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EXECUTIVE SUMMARY
- What you need to know
- Market predictions
- What consumers want & why
- Opportunities
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MARKET DYNAMICS
- Black consumers by the numbers
- Fast facts: breaking down the Black consumer population
- Graph 1: population share by race/ethnicity, 2020-60 (projections)
- Younger Black population may boost snacking – and drive snacking trends
- Graph 2: population share – generations, by Black vs total, 2023
- Market context
- Economic outlook
- The United States Department of Health and Human Services could end subsidies for junk food and sugary drinks via federal programs
- The FDA’s Red Dye No. 3 ban can impact snacking preferences
- Tariffs will impact spending across industries
- Market drivers
- Black consumers are frequent snackers – more than half snack multiple times a day
- Graph 3: Black consumers’ snacking frequency, 2024
- Frequent snacking may lead to weight gain; six in 10 Black consumers are overweight
- Graph 4: BMI, by Black consumers vs all, 2024
- Overweight ≠ wanting to change: brands must align messaging with consumers’ true desires, not assumptions of what they want
- Graph 5: Black consumers’ perception of diet, by BMI, 2024
- Fruit-forward snacking may be on the horizon with an increase in product launches
- Graph 6: snack product launches, by type, 2020-24
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CONSUMER INSIGHTS
- Consumer fast facts
- Snacking frequency
- Snack rules are redefinied
- Black consumers’ snacking frequency outpaces the average; half snack twice a day or more
- Graph 7: snacking frequency, by Black consumers vs all, 2024
- Snacking fits parents’ busy lifestyles; brands can support the idea of snacks for the family
- Graph 8: Black consumers – snacking frequency – twice a day or more, by gender and parental status, 2024
- Frequent snacking can support both weight loss and wellness
- Graph 9: Black consumers – snacking frequency, by perceptions of wellness and weight management status, 2024
- Weight management alternatives to Black consumers’ preferred snacks
- Snacks eaten
- Shelf-life matters as Black consumers opt for convenient, cost-effective snacking options
- Graph 10: snacks eaten in the past three months, by Black consumers vs all, 2024
- Chip brands can maintain Black consumers’ loyalty through transparency and partnerships
- Graph 11: attitudes toward chips – any agree, by race/ethnicity, 2023
- Income can indicate lifestyle needs and snacking preferences
- Graph 12: Black consumers – snacks eaten in the past three months (%), by age and HHI (Index to all Black consumers), 2024
- Different snacks provide different benefits in the weight management journey; educate consumers with specific on-pack claims
- Graph 13: Black consumers – snacks eaten in the past three months, by weight management status, 2024
- On-pack messaging can support education for consumers; boldly state how products can contribute to their weight management goals
- Snack purchasing
- Fast food has a growing role in snacking as Black consumers consider snacks as meal replacements
- Graph 14: foodservice locations for snack purchases in the past three months, by Black consumers vs all, 2023-24
- Graph 15: Black consumers – retailers for snack purchases in the past three months, 2024
- Retail vs foodservice: understanding Black consumers’ snacking choices by location
- Shoppers want snacking options on their terms; retailers need to follow where consumers’ lifestyles take them
- Graph 16: Black consumers – select retailers for snack purchases in the past three months, by age and gender, 2024
- Young Black men create a new opportunity with warehouse snack shopping
- Graph 17: Black consumers – warehouse for snack purchases in the past three months, by age and gender, 2024
- Fitness-focused displays will resonate with Black Gen Z men
- Keep experience at the center to keep young Black snackers interested
- Graph 18: Black consumers – foodservice locations for snack purchases in the past three months – NETs, by generation, 2024
- Snacks that align with Black consumers’ interests and goals can provide an experience that keeps them engaged
- Fast food snacking fits budgets across the spectrum of Black consumers
- Graph 19: Black consumers – foodservice locations for snack purchases in the past three months, by household income, 2024
- Tap into on-the-go snacking to reach single parents
- Graph 20: Black consumers – foodservice locations for snack purchases in the past three months, by parental and marital status, 2024
- Snacking motivators
- Snacking solo: most Black consumers turn to snacks for personal fuel during work and study
- Graph 21: Black consumers – motivations for snack purchases, 2024
- Snack time is show time as moms use family time to create delicious memories
- Graph 22: Black consumers – motivations for snack purchases, “for family time”, by gender and parental status, 2024
- Stress eating is more common for young Black consumers
- Graph 23: Black consumers – motivations for snack purchases, “to help manage stress”, by generation, 2024
