The Snacking Occasion - US - February 2014

SCOPE AND THEMES
What you need to know
Definition
Data sources
Consumer survey data
Abbreviations and terms
Abbreviations
EXECUTIVE SUMMARY
The consumer
Fruits and vegetables most common snack in last six months
Figure 1: Snacks eaten in past six months – Any consumption, top five, November 2013
Snacks mostly eaten between meals, younger consumers more likely to replace meals
Figure 2: Timing of snacking occasion – Between meals and in place of a meal, top five, November 2013
Packaging, ingredient claims most influential on purchases
Figure 3: Factors when choosing a snack, top five, November 2013
Snacking mainly serves a functional purpose
Figure 4: Reasons for snacking, top five, November 2013
More routine snacking at home, 18-24s extra adventurous away from home
Figure 5: Snacking behaviors, by location, at home, November 2013
Figure 6: Snacking behaviors, by location, away from home, November 2013
What we think
ISSUES AND INSIGHTS
What impact does health have on the snack market?
Issues
Insight: Health is top of mind, but there’s still room for indulgence
Can snacks move beyond their traditional consumption occasions?
Issues
Insight: Occasions can evolve based on altered formats and nutrition
How can snack formats adapt to the snacking lifestyle?
Issues
Insight: Portability and functionality should be a key focus
TREND APPLICATIONS
Trend: Snack Society
Trend: The Power of One
Mintel Futures: Generation Next
INNOVATIONS AND INNOVATORS
On-the-go formats
Small format, big indulgence
All-in-one nutrition
Packaged for the occasion
MARKETING STRATEGIES
Overview of the brand landscape
Theme: Promising satiety and energy
California Almonds provide “a handful of jet fuel”
Figure 7: The Almond Board of California print ad, June 2013
Figure 8: California Almonds YouTube video, “Crunch On,” 2013
Figure 9: Almond Board of California e-store, January 2014
Sargento is “oh so satisfying”
Figure 10: Sargento print ad, August 2013
Theme: Portion control and portability through packaging innovation
Wholly Guacamole offers 100-calorie Minis
Figure 11: Wholly Guacamole YouTube video, “OMGuac! new Wholly Guacamole Minis,” 2013
Figure 12: Wholly Guacamole website, 2014
Figure 13: Wholly Guacamole print ad, September 2013
SnackWell’s tells consumers to “be bad”
Figure 14: SnackWell’s website, 2014
Theme: A little indulgence goes a long way
Philadelphia Snack Delights are “a sweet upgrade”
Figure 15: Philadelphia print ad, June 2013
Figure 16: Philadelphia YouTube video, 2013
Theme: Focusing on day parts and occasions
Yoplait suggests a midday snack swap
Figure 17: Yoplait YouTube video, 2013
Figure 18: Yoplait online ad, 2013
Tyson targets get-togethers
Figure 19: Tyson print ad, June 2013
SOCIAL MEDIA – THE SNACKING OCCASION
Key points
Key social media metrics
Figure 20: Key social media metrics, January 2014
Market overview
Brand usage and awareness
Figure 21: Brand usage and awareness, November 2013
Interaction with snack brands
Figure 22: Interaction with selected snack brands, November 2013
Online conversations
Figure 23: Online conversations around selected snack brands, by day, July 7, 2013-Jan. 6, 2014
Where are people talking about snack brands?
Figure 24: Online conversations around selected snack brands, by page type, July 7, 2013-Jan. 6, 2014
What are people talking about?
