Sponsored by Kellanova
Like many other trends—from ecommerce to working from home—snacking throughout the day was already gaining traction among consumers when the pandemic helped accelerate it.
Consumers have increased their snack consumption for a variety of reasons, to satisfy both functional and emotional needs throughout the day.
“Consumers approach snacking with an attitude of balancing their craving and priorities of the moment,” according to a 2023 Trend Bite report on snacking from McCormick FONA.
When it comes to the psychology of snacking, the report found that rewards, indulgence and treating have recently outpaced consumer interest in wellness and permissible indulgence, “showing the balancing act between emotions and eating a bit healthier,” the report concluded.
Nearly two thirds of consumers — 64% — said they indulged themselves when snacking, according to the report, up three points from the previous year, and 88% agree that a balanced diet can include a little indulgence.
Likewise, the Circana 2023 Snacking Survey found that consumers are snacking to satisfy a range of need states, from between-meal hunger to seeking an energy boost or simply the desire to reward themselves with a tasty treat. Two-thirds of consumers say they snack to fuel the day, according to the Circana report, and more than half (54%) say snacking is a part of their healthy eating plan. Even more consumers, however (62%) report they are seeking snacks that are fun to eat, reflecting the need for operators to offer a range of snacking options, from healthful to indulgent.
The common thread among these snacking trends is the need for snacks that taste great.
“Overall, shoppers said they would like to have healthier snack options, but not at the expense of taste,” says John Bierfeldt, executive vice president, client development, Acosta, a sales and marketing agency that conducted research on consumer snacking behaviors earlier this year.
Among the other findings in the Acosta research:
- Shoppers are snacking throughout the day, with 43% saying they’re usually snacking at night, 32% often snacking as a meal, and 36% snacking mainly when bored (including 47% of Gen Zers)
- “Stress snacking” is highest among Gen Z at 81%, with 68% of shoppers with kids saying they snack when stressed.
- Snacks are perceived as a comfort food by 68% of shoppers.
Opportunity for foodservice
While many of the snacking occasions that consumers enjoyed during the pandemic took place around food sourced from grocery stores or other retail outlets, the pendulum is swinging back in the direction of foodservice.
Snacking away from home is up 10% in the year that ended this past June, compared with the preceding year, according to Circana’s SnackTrack research presented in a recent webinar with Snac International. In addition, about half (49%) of all consumers are snacking at least three times per day, Sally Lyons Wyatt, executive vice president and practice leader, Client Insights, at Circana, said in the webinar. That’s up four percentage points over the last two years, she says.
The opportunity for foodservice operators is particularly strong to attract younger consumers, says Darren Seifer, food and beverage industry analyst, Circana, citing research from the company’s Eating Patterns in America 2023 report.
“While adults haven’t fully returned to the workplace, students are back in school and driving more away-from-home snacking behaviors,” he says in a video describing the report.
For brands, this presents opportunities to capture new customers for the long term.
“We see this in teens and tweens who are in life stages where they take more control over the foods and beverages they consume,” Seifer says.
Snacking on the go
Half of all consumers (50%) report that they often eat snacks instead of a meal because they are on the go, according to the Circana 2023 Snacking Survey. This supports the opportunity for foodservice operators to provide snacking solutions to meet the demands of these consumers.
Packaged snacks offer both the portability to satisfy consumers on the go and the versatility to provide solutions for on-premises dining as well.
Pringles® Grab & Go Original Crisps, or any of the brand’s other flavors, are ideally suited as meal accompaniments for sandwiches or burgers for example, or can be merchandised near self-serve beverage stations to satisfy consumer snack cravings. The resealable, 2.36-oz. cans provide a solution for either immediate consumption or for future snacking occasions.
Likewise, Cheez-It® Baked Snack Crackers, available in several flavors and varieties, can be served with a soup, salad, or sandwich in their 2 oz. bags, or merchandised in the crackers section or near hot and cold beverages.
Snacking and health
Consumers look for a range of attributes when it comes to health considerations in their snacking choices. Some may be seeking to minimize their sugar intake, while others might be seeking proteins or whole grains.
In its 2023 Future of Snacking report, Circana predicts that wellness-driven snacking will continue to grow in younger generations, while Gen X—consumers aged 42-57—will balance wellness with indulgence.
Kellanova offers a range of products that can satisfy consumer interest in wellness, such as:
- RXBAR® Blueberry
- Kellogg's® Special K® Brownie Batter Protein Meal Bars
- Cheez-It® Crackers Made With Whole Grain
One of the benefits of savory snacks in general, as opposed to many sweet treats, is that they offer what Seifer describes as “mitigated indulgence.” They lack the high sugar content some consumers may be seeking to avoid, while still offering satisfying flavor profiles.
“Savory snacks give consumers that happy medium between indulging and not overdoing it,” he says.
Snacking as reward
Consumers’ interest in healthful snacks hasn’t mitigated their interest in indulgent treats. In fact, consumers increasingly view an occasional sweet reward as important to their mental and emotional well-being. Circana research shows that indulgent snacks have been gaining share from other snack types over the last two years, says Lyons Wyatt.
“Consumers love their indulgent snacks. They always have, they always will,” she says. “We know that in tough times, you just want your favorite snack.”
Sweeter options from Kellanova—many of which also feature other healthy attributes—include:
- Kellogg's® Rice Krispies Treats® Original Bars
- Pop-Tarts® Frosted Strawberry
- Kellogg’s® Nutri-Grain® Soft-Baked Breakfast Bars Strawberry
As consumers continue to snack their way through the day, foodservice operators should keep in mind that their customers may be looking for snacks that satisfy a broad range of need states, from quick, on-the-go options to healthful meal replacements and sweet rewards. Visit Kellanova Away From Home to learn more about products and solutions that can meet these diverse snacking demands and drive sales and profits at your foodservice operation.
