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Description

Description

"Black consumers strive to maintain or improve their health through diet, and their snack preferences are no exception. Buying healthy snacks for the home is the goal, but taste is equally important, especially when this consumer eats snacks in the moment to temporarily reset their mood to their happy place. Brands and retailers that drive awareness of new snacks that are healthy and tasty can spur trial among everyone in the household."
- Toya Mitchell, Multicultural Analyst

This Report looks at the following areas:

  • Black snack segments are defined by their overall diet and reasons for snacking
  • Fresh fruit is the preferred snack for all
  • Black consumers tend to choose the same snacks, but open to change
  • Sweet snacks are the go-to food to soothe feelings

What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Overview
          • The issues
            • Black snack segments are defined by their overall diet and reasons for snacking
              • Figure 1: Black snacker segments, November 2018
            • Fresh fruit is the preferred snack for all
              • Figure 2: Snacks consumption, total and Black, November 2018
            • Black consumers tend to choose the same snacks, but open to change
              • Figure 3: Salty and sweet snack behavior, snack information sources, and attitudes toward snacking – healthy choices, November 2018
            • Sweet snacks are the go-to food to soothe feelings
              • Figure 4: Correspondence analysis – Symmetrical map – Snack type occasions, November 2018
            • What it means
            • The Market – What You Need to Know

              • The Black population will remain flat amidst falling birth rates across all groups
                • Black household income is lower than the average, but has little impact on food purchase
                  • Black consumers’ snack consumption on par with the general market, but flavor and purpose varies
                  • The Black Population by the Numbers

                    • The Black population holds steady at 13% of the total
                      • Figure 5: Population by race and Hispanic origin, 2013-23
                    • Nearly six in 10 Black households are headed by a single person
                      • Figure 6: Household composition by detailed type, total and Black, 2018
                    • One third of Black households include children
                      • Figure 7: households with related children, by race and Hispanic origin of householder, 2018
                  • Market Factors

                    • Single-headed households drive lower than average income
                      • Figure 8: Household income distribution by race and Hispanic origin of householder, 2017
                  • Market Perspective

                    • Salty products are the quintessential snacks for everyone
                      • Figure 9: Salty snack consumption, total and Black, April 2017-June 2018
                      • Figure 10: Potato chip flavor types, total and Black, April 2017 – June 2018
                    • Black teens’ salty snack consumption mirrors that of adults
                      • Figure 11: Teen salty snacks consumption, total and Black, April 2017-June 2018
                    • Black adults treat themselves to sweets, but curb their kids’ consumption
                      • Figure 12: Sweet snacks Consumption, total and Black, April 2017-June 2018
                      • Figure 13: Teen sweet snacks consumption, total and Black, April 2017 – June 2018
                    • Ice cream is an indulgence and worth the sacrifice…in the moment
                      • Figure 14: Ice cream types, total and Black, April 2017-June 2018
                    • Cookies are consumed for snacking and dessert recipes
                      • Figure 15: Ready-to-eat cookie types, total and Black, April 2017-June 2018
                    • Full-size chocolate candy is just enough to pacify stress
                      • Figure 16: Chocolate & other types of candy consumption, total and Black, April 2017-June 2018
                    • Processed fruit is second best to the real thing
                      • Figure 17: Processed fruit snack consumption, total and Black, April 2017-June 2018
                    • “Healthier” snacking is achieved through portion control vs ingredients
                      • Figure 18: Diet/calorie controlled snack consumption, total and Black, April 2017-June 2018
                  • Key Trends – What You Need to Know

                    • Black consumers shun better-for-you snacks
                      • Snack consumption extends beyond the typical fare
                        • Retailers bet on converting snack consumers to store brand
                        • What’s Happening?

                          • Better-for-you and new snack forms do not resonate due to low awareness and taste perceptions
                            • Fast food restaurants look to include snackers as customers
                              • Walmart expands private-label snack portfolio
                                • Figure 19: Great Value salty snack introductions, 2016-18
                            • The Consumer – What You Need to Know

                              • Black snacking groups segmented by overall dietary habits and triggers
                                • Fresh fruit satisfies hunger, but packaged snacks offer emotional relief
                                  • Most Black consumers remain loyal to their snack of choice, but buy them on impulse
                                    • Awareness of new snacks starts in stores
                                      • Black consumers struggle between choosing healthy vs tasty snacks
                                      • Black Consumer Snacking Segmentation

                                        • Everyone snacks, but product preferences and motivation varies
                                            • Figure 20: Black snacker segments, November 2018
                                          • Health-Conscious Snackers eat snacks as part of a healthy diet
                                              • Figure 21: Profile of Health-Conscious Snackers, November 2018
                                            • Indulgent Snackers eat what they want regardless of impact on health
                                                • Figure 22: Profile of Indulgent Snackers, November 2018
                                              • Motivated Snackers only consider snacks that are both healthy and tasty
                                                  • Figure 23: Profile of Motivated Snackers, November 2018
                                                • Conflicted Snackers want to eat healthy, but resort to eating indulgent snacks
                                                    • Figure 24: Profile of Conflicted Snackers, November 2018
                                                  • Segments’ approaches to snacking indicative of their overall dietary habits
                                                      • Figure 25: Black snacker segments, by healthy diet spectrum, November 2018
                                                  • Snacks Consumption

