Table of Contents
Executive Summary
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- Overview
- The issues
- Black snack segments are defined by their overall diet and reasons for snacking
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- Figure 1: Black snacker segments, November 2018
- Fresh fruit is the preferred snack for all
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- Figure 2: Snacks consumption, total and Black, November 2018
- Black consumers tend to choose the same snacks, but open to change
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- Figure 3: Salty and sweet snack behavior, snack information sources, and attitudes toward snacking – healthy choices, November 2018
- Sweet snacks are the go-to food to soothe feelings
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- Figure 4: Correspondence analysis – Symmetrical map – Snack type occasions, November 2018
- What it means
The Market – What You Need to Know
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- The Black population will remain flat amidst falling birth rates across all groups
- Black household income is lower than the average, but has little impact on food purchase
- Black consumers’ snack consumption on par with the general market, but flavor and purpose varies
The Black Population by the Numbers
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- The Black population holds steady at 13% of the total
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- Figure 5: Population by race and Hispanic origin, 2013-23
- Nearly six in 10 Black households are headed by a single person
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- Figure 6: Household composition by detailed type, total and Black, 2018
- One third of Black households include children
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- Figure 7: households with related children, by race and Hispanic origin of householder, 2018
Market Factors
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- Single-headed households drive lower than average income
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- Figure 8: Household income distribution by race and Hispanic origin of householder, 2017
Market Perspective
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- Salty products are the quintessential snacks for everyone
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- Figure 9: Salty snack consumption, total and Black, April 2017-June 2018
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- Figure 10: Potato chip flavor types, total and Black, April 2017 – June 2018
- Black teens’ salty snack consumption mirrors that of adults
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- Figure 11: Teen salty snacks consumption, total and Black, April 2017-June 2018
- Black adults treat themselves to sweets, but curb their kids’ consumption
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- Figure 12: Sweet snacks Consumption, total and Black, April 2017-June 2018
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- Figure 13: Teen sweet snacks consumption, total and Black, April 2017 – June 2018
- Ice cream is an indulgence and worth the sacrifice…in the moment
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- Figure 14: Ice cream types, total and Black, April 2017-June 2018
- Cookies are consumed for snacking and dessert recipes
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- Figure 15: Ready-to-eat cookie types, total and Black, April 2017-June 2018
- Full-size chocolate candy is just enough to pacify stress
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- Figure 16: Chocolate & other types of candy consumption, total and Black, April 2017-June 2018
- Processed fruit is second best to the real thing
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- Figure 17: Processed fruit snack consumption, total and Black, April 2017-June 2018
- “Healthier” snacking is achieved through portion control vs ingredients
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- Figure 18: Diet/calorie controlled snack consumption, total and Black, April 2017-June 2018
Key Trends – What You Need to Know
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- Black consumers shun better-for-you snacks
- Snack consumption extends beyond the typical fare
- Retailers bet on converting snack consumers to store brand
What’s Happening?
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- Better-for-you and new snack forms do not resonate due to low awareness and taste perceptions
- Fast food restaurants look to include snackers as customers
- Walmart expands private-label snack portfolio
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- Figure 19: Great Value salty snack introductions, 2016-18
The Consumer – What You Need to Know
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- Black snacking groups segmented by overall dietary habits and triggers
- Fresh fruit satisfies hunger, but packaged snacks offer emotional relief
- Most Black consumers remain loyal to their snack of choice, but buy them on impulse
- Awareness of new snacks starts in stores
- Black consumers struggle between choosing healthy vs tasty snacks
Black Consumer Snacking Segmentation
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- Everyone snacks, but product preferences and motivation varies
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- Figure 20: Black snacker segments, November 2018
- Health-Conscious Snackers eat snacks as part of a healthy diet
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- Figure 21: Profile of Health-Conscious Snackers, November 2018
- Indulgent Snackers eat what they want regardless of impact on health
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- Figure 22: Profile of Indulgent Snackers, November 2018
- Motivated Snackers only consider snacks that are both healthy and tasty
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- Figure 23: Profile of Motivated Snackers, November 2018
- Conflicted Snackers want to eat healthy, but resort to eating indulgent snacks
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- Figure 24: Profile of Conflicted Snackers, November 2018
- Segments’ approaches to snacking indicative of their overall dietary habits
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- Figure 25: Black snacker segments, by healthy diet spectrum, November 2018
Snacks Consumption
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- Fresh fruit tops packaged snacks consumption
