Description

Providing the most comprehensive and up-to-date information and analysis of the U.S Black Consumers Snacking Preferences market including the behaviors, preferences and habits of the consumer.

Black consumers eat a mix of healthy and indulgent snacks to satisfy their hunger as well as relieve negative emotions. Snacking for emotional rather than physical reasons was elevated during the pandemic when this consumer was suddenly sequestered at home by themselves or alongside their family. This consumer wants to eat healthier snacks, but indulgent options are a guilty pleasure that tastes better. Brands have an opportunity to expand their customer base by showcasing fresh product ingredients that meet Black consumers’ snack purchase criteria.

Quickly understand

  • The impact of COVID-19 on Black consumer behavior and their motivation to buy snacks.
  • How social distancing measures impacted at-home snack consumption during lockdown and re-emergence time periods.
  • The differences in snack shopping locations due to convenience and ability to spend on nonessentials.
  • Black consumers’ motivation to buy healthy vs indulgent snacks.

Covered in this report

Products covered: Chocolate, Candy, Chips, Crackers, Granola / Snack bars, Cookies, Ice Cream / Frozen Yogurt and many more.

Expert analysis from a specialist in the field

Written by Toya Mitchell, a leading analyst in the Multicultural sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Some Black consumers choose snacks to satisfy their hunger, while others see snacks as a guilty pleasure to soothe negative emotions while they reach for indulgent and tasty finger food. Most Black consumers want healthier snacks that also taste good, and brands whose products include fresh ingredients may entice this consumer to add one more snack to their consideration set.

Toya Mitchell
Multicultural Analyst

Table of Contents

  1. Overview

    • What you need to know
    • Key issues covered in this Report
    • Definition
    • COVID-19: market context
  2. Executive Summary

    • Top takeaways
    • Market overview
    • Impact of COVID-19 on Black consumers and snacking trends
      • Figure 1: Short-, medium- and long-term impact of COVID-19 on Black consumers and snacking trends, February 2021
    • Opportunities and challenges
    • Re-emergence
    • Recovery
    • Category and consumer insights
    • Black consumers eat a wide variety of snacks
      • Figure 2: Black consumers’ past 3 month snack consumption, October 2020
    • Black consumers switched snack shopping locations from mass to supermarkets
      • Figure 3: Black consumers’ snack shopping locations, October 2020 and November 2016
    • Better-for-you snack purchasing attributes resonate with a majority
      • Figure 4: Snack purchasing attributes important to Black consumers, October 2020
    • Increased label reading can lead to wider snack consumption
      • Figure 5: Snack purchasing attributes important to Black consumers, by snacking behavior during COVID-19, October 2020
  3. Target Audience – Key Takeaways

    • Varied household composition impacts snack consumption
    • Black people leaving the workforce impacts spending
    • Updated nutritional guideline labels now include all snack manufacturers
  4. The Black Population by the Numbers

    • The Black population holds steady at 13% of the total US population
      • Figure 6: US population, by race and Hispanic origin, 2021
    • Half of Black households include single adults
      • Figure 7: Household composition, by race and Hispanic origin, 2020
    • Impact of COVID-19 on Black consumers and snacking trends
      • Figure 8: Short-, medium- and long-term impact of COVID-19 on Black consumers and snacking trends, February 2021
    • Lockdown
    • Reemergence
    • Recovery
  5. Market Factors

    • Discouraged Black adults leave the workforce
      • Figure 9: Labor force participation and unemployment, total and Black, December 2015-December 2020
    • Food at home spending during re-emergence phase falls to pre-lockdown pace
      • Figure 10: Sales of food at home and away from home, January 2010-November 2020
    • Small and start-up snack companies must now adhere to new FDA nutritional label guidelines
    • Lower-than-average income impacts snack product choice
      • Figure 11: Household income, by race and Hispanic origin, 2019
  6. Market Opportunities

    • Emphasize snack ingredients to expand type consumption
    • Push at-home prepared packaged snacks to young consumers to drive home consumption
  7. Companies and Brands – Key Takeaways

    • Snack advertising messages reach Black consumers in appealing media
  8. Competitive Strategies

    • Snack brands primarily reach Black consumers on culturally appealing networks
      • Figure 12: TV snack advertising spending share on select cable networks, February 2020-February 2021
    • Chocolate and candy top brand messaging on targeted and appealing TV
      • Figure 13: TV snack advertising on select cable networks, by snack category, February 2020-February 2021
  9. The Consumer – Key Takeaways

