Funfair atmosphere in Germany’s snacking nuts aisle

Consumer attitudes about snacking are changing. Widely recognized for their nutritional value and health benefits, nuts and seeds are increasingly valued as clean and natural, smart snacking choices. Germany’s snacking nuts sector is in good shape: in 2015, it grew at twice the speed as the market for crisps, nuts, and other snacks, according to Mintel research. Partly driven by higher raw material prices, the development is also due to the industry’s heightened efforts around value-added innovation.

While flavour innovation in the sector has been relatively one-sided, focusing mostly on herbal and savoury notes, the sector also offers room for experimentation in the field of sweet, quality indulgence as German palates are also open to dessert-style flavours. Moreover, it is becoming increasingly important for brands to connect with consumers on an emotional level and to create unique and memorable offerings.

An interesting range by Seeberger, one of Germany’s leading nut snack manufacturers, is leveraging this and injects a sweet flair into the sector by offering a “funfair feeling all year round” under the Wertvolle Snacks (Valuable Snacks) brand. Back in 2014, Seeberger introduced sugar roasted almonds, a classic among funfair and Christmas market snacks, alongside a more unusual hazelnut spin-off. Based on a solid sales performance, the range was extended by two variants in autumn 2016: sugar roasted peanuts with sesame seeds and sugar roasted pumpkin seeds.

Tapping into consumers’ sweetest childhood memories, the treats are said to conjure up images of Ferris wheels and merry-go-rounds, while offering an innovative, contemporary take on old favourites. Combining high-quality ingredients with a traditional production style in a copper kettle, the nuts and seeds are said to have been roasted to perfection, featuring a crunchy texture and subtle, sweet flavour. With its sugar-roasted nuts and seeds range, Seeberger meets consumers’ demand for indulgent, yet modern and sophisticated snacking options. Moreover, the funfair inspired range offers consumers a vivid background story, playing with pleasant childhood memories and emotions and injecting a certain light-heartedness into the sector. As described in the Mintel trend Based on a True Story, brands can profit from inspiring consumers with compelling background stories, connecting with them on an emotional level.

Julia Büch is a Food and Drink Analyst at Mintel. She specialises in delivering insights on issues affecting the German food and drink market, providing analysis across a range of food and drink categories. Previously Trend & Innovation Consultant at Mintel, Julia was responsible for providing tailored product innovation analysis and client support primarily to Mintel’s German speaking clients.