Upload
others
View
9
Download
0
Embed Size (px)
Citation preview
BLURRED BOUNDARIES:A STUDY OF SNACKING BEHAVIORS & MOTIVATIONS
TMBI Inner Circle Community — November 2017
Source – Nielsen
SNACKS ARE BIG BUSINESS
2.6%Total Snacking
Dollar Change v. Last Year
SNACK FOOD SALES INCREASING
5.1%Ice Cream/Sherbet Salty Snacks
Granola Bars Cookies
+ 3.9%+
3.4%+ 2.6%+
+
Source – IRI Market Advantage – 52 Weeks ending 12/26/17 vs. YAGO
$0
$50,000,000
$100,000,000
$150,000,000
$200,000,000
$250,000,000
$300,000,000
$350,000,000
$400,000,000
$450,000,000
$500,000,000
TOTAL PRINT SPEND TOTAL DIGITAL SPEND
2017 ADVERTISING SPEND ON SNACKS
ADVERTISING SPENDING ON SNACKS
TOP PRINT SPENDERS• Wonderful Pistachios• M&M’s• SunChips• Blue Diamond Almonds• Lay’s Potato Chips
TOP DIGITAL SPENDERS• Blue Diamond Almonds• Snickers Candy• Cheez-It• Ghirardelli• M&M’s
0.5%+
21.6%+
“SNACKING IS A WAY OF LIFE FOR ME”
“I love snacking! I find that when I
munch on something every few hours
I feel much better…sometimes the
snacking is better than a meal.”
“What most people call “snacking”, I call either “dessert”, “meal replacement”
or “I-don’t-know-what-I-want-to-eat-but-I-know-I-have-to-eat-something.”
“I snack all the time… I would
rather do it than sit down to
a big meal.”
RESEARCHObjective
Survey
• To understand snacking preferences and eating behaviors.
• A survey was launched to members of the Trusted Media Brands Inner Circle Community
• Timing: November 2017
• Total Responses: 450
TMB Inner Circle
Survey
• Most consumed snack categories
• Trending categories
• Impact of health concerns on snacking
• When and how people snack
• Motivation by category
• Top of mind brands
TOPICS WE EXPLORED
17%
26%
44%
57%
58%
59%
60%
61%
64%
66%
89%
90%
92%
93%
Q – Tell us about your snacking habits for the following categories. I consume on a regular basis: I consume more than I did a year ago.
TOP SNACKS CONSUMED REGULARLY
Healthy & High Fat are in the Mix
Vegetables/Fruits
Salty (Potato Chips, Tortilla Chips, Crisps, Popcorn, Pretzels)
Dairy (Cheese, Yogurt)
Nuts/Seeds
Confections (Candy Bars, Chocolate, Sweets)
Breads
Cereal/Granola/Oatmeal
Cookies/Cakes/Pastries/Doughnuts
Savory (Crackers, Rice Cakes, Pita Chips)
Dips & Spreads (Salsa, Hummus, Peanut Butter)
Ice Cream/Sherbet/Sorbet
Granola/Nutrition Bars
Meat Snacks (Jerky, Dried Meat, Cold Cuts)
Smoothies or protein/meal replacement drinks
I don't have just one type of favorite go to snack.
It depends on the time of day and what I have a taste for.
I snack on nuts (almonds, pecans, walnuts), fruits
and veggies or healthy type crackers with cheese.
WHAT IS YOUR FAVORITE GO-TO SNACK?
“Flavored cashews: coconut, kashmir curry & salt & pepper, mixed together, chili lime flavor cashews. Dried fruit: raisins, figs, and dates.”
“Granola would be my favorite snack, whether
I be homemade or purchased, I usually go
to that first. If I don't have any granola handy I will
munch on some type of nut and a piece
of dark chocolate.”
“Customized mix of nuts, pretzels,
Japanese rice crackers, and Cheez-It or Goldfish
or Chex Mix”
SNACKS ARE AN INDIVIDUAL AFFAIR
56%I would like to eat healthier when
snacking than I do now
30%Choose healthy snacks all the time
55%Choose healthy some of the time
“I buy unsalted nuts in the baking section of the grocery store and also the bulk food area. I mix them together and add dried cranberries and, if I can find them, flavored chip peas. Usually those are salted and sometimes fried but since they aren't the bulk of the snack, I don't feel guilty about eating them. I try to keep my snacks healthy.”
“Imostlysnackonpretzelsorpopcornbecausetheyarelowerfatandreadytogo!”
HEALTHY MINDSET HAS TAKEN HOLD
TOP TRENDING CATEGORIES:Consume More Versus a Year Ago
27%Consume more
fruits/vegetables than they did last year
26%Consume more
nuts/seeds than they did last year
19%Consume more
nutrition/granola bars than they did last year
15%Consume more
confections (candy, chocolate sweets)
than they did last year
Source – IRI 2017 New and Emerging Snacking Trends
CHOCOLATE CONSUMPTION ON THE RISE
Products with Chocolate are Outpacing Food & Beverage Growth
53%Of food & beverage categories contain chocolate
2.4%Chocolate
+ 1%Food & Beverage
+
“Since I can't do dairy, I find cookies that are dairy-free, cakes with least amount of dairy possible (dark chocolate, if possible!)”
