2025
9
US Snacking Motivations and Attitudes Consumer Report 2025
2025-02-28T04:02:28+00:00
REP8B8F4C04_4D99_4296_895E_AF37645F9347
4995
180005
[{"name":"Consumer Attitudes","url":"https:\/\/store.mintel.com\/industries\/consumer-insights\/consumer-attitudes"},{"name":"Snacks","url":"https:\/\/store.mintel.com\/industries\/food\/snacks"}]
Report
en_GB
Consumers don't have consensus on the definitions of a snack, with only 60% agreeing that snacks are foods eaten between meals. Consumer attitudes and behaviors offer guidance to brands, while…

US Snacking Motivations and Attitudes Consumer Report 2025

Market Intelligence Reports - What's Included
  • Interactive Databook
  • Multiple Report Formats
  • Access to Clients Portal
  • Custom Presentation Tool

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.  

US Consumer Snacking Insights from Mintel

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.

Key Topics Analyzed in the Report

  • Snacking frequency and changes YOY
  • Attitudes about snacking
  • Foods eaten as snacks
  • Special occasion snacks
  • Definitions of a snack
  • Attitudes about snacks and cost
  • Behavior changes likely if snack prices increase

Meet the Expert Behind the Analysis

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 of Mintel US Food and DrinkMichele Scott
Associate Director, US Research – Food and Drink

Collapse All
  1. EXECUTIVE SUMMARY

    • What you need to know
    • What consumers want and why
    • Opportunities
  2. MARKET DYNAMICS

    • Market context
    • Market drivers
    • Annual inflation slightly rose in November
    • Graph 1: headline CPI and core CPI, 2021-24
    • Black consumer attitudes about snacking shed light on their behavior patterns
    • Openness to what a snack can be yields more occasions to snack
    • Graph 2: snacking consumption comparison, Black consumers vs all, 2025
    • GLP-1 commotion will have bigger impact than actual meds, which remain limited
    • Use, and interest, remain low for GLP-1 meds
    • Graph 3: experience with GLP-1, 2025
  3. CONSUMER INSIGHTS

    • Consumer fast facts
    • Snacking consumer segments
    • Subtle, yet impactful, differences shape consumer segments
    • Graph 4: cluster analysis of snacking attitudes, 2025
    • Price associations are a red flag for the future
    • Graph 5: attitudes about snacking, by consumer segments, any agree, 2025
    • Committed Snackers offer the biggest opportunities, but are not without unique challenges
    • Committed Snackers snack the most often and are most likely to increase snacking YOY
    • Moderate Meal Replacers offer one big opportunity, lots of small challenges
    • Moderate Meal Replacers find snacks important, likely due to occasional meal replacement habits
    • Indulgence’s biggest challenge is moderation with Indulgent Treaters
    • Indulgent Treaters see snacks as a between-meals treat
    • Flip the script on emotional benefits of snacks for Emotional Eaters
    • Emotional Eaters aren’t replacing meals but agree that snacks are important
    • BFY can’t mean boring for Occasional Indulgers
    • Occasional Indulgers see snacks as indulgent but less important overall
    • Snacking frequency
    • Snacking YOY highlights more than just frequency change
    • Graph 6: trended snacking frequency, 2024-25
    • Moderation isn’t the most useful concept in terms of snacking behavior and brand decision
    • Graph 7: snacking frequency by cluster analysis of snacking attitudes, 2025
    • Changes in snacking
    • Snacking stays the course
    • Pay attention to Gen Z to see where snacking is going next
    • Snacking happens at least daily for most
    • Graph 8: snacking frequency, by various demographics, 2025
    • Committed Snackers are doubling down on snacks
    • Graph 9: snacking frequency changes by cluster analysis of snacking attitudes, 2025
    • Snacking behaviors
    • Variety is a cornerstone of the snacking landscape
    • Graph 10: attitudes about snacking, 2025
    • Key attitudes shape snacker profiles
    • Graph 11: snacking behavior, by consumer segmentation, 2025
    • The change in snacking tides happens between Boomers and Gen X
    • Graph 12: snacking behavior, by generation, 2025
    • Opportunity is big for brands who make snack time easier on parents
    • Graph 13: snacking behavior, by parental status, 2025
    • Foods eaten as a snack
    • Pair up for max power
    • Graph 14: foods eaten as a snack, 2025
    • Variety is the spice of snacks for younger consumers
    • Graph 15: foods eaten as a snack, by generation, 2025
    • Balance is key for reaching parents
    • Graph 16: foods eaten as a snack, by parental status, 2025
    • Snack choices shape, and are shaped by, consumer approaches to snacking
    • Graph 17: foods eaten as a snack, by consumer segmentation, 2025
    • Snack occasions
    • Help consumers find fun ways to use seasonal products, even if just spicing up mundane occasions
    • Special products and packaging, don’t get tons of attention, but some occasions stand out
    • Graph 18: snack type, by occasion, 2025
    • Make even the smallest celebrations special with snacks
    • Graph 19: snack type by occasion, by financial situation, 2025
    • Parents are here to party
    • Graph 20: snack type by occasion, by parenthood, 2025
    • Definition of a snack
    • Snacks don’t need a definition…
    • Snacks don’t need a definition, except in the hearts and minds of the consumer
    • Graph 21: definitions of a snack, 2025
    • Snacks are becoming harder to define with each generation, but there’s opportunity in the grey area
    • Graph 22: definitions of a snack, by generation, 2025
    • Definition of a snack by gender
    • Graph 23: definitions of a snack, by gender, 2025
    • Snack definitions are poised to change
    • Graph 24: defining snacks by cluster analysis of snacking attitudes, 2025
    • Attitudes about snacking
    • Brands have strong opportunities to build trust and loyalty with consumers by keeping products affordable
    • Graph 25: attitudes about snacking, 2025
    • Price sensitivity will shape a generation of snacking
    • Graph 26: attitudes about snacking, by generation, 2025
    • Brands will have strong opportunities to build trust and loyalty with consumers by keeping products affordable
    • Graph 27: attitudes about snacks, by HHI, 2025
    • Behaviors to manage price increases
    • The most resilient snacks are those without peers
    • Graph 28: snacking changes to save money, 2025
    • Don’t let brand loyalty become a luxury
    • …and consumers across demos agree on this point
    • Graph 29: snacking changes to save money – “prioritize my favorite snack,” by various demographics, 2025
    • The competition will come from all categories if prices get high enough
    • Graph 30: snacking changes to save money – “stop buying snacks/prioritize other food items,” by various demographics, 2025
    • Don’t let brand loyalty becomes a luxury
    • Graph 31: snacking changes to save money – “buy cheaper brands,” by various demographics, 2025
  4. INNOVATION AND MARKETING STRATEGIES

