What you need to know

95% of US adults snack daily, and 70% do so 2+ times per day, making snacking a huge opportunity for connecting with consumers. The percentage of “super snackers” (those who snack 4+ times per day) is increasing, and the fact that busy lifestyles result in the skipping of meals (or replacing meals with snacks) suggests snack frequency will continue to grow in the near term. Snacks are planned, and are as likely sought to satisfy hunger as they are to satisfy cravings. Consumers want indulgence and health, sometimes at the same time, meaning brands that can provide a hint of both or ways to tap into both mood states can flourish.


This Report explores consumer consumption of/attitudes and behaviors toward snacks and builds on the analysis presented in Snacking Motivations and Attitudes – US, May 2017 and Snacking Motivations and Attitudes – US, April 2015.

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