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Snacking Motivations and Attitudes - US - May 2017

Published By :

Mintel

Published Date : May 2017

Category :

Food

No. of Pages : N/A

A high percentage of US adults snack daily, making snacking a huge opportunity for engagement. While the incidence of snacking has remained steady in recent years, frequency is on the rise with the growth coming from snackers, who are upping their snack frequency from 1 time per day to 2-3 times. While health is a factor for consideration, the highest percentage of snackers do so for a treat, meaning even health-focused snacks should appeal with enjoyment

Table of Content

OVERVIEW
What you need to know
Definition

EXECUTIVE SUMMARY
The issues
94% of US adults snack daily; 15% snack 4 or more times per day
Figure 1: Snacking frequency, March 2017
A quarter of super snackers claim to be too busy to eat a full meal
Figure 2: Snack attitudes – Busy, by snack motivation, March 2017
View of what constitutes a snack is expanding
Figure 3: Snack attitudes – Identifying snacks, March 2017
The opportunities
The largest percentage of snackers do so for a treat
Figure 4: Snacking motivations, March 2017
Afternoon is the most popular snack occasion
Figure 5: Snacking occasions, March 2017
Brand plays top role in snack purchase decision, followed by price, health
Figure 6: Snack purchase drivers, March 2017
What it means

THE MARKET – WHAT YOU NEED TO KNOW
A quarter of young snackers claim to be always hungry
17% of young snackers claim to be too busy to eat a full meal
Consumer view of what constitutes a snack is expanding
12% of snackers purchase snacks at foodservice

MARKET PERSPECTIVE
12% of snackers purchase snacks at foodservice
Figure 7: Food sales at home and away from home, January 2003-December 2016
Snack delivery services aren’t yet taking hold

MARKET FACTORS
A quarter of young snackers claim to be always hungry
Figure 8: Snack attitudes – Hunger, by age, March 2017
A quarter of super snackers claim to be too busy to eat a full meal
Figure 9: “Snackfesto / Lorissa’s Kitchen” TV ad, April 2017
Figure 10: Snack attitudes – Busy, by snack frequency, March 2017
Young snackers are most likely to claim they’re too busy for a full meal
Figure 11: Snack attitudes – Busy, by age, March 2017
A high percentage of consumers skip breakfast
Obesity epidemic keeps health top of mind; 66% of Americans are dieting
Figure 12: Snack attitudes – Health, by snack motivations, March 2017
Consumer view of what constitutes a snack is expanding
Figure 13: Snack attitudes – Identifying snacks, March 2017
Figure 14: Snack behavior – Concept, March 2017
Figure 15: Snack attributes by occasion – Any occasion, by snack frequency, March 2017
Figure 16: Snack behavior – Concept, by age, March 2017

KEY PLAYERS – WHAT YOU NEED TO KNOW
Healthy eating and a bit of indulgence drive retail food sales
Snacks appear to be delivering on convenience
A third of snackers are limiting their intake of sweet snacks
Permissible indulgence through “real” food

WHAT’S WORKING?
Healthy eating and a bit of indulgence drive retail food sales
Figure 17: “Snack” launches, by fastest growing claims, 2013-17*
Snacks appear to be delivering on convenience
Figure 18: Snack attitudes – Convenience, March 2017
Older consumers appreciate convenience
Figure 19: Snack attitudes – Convenience, by age, March 2017

WHAT’S STRUGGLING?
A third of snackers are limiting their intake of sweet snacks
Figure 20: Snack behavior – Sweet, March 2017

WHAT’S NEXT?
Anything can be a snack
…including drinks
Permissible indulgence through “real” food
Portable health

THE CONSUMER – WHAT YOU NEED TO KNOW
94% of US adults snack daily; 15% snack 4 or more times per day
The largest percentage of snackers do so for a treat
Brand plays top role in snack purchase, followed by price, health
Afternoon is the most popular snack occasion
A third of snackers say the majority of snacks they consume are healthy