    • Launch activity and innovation
    • BFY cereals launch into bars
    • A little (more) spice is nice
    • Extra spicy can win extra big
    • Innovation can look like dreaming up new, and renewed, occasions for snacks
    • Reimagine, not reinvent, the wheel
    • Marketing and advertising
    • Snickers marketing continues to lean into snacking
    • Brands can become synonymous with specific occasions through deliberate marketing
    • Tailgating might be the next big occasion
    • Taking advantage of viral moments means leaning in while putting down roots
    • Cottage cheese can stay relevant after the viral videos cease
    • Snacks don’t have to ride solo
    • Popcorn Indiana x Netflix + giveaway = big value
  5. APPENDIX

    • Consumer research questions
    • Consumer research methodology
    • Food and drink segmentation clusters and methodology
    • Generations
    • Abbreviations and terms

Why Choose Mintel?

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:

  • Multiple Report Formats: Mintel’s reports are available in PDF and PPT formats, and are delivered straight to your inbox, so you can easily share Mintel’s market intelligence.
  • Access to Mintel’s Clients Portal: After your purchase is completed, you’ll receive an invitation to join Mintel’s Clients Portal, providing instant access to supplementary insights from Mintel’s industry experts.
  • Interactive Databook: Mintel’s bespoke consumer data is presented as an interactive website, so you can deep dive into your chosen topic, explore demographics and download specific statistics.
  • Custom Presentation Tool: Easily incorporate selected research data and analysis into a tailor-made presentation to win over clients and stakeholders.

Below is a generic PDF sample report. Understand what you are buying.

Please Note: All of the figures, graphs, and tables in this sample report have been redacted.
$ 4,995 (Excl.Tax)
  • Instant access when you pay by credit card
  • Add multiple reports to your cart to receive a discount
Add to cart

Is this report right for you?

From consumer reports to customised growth strategies. We have an option to suit your business requirements.

Find out more

Popular Related Reports

US Hispanic Consumers: Snacking Trends Consumer Report 2025

$ 4,995

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

US Snack, Nutrition and Performance Bars Market Report 2025

$ 4,995

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

US Attitudes towards Fintech Consumer Report 2024

$ 4,995

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

US Trending Flavors and Ingredients in Salty Snacks Report 2025

$ 4,995

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

US Potato and Tortilla Chips Market Report 2025

$ 4,995

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

US Salty Snacks Market Report 2025

$ 4,995$ 12,735

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

Trusted by global industry leaders

Mediacom logo

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.

Pauline Robson, Managing Partner, Mediacom
VocaLink logo

We use Mintel Reports, mostly for financial services and ecommerce markets, plus a few retail and technology ones.

As a leading payments provider, we value additional insights into consumer behaviour, opinions and trends that are shaping the many different markets we operate in. Mintel is a very good and very quick way for us to obtain those insights.

We use Mintel to get a view on where a particular market is going, which can support us in product development and help us identify opportunities or indeed risks, it is a very useful barometer of a market’s potential.

 

Andrew Neeson, Market Intelligence Manager, VocaLink
Epsilon logo

We utilize Mintel Reports, Trends and Comperemedia to mine for insights across the numerous business verticals that Epsilon serves, such as CPG, automotive, telecom, healthcare/pharma, retail and financial services.

By integrating Mintel insight into new business opportunities, we have been able to gain the competitive edge necessary to advance partnerships with global brands and key business players.

For our organization, it’s about depth and breadth. Having one without the other doesn’t enable success in our business.

Virginia Harvey, Secondary Research Manager, Epsilon
Tenth Wave logo

Mintel helps us when we want to know something quickly – it provides fast answers to our questions. If we need to get a view of what’s going on in a particular market it’s very useful.

When carrying out background research, I find Mintel an excellent starting point.

The fact that it covers so many markets is a big plus for me– instead of having to buy specialist products in each area we are interested in, especially when we only require a brief view on a particular market, we can go to Mintel for help as a one-stop shop. I find Mintel a useful and valuable resource.

Ben Zeidler, Director - Research and Analytics, Tenth Wave
Jackman logo

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.

Alana Gavin, VP Research and Insights, Jackman

Is this report right for you?

From consumer reports to customised growth strategies. We have an option to suit your business requirements.

Find out more