Diversity and creative product innovation characterise the large market for salty and sweet snacks in the UK. Per capita consumption is now higher than the European average for both salty and sweet snacks, but considerably below the US for salty snacks. Growth in the market is being fuelled by new product launches and promotional strategies targeting the increasingly varied usage occasions linked to increasingly busy lifestyles, more single households, the influence of children and a greater tendency to eat 'on the hoof'. This has been reflected in both the salty and sweet segments of the market.

Apart from different usage occasions, new product segments have sought to widen the appeal of products such as salty snacks for those who are health conscious but particular about taste. Chocolate countline brand extensions such as Mars Bar Dark and Gold have been aimed at 25 to 35 year old women, while large salty snack pack sizes have been targeted at men.

The sector is characterised by some of the strongest fast-moving consumer goods (FMCG) brands, which have successfully been able to cross over into new segments. Nowhere is this more clearly demonstrated than in Kellogg's successful entry into the cereal bar sector, building on the strength of its core breakfast cereal brands.