Figure 25: Unbranded conversations surrounding snacking, July 7, 2013-Jan. 6, 2014
Figure 26: Word cloud for unbranded mentions of snacking, July 7, 2013-Jan. 6, 2014
Analysis by brand
OREO
Figure 27: Social media metrics – OREO, January 2014
Slim Jim
Figure 28: Social media metrics – Slim Jim, January 2014
Chobani
Figure 29: Social media metrics – Chobani, January 2014
Nature Valley
Figure 30: Social media metrics – Nature Valley, January 2014
Totino’s
Figure 31: Social media metrics – Totino’s, January 2014
Sargento
Figure 32: Social media metrics – Sargento, January 2014
TYPES OF SNACKS CONSUMED
Key points
Both healthy and indulgent snacks top list of most consumed snacks
Figure 33: Snacks eaten in past six months – Any consumption, November 2013
Figure 34: Snacks eaten in past six months – Any consumption, by presence of children in household, November 2013
Figure 35: Snacks eaten in past six months – Any consumption, by generations, November 2013
SNACKS EATEN BETWEEN MEALS
Key points
Protein possibilities
Older consumers less likely to snack between meals
Figure 36: Timing of snacking occasion – Between meals, by generations, November 2013
SNACKS EATEN IN PLACE OF A MEAL
Key points
Less meal-replacement use overall
Younger consumers more likely to use snacks as meal replacements
Figure 37: Timing of snacking occasion – In place of a meal, by gender and age, November 2013
MORNING SNACKS
Key points
Morning snacking habits traditional in nature
Figure 38: Timing of snacking occasion – Morning, by generations, November 2013
AFTERNOON SNACKS
Key points
Soup popular in the afternoon
Younger snackers eat various single-serve snacks
Figure 39: Timing of snacking occasion – Afternoon, by generations, November 2013
EVENING SNACKS
Key points
The sweetest evening occasion?
Salty snacks, cereal create opportunities to appeal to 18-24s
Figure 40: Timing of snacking occasion – Evening, by age, November 2013
SNACKING LOCATIONS
Key points
Snack format is a strong indicator for consumption location
Figure 41: Locations of snacking occasion, November 2013
18-34s eating a variety of snacks away from home
Figure 42: Locations of snacking occasion – Away from home, by age, November 2013
At-home consumption skews toward those aged 45+
Figure 43: Locations of snacking occasion – Home, by age, November 2013
IMPORTANT FACTORS WHEN CHOOSING A SNACK
Key points
Ingredients, packaging largest factors for snack purchases
Figure 44: Factors when choosing a snack, November 2013
Younger snackers seek variety, older consumers want health
Figure 45: Factors when choosing a snack, by age, November 2013
REASONS FOR SNACKING
Key points
Snacking for functional reasons
Snacking for health
18-34s snacking to save time, money
Figure 46: Reasons for snacking, by gender and age, November 2013
SNACKING BEHAVIORS BY LOCATION
Key points
Older consumers prefer routine snacking at home
Figure 47: Snacking behaviors by location, at home, and by age, November 2013
Younger snackers more adventurous, seek convenience outside home
Figure 48: Snacking behaviors by location, away from home, and by age, November 2013
ATTRIBUTES ASSOCIATED WITH SNACKS
Key points
Taste, convenience trump function and health
Figure 49: Attributes associated with snacks, November 2013
RACE AND HISPANIC ORIGIN
Key points
Highest consumption of frozen snacks among Blacks
Figure 50: Snacks eaten in past six months – Any consumption, by race and Hispanic origin, November 2013
Figure 51: Timing of snacking occasion – Morning, by race and Hispanic origin, November 2013
Non-Whites more likely to snack on the go
Figure 52: Locations of snacking occasion – On the go, by race and Hispanic origin, November 2013
Hispanics, Blacks most interested in natural, gluten free
Figure 53: Factors when choosing a snack, by race and Hispanic origin, November 2013
Non-Whites and Hispanics more likely to snack for monetary reasons
Figure 54: Reasons for snacking, by race and Hispanic origin, November 2013
Blacks, Hispanics more adventurous snackers at home and away
Figure 55: Snacking behaviors, by location and by race and Hispanic origin, November 2013
CORRESPONDENCE ANALYSIS – SNACKING OCCASIONS
Methodology
Opportunities for unconventional snacking occasions
Figure 56: Correspondence analysis, February 2014
Figure 57: Timing of snacking occasion, February 2014
CORRESPONDENCE ANALYSIS – SNACK ATTRIBUTES
Methodology
Taste triumphs across snack types
Figure 58: Correspondence analysis, February 2014
Figure 59: Attributes associated with snacks, February 2014
APPENDIX – MARKET DRIVERS
Health and lifestyle
Figure 60: American adults, by weight category as determined by body mass index (BMI), 2008-Oct. 28, 2013
Childhood and teen obesity – Highest in decades
Figure 61: Prevalence of obesity among children and adolescents aged 2-19, 1971-2010
Consumer confidence
Figure 62: University of Michigan’s index of consumer sentiment (ICS), 2007-13
Unemployment
Figure 63: US unemployment rate, by month, 2002-13
Figure 64: US unemployment and underemployment rates, 2007-13
Figure 65: Number of employed civilians in US, 2007-13
Retail channels
Figure 66: Distribution of expenditures on food for off-premise consumption, by channel, 2008-12
Racial, ethnic population growth
Figure 67: US population, by race and Hispanic origin, 2009, 2014, and 2019
Figure 68: Households with children, by race and Hispanic origin of householder, 2013
Shifting US demographics
Figure 69: US population, by age, 2009-19
Figure 70: US households, by presence of own children, 2003-13
APPENDIX – OTHER USEFUL CONSUMER TABLES
Figure 71: Locations of snacking occasion – On the go, by generations, November 2013
Figure 72: Reasons for snacking, by gender, November 2013
Figure 73: Reasons for snacking, by generations, November 2013
Figure 74: Opinions about diet and health, by gender, May 2012-June 2013
Figure 75: Opinions about diet and health, by race and Hispanic origin, May 2012-June 2013
Figure 76: Opinions about diet and health, April 2007-June 2013
Figure 77: Attitudes/Opinions about food, May 2012-June 2013
APPENDIX – SOCIAL MEDIA – THE SNACKING OCCASION
Brand usage or awareness
Figure 78: Brand usage or awareness, November 2013
Figure 79: Sargento usage or awareness, by demographics, November 2013
Figure 80: Totino’s usage or awareness, by demographics, November 2013
Figure 81: Nature Valley usage or awareness, by demographics, November 2013
Figure 82: OREO usage or awareness, by demographics, November 2013
Figure 83: Slim Jim usage or awareness, by demographics, November 2013
Figure 84: Chobani usage or awareness, by demographics, November 2013
Activities done
Figure 85: Activities done, November 2013
Figure 86: Sargento – Activities done – I have looked up/talked about this brand online on social media, by demographics, November 2013
Figure 87: Sargento – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, November 2013
Figure 88: Sargento – Activities done – I follow/like the brand on social media because, by demographics, November 2013
Figure 89: Sargento – Activities done – I have researched the brand on social media to, by demographics, November 2013
Figure 90: Totino’s – Activities done – I have looked up/talked about this brand online on social media, by demographics, November 2013
Figure 91: Totino’s – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, November 2013
Figure 92: Totino’s – Activities done – I follow/like the brand on social media because, by demographics, November 2013
Figure 93: Totino’s – Activities done – I have researched the brand on social media to, by demographics, November 2013
Figure 94: Nature Valley – Activities done – I have looked up/talked about this brand online on social media, by demographics, November 2013
Figure 95: Nature Valley – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, November 2013
Figure 96: Nature Valley – Activities done – I follow/like the brand on social media because, by demographics, November 2013
Figure 97: Nature Valley – Activities done – I have researched the brand on social media to, by demographics, November 2013
Figure 98: OREO – Activities done – I have looked up/talked about this brand online on social media, by demographics, November 2013
Figure 99: OREO – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, November 2013
Figure 100: OREO – Activities done – I follow/like the brand on social media because, by demographics, November 2013
Figure 101: OREO – Activities done – I have researched the brand on social media to, by demographics, November 2013
Figure 102: Slim Jim – Activities done – I have looked up/talked about this brand online on social media, by demographics, November 2013
Figure 103: Slim Jim – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, November 2013
Figure 104: Slim Jim – Activities done – I have researched the brand on social media to, by demographics, November 2013
Figure 105: Chobani – Activities done – I have looked up/talked about this brand online on social media, by demographics, November 2013
Figure 106: Chobani – Activities done – I have researched the brand on social media to, by demographics, November 2013
Online conversations
Figure 107: Online conversations around selected snack brands, by day, July 7, 2013-Jan. 6, 2014
Figure 108: Online conversations around selected snack brands, by page type, July 7, 2013-Jan. 6, 2014
Figure 109: Unbranded conversations surrounding snacking, July 7, 2013-Jan. 6, 2014
APPENDIX – TRADE ASSOCIATIONS