Consumer Digest: Snacking Trends May 2024

Welcome to the May Consumer Digest! This month, we examine what snacks are being consumed, when and how often, as well as top reasons shoppers say they purchase snacks on impulse. We’ll look at key drivers of snack purchases and the ingredients consumers try to avoid in snack foods. Finally, we find out what snacks consumers wish were available.

Snacking behavior: The cravings, what, when and how much?

Shoppers are snacking more frequently than they did last year.

Shoppers claiming to snack multiple times a day:

• 2023: 15%

• 2024: 27%

Snacking day & night… But mostly in the afternoon.

• Morning: 60%

• Late morning: 68%

• Afternoon: 82%

• Late afternoon: 84%

• Evening: 84%

• Late Evening: 65%

• Late night: 25%

How are shoppers purchasing snacks?

Snack Purchases by Channel

• Grocery store: 85%

• Mass retailer: 60%

• Club store: 42%

• Online: 29%

• Dollar store: 28%

• Convenience store: 27%

• Drug store: 18%

• Vending machine: 7%

• Subscription service: 2%

What is important when choosing the perfect snack?

• Taste/flavor: 75%

• Fulfills a craving: 55%

• Convenience: 46%

• Curbs my appetite: 41%

• Package size: 39%

• High protein: 29%

• Boosts my energy: 28%

• Low sugar: 24%

• Relieves stress: 20%

Price Matters: Sales and coupons are primary drivers for snacks

Price, Quality Product, and Flavor are the three most important attributes shoppers look for in their snacks to ensure they’re getting a good value – (Ranked 1st , <5% not shown)

• Price: 32%

• Quality Product: 15%

• Flavor: 13%

• Health Benefits: 10%

• Quality Brand: 8%

• They help fill a need or desire (Craving, impulse, desire): 7%

The top reason for purchasing snacks impulsively is because the item was ‘on sale’

• They are on sale: 73%

• I see a new or unusual snack: 44%

• The flavor is appealing: 44%

• To treat myself/my family/my children: 43%

• I see it while shopping: 35%

Health and Snacking

Most shoppers care about health to some extent – but it’s not the only factor when it comes to snacking.

What ingredients do you try to avoid or minimize when purchasing snacks?

• High fructose corn syrup: 49%

• Artificial sweeteners: 40%

• Hydrogenated oils/trans fat: 34%

• Sugar: 34%

• MSG: 32%

• Artificial colors/flavors: 32%

• Sodium Nitrates: 28%

• Potassium/sodium benzoate: 16%

• Enriched wheat: 12%

• Seed oils: 8%

Consumers want both ‘better for you’ and delicious

What snack do you wish was available on the market?

• ‘An increased variety of snacks that are healthy yet still taste amazing’

• ‘High in protein, low in sugar, and delicious’

• 'More snacks that are affordable, healthier, and have fewer preservatives’

Shoppers mentioned snacks like…

• Plant-based Fig Cookies

• Monk fruit snacks

• Low-fat chips

• Better quality grab n go fruit

• Trail mix

• Wild nuts and jerky

• Chocolate covered fruit

• Low-carb bars

• Butter Pecan Sandies

• Energy bars

• Pickled eggs

• Chips and dips

• Grain-free crackers

• Ham and cheese balls

• More unsalted snacks

• Pudding pops

• Smoothies

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SOURCE: 84.51° Real Time Insights, May 2024