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How Snacking Fits Into Consumers' Daily Lives

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HOW SNACKING FITS INTO CONSUMERS’ DAILY LIVES shsfoodthink.com ©2015 Sullivan Higdon & Sink. All rights reserved. The data in this report may be reproduced as long as it is cited: “Motivated Meal Planning,” Higdon & Higdon & Sink FoodThink, 2014. “Snacker Nation,” Sullivan Sullivan Sink FoodThink, 2014. 1


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Contents Snacking: Who and When What’s Driving the Snacking Trend Snacker Segments Implications shsfoodthink.com ©2015 Sullivan Higdon & Sink. All rights reserved. The data in this report may be reproduced as long as it is cited: “Motivated Meal Planning,” Higdon & Higdon & Sink FoodThink, 2014. “Snacker Nation,” Sullivan Sullivan Sink FoodThink, 2014. 2


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Snacking: Who and When Younger generations are driving snacking frequency The majority of Americans (81%) are snacking at least once a day, with almost half snacking twice or more. The Millennial generation is a strong driver of the prevalence of snacking. Frequent snacking throughout the day is more common among Millennials, who are 40% more likely to snack a few times a day or more. Boomers, on the other hand, are 23% more likely to snack less than once a day. Snacking Frequency Q: How often do you snack? 5% 10% Snack a few times a day or more Less than once a day 19% Once a day TOTAL 15% A couple of times a day 34% 32% A few times a day Several times a day shsfoodthink.com MILLENNIALS 21% index 140 ©2015 Sullivan Higdon & Sink. All rights reserved. The data in this report may be reproduced as long as it is cited: “Motivated Meal Planning,” Higdon & Higdon & Sink FoodThink, 2014. “Snacker Nation,” Sullivan Sullivan Sink FoodThink, 2014. 3


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Snacking: Who and When Snacking varies by segment Snacking Frequency (By Segment) Q: How often do you snack? (Once a day or more) MORE LIKELY TO SNACK Women Parents Organic Shoppers Bad Cooks Millennials shsfoodthink.com LESS LIKELY TO SNACK Men Non-parents Conventional Shoppers Good Cooks Boomers ©2015 Sullivan Higdon & Sink. All rights reserved. The data in this report may be reproduced as long as it is cited: “Motivated Meal Planning,” Higdon & Higdon & Sink FoodThink, 2014. “Snacker Nation,” Sullivan Sullivan Sink FoodThink, 2014. 4


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Snacking: Who and When Snacking peaks in the afternoon and evening Snack Timing Q: How often do you snack during the following times? (Always/Frequently/Occasionally) 31% 74% 55% Morning Afternoon Evening Night Dads (216 Index) Organic (168) Heavy QSR (150) shsfoodthink.com 74% Dads (121) Millennials (132) Organic (131) Heavy QSR (128) Moms (128) Dads (131) Heavy QSR (123) Dads (140) Moms (129) Heavy QSR (129) Millennials (126) ©2015 Sullivan Higdon & Sink. All rights reserved. The data in this report may be reproduced as long as it is cited: “Motivated Meal Planning,” Higdon & Higdