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How Snacking Fits Into Consumers' Daily Lives

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Snacking is on the rise in America. FoodThink looks at what's driving the snacking trend.

Consumers' evolving definition of what constitutes a snack is one of the many driving factors in our country's snacking surge. FoodThink explores the state of the rising snack culture in America, including the five snacking segments in America.

To download the full white paper, visit http://www.shsfoodthink.com

Published in: Food
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How Snacking Fits Into Consumers' Daily Lives

  1. 1. 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 LIVES FITS
  2. 2. 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. 2 Contents Snacking: Who and When What’s Driving the Snacking Trend Snacker Segments Implications
  3. 3. 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. 3 Snacking: Who and When Younger generations are driving snacking frequency The 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% index 140
  4. 4. 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. 4 Snacking varies by segment MORE LIKELY TO SNACK LESS LIKELY TO SNACK Women Parents Organic Shoppers Bad Cooks Millennials Men Non-parents Conventional Shoppers Good Cooks Boomers Snacking Frequency (By Segment) Q: How often do you snack? (Once a day or more) Snacking: Who and When
  5. 5. 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. 5 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: Who and When
  6. 6. 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. 6 What’s Driving the Snacking Trend 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.3in 4 Need for healthy eating
  7. 7. 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. 7 What’s Driving the Snacking Trend 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.
  8. 8. 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. 8 What’s Driving the Snacking Trend 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 AROUND Consumers 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.
  9. 9. 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. 9 What’s Driving the Snacking Trend 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”
  10. 10. 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. 10 What’s Driving the Snacking Trend Consumers desire variety and fun Consumers 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)
  11. 11. 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. 11 Snacker Segments I mostly eat healthy, nutritious snacks. “ ” THE HEALTHY SNACKER 29% WHO ARE THEY? • More likely to buy organic • Good cooks • Havemoreeducation(bachelor’sdegreeorhigher) 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 health L 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.
  12. 12. 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. 12 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. Time of day Snack frequency Commitment to health L L H H
  13. 13. 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. 13 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. Time of day Snack frequency Commitment to health L L H H
  14. 14. 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. 14 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. Time of day Snack frequency Commitment to health L L H H
  15. 15. 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. 15 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. Time of day Snack frequency Commitment to health L L H H
  16. 16. 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. 16 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 on the Menu
  17. 17. 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. 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.
  18. 18. 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. 18 FOR MORE about Sullivan Higdon & Sink’s FoodThink study, please visit www.shsfoodthink.com
  19. 19. 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. 19

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