    • Black consumer segments show different motivations for eating snacks
    • Black consumers eat, on average, 6.8 snack types
    • Supermarkets become the number one retail location for snack purchases
    • Snack ingredients of concern among a small share of consumers
    • Sweet flavored snacks overwhelming favorite in comparison to new flavors
    • Black consumers say that they eat more healthy snacks at home since COVID-19
    • Black consumers balance between eating healthy vs tasty snacks
  10. Black Consumer Snack Segments

    • Black consumers buy snacks that satisfy their hunger as well as emotional needs
      • Figure 14: Mintel Trend Driver – Wellbeing and associated Pillars
    • Black snack segments show differences across their physical and emotional motivations to snack
      • Figure 15: Black consumer snacking segments, November 2018 and October 2020
      • Figure 16: Black consumer snacker segments, October 2020
    • Health-conscious Snackers primarily snack to relieve hunger
      • Figure 17: Demographic profile of Health-conscious Snackers, October 2020
    • Taste drives Indulgent Snackers’ snack consumption
      • Figure 18: Demographic profile of Indulgent Snackers, October 2020
    • Motivated Snackers make the effort to eat healthy snacks that taste good
      • Figure 19: Demographic profile of Motivated Snackers, October 2020
    • Conflicted Snackers eat indulgent snacks that do not align with their desire for a healthy diet
      • Figure 20: Demographic profile of Conflicted Snackers, October 2020
  11. Snack Consumption

    • Black consumers eat a variety of fresh and packaged snacks
      • Figure 21: Black consumers’ past three month snack consumption, October 2020
      • Figure 22: Black consumers’ past three month snack consumption, by snack count, October 2020
    • Middle-aged consumers eat the greatest variety of snack types
      • Figure 23: Black consumers’ past three month snack consumption, by age group, October 2020
    • Black women’s lifestyles drive greater snack consumption
      • Figure 24: Black consumers’ past three month snack consumption, by gender, October, 2020
    • Moms most likely to make snack choices for everyone in the household
      • Figure 25: Black consumers’ past three month snack consumption, by parental status, October 2020
    • Increased fresh fruit consumption may be tied to wellness
      • Figure 26: Snack consumption changes by type, October 2020
  12. Snack Shopping Locations

    • Black consumers consolidated their snack shopping locations
      • Figure 27: Black consumers’ snack shopping locations, October 2020 and November 2016
    • Moms handle one-stop snack shopping for the household at mass merchandisers
      • Figure 28: Black consumers’ snack shopping locations, by parental status and gender, October 2020
    • Affluent households shop where they have more product choice and shopping options
      • Figure 29: Black consumers’ snack shopping locations, by household income, October 2020
  13. Snack Purchasing Attributes

    • Black consumers look for fresh, less harmful snack ingredients
      • Figure 30: Snack purchasing attributes important to Black consumers, October 2020
    • Better-for-you snackers more likely to eat natural and packaged snacks
      • Figure 31: Black consumers’ past three month snack consumption, by important snack purchasing attributes, October 2020
  14. Snack Flavor Preferences

    • Sweet and fruity flavor preferences extend to snacks
      • Figure 32: Black consumers’ snack flavor preferences, indexed to all, October 2020
    • Men’s flavor preferences are aligned to their snack preferences
      • Figure 33: Black men’s snack flavor preferences, by age groups, October 2020
    • Young women aged 18-34 gravitate toward spicy flavors
      • Figure 34: Black women’s snack flavor preferences, by age groups, October 2020
  15. Snacking Behavior During COVID-19

    • Black consumers are eating healthier snacks at home
      • Figure 35: Black consumers’ snacking behavior during COVID-19, October 2020
    • Familiarity with snack products and ingredients greatest influence on consumption
      • Figure 36: Black consumers’ snack consumption, by snacking behavior during COVID-19, October 2020
    • Fresh snacks and reduction/absence of harmful ingredients drive consumption
      • Figure 37: Snack purchasing attributes important to Black consumers, by snacking behavior during COVID-19, October 2020
    • Parents most likely to monitor snacking behavior of kids aged 6-11
      • Figure 38: Snacking behavior during COVID-19 pandemic, by parents and kids age groups, October 2020
  16. Attitudes toward Snacks

    • Black consumers say they want healthier snacks, even while they still consume indulgent options
      • Figure 39: Black consumers’ attitudes toward snacks, October 2020
    • Fewer ingredients gains importance over recognizable ingredients as consumers eat more snacks
      • Figure 40: Black consumers’ attitudes toward snacks – Select statements, October 2020 and November 2018
  17. Appendix – Data Sources and Abbreviations

    • Consumer survey data
    • Abbreviations and terms
    • Abbreviations
  18. Appendix – Consumer

      • Figure 41: Black consumers’ attitudes toward snacks, October 2020 vs November 2018

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