The snack game is stronger than ever. According to 84.51°’s May Consumer Digest, 27% of consumers snack multiple times a day, up from 15% in 2023.
Snack cravings most often hit in the late afternoon (84%) and evening hours (84%), with some of the most common snack choices being cheeses (70%), fruits (68%), potato chips (67%), and crackers (63%). Of course, taste is the most important factor in snack selection (75%), followed by craving fulfillment (55%) and convenience (46%).
Seeking snack sales and value
Consumers most commonly consider price (32%), product quality (15%), and flavor (13%) to determine whether they’re getting a good value when snack shopping. Not surprisingly, impulse buys are driven primarily by discounts, with 73% saying they impulsively bought a snack because it was on sale. New or unusual snacks (44%) and appealing flavors (44%) also motivate shoppers to purchase on sight.
Nearly 60% of shoppers have tried out a new snack because it was on sale, while 48% were motivated to try a new snack because they had a coupon for it. Cost savings is also the top influencer of changes in shopping behavior — compared to last year, 44% of consumers are using coupons for snacks more often and 38% are buying more private label / store brand products.
More than 30% noted that they’re buying more healthy / better-for-you snacks than they did last year.
Defining a healthy snack
Overall, shoppers want to see a better variety of snacks that are healthy and affordable without sacrificing on taste.
Narrowing in on the ingredients, many consumers prefer to avoid or reduce:
High fructose corn syrup (49%)
Artificial sweeteners (40%)
Hydrogenated oils / trans fat (34%)
Sugar (34%)
MSG (32%)
Artificial colors and flavors (32%)
