, the snacking revolution could this backed up by assurances see new export markets open up. on food safety, animal welfare “Snack products using Australian and sustainability. red meat are uniquely positioned Michael said ‘traditional’ global to leverage our ‘clean, green’ snack manufacturers were reputation, traceability systems recognising the potential of and freedom from major endemic including red meat in snacks, as livestock diseases to address reflected in the purchase in recent consumers’ food safety and security years of US meat snack maker EPIC concerns,” Michael said. Provisions by General Mills and “With snack products typically sellinggourmet jerky brand KRAVE by at $100–$250/kg, this category chocolate company Hershey. ■ represents a great opportunity for Michael Lee adding value to our industry.” E: mlee@mla.com.au The definition of snacking is mla.com.au/2morrowsfood changing. Snacks are viewed Who wants a snack? Here are some insights revealed by MLA research: • Purchases are based on actual or perceived nutritional benefits. • Consumers want information about their food and the stories behind it. They are willing to pay more for provenance details. • Crunchy, natural, protein‑rich alternatives are preferred over sweet, high‑carbohydrate, highly processed snacks. • Snacking extends to social occasions, outdoor activities, kids’ lunch boxes and desk‑based snacking (often replacing a main meal). • The fastest‑growing consumer segment is the ‘active ageing’ group – people aged over 60 who have a high net worth and spending power, and want to maintain physical, mental and social wellbeing. 40