- Promote cookies as a helper not a vice
- Consumers want flavors with benefits
- Graph 24: Black consumers – snacking behaviors/reasons, 2024
- Parents want snacks with healthier ingredients to support their children’s overall wellness
- Graph 25: Black consumers – free-from snacks and snacks for mental health, by parental status, 2024
- Provide combined mental wellness benefits: relaxation, stress-relief, cognition, focus
- Protein-packed snacks are the key to muscle retention & other weight management goals
- Graph 26: Black consumers – protein, calorie considerations and weight loss assistance in snacks, by weight management status, 2024
- Social media influence
- Trending meals are tracking with Black consumers; brands should leverage their socials to engage consumers and launch new products
- Graph 27: Black consumers – social media impact on snacking, 2024
- Daily social media visitation shows opportunity for snacking ads
- Graph 28: Black consumers – daily visitation of social media sites, 2024
- Users of more intimate social media platforms are more impacted by snacking ads
- Graph 29: Black consumers – social media impact on snacking – always/sometimes, by social media sites visited daily, 2024
- Snack ads are effective especially for Black dads
- Graph 30: Black consumers – “Click on snack ads on social media” – at least sometimes, by gender and parental status, 2024
- Black Gen Z is heavily engaged with social media snack trends
- Graph 31: Black consumers – “Try snacks recommended by influencers,” by Gen Z vs all, 2024
- Graph 32: Black consumers – daily visitation of select social media sites, by Gen Z vs all, 2024
- Partnership with influencers and a quirky or strange campaigns can create conversation around their products
- Snacking attitudes
- Black consumers’ lifestyle patterns may show in their snacking attitudes, especially for Black men
- Graph 33: Black consumers – general snacking attitudes – any agree, by gender and age, 2024
- Positioning, plus flavor, will stand out to draw snackers with ties to Africa
- Graph 34: Black consumers – cultural snacking attitudes – any agree, by global region of identity, 2024
- Collaborating with African and Caribbean brands can improve authenticity
- Graph 35: Black consumers – cultural flavors/ingredients snacking attitudes – any agree, by global region of identity, 2024
- Popular North and West African snacks
- Authentic display of values can sway younger Black consumers
- Graph 36: Black consumers – marketing/representation/inclusivity in snacking – any agree, by generation, 2024
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INNOVATION AND MARKETING STRATEGIES
- Launch activity and innovation
- Goldfish all grown up, engages consumers nostalgia and create an opportunity for new experience
- Spice Kitchen serves up West African snacking, fast-casual style
- Reese’s could help close the gap with nuts for Black consumers
- Marketing and advertising
- Make healthy fun and relatable with unique recipes
- Getting the most out of a bag of chips
- Lay’s connects the product to consumers’ interest in natural ingredients
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APPENDIX
- Consumer research questions
- Consumer research methodology
- Generations
- Abbreviations and terms
Black consumers are frequent snackers; 53% snack multiple times daily vs 39% of the general population. This behavior reflects a broader and more nuanced definition of “snacks,” which ranges from packaged treats to fresh foods. While chips, cookies, and fruits/vegetables are preferred, lower consumption of nuts, seeds and dairy may be influenced by convenience factors, shelf stability and dietary considerations like lactose intolerance.
Notably, affordability, taste and accessibility are central to snacking decisions. While mass merchandisers are key retailers, dollar stores and convenience stores are vital for younger demographics; supermarkets and warehouse clubs attract older women as primary shoppers. Men aged 35-54 (though less likely to shop for households), demonstrate strong interest in trying new snacks, making them a key demographic for brands.
Social media heavily influences Gen Z, with a significant portion engaging in online trends and influencer recommendations. Brands offering innovative flavors, convenient formats and targeted placement stand to resonate deeply with this dynamic consumer base.
This report looks at the following areas:
- Overview of US Black population
- Review of tariffs, policy changes and bans that impact the snacking industry
- Snacking frequency, purchasing patterns, and snacks eaten by Black consumers compared to the general population
- Black consumers’ motivations for snacking and influenceof social media on decision-making
- Snacking launch activity, marketing and advertising strategies
Comfort, wellness, and connection. Black consumers see snacks as multifunctional and are looking for the perfect bite for life's most important moments.
Courtney Rominiyi, Multicultural Consumer Insights Analyst
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