While consumers may be growing more health-conscious with their food choices, it seems there is still room for life’s little indulgences.
Some 50% of US consumers snack to treat themselves, as 28% agree that taste is more important than health when choosing a snack, finds Mintel.
Snacking for self-care continues to be a popular motivator as 37% of consumers say they snack to give themselves a break during the day and 24% snack to relieve stress.
Some 17% of Americans snack in order to control their weight, up from 10% who said they snack to help them lose weight in 2015.
Despite the propensity to indulge, health plays a key role in the types of snacks consumers eat.
Some 32% of consumers say the majority of snacks they eat are healthy and 28% say they are snacking on healthier foods this year than in 2016.
Snacks with health-related claims are among the fastest growing snack launches, with low/no/reduced allergen claims accounting for 46% of total new snack product launches in the US in 2017, an increase of 30% over 2013, according to Mintel Global New Products Database.
While the percentage of Americans who say they snack has remained steady in recent years, snack frequency is on the rise as those who say they snack two to three times per day increased from 50% in 2015 to 55% in 2017, while those who report snacking once per day decreased to from 29% to 24% over the same time period.
Millennials (aged 23-40) are the most likely to snack four or more times per day (25%), compared to 10% of Generation X consumers (aged 41-52) and 9% of those in the Baby Boomer generation (aged 53-71).
“While health is a factor for consideration in food and drink decisions, the majority of snackers do so for a treat, meaning even health-focused snacks should appeal with messages about enjoyment and indulgence,” said Beth Bloom, associate director of US Food and Drink Reports at Mintel.
“In recent years, brands have focused product innovation largely on cleaner formulations, highlighting an opportunity for innovative products with health attributes that appeal to health-conscious consumers.”
Snacks choice, occasions
Mintel research indicates that time of day has a strong impact on what consumers turn to for a snack.
Snackers appear to be interested in looking for snacks that are healthy (29%), light (23%) and energizing (23%), while sweet (30%), comforting (25%) and indulgent (22%) snacks are more sought after in the evening.
When it comes to an afternoon pick-me-up, consumers are most likely to look for snacks that are healthy (26%), sweet (23%) and energizing (22%).
This is also the time of day consumers are most likely to reach for a beverage as a snack, including 15% of snacking Americans, compared to 12% who say the same for the morning and 11% in the evening.
