How Snacking Fits Into Consumers' Daily Lives

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.
“Snacker Nation,” Sullivan Higdon & Sink FoodThink, 2014.
1
HOW SNACKING
INTO CONSUMERS’ DAILY LIVES
FITS

2
Contents
Snacking: Who and When
What’s Driving the Snacking Trend
Snacker Segments
Implications

3
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
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)

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%

6
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
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
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
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
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)

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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.

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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
• 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.
L
L
H
H

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
• 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.
L
L
H
H

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
• 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.
L
L
H
H

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
• 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.
L
L
H
H

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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

About the study
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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.

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FOR MORE about Sullivan Higdon & Sink’s
FoodThink study, please visit
www.shsfoodthink.com

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How Snacking Fits Into Consumers' Daily Lives

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