1288 Words

Appendix of Findings

Macro Analysis

Political
• Government have set to produce restrictions on unhealthy food being
restricted from October 2022 because 1 in 3 children are overweight by
the time, they leave primary school (Department of Health and Social
Care, 2022a).
• The UK Government aims to halve childhood obesity levels by 2030
(Department of Health and Social Care, 2021).
Economical
• The healthy snack annual market was at USD 78.13 billion in 2019 and is
expected to rise to USD 108.11 billion by 2027 (global) (Fortune
Business Insights, 2019).
• The inflation rate has gone up to 5.5% making the cost of living more
expensive and reducing the disposable income for people to. The inflation
rate is expected to rise again (BBC News, 2022).
• There is more demand for vegan and low sugar snacks with the market
for vegan snacks reaching $15 billion in 2020 and snacks now containing
reduced sugar as customers are now aware of the issues from the intake
of sugar (Barley, 2020).
Social
• 57% of survey participants claim they take steps to limit/reduce their
daily sugar intake (Mintel, 2021a)
• Between 59-63% of parents check ingredient lists on Children’s snacks,
actively looking for low sugar, added health benefits, and no artificial
colours or flavourings (Mintel, 2020)
• A large intake of processed foods directly correlates with an increased
risk of obesity and other health risks and can increase chances of
contracting them in later life by 30-79% (Rauber, 2021)
• 60% of parents say that they are giving their children more snacks that
are sugary or fatty since before the Covid pandemic (Department of
Health and Social Care, 2022b).
• Increased scarcity of time for consumers due to work and other events
lead to increased levels of consumption on the go, increasing demand for
snack products (Marketline, 2020).
Technological
• 24% of consumers believe that a snack subscription program is appealing,
with 26% neither agreeing nor disagreeing (Mintel, 2021b).
1288 Words

Legal
• 53% of respondents to a survey reported an increase in snack intake
during lockdown (Griffiths, 2021).
• Further lockdowns and people being asked to work from continued to
provide a boost to snacking habits (Mintel, 2021b).
• 77% of people believed that they had access to healthy snacks whilst in
lockdown, with 5% of respondents claiming that they were unsure
(Robinson et al., 2021)
• 39% of people said that they weren’t motivated to eat healthily during
lockdown (Robinson et al., 2021)
Environmental
• Consumers want to see organisations make measurable changes to their
sustainability and ethicality (Mintel, 2022c).
• In 2017, only 14% of packaging went to recycling, causing ($)80-
120billion in global damages (Mcauthur, 2017).
• The global goods trade is responsible for the release of 6.4billion tons of
C02, or 23% of global emissions (Davies, et al, 2011).
• Consumers have a renewed focus on locally sourced and produced
products (Vlietstra, 2020)

Micro Analysis

Brand
•Graze aims to become “number one healthier snacking brand in the UK”
(Mintel, 2015)
• Promoting product range as “50% less sugar than the average cereal bar”,
and 50% of snack range are under 150kcal (GRAZE, 2022; Selwood,
2019).
• GRAZE have launched “our health promise” which vows to provide
customers with naturally sourced, heathy snacks, without compromising
on flavour (GRAZE, 2022)
Competitors
• Cajuu which is ethically sourced and builds partnerships with farms
across Tanzania. Their products are natural, vegan, and plastic free and
encourage reusing packaging to reduce wastage and aim to reduce plastic
pollution (Cajuu, 2022).
• Nature Valley Bars are a cheaper alternative to Graze and follow to
healthy eating snack range. Their company claim to be 100% natural and
their bars be full of flavour and be made from wholesome goodness
(General Mills, 2022).
1288 Words

