Gain fresh insights into what motivates consumers to snack in the US. Mintel covers the latest consumer snacking trends and associated competitive strategies with this in-depth report, including a five year outlook to plan your future success. See below for the key topics covered and handpicked analysis from the full report.

Key Topics Covered

  • Consumer snacking frequency.
  • Changes in snacking behavior and the reasons for changes.
  • Snack types consumed in the past three months.
  • Snack occasions and dayparts.
  • Important snack attributes.
  • Attitudes about snacking.

US Consumer Snacking Overview

Americans are engaged in a snacking boom. As food culture shifts toward snacks, many are snacking on par with “regular” meals. With the sheer number of snacks available, over half want snacks to be something they know they like. Though, similarity with existing snacks doesn’t need to be exact, as small changes prove to win over consumers. Overall, with consumers snacking more, there are plenty of opportunities for all categories to win and even new entrants.

Consumer Snacking Trends

  • Over half of consumers are snacking just as much as eating meals. This gives snack foods as much relevance to diet, routine, and meal planning as any other food purchase.
  • Gen Z and Millennials are snacking the most. Millennials are snacking at a slightly higher rate, likely due to their foray into parenting and the need for on-the-go food options.
  • Consumers overall vaguely want “good for them” snacks. However, simple better-for-you (BFY) claims aren’t cutting it in the US West. Brands must prove their claims on the label.
  • Despite heavy snacking, younger consumers are surprisingly ambivalent. This may indicate that they aren’t thinking too deeply about snacks, allowing brands to jump in with messaging around why snack choices matter.

For a comprehensive analysis of consumer snacking trends in the US, buy the full report. You may also be interested to browse our other snack market research.

Products and Brands Covered in this Report

Products: Snacks include (but are not limited to) both salty and sweet CPG products, fresh snacks like yogurt and cheese, and produce.

Brands: The competitive landscape is discussed with reference to specific brands and innovation, marketing, and advertising efforts. Brands include Kroger, Sargento, Member’s Mark, Welch’s, Jack Links, Fruit Riot, and more.

Additional Features Included in Your Report

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  • Interactive Databook: Each Databook is provided as an interactive website where you can deep dive into our consumer research data on your chosen topic so you can draw your own conclusions.
  • Mintel’s Clients Portal: Our portal provides instant access to actionable analysis, podcasts, and trend pieces relevant to your industry that are published almost daily, as well as our annual Global Consumer Trends. You can also browse our extensive library of market research reports.

Expert Analysis

Leading food and drink analyst Michele Scott delivers expert industry insights with this in-depth report.

Current snacking behavior represents a cultural shift. Brands are tasked with balancing comfort and newness, and satisfying both emotional and physical needs.

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

Table of Contents

    • Key issues covered in this Report
  1. Executive Summary

  2. Consumer Insights

    • The snacking consumer: fast facts
    • Profile of the snacking consumer
    • Graph 1: snacking frequency, 2023
    • Graph 2: snacking frequency, by gender, 2023
    • Graph 3: Snacking frequency, by generation, 2023
    • Graph 4: snacking frequency, by region, 2023
    • Graph 5: snacking frequency, by financial situation, 2023
    • Changes in snacking frequency
    • Graph 6: changes in snacking by snacking frequency, 2023
    • Graph 7: changes in snacking, 2023
    • Graph 8: changes in snacking, by generation, 2023
    • Graph 9: changes in snacking, by region, 2023
    • Graph 10: changes in snacking, by financial situation, 2023
    • Reasons for changes in snacking
    • Graph 11: reasons for snacking more, 2023
    • Graph 12: reasons for snacking more, by region, 2023
    • Graph 13: reasons for snacking more, by snacking frequency, 2023
    • Graph 14: reasons for snacking less, 2023
    • Important snack attributes
    • Graph 15: important snack attributes, 2023
    • Graph 16: important snack attributes, by generation, 2023
    • Consumption of specific snacks
    • Graph 17: snacks eaten in the past three months, 2023
    • Graph 18: snacks eaten in the past three months, by generation, 2023
    • Graph 19: snack consumption by snacking frequency, 2023
    • Reasons to snack
    • Graph 20: reasons for snacking, 2023
    • Graph 21: reasons for snacking, by financial situation, 2023
    • Graph 22: reasons for snacking, by generation, 2023
    • Snack consumption habits
    • Graph 23: snack consumption habits, 2023
    • Graph 24: sweet snack consumption habits, by generation 2023
    • Graph 25: salty snack consumption habits, by generation 2023
    • Graph 26: salty snack consumption habits, by financial situation, 2023
    • Graph 27: sweet snack consumption habits, by financial situation, 2023
    • Attitudes about snacking
    • Graph 28: attitudes about snacking, 2023
    • Graph 29: agreement that a few snacks paired together can be more satisfying than a traditional meal, by generation, 2023
    • Graph 30: salty vs sweet snack attitudes, by region, 2023
  3. Competitive Strategies

    • Launch activity and innovation
    • Marketing and advertising
    • Opportunities
  4. The Market

    • Market context
    • Market drivers
    • Graph 31: actions towards goals for the year, 2023
  5. Appendix

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.


Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.


Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.


Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.


Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

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