Snacking Motivations and Attitudes - US - May 2017

OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY 
The issues
94% of US adults snack daily; 15% snack 4 or more times per day
Figure 1: Snacking frequency, March 2017
A quarter of super snackers claim to be too busy to eat a full meal
Figure 2: Snack attitudes – Busy, by snack motivation, March 2017
View of what constitutes a snack is expanding
Figure 3: Snack attitudes – Identifying snacks, March 2017
The opportunities
The largest percentage of snackers do so for a treat
Figure 4: Snacking motivations, March 2017
Afternoon is the most popular snack occasion
Figure 5: Snacking occasions, March 2017
Brand plays top role in snack purchase decision, followed by price, health
Figure 6: Snack purchase drivers, March 2017
What it means
THE MARKET – WHAT YOU NEED TO KNOW
A quarter of young snackers claim to be always hungry
17% of young snackers claim to be too busy to eat a full meal
Consumer view of what constitutes a snack is expanding
12% of snackers purchase snacks at foodservice
MARKET PERSPECTIVE
12% of snackers purchase snacks at foodservice
Figure 7: Food sales at home and away from home, January 2003-December 2016
Snack delivery services aren’t yet taking hold
MARKET FACTORS 
A quarter of young snackers claim to be always hungry
Figure 8: Snack attitudes – Hunger, by age, March 2017
A quarter of super snackers claim to be too busy to eat a full meal
Figure 9: “Snackfesto / Lorissa’s Kitchen” TV ad, April 2017
Figure 10: Snack attitudes – Busy, by snack frequency, March 2017
Young snackers are most likely to claim they’re too busy for a full meal
Figure 11: Snack attitudes – Busy, by age, March 2017
A high percentage of consumers skip breakfast
Obesity epidemic keeps health top of mind; 66% of Americans are dieting
Figure 12: Snack attitudes – Health, by snack motivations, March 2017
Consumer view of what constitutes a snack is expanding
Figure 13: Snack attitudes – Identifying snacks, March 2017
Figure 14: Snack behavior – Concept, March 2017
Figure 15: Snack attributes by occasion – Any occasion, by snack frequency, March 2017
Figure 16: Snack behavior – Concept, by age, March 2017
KEY PLAYERS – WHAT YOU NEED TO KNOW 
Healthy eating and a bit of indulgence drive retail food sales
Snacks appear to be delivering on convenience
A third of snackers are limiting their intake of sweet snacks
Permissible indulgence through “real” food
WHAT’S WORKING?
Healthy eating and a bit of indulgence drive retail food sales
Figure 17: “Snack” launches, by fastest growing claims, 2013-17*
Snacks appear to be delivering on convenience
Figure 18: Snack attitudes – Convenience, March 2017
Older consumers appreciate convenience
Figure 19: Snack attitudes – Convenience, by age, March 2017
WHAT’S STRUGGLING?
A third of snackers are limiting their intake of sweet snacks
Figure 20: Snack behavior – Sweet, March 2017
WHAT’S NEXT?
Anything can be a snack
…including drinks
Permissible indulgence through “real” food
Portable health
THE CONSUMER – WHAT YOU NEED TO KNOW 
94% of US adults snack daily; 15% snack 4 or more times per day
The largest percentage of snackers do so for a treat
Brand plays top role in snack purchase, followed by price, health
Afternoon is the most popular snack occasion
A third of snackers say the majority of snacks they consume are healthy
SNACKING FREQUENCY
94% of US adults snack daily; 15% snack 4 or more times per day
Figure 21: Snacking frequency, March 2017
16% of snackers have increased snacking in the past year
Figure 22: Snack behavior – Increase, March 2017
Super snackers are more likely to be male, and consumers under age 45
Figure 23: Share of snacking frequency, by gender, March 2017
Figure 24: Share of snacking frequency, by age, March 2017
Young adult snackers are most likely to have increased snacking
Figure 25: Snack behavior – Increase, by age, March 2017
SNACK MOTIVATIONS
The highest percentage of snackers do so for a treat
Figure 26: Snacking motivations, March 2017
Mintel Purchase Intelligence finds that indulgence still leads
Older snackers are most likely to be looking for reward, younger snackers function
Figure 27: Snacking motivations, by age, March 2017
Convenience stores lead for treats, natural food stores for health
Figure 28: Snacking motivations, by purchase location – Any purchase, March 2017
SNACK PURCHASE LOCATION
More than a third of snackers most often buy snacks at supermarkets
Opportunity exists to increase the purchase of snacks online
Amazon ups its snack focus
Figure 29: “Introducing Prime Surprise Sweets” online video, April 2017
Figure 30: Snack purchase location, March 2017
Close to half of 18-24s purchase snacks at convenience stores; nearly a third use vending machines
Figure 31: Snack purchase location – Any purchase, by age, March 2017
SNACK PURCHASE DRIVERS
Brand plays top role in snack purchase, followed by price, health
Figure 32: Snack purchase drivers, March 2017
Figure 33: TURF Analysis – Snack purchase drivers, March 2017
Figure 34: Table – TURF Analysis – Snack purchase drivers, March 2017
Men pay closer attention to brand; women look for deals
Figure 35: Snack purchase drivers, by gender, March 2017
Low price, new flavors drive purchase for younger snackers
Figure 36: Snack purchase drivers, by age, March 2017
New flavors are important to super snackers
Figure 37: Snack purchase drivers, by snack frequency, March 2017
SNACKING OCCASIONS
Afternoon is the most popular snack occasion
Figure 38: Snacking occasions, March 2017
Men are more likely to snack at less common occasions
Figure 39: Snacking occasions, by gender, March 2017
Young snackers start to snack early in the day
Figure 40: Snacking occasions, by age, March 2017
SNACK ATTRIBUTES BY OCCASION
Snackers want to start the day with energy and health; look for indulgence in the evening
Figure 41: Correspondence Analysis – Snack attributes by occasion, March 2017
Figure 42: Snack attributes by occasion, March 2017
Young adults want snacks that are filling
Figure 43: Snack attributes by occasion – Any occasion, by age, March 2017
Emotional cues may resonate with Hispanics
Figure 44: Snack attributes by occasion – Any occasion, by Hispanic origin, March 2017
Healthy eaters look for healthy snacks; exercisers look for energy
Figure 45: Snack attributes by occasion – Any occasion, by snack motivation, March 2017
SNACK BEHAVIORS
The majority of snacks are planned
Figure 46: Snack behavior – Planning, March 2017
Young adult snackers are driven by impulse
Figure 47: Snack behavior – Planning, by age, March 2017
SNACK HEALTH
A third of snackers say the majority of snacks they consume are healthy
Figure 48: Snack behavior – Health, March 2017
Women are more likely than men to claim to be healthy snackers
Figure 49: Snack behavior – Health, by gender, March 2017
Young adult snackers are not prioritizing health
Figure 50: Snack behavior – Health, by age, March 2017
Snacks seem to be delivering on health
Figure 51: Snack attitudes – Health, March 2017
Figure 52: Snack attitudes – Satisfying, March 2017
Close to a third of men say taste is more important than health
Figure 53: Snack attitudes – Health, by gender, March 2017
Expanding healthy snacks can appeal to young adults
Figure 54: Snack attitudes – Health, by age, March 2017
On-the-go snackers call for healthier options
Figure 55: Snack attitudes – Health, by age, March 2017
APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Consumer survey data
Consumer qualitative research
TURF methodology
Correspondence analysis methodology
Abbreviations and terms
Abbreviations