• The crisps, savoury snacks and nuts market increased in size by 4.1% in
2020, and increased a further 6.2% in 2021 to a total of £4,749m (Mintel,
2022a)
Customers
• 52% of UK adults say they try to eat healthy most of the time, increasing
from 50% in 2016 and 48% in 2015 (Mintel, 2018).
• 64% of customers would like more retailers to show the carbon footprint
of products on packaging (Mintel, 2022b).
• 79% of those who eat snacks typically do so at home, and 47% those are
in employment and tend to snack at work. As well as this, 18% of snack
eaters will eat on the go, such as commuting (Caines, 2018).
Suppliers
• Graze constructed the “modern slavery statement” which consists of
details behind their operations and supply chains (GRAZE, 2022)
• Graze launched a “supplier code of conduct” which lays out the rules and
regulations to prevent slave conditions and the exploitation of workers
within their supply chain (GRAZE, 2022)
Intermediaries
• Tesco plans to increase the sales of healthy products as a proportion of
total sales by volume to 65% by 2025, up from 58% in 2019/20 (Tesco,
2022).
• Tesco commits to net zero emissions across its entire supply chain and
products by 2050 (Tesco, 2021).
• Sainsbury’s aim to become Net Zero across their own operations by 2040
(J Sainsbury PLC, 2020).
• Waitrose have committed to making all of their own-brand packaging
from widely recyclable materials by 2023 (Waitrose, 2020).
Publics
• Graze does not have any shareholders or publics that can be visible to the
public.
1288 Words
TOWS Analysis
External Factors Opportunities Threats
• O1 - Increased
global levels of
demand for healthy
snacks
• O2 - Increased
demand for snack
subscription boxes
• O3 – Increased
demand for ethical
and sustainable
products globally
• O4 – Consumers
want measurable
proof of sustainable
values
• O5 - Increased
parental concern on
children’s eating
External Factors habits
Strengths S+O Strategies
• S1 - Graze is a fully • S2+O2 - Increase
sustainable, supply of snack
environmentally subscription
friendly product programs
• S2 - The products are • S1+O3+O4 – Further
accessible to all due promote the
to snack subscription companies’ ethical
boxes values, making these
• S3 - 50% of snacks clearer to the
have less than 150 consumer
calories
Weaknesses W+O Strategies
• W1 - Graze is a more • W1+O5 – Create a
expensive product “for children” multi
within the snacking pack to attract the
industry family demographic
• W2 - Some • W2+O1 – Locally
ingredients are source ingredients to
imported globally provide protection
against global supply
problems
• T1 - Inflation rate
increase has led to
consumers having
less disposable
income
• T2 – Increased
incentive for new
brands to enter the
snacking market
S+T Strategies
• S1+T2 – Adapt
packaging to be
more eye catching,
informative and
attract more
customers
• S2+T2+T1 – Create
a customer loyalty
scheme for online
subscription services
W+T Strategies
• W1+T1 - Create a
cheaper “value”
range for those
affected by less
disposable income
• W1+T2 – Create an
advertising campaign
comparing Graze to
cheaper alternatives
to prove quality
1288 Words

Critical Success Factors

CSF1
As more brands enter the market, Graze identifying themselves as the superior brand is key
for ensuring that consumers purchase the products. This is why a new advertising scheme
which showcases the benefits of Graze compared to other healthy snack brands would be
beneficial. However, it’s important for the campaign not to be showcasing the other brands
negatively, as this could put Graze in a bad light. This campaign would be best across a range
of media, such as Youtube, TikTok, and further social media platforms. This would ensure
further exposure for the brand, increasing sales.

CSF2
With the market size for snacks increasing and new brands entering the market, the
possibility of Graze losing exposure within retail presents itself. Therefore, it’s very
important for the brand to become even more recognisable. This will ensure that consumers
know Graze when presented with multiple options for healthy snacks. A recognisable symbol
or colour scheme could be beneficial, as this would be a great chance for the brand to be even
more identifiable. Additionally, including more information on Graze’s health benefits on the
packaging would make it much easier for customers to understand why they should choose
Graze.
1288 Words

References

Barley, J. (2020). What does the future of healthy snacks and drinks look like?. [online]. Available
from: https://snackcess.co.uk/what-does-the-future-of-healthy-snacks-and-drinks-look-like.
[Accessed 2 March 2022).

BBC News. (2022). What is the UK’s inflation rate and why is the cost of living going up?. Available at:
https://www.bbc.co.uk/news/business-12196322. [Accessed 19 February 2022].

Caines, R. (2018) Graze targets New Year health-eating efforts with new snack ranges [online].
Mintel Group Ltd. [Accessed 23 February 2022].

Cajuu. (2022). Our Ethics. Available from: https://cajuu.co.uk/pages/our-ethics. [Accessed 1 March

2022].

Davies. J.S, glen. Peters. P.G, Cladeira. Ken, (2011), The supply chain of C02 emissions, proceedings of
the national academy of sciences, [online],
https://www.pnas.org/doi/abs/10.1073/pnas.1107409108, [accessed 22 February 2022].

Department of Health and Social Care (2021) Restricting Promotions of Products high in fat, sugar
and salt by location and by price: government response to public consultation [online]. London:
Department of Health and Social Care. Available from:
https://www.gov.uk/government/consultations/restricting-promotions-of-food-and-drink-that-is-high-
in-fat-sugar-and-salt/outcome/restricting-promotions-of-products-high-in-fat-sugar-and-salt-by-
location-and-by-price-government-response-to-public-consultation [Accessed 1 March 2022].

Department of Health and Social Care (2022a). Promotions of unhealthy foods restricted from
October 2022. Available from: https://www.gov.uk/government/news/promotions-of-unhealthy-
foods-restricted-from-october-2022 [Accessed 18 February 2022].