SNACKING FREQUENCY
94% of US adults snack daily; 15% snack 4 or more times per day
Figure 21: Snacking frequency, March 2017
16% of snackers have increased snacking in the past year
Figure 22: Snack behavior – Increase, March 2017
Super snackers are more likely to be male, and consumers under age 45
Figure 23: Share of snacking frequency, by gender, March 2017
Figure 24: Share of snacking frequency, by age, March 2017
Young adult snackers are most likely to have increased snacking
Figure 25: Snack behavior – Increase, by age, March 2017

SNACK MOTIVATIONS
The highest percentage of snackers do so for a treat
Figure 26: Snacking motivations, March 2017
Mintel Purchase Intelligence finds that indulgence still leads
Older snackers are most likely to be looking for reward, younger snackers function
Figure 27: Snacking motivations, by age, March 2017
Convenience stores lead for treats, natural food stores for health
Figure 28: Snacking motivations, by purchase location – Any purchase, March 2017

SNACK PURCHASE LOCATION
More than a third of snackers most often buy snacks at supermarkets
Opportunity exists to increase the purchase of snacks online
Amazon ups its snack focus
Figure 29: “Introducing Prime Surprise Sweets” online video, April 2017
Figure 30: Snack purchase location, March 2017
Close to half of 18-24s purchase snacks at convenience stores; nearly a third use vending machines
Figure 31: Snack purchase location – Any purchase, by age, March 2017

SNACK PURCHASE DRIVERS
Brand plays top role in snack purchase, followed by price, health
Figure 32: Snack purchase drivers, March 2017
Figure 33: TURF Analysis – Snack purchase drivers, March 2017
Figure 34: Table – TURF Analysis – Snack purchase drivers, March 2017
Men pay closer attention to brand; women look for deals
Figure 35: Snack purchase drivers, by gender, March 2017
Low price, new flavors drive purchase for younger snackers
Figure 36: Snack purchase drivers, by age, March 2017
New flavors are important to super snackers
Figure 37: Snack purchase drivers, by snack frequency, March 2017

SNACKING OCCASIONS
Afternoon is the most popular snack occasion
Figure 38: Snacking occasions, March 2017
Men are more likely to snack at less common occasions
Figure 39: Snacking occasions, by gender, March 2017
Young snackers start to snack early in the day
Figure 40: Snacking occasions, by age, March 2017

SNACK ATTRIBUTES BY OCCASION
Snackers want to start the day with energy and health; look for indulgence in the evening
Figure 41: Correspondence Analysis – Snack attributes by occasion, March 2017
Figure 42: Snack attributes by occasion, March 2017
Young adults want snacks that are filling
Figure 43: Snack attributes by occasion – Any occasion, by age, March 2017
Emotional cues may resonate with Hispanics
Figure 44: Snack attributes by occasion – Any occasion, by Hispanic origin, March 2017
Healthy eaters look for healthy snacks; exercisers look for energy
Figure 45: Snack attributes by occasion – Any occasion, by snack motivation, March 2017

SNACK BEHAVIORS
The majority of snacks are planned
Figure 46: Snack behavior – Planning, March 2017
Young adult snackers are driven by impulse
Figure 47: Snack behavior – Planning, by age, March 2017

SNACK HEALTH
A third of snackers say the majority of snacks they consume are healthy
Figure 48: Snack behavior – Health, March 2017
Women are more likely than men to claim to be healthy snackers
Figure 49: Snack behavior – Health, by gender, March 2017
Young adult snackers are not prioritizing health
Figure 50: Snack behavior – Health, by age, March 2017
Snacks seem to be delivering on health
Figure 51: Snack attitudes – Health, March 2017
Figure 52: Snack attitudes – Satisfying, March 2017
Close to a third of men say taste is more important than health
Figure 53: Snack attitudes – Health, by gender, March 2017
Expanding healthy snacks can appeal to young adults
Figure 54: Snack attitudes – Health, by age, March 2017
On-the-go snackers call for healthier options
Figure 55: Snack attitudes – Health, by age, March 2017

APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Consumer survey data
Consumer qualitative research
TURF methodology
Correspondence analysis methodology
Abbreviations and terms
Abbreviations

List of Table

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