US consumers don’t agree on what a snack is, with only six in ten agreeing that snacks are foods eaten between meals. Snacking habits are changing alongside definitions, making it an opportune time for brands to influence how those changes shake out. Â
Consumer attitudes and behaviors offer guidance to brands, while the importance of snacking, associations with indulgence and meal replacement behaviors help define key consumer segments (even if snacks themselves continue without a clear definition). Specific snack choices, then, function as both a driver of habit and a result of habit, making plenty of room for varied products and messaging. The US snacks market is as rich with opportunity as it is competition, making it important for brands to understand their target markets as robustly as possible.
Threats to the category come from health concerns, certainly, but with BFY product innovation continuing alongside evolving perspectives on meals vs snacks, the bigger threat is price. While consumers do not necessarily place the burden of price moderation on brands, those most engaged with the category are planning to trade down to cheaper brands or simply buy fewer snacks if prices continue to rise. Affordability – or the lack thereof – has potential to shape the future of snacking in the coming years.
This report was written by Michele Scott, Mintel’s Associate Director, US Research for Food and Drink.
As snack culture shifts, brands have a major opportunity to help define the future, but only if prices remain affordable enough for consumers to enjoy innovation.
Michele Scott
Associate Director, US Research – Food and Drink
Mintel is the world’s leading market intelligence agency. We show you how consumers think today and tomorrow. As a trusted partner to industry leaders, we deliver game-changing insights to businesses across the globe, fuelling their marketing and innovation strategies that will shape the future.
Access high-quality market research with every purchase of Mintel’s consumer reports. Here’s what else is included in your report purchase:
From consumer reports to customised growth strategies. We have an option to suit your business requirements.
Find out more£ 3,695
While 44% of consumers agree that snacking is primarily about indulgence compared to 18% who focus on nutrition, this doesn’t mean the two are mutually exclusive. Only 38%...
Find out more£ 3,695
Cultural, dietary and lifestyle factors shape snacking behavior among Hispanic consumers in distinct ways. Compared to the general population, Hispanics are less-frequent snackers. In fact, 51% of Hispanic...
Find out more£ 3,695 – £ 9,850
Salty snack sales growth slowed in 2024, but consumption remains universal at 95% of adults, and the large and diverse category holds ample opportunity across all segments. Craving...
Find out more£ 3,695
Chips remain a snacking staple, but there is potential to spice up flavors, formats, and creative use ideas to keep the category from getting stale. Julia Mills, Analyst -...
Find out more£ 3,695
Bars are a pantry staple, with 80% of US consumers reporting a purchase within the past three months. Leading the charge are Gen Z, Millennials, and parents, who...
Find out more£ 3,695
Fintech, or financial technology, can be defined as the integration of technological advancements with financial services offerings, ranging from mobile banking and robo-advisors to cryptocurrency and blockchain. Fintech...
Find out more
One of the biggest challenges we face is the need to get smart on a business or category real quick.
We are talking to clients who live and breathe their category every day and the expectation is that we will be able to get caught up very quickly, and bring the thinking that can help them.
We need to do that often in a matter of days, so it’s not a small ask. Mintel gives us a very articulate view of category conditions and does so at the speed we need it.
We use Mintel to inform our thinking and reinforce strategy. If you’re presenting new ideas, it’s essential they are underpinned by robust data and evidence, and clearly rooted in fact.
Mintel gives us all that. It’s a great brand and one that is trusted by clients.
We have such a great working relationship with Mintel on lots of different levels. As an insight partner, they have helped us to develop our business planning in specific categories as well as supporting our creative process but they’ve also been super helpful with facilitating our events in their inspirational offices near St Paul’s.
They’re an innovative company, with a client-focused team that always delivers.
Mintel is really good for getting a handle on a particular category quickly. If we are working on a new business pitch in an area we don’t have much experience in, it’s a brilliant way to get up to speed with what’s going on, what’s changing and what the key trends are in any category.
It’s very rare now that anyone will plough through a 200-page report – that’s why the summaries are really useful. We know they are backed up by a lot of detail, so if you need to go into something in more depth you know the information will be all there for you.
At Jackman, we believe that powerful strategies are based on human insight. Mintel’s leading-edge reports and insights into consumer attitudes and behaviors are an important input as we develop and execute strategy.
From consumer reports to customised growth strategies. We have an option to suit your business requirements.
Find out more
