Table of Contents
Executive Summary
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- Market overview
- Top takeaways
- The issues
- An aging population snacks less and less healthily
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- Figure 1: Snacking habits, by age, August 2019
- More talk than action?
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- Figure 2: Perception of lifestyle in terms of health, July 2015-August 2018
- Not accessible for everyone
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- Figure 3: Snacking behaviors and attitudes, by household income of <$25K, August 2019
- The opportunities
- Make parents a priority
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- Figure 4: Snacking behaviors and attitudes, by parental status, August 2019
- Sustainability resonates with younger men
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- Figure 5: Snacking behaviors and attitudes, by males aged 18-34, August 2019
- What it means
The Market – What You Need to Know
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- Snack instead of sip?
- Watch out for QSR
- More seniors, fewer children
- People want to be healthy, but feel they can do better
Market Perspective
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- Opportunity due to a fading interest in juices and smoothies
- QSR snacking could be a competitor
Market Factors
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- An aging population
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- Figure 6: Population by age, 2014-24
- Hispanics, Asians the most likely to have children at home
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- Figure 7: Households with related children, by race and Hispanic origin of householder, 2018
- Strong interest in health – but mixed compliance
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- Figure 8: Perception of lifestyle in terms of health, July 2015-August 2018
Key Players – What You Need to Know
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- Sweet as candy
- Catch the cauliflower craze
- Say no to sugar, GMOs
- KIND is in a bind
- Barriers for low-income consumers
- Protein that’s far beyond plant-based
- Not just good for you, but good for the planet
What’s Working
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- Even fruit can benefit from innovation
- Cauliflower power
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- Figure 9: Cauliflower-based snacks
- GMO-free, low sugar on the rise
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- Figure 10: Better-for-you snack product launches, by top health claims, 2014-19
What’s Struggling
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- Kids’ stamp of approval needed
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- Figure 11: KIND Fruit Bites, 2019
- Eating healthy isn’t easy for everyone
What to Watch
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- To Beyond and back
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- Figure 12: Jerky and other meat snacks, 2019
- It’s a bug – and a feature
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- Figure 13: Cricket-based snacks, 2019
- Waste not, want more
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- Figure 14: Lesser Evil snacks, 2019
The Consumer – What You Need to Know
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- Parents, young adults and affluent consumers are prime snackers
- Snacks diverge into different categories
- Energy and health two key priorities
- Women like fruit and popcorn, men favor jerky and bars
- Fresh is the favorite
- Some plan, some buy on impulse
- Transparency can help
Snacking Habits
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- Everyone snacks
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- Figure 15: Snacking habits, by age and gender, August 2019
- Low-income consumers less engaged with snacks
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- Figure 16: Snacking habits, by household income, August 2019
- Parents biggest fans of better-for-you
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- Figure 17: Snacking habits, by parental status and gender, August 2019
Attributes Associated with Snacks
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- Fruits, vegetables, nuts, hummus most healthy and nutritious
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- Figure 18: Snack association, August 2019
- Nutrition equals health
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- Figure 19: Correspondence Analysis – Symmetrical map – Snack association, August 2019
- Correspondence Methodology
Healthy Snacking Motivations
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- Energy a key reason for eating healthy snacks
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- Figure 20: Healthy snack motivations, by age and gender, August 2019
- Health benefits important to low-income; healthy lifestyles for affluent
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- Figure 21: Healthy snack motivations, by income, August 2019
- Parents want energy and stress relief
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- Figure 22: Healthy snack motivations, by gender and parental status, August 2019
- Balancing energy and healthy lifestyles
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- Figure 23: TURF Analysis – Healthy snacking motivations, August 2019
- TURF Methodology
Snack Types Eaten
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- Purchase behaviors vary between men and women
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- Figure 24: Snack types eaten, by age and gender, August 2019
- Affluent households most likely to eat multiple types of snacks
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- Figure 25: Snack types eaten, by household income, August 2019
- Women without children at home are engaged consumers
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- Figure 26: Snack types eaten, by parental status and gender, August 2019
- Regional differences drive snack type preference
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- Figure 27: Snack types eaten, by census region, August 2019
Healthy Snack Attributes
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- Fresh ingredients most critical
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- Figure 28: Healthy snack attributes, August 2019
- Women value portion control, men protein content
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- Figure 29: Healthy snack attributes, by age and gender, August 2019
- All claims valued by parents; older adults see the value in health
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- Figure 30: Healthy snack attributes, by gender and parental status, August 2019
Snack Purchasing Behaviors
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- Impulse purchase behavior more common with the young
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- Figure 31: Snacking purchase behaviors, by age and gender, August 2019
- Affluent consumers like both tried, true and new
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- Figure 32: Snacking purchase behaviors, by household income, August 2019
- Moms like variety
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- Figure 33: Snacking purchase behaviors, by parental status and gender, August 2019
- Family preferences solidify over time
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- Figure 34: Snacking purchase behaviors, by age of children in household, August 2019
Snack Brand Positioning
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- Young men most interested in sustainable, environment-friendly
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- Figure 35: Healthy snack attitudes, August 2019
- Affluent consumers want to know what’s in their snacks
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- Figure 36: Healthy snack attitudes, August 2019
- Asians, Hispanics buy from health-oriented brands
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- Figure 37: Healthy snack attitudes, by race and Hispanic origin, August 2019
Food and Drink Consumer Segmentation
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- Food and Drink Consumer Segmentation
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- Figure 38: Healthy snack consumers by food and drink segment, August 2019
- Adventure Eaters most focused on health
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- Figure 39: Snacking habits, by household income, August 2019
- Time Savers interested in healthy choices, weight management
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- Figure 40: Healthy snack motivations, by age and gender, August 2019
- Fresh snacks harder for Time Savers
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- Figure 41: Purchase incidence, by food and drink segment, August 2019
- Adventure Seekers prefer the truly new
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- Figure 42: Snacking purchase behaviors, by food and drink segment, August 2019
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Abbreviations and terms
- Abbreviations
Appendix – The Consumer
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- Figure 43: Table – TURF Analysis – Healthy snacking motivations, August 2019
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