Consumers Balance Nutrition,
Indulgence in Snack Behaviors
Opportunities for innovation in the snacking
category remain wide open as consumers continue
to nosh throughout the day and as their definition of
snacking continues to evolve, according to a report
from The Hartman Group.
Overall, consumers are becoming more
intentional in their snacking, choosing specific
snacks at specific times for specific reasons,
according to the "Future of Snacking 2024:
Balancing Intent with Indulgence" report. Consumers
are also focusing more on nutritious snacks, but still
leaving plenty of room for indulgent treats.
Snacking accounted for 50 percent of all eating
occasions in 2023, inching up from 47 percent in
2019, the report finds.
"We are absolutely a nation of snackers," says
Melissa Abbott, vice president of syndicated studies
at The Hartman Group.
The study surveyed more than 2,000 adults
across the U.S. and included interviews and
ethnographic research in which consumers kept
track of their snacking behaviors.
Consumers overall remain conflicted about snacking,
the report finds, as they try to balance their desire to
eat a healthier diet and allow themselves to enjoy the
pleasures of eating.
"There's a lot of emotion connected to our snacking,"
says Abbott.
Consumers are seeking "idealized" snacking options
that balance their nutritional preferences with their desire
for indulgence, without making them feel guilty about
their choices, she says.
The desire for healthy snacks shows in the data, as
75 percent of consumers said they consume fruits and
vegetables as snacks at least weekly, and 67 percent eat
healthy snacks that have less sugar or reduced sodium,
for example. Consumers also said they frequently eat
snacks that make them feel full longer, snacks that
provide energy, snacks that are high in protein, organic
snacks, and premium-quality snacks.—M.H.
SUMMER 2024 13
Fancy Food Show Booth #560
