How Snacking Fits Into Consumers' Daily Lives

shsfoodthink.com ©2015 Sullivan Higdon & Sink. All rights reserved. The data in this report may be reproduced as long as it is cited: “Motivated Meal Planning,” Sullivan Higdon & Sink FoodThink, 2014.

shsfoodthink.com ©2015 Sullivan Higdon & Sink. All rights reserved. The data in this report may be reproduced as long as it is cited: “Snacker Nation,” Sullivan Higdon & Sink FoodThink, 2014. 1

HOW SNACKING

INTO CONSUMERS’ DAILY LIVESFITS



ContentsSnacking: Who and When

What’s Driving the Snacking Trend

Snacker Segments

Implications



Snacking: Who and When

Younger generations are driving snacking frequencyThe majority of Americans (81%) are snacking at least once a day, with almost half snacking twice or more. The Millennial generation is a strong driver of the prevalence of snacking. Frequent snacking throughout the day is more common among Millennials, who are 40% more likely to snack a few times a day or more. Boomers, on the other hand, are 23% more likely to snack less than once a day.

Snacking Frequency

Q: How often do you snack?

Less than once a day

Once a day

A couple of times a day

A few times a day

Several times a day

19%

32%34%

10%

5%

TOTAL

MILLENNIALS

Snack a few times a day or more

15%

21% index140



Snacking varies by segment

MORE LIKELY TO SNACK LESS LIKELY TO SNACKWomen Parents

Organic ShoppersBad CooksMillennials

Men Non-parents

Conventional ShoppersGood Cooks

Boomers

Snacking Frequency (By Segment)

Q: How often do you snack? (Once a day or more)




Snacking peaks in the afternoon and evening

Snack Timing

Q: How often do you snack during the following times? (Always/Frequently/Occasionally)

Dads (216 Index)Organic (168)

Heavy QSR (150)

Morning

31%

Dads (121)Millennials (132)

Organic (131)Heavy QSR (128)

Moms (128)

Afternoon

74%

Dads (131)Heavy QSR (123)

Evening

74%

Dads (140)Moms (129)

Heavy QSR (129) Millennials (126)

Night

55%





Snacking used to be synonymous with unhealthy. “Don’t spoil your dinner,” was once a common phrase among moms and grandmas. Today’s consumer believes eating smaller meals or snacks throughout the day can be just as healthy as eating three bigger meals. In fact, 3 in 4 say snacking can be part of a healthy diet.

say snacking can be part of a healthy diet.3 in 4

Need for healthy eating




Need for bite-sized costs

Many people eat snacks or mini meals now just for the cost savings. Heavy snackers are 27% more likely to say cost is important when they’re making choices about what to eat. At a lower price point, it’s more attractive financially to eat a quick snack than a more expensive full-priced meal.

$4.29 $8.79

VS.




Food is everywhere

It used to be that if you were hungry, you’d either go to a sit-down restaurant or eat something at home. Now, food marketers have seen the value in providing options to consumers, and they’ve popped up everywhere, contributing to the death of the “three square meals a day” idea.

FOOD OPTIONS ALL AROUNDConsumers are exposed to a multitude of food options, creating snacking opportunities throughout the day. Nowadays, nearly one-third of consumers will go to quick-serve restaurants for a snack.




Snacking has been redefined

Some consumers may be reporting an increase in frequency of snacking simply because their definition of a “snack” has broadened. Almost half (44%) of people say their definition of a snack has evolved. And while past generations equated snacks to nothing more than junk food, today’s consumers have a broader definition.

WHAT “SNACKS” USED TO BE

EXPANDED DEFINITION OF “SNACKS”




Consumers desire variety and funConsumers seek pleasure through food, and snacking allows them to have fun and try lots of different things. Rather than indulging in a big meal, snacking can allow consumers to sample a range of foods. And with smaller portion sizes, snacks let consumers try a multitude of items with less concern for overindulging on calories.

0%

20%

40%

60%

80%

Snacking is fun Snacking lets me add variety to my diet

Snacks are my favorite kind of food

63% 55% 38%

Snacking Attitudes

Q: Thinking about snacking, how strongly do you agree or disagree with the following statements? (Strongly/Somewhat agree)



Snacker Segments

I mostly eat healthy, nutritious snacks.“ ”THE HEALTHY SNACKER 29%

WHO ARE THEY?• More likely to buy organic• Good cooks• Have more education (bachelor’s degree or higher)

SNACKING ATTITUDE• Part of a healthy diet• Lets me add variety to diet• Snack definition has evolved

POSSIBLE SNACK OFFERINGS• Good for you• Fresh• Organic or natural

Time of day Snack frequency

Commitment to healthL

L

H

H

The healthy snacker is strongly committed to health. They plan many of their meals in advance and tend to eat healthy when they plan ahead. Food production knowledge is more important to them, and they are more likely to stop the use of a product after a food scare.



