The majority of shoppers are consuming more healthy than unhealthy snacks but price continues to be a barrier to purchase, according to research from HIM.

The research, from HIM’s Healthy Snacking Report 2018was conducted through more than 1,500 online shopper interviews across 27 different retailers, six different channels and 35 different brands.

The report found that 55% of shoppers are buying more healthy snacks rather than unhealthy options. However, price was found to be the biggest barrier to eating more healthier options, with 46% of shoppers saying healthy snacks are too expensive.

Commenting on the findings, Val Kirillovs, research & insights director at HIM, said: “The importance of health is becoming more and more prominent through increased media attention and government legislation. Shoppers are choosing to eat healthier snacks more often than unhealthy snacks and suppliers and retailers need to be aware of this shift in behaviour and act fast in order to capitalise on the opportunities.

“Price is key to growth. There is demand for healthier options, however many shoppers feel that the price of these products is too expensive. Retailers and suppliers need to communicate a clear value for money message in order to maximise sales.”