Department of Health and Social Care (2022b). New campaign launched to help parents improve
children's diet. Available at: https://www.gov.uk/government/news/new-campaign-launched-to-
help-parents-improve-childrens-diet. [Accessed 1 March 2022].

Fortune Business Insights. (2019). Food Processing and Processed Food. Available from:
https://www.fortunebusinessinsights.com/industry-reports/healthy-snacks-market-101454
[Accesses 19 February 2022].

General Mills. (2022). Food We Make. Available from: https://www.generalmills.com/food-we-

make/brands/nature-valley. [Accessed 1 March 2022].

GRAZE, (2022), our health promise, available from: https://www.graze.com/uk/about/our-health-

promise [accessed 25 February 2022].

GRAZE, Board of Directors, Nature Delivered Limited (2022), Modern Slavery Statement, accessible
[accessed 26 February 2022].

Griffiths, E. (2021) More than half of Brits snacked more in lockdown. The University of Sheffield
[online] 23 June. Available from: https://www.sheffield.ac.uk/news/more-half-brits-snacked-more-
lockdown [Accessed 17 February 2022].

J Sainsbury PLC (2020) Sainsbury’s Sustainability Update 2019/20 [online]. London: J Sainsbury
PLC. Available from:
https://www.about.sainsburys.co.uk/~/media/Files/S/Sainsburys/documents/reports-and-
1288 Words

presentations/annual-reports/2020/Sainsburys_Sustainability_Update_1920.pdf [Accessed 23
February 2022].

Marketline (2020) Healthier Snacking: Changes in impulse food industry due to COVID-19
Lockdown [online]. [Accessed 3 March 2022].

Mcauther, E. (2017), beyond plastic waste, vol 358 [6365]), [online],

https://www.science.org/doi/full/10.1126/science.aao6749 [accessed 17 February 2022].

Mintel (2015) Consumer Snacking – UK [online]. Mintel Group Ltd. [Accessed 26 February 2022]

Mintel (2018) Health Food Retailing - UK [online]. Mintel Group Ltd. [Accessed 22 February 2022].

Mintel (2020a) Kids Snacking – UK [online]. Mintel Group Ltd. [Accessed 26 February 2022].

Mintel (2020b), Beauty, COVID19, drink, food, personal care – UK, [online]. Mintel Group Ltd.
[Accessed 8 March 2022].

Mintel (2021a) Attitudes Towards Sugar and Sweeteners – UK [online]. Mintel Group Ltd. [Accessed
26 February 2022].

Mintel (2021b) Consumer Snacking – UK [online]. Mintel Group Ltd. [Accessed 17 February 2022].

Mintel (2022a) Crisps, Savoury Snacks and Nuts – UK [online]. Mintel Group Ltd. [Accessed 1
March 2022].

Mintel (2022b) Supermarkets - UK [online]. Mintel Group Ltd. [Accessed 22 February 2022].

Mintel (2022c) Global consumer trends - [online], Mintel Group Ltd. [accessed 17 February 2022].

Rauber. F, (2021), Ultra processed food consumption and risk of obesity: a prospective cohort study
of UK Biobank, European journal of nutrition, Vol 60 (2169-2180), [online], available from:
https://link.springer.com/article/10.1007/s00394-020-02367-1 [accessed 26 February 2022].

Robinson, E., Boyland, E., Chisholm, A., Harrold, J., Maloney, N.G., Marty, L., Mead, B.R., Noonan,
R. and Hardman, C.A. (2021) Obesity, Eating Behavior and Physical Activity During Covid-19
Lockdown: A Study of Uk Adults. Appetite [online]. 156. [Accessed 17 February 2022].

Selwood. D, (2019), GRAZE to halve sugar content across cereal bar portfolio, [online], accessible at
https://www.thegrocer.co.uk/health/graze-to-halve-sugar-content-across-cereal-bar-
portfolio/592632.article [accessed 8 March 2022].

Tesco (2021) Tesco commits to net zero emissions from its supply chain and products by 2050.
Available from: https://www.tescoplc.com/news/2021/tesco-commits-to-net-zero-supply-chain-and-
products-by-2050/ [Accessed 1 March 2022].

Tesco (2022) Healthier Diets. Available from: https://www.tescoplc.com/sustainability/taking-

action/healthy-sustainable-products/healthy-diets/ [Accessed 23 February 2022].

Waitrose & Partners (2021) Taking Action on Plastics [online]. Bracknell: Waitrose & Partners.
Available from: https://www.johnlewispartnership.co.uk/content/dam/cws/pdfs/Juniper/ethics-and-
sustainability/Waitrose-taking-action-on-plastics.pdf [Accessed 23 February 2022].