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- Figure 26: Snack consumption, total and Black, November 2018
- Younger consumers eat few snack types; older consumers eat more natural snacks
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- Figure 27: Snack consumption, by age group, November 2018
- Moms are more likely to buy a variety of snacks for the home
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- Figure 28: Snack consumption, by gender and parental status, November 2018
- Mixed healthy dieters and those who fall to bad habits eat the most snack types
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- Figure 29: Snack consumption, by healthy diet spectrum, November 2018
Salty Snacks Behavior
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- Product preferences are more entrenched among Black snackers
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- Figure 30: Salty snacks behavior, total and Black, November 2018
- Moms are more likely to buy on impulse, but dads check labels before buying
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- Figure 31: Salty snacks behavior, by gender and parental status, November 2018
- Budget-conscious shoppers less likely to buy on impulse or try new snacks
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- Figure 32: Salty snacks behavior, by household income, November 2018
- Older consumers are entrenched in their snack choices, and more likely to buy on impulse
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- Figure 33: Salty snacks behavior, by age group, November 2018
Sweet Snacks Behavior
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- Sweet snacking occasions drive greater impulse buying…and guilt
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- Figure 34: Salty and sweet snacking behavior, November 2018
- Moms feel greater guilt when eating sweets; dads are less likely to read labels
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- Figure 35: Sweet snacking behavior, by gender and parental status, November 2018
- Middle-aged women like to try new and indulgent snacks, but regret later
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- Figure 36: Sweet snacking behavior, by female age groups, November 2018
- Parents balance their sweets consumption with being an example for the kids
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- Figure 37: Sweet snacks consumption, by kids’ age group, November 2018
Snack Type Occasions
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- Fresh fruit is an anytime snack, but sweet snacks are a special treat
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- Figure 38: Snack type occasions, November 2018
- Sweet snacks fill an emotional void; salty snacks are easy to pick up and go
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- Figure 39: Correspondence analysis – Symmetrical map – Snack type occasions, November 2018
- Segments with firm diet considerations will also treat themselves to sweets
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- Figure 40: Snack type occasions – to treat myself, by Black consumer snack segments, November 2018
- Segments that struggle with their diet cave into their snack cravings
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- Figure 41: Snack type occasions – To satisfy a craving, by Black consumer snack segments, November 2018
- Segments who attempt to be healthy eat fresh fruit as their go-to snack
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- Figure 42: Snack type occasions – to satisfy hunger, by Black consumer snack segments, November 2018
Snack Information Sources
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- In-store product placement and promotion drive consumer trial
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- Figure 43: Snack information sources, November 2018
- Middle-income consumers’ exposure to snack innovation drives interest
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- Figure 44: Snack information sources, by household income, November 2018
- Moms learn about snack advertising from messaging; dads gravitate towards packaging
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- Figure 45: Snack information sources, by gender and parental status, November 2018
- As kids’ palates and choices develop, so does their influence on what their parents buy
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- Figure 46: Snack information sources, by kids’ age groups, November 2018
Attitudes toward Snacking
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- Ambitious healthy snacking goals test desire for taste
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- Figure 47: Attitudes toward snacking, November 2018
- Life stage and product availability impacts attitudes toward healthy snacks
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- Figure 48: Attitudes toward snacking, by age group, November 2018
- Diet perception and practice vary by segment
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- Figure 49: Attitudes toward snacking, by Black snacker segments, November 2018
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Appendix – The Consumer
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- Figure 50: Salty snack consumption, total and Black, April 2017-June 2018
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- Figure 51: Potato chip flavor types, total and Black, April 2017-June 2018
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- Figure 52: Teen salty snacks consumption, total and Black, April 2017-June 2018
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- Figure 53: Sweet snacks Consumption, total and Black, April 2017-June 2018
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- Figure 54: Teen sweet snacks consumption, total and Black, April 2017-June 2018
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- Figure 55: Ice cream types, total and Black, April 2017-June 2018
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- Figure 56: Ready-to-eat cookie types, total and Black, April 2017-June 2018
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- Figure 57: Chocolate & other types of candy consumption, total and Black, April 2017-June 2018
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- Figure 58: Processed fruit snack consumption, total and Black, April 2017 – June 2018
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- Figure 59: Diet/calorie controlled snack consumption, total and Black, April 2017-June 2018
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