Report: Consumers Crave Snacking Moments
Forty-six percent of Americans eat three or more snacks daily, according to research from data insights firm Circana. The company released an analysis of the snack market and found pertinent information regarding snacking behavior.
Flavor and taste reign supreme when consumers choose to snack, with 83 percent of consumers reporting they choose snacks that have a flavor they prefer, according to the report. Despite economic constraints, consumers remain loyal to familiar products, emphasizing the need for incentivizing purchases and leveraging integrated marketing strategies to drive engagement.
“As consumer behaviors continue to evolve, it’s crucial for brands to innovate and differentiate themselves in the competitive snack market,” said Sally Lyons Wyatt, global EVP and chief advisor of consumer goods and foodservice insights at Circana, in a statement. “By understanding trends, such as the increasing demand for indulgent offerings as a temporary escape from daily stressors, the rise of snacking as a meal replacement due to busy lifestyles, the need for better-for-you snacks to assist with daily nutrition, and the importance of on-the-go convenience, brands can effectively tailor their offerings to help consumers find the right balance and meet their evolving needs.”
The research also highlighted the importance of on-shelf availability as a critical factor influencing consumer purchasing decisions. While 84 percent of snack categories have improved their on-shelf availability rates, certain categories exhibit mixed results, underscoring the need for continuous monitoring and adaptation to meet consumer demand, said Circana.
“Brands that prioritize the optimization of their price pack architecture, streamline their supply chain, and leverage loyalty programs are poised to not only meet but exceed evolving consumer demands,” said Darren Seifer, industry advisor for consumer goods and foodservice insights at Circana, in a statement. “By focusing on these strategic imperatives, brands can cultivate stronger relationships with their customers, driving sustained growth and long-term success in the ever-changing snack market.”
The rise of screen time also presents an opportunity for snack brands to connect with consumers, advised Circana.
As 34 percent of consumers turn to social media to discover new snack foods and trends, the research suggests that snack brands can engage with and form deeper connections with their target audiences on these platforms, potentially driving increased engagement and sales. According to the report, 20.2 percent of eating occasions occur while watching TV programs, demonstrating that screen time and snacking routines have become intertwined.