A growing market for packaged snacks is driving suppliers to search for more ways to engage with consumers via social media channels.
And according to a new report by software company Digimind, there's plenty of scope for brands to boost customer engagement and experiences to stay top-of-mind and drive sales.
Using its social media listening software, Digimind has analysed consumer discussions and interactions with packaged snack brands online.
The packaged snacks industry is projected to be worth $150 billion by the end of 2025, according to Digimind, due to consumers’ growing disposable incomes and appetites for convenience and comfort.
Euromonitor also recently reported that Asia Pacific’s sweet biscuits consumption overtook North America's between 2012 and 2017.
However, sales per capita remained low in comparison, illustrating the industry’s low maturity and high growth potential.
Looking at public mentions and interactions on social media, blogs, and websites about leading brands such as Oreo, Chips Ahoy, Tim Tam, Pocky, Pepero, Loacker, and more, the report stated that snack brands embraced quality over quantity with their social media posts.
The majority of packaged snack brands opted not to post daily but instead towards the end of the week, when most users were on social media and enjoying their weekend.
In Asia Pacific, Facebook was the most used platform for sharing branded content, according to the report, and earned the highest engagement, however Twitter was the channel most rife with user-generated content.
Asia Pacific’s favourite biscuits were Oreo, Tim Tam and Pocky, with 87.4 per cent of user-generated content relating to these brands.
The Tim Tam Slam, a challenge that involves biting both ends of a Tim Tam biscuit and drinking through it like a straw, was fervently discussed by fans, making up 48 per cent of posts about Tim Tam.
“As with all fast-moving consumer goods, consumer purchase habits for packaged snacks is largely ruled by convenience, with point-of-sale promotions continuing to be a key motivating factor in driving sales,” Digimind GM for APAC Stephen Dale said.
“This raises the pressure for brands to keep their products top-of-mind in order to be the go-to choice at supermarket aisles.
“By understanding consumer trends and behaviours, brands can leverage social media to engage with consumers in their daily lives, hence increasing familiarity and driving sales potential.”