“Chocolate rice cakes…
taste good and makes for a
quick snack.”
Kashi Oatmeal Dark Chocolate cookies. They have fiber in them and I feel that the dark chips are more healthy than milk chocolate. They have 12g
of whole grain. I think they are healthier than other chocolate chip cookies.
“When I do snack I snack healthy - nuts, fruits,
veggies, cheese. When I do want a sweet treat I'll have a small piece
of dark chocolate.”
CHOCOLATE AND HEALTHY CONVERGE
OUR MOST SHARED CONTENT:Taste of Home Reflects Current Snacking Trends
Those who visit Snacking content on tasteofhome.com view
more pages per visit
2.4 X
6 IN 10 SNACK MULTIPLE TIMES PER DAY
When They Snack:
5%
33%
56%
40%
38%69%Snack in the
evening hours
1x Per Day 2x Per Day 3x Per Day 4+ Per Day
41%38%
11% 10%
59% Snack 2+ Times Per Day(71% among Millennials)
A5ernoon
PRIMARY REASONS FOR CHOOSING THESE SNACKS
Salty(Potato Chips, Tortilla Chips,
Crisps, Popcorn, Pretzels)
Cookies, Pastries,
Doughnuts
Savory (Crackers,
Rice Cakes, Pita Chips)
Candy Meats Dips Granola/ Nutrition
Bars
Cereals, Granola
SATISFY HUNGER INDULGENCE SATISFY
HUNGER INDULGENCE SATISFY HUNGER
SATISFY HUNGER
SATISFY HUNGER
NUTRITION HEALTH
INDULGENCE SATISFY HUNGER INDULGENCE SATISFY
HUNGER MEAL
REPLACEMENT NUTRITION
HEALTH NUTRITION
HEALTH SATISFY HUNGER
EMOTIONAL EMOTIONAL SPONTANEOUS BOOST ENERGY
NUTRITION HEALTH INDULGENCE BOOST
ENERGY MEAL
REPLACEMENT
TOP ATTRIBUTES FOR CHOOSING THESE SNACKS
Salty(Potato Chips, Tortilla Chips,
Crisps, Popcorn, Pretzels)
Cookies, Pastries,
Doughnuts
Savory (Crackers,
Rice Cakes, Pita Chips)
Candy Meats Dips Granola/Nutrition
Bars
Cereals, Granola
FLAVOR FLAVOR FLAVOR FLAVOR FLAVOR FLAVOR CONVENIENCE/READY TO EAT
CONVENIENCE/READY TO EAT
CONVENIENCE/READY TO EAT
CONVENIENCE/READY TO EAT
CONVENIENCE/READY TO EAT
CONVENIENCE/READY TO EAT
CONVENIENCE/READY TO EAT
CONVENIENCE/READY TO EAT FLAVOR FLAVOR
PRICE/AFFORDABILITY
PRICE/AFFORDABILITY
PRICE/AFFORDABILITY
PRICE/AFFORDABILITY PROTEIN HEALTHY HIGH IN FIBER WHOLE GRAINS
HOW IMPORTANT IS MAKING HEALTHY CHOICES
IN THESE SNACKS?
Salty (Potato Chips, Tortilla Chips,
Crisps, Popcorn, Pretzels)
Cookies, Pastries,
Doughnuts
Savory(Crackers,
Rice Cakes, Pita Chips)
Candy Meats Dips Granola/Nutrition
Bars
Cereals, Granola
66%
31%
75%
37%
59%
83%89% 88%
Salty Sweet Savory
FAVORITE BRANDS
Q – Can you name your favorite brand of Salty/Sweet/Savory?
58%“I know exactly what snacks I want to buy
when I go to the store”
57%“I like to try new snack
types/brands”
78%“I have a few snacks
that I stick with”
THE OPPORTUNITY:More than half open to new brands
I love almost all snack foods. I like the classics but also love to try new ones.
KEY TAKEAWAYS• Traditional lines are blurring between snack food
categories, healthy and indulgent, and even ‘snacks’ vs. ‘meals’ creating opportunity across snack categories.
• Snacking has become “a way of life” for some; There is a lot of positive sentiment around snacking; snacks are acceptable meal replacements and a means of maintaining health and energy throughout the day
• Consumers love to individualize their snacks; both healthy and higher fat options top the consumption list
o Most growth seen for vegetables/fruits, nuts/seeds, nutrition bars and chocolate
• A Healthy Mindset has taken Hold. Consumers seek healthy benefits, especially in the dips, granola, nutrition bars, and cereal categories
RESPONDENT DEMOGRAPHICS
12%Age Under 45
53%Age 45-64
35%Age 65+
17%Male
83%Female
67%Married
61%Children
THE INNER CIRCLETMB Inner Circle is an
online insights community of more than 3,500 of our
most engaged consumers, the print and digital
consumers of Reader’s Digest, Taste of Home and
The Family Handyman.
Through weekly interaction, members provide insight
through discussion boards, quick polls and surveys.