Snacker Segments

I’m not really much of a snacker.“ ”THE NON-SNACKER 12%

WHO ARE THEY?• Pre-Boomers• More likely to be lower income• Moderation wellness approach

SNACKING ATTITUDE• Part of a healthy diet

POSSIBLE SNACK OFFERINGS• Small meals• Fresh• Simple

The non-snacker doesn’t snack frequently but considers snacking part of a healthy diet. Before shopping, they plan ahead by making a shopping list, determining how much they will spend and finding coupons. Also, they are more likely not to care about food scares.



L

H

H



Snacker Segments

I tend to snack around others who are snacking.“ ”

THE SOCIAL SNACKER 10%

WHO ARE THEY?• Dads• West Coast• More likely to be Hispanic

SNACKING ATTITUDE• Snacking is fun• Lets me add variety to my diet• Would consider fast food for a snack

POSSIBLE SNACK OFFERINGS• Shareable• Tapas• Appetizer

The social snacker enjoys snacking because it adds variety to their life. They like using apps or programs to help plan meals and consult recipes often. Only one in ten would never eat a product again because of a food scare.



L

H

H



Snacker Segments

I snack because there’s nothing else to do.“ ”THE BORED SNACKER 28%

WHO ARE THEY?• Millennials and Gen-Xers

• More likely to be single

• Bad cooks

• Not concerned with health

• Food splurge when lonely, sad or stressed

SNACKING ATTITUDE• It’s fun

• Favorite kind of food

POSSIBLE SNACK OFFERINGS• Bold, adventurous flavors

• Novel concepts

• Trendy items

The bored snacker snacks frequently and considers snacks their favorite food. They are interested in getting recipe suggestions and learning how to plan meals. They aren’t sure how to prepare healthy meals, and they find it daunting to try to change their diet.



L

H

H



Snacker Segments

I snack because I’m hungry all the time.“ ”THE STARVING SNACKER 21%

WHO ARE THEY?• Millennials

• Moms

• Bad cooks

• Heavy QSR users

• More likely to value convenience

SNACKING ATTITUDE• It’s fun

• Favorite kind of food

• Would consider fast food for a snack

POSSIBLE SNACK OFFERINGS• Protein-packed

• On the go

The starving snacker snacks frequently and considers QSR food a snack. They make shopping lists but still want to be better at planning meals. They live a faced-paced life, so health often gets put on the back burner.



L

H

H



Implications

Consumers love snacking for the fun and variety it provides. Keep things exciting with novelties that depart from standard mealtime fare.

Look for opportunities to provide consumers with food options outside of breakfast, lunch and dinner. Other key snacking times include late-night and afternoon (e.g., Taco Bell’s Fourth Meal, SONIC Drive-In’s Happy Hour).

Feed the Fun Think Beyond Three Meals

Healthy snacking is where it’s at. Consumers recognize that snacking can be healthy, but not all snacks are healthy. Food marketers who can deliver healthy, convenient options will win big.

Focus on Health

Capitalize on consumers’ interest in QSR snack solutions with snack sizes of traditional meal options or an expanded appetizer menu.

Put Snacks onthe Menu


shsfoodthink.com ©2015 Sullivan Higdon & Sink. All rights reserved. The data in this report may be reproduced as long as it is cited: “Snacker Nation,” Sullivan Higdon & Sink FoodThink, 2014.

About the study

17

In early 2014, SHS conducted the latest round of its FoodThink research study monitoring how consumers think about what they eat and America’s relationship with food.

The study was executed among 2,004 consumers across the country via an online email survey (confidence interval of +/-2.19% at a confidence level of 95%). Respondents had to be at least 18 years of age and have joint or primary responsibility for the grocery and food decisions in their household. They came from a mix of demographic backgrounds and regions across the U.S. The study covered a wide range of topics, such as perceptions of food production, cooking trends and changing thoughts about food.



FOR MORE about Sullivan Higdon & Sink’s FoodThink study, please visit www.shsfoodthink.com