                                                    • Fresh fruit tops packaged snacks consumption
                                                      • Figure 26: Snack consumption, total and Black, November 2018
                                                    • Younger consumers eat few snack types; older consumers eat more natural snacks
                                                      • Figure 27: Snack consumption, by age group, November 2018
                                                    • Moms are more likely to buy a variety of snacks for the home
                                                      • Figure 28: Snack consumption, by gender and parental status, November 2018
                                                    • Mixed healthy dieters and those who fall to bad habits eat the most snack types
                                                      • Figure 29: Snack consumption, by healthy diet spectrum, November 2018
                                                  • Salty Snacks Behavior

                                                    • Product preferences are more entrenched among Black snackers
                                                      • Figure 30: Salty snacks behavior, total and Black, November 2018
                                                    • Moms are more likely to buy on impulse, but dads check labels before buying
                                                      • Figure 31: Salty snacks behavior, by gender and parental status, November 2018
                                                    • Budget-conscious shoppers less likely to buy on impulse or try new snacks
                                                      • Figure 32: Salty snacks behavior, by household income, November 2018
                                                    • Older consumers are entrenched in their snack choices, and more likely to buy on impulse
                                                      • Figure 33: Salty snacks behavior, by age group, November 2018
                                                  • Sweet Snacks Behavior

                                                    • Sweet snacking occasions drive greater impulse buying…and guilt
                                                      • Figure 34: Salty and sweet snacking behavior, November 2018
                                                    • Moms feel greater guilt when eating sweets; dads are less likely to read labels
                                                      • Figure 35: Sweet snacking behavior, by gender and parental status, November 2018
                                                    • Middle-aged women like to try new and indulgent snacks, but regret later
                                                      • Figure 36: Sweet snacking behavior, by female age groups, November 2018
                                                    • Parents balance their sweets consumption with being an example for the kids
                                                      • Figure 37: Sweet snacks consumption, by kids’ age group, November 2018
                                                  • Snack Type Occasions

                                                    • Fresh fruit is an anytime snack, but sweet snacks are a special treat
                                                      • Figure 38: Snack type occasions, November 2018
                                                    • Sweet snacks fill an emotional void; salty snacks are easy to pick up and go
                                                      • Figure 39: Correspondence analysis – Symmetrical map – Snack type occasions, November 2018
                                                    • Segments with firm diet considerations will also treat themselves to sweets
                                                      • Figure 40: Snack type occasions – to treat myself, by Black consumer snack segments, November 2018
                                                    • Segments that struggle with their diet cave into their snack cravings
                                                      • Figure 41: Snack type occasions – To satisfy a craving, by Black consumer snack segments, November 2018
                                                    • Segments who attempt to be healthy eat fresh fruit as their go-to snack
                                                      • Figure 42: Snack type occasions – to satisfy hunger, by Black consumer snack segments, November 2018
                                                  • Snack Information Sources

                                                    • In-store product placement and promotion drive consumer trial
                                                      • Figure 43: Snack information sources, November 2018
                                                    • Middle-income consumers’ exposure to snack innovation drives interest
                                                      • Figure 44: Snack information sources, by household income, November 2018
                                                    • Moms learn about snack advertising from messaging; dads gravitate towards packaging
                                                      • Figure 45: Snack information sources, by gender and parental status, November 2018
                                                    • As kids’ palates and choices develop, so does their influence on what their parents buy
                                                      • Figure 46: Snack information sources, by kids’ age groups, November 2018
                                                  • Attitudes toward Snacking

                                                    • Ambitious healthy snacking goals test desire for taste
                                                      • Figure 47: Attitudes toward snacking, November 2018
                                                    • Life stage and product availability impacts attitudes toward healthy snacks
                                                      • Figure 48: Attitudes toward snacking, by age group, November 2018
                                                    • Diet perception and practice vary by segment
                                                      • Figure 49: Attitudes toward snacking, by Black snacker segments, November 2018
                                                  • Appendix – Data Sources and Abbreviations

                                                    • Data sources
                                                      • Consumer survey data
                                                        • Abbreviations and terms
                                                          • Abbreviations
                                                            • Terms
                                                            • Appendix – The Consumer

                                                                • Figure 50: Salty snack consumption, total and Black, April 2017-June 2018
                                                                • Figure 51: Potato chip flavor types, total and Black, April 2017-June 2018
                                                                • Figure 52: Teen salty snacks consumption, total and Black, April 2017-June 2018
                                                                • Figure 53: Sweet snacks Consumption, total and Black, April 2017-June 2018
                                                                • Figure 54: Teen sweet snacks consumption, total and Black, April 2017-June 2018
                                                                • Figure 55: Ice cream types, total and Black, April 2017-June 2018
                                                                • Figure 56: Ready-to-eat cookie types, total and Black, April 2017-June 2018
                                                                • Figure 57: Chocolate & other types of candy consumption, total and Black, April 2017-June 2018
                                                                • Figure 58: Processed fruit snack consumption, total and Black, April 2017 – June 2018
                                                                • Figure 59: Diet/calorie controlled snack consumption, total and Black, April 2017-June 2018

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