Better for You Snacking - US - December 2019

OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY 
Market overview
Top takeaways
The issues
An aging population snacks less and less healthily
Figure 1: Snacking habits, by age, August 2019
More talk than action?
Figure 2: Perception of lifestyle in terms of health, July 2015-August 2018
Not accessible for everyone
Figure 3: Snacking behaviors and attitudes, by household income of <$25K, August 2019
The opportunities
Make parents a priority
Figure 4: Snacking behaviors and attitudes, by parental status, August 2019
Sustainability resonates with younger men
Figure 5: Snacking behaviors and attitudes, by males aged 18-34, August 2019
What it means
THE MARKET – WHAT YOU NEED TO KNOW
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
Opportunity due to a fading interest in juices and smoothies
QSR snacking could be a competitor
MARKET FACTORS 
An aging population
Figure 6: Population by age, 2014-24
Hispanics, Asians the most likely to have children at home
Figure 7: Households with related children, by race and Hispanic origin of householder, 2018
Strong interest in health – but mixed compliance
Figure 8: Perception of lifestyle in terms of health, July 2015-August 2018
KEY PLAYERS – WHAT YOU NEED TO KNOW 
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
Even fruit can benefit from innovation
Cauliflower power
Figure 9: Cauliflower-based snacks
GMO-free, low sugar on the rise
Figure 10: Better-for-you snack product launches, by top health claims, 2014-19
WHAT’S STRUGGLING
Kids’ stamp of approval needed
Figure 11: KIND Fruit Bites, 2019
Eating healthy isn’t easy for everyone
WHAT TO WATCH
To Beyond and back
Figure 12: Jerky and other meat snacks, 2019
It’s a bug – and a feature
Figure 13: Cricket-based snacks, 2019
Waste not, want more
Figure 14: Lesser Evil snacks, 2019
THE CONSUMER – WHAT YOU NEED TO KNOW 
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
Everyone snacks
Figure 15: Snacking habits, by age and gender, August 2019
Low-income consumers less engaged with snacks
Figure 16: Snacking habits, by household income, August 2019
Parents biggest fans of better-for-you
Figure 17: Snacking habits, by parental status and gender, August 2019
ATTRIBUTES ASSOCIATED WITH SNACKS
Fruits, vegetables, nuts, hummus most healthy and nutritious
Figure 18: Snack association, August 2019
Nutrition equals health
Figure 19: Correspondence Analysis – Symmetrical map – Snack association, August 2019
Correspondence Methodology
HEALTHY SNACKING MOTIVATIONS
Energy a key reason for eating healthy snacks
Figure 20: Healthy snack motivations, by age and gender, August 2019
Health benefits important to low-income; healthy lifestyles for affluent
Figure 21: Healthy snack motivations, by income, August 2019
Parents want energy and stress relief
Figure 22: Healthy snack motivations, by gender and parental status, August 2019
Balancing energy and healthy lifestyles
Figure 23: TURF Analysis – Healthy snacking motivations, August 2019
TURF Methodology
SNACK TYPES EATEN
Purchase behaviors vary between men and women
Figure 24: Snack types eaten, by age and gender, August 2019
Affluent households most likely to eat multiple types of snacks
Figure 25: Snack types eaten, by household income, August 2019
Women without children at home are engaged consumers
Figure 26: Snack types eaten, by parental status and gender, August 2019
Regional differences drive snack type preference
Figure 27: Snack types eaten, by census region, August 2019
HEALTHY SNACK ATTRIBUTES
Fresh ingredients most critical
Figure 28: Healthy snack attributes, August 2019
Women value portion control, men protein content
Figure 29: Healthy snack attributes, by age and gender, August 2019
All claims valued by parents; older adults see the value in health
Figure 30: Healthy snack attributes, by gender and parental status, August 2019
SNACK PURCHASING BEHAVIORS
Impulse purchase behavior more common with the young
Figure 31: Snacking purchase behaviors, by age and gender, August 2019
Affluent consumers like both tried, true and new
Figure 32: Snacking purchase behaviors, by household income, August 2019
Moms like variety
Figure 33: Snacking purchase behaviors, by parental status and gender, August 2019
Family preferences solidify over time
Figure 34: Snacking purchase behaviors, by age of children in household, August 2019
SNACK BRAND POSITIONING
Young men most interested in sustainable, environment-friendly
Figure 35: Healthy snack attitudes, August 2019
Affluent consumers want to know what’s in their snacks
Figure 36: Healthy snack attitudes, August 2019
Asians, Hispanics buy from health-oriented brands
Figure 37: Healthy snack attitudes, by race and Hispanic origin, August 2019
FOOD AND DRINK CONSUMER SEGMENTATION
Food and Drink Consumer Segmentation
Figure 38: Healthy snack consumers by food and drink segment, August 2019
Adventure Eaters most focused on health
Figure 39: Snacking habits, by household income, August 2019
Time Savers interested in healthy choices, weight management
Figure 40: Healthy snack motivations, by age and gender, August 2019
Fresh snacks harder for Time Savers
Figure 41: Purchase incidence, by food and drink segment, August 2019
Adventure Seekers prefer the truly new
Figure 42: Snacking purchase behaviors, by food and drink segment, August 2019
APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Consumer survey data
Abbreviations and terms
Abbreviations
APPENDIX – THE CONSUMER 
Figure 43: Table – TURF Analysis – Healthy snacking motivations, August 2019