Black consumers eat a mix of healthy and indulgent snacks to satisfy their hunger as well as relieve negative emotions. Snacking for emotional rather than physical reasons was elevated during the pandemic when this consumer was suddenly sequestered at home by themselves or alongside their family. This consumer wants to eat healthier snacks, but indulgent options are a guilty pleasure that tastes better. Brands have an opportunity to expand their customer base by showcasing fresh product ingredients that meet Black consumers’ snack purchase criteria.

• The impact of COVID-19 on Black consumer behavior and their motivation to buy snacks

• How social distancing measures impacted at-home snack consumption during lockdown and re-emergence time periods

• The differences in snack shopping locations due to convenience and ability to spend on nonessentials

• Black consumers’ motivation to buy healthy vs indulgent snacks

This Report was written in February 2021. Consumer research was fielded in October 2020 and thus reflects consumer attitudes in the pandemic environment.

This Report covers Black consumers’ snacking trends, including household and personal consumption, retail considerations and purchase criteria.

This Report builds upon Black Consumers’ Snacking Preferences – US, February 2019. Readers may also be interested in Mintel’s Hispanics’ Snacking Preferences – US, February 2021 and other snacking Reports in the food and drink as well as multicultural libraries.

The first COVID-19 case was confirmed in the US in January 2020. On March 11, the World Health Organization declared COVID-19 a global health pandemic, and on March 13, former President Trump declared a national emergency in the US.

Across the US, state-level stay-at-home orders rolled out throughout the months of March and April remaining in place through May and in some cases June. During this time, referred to as lockdown, nonessential businesses and school districts across the nation closed or shifted to remote operations.

During this time, consumers spending more time at home increased their snack consumption as out-of-home dining options were limited, and also for emotional reasons, such as to relieve stress and boredom. In the re-emergence phase, things are still far from normal, and Black consumers continue to reach for snacks out of convenience and for comfort.

During re-emergence, all 50 states have relaxed stay-at-home orders and allowed businesses to operate with varying levels of social distancing measures in place. The continued spread of COVID-19 infections has driven some states to slow down or reverse course on reopening plans. In December 2020, the FDA approved two vaccines for production; however, expected rollout and exposure mitigation are expected to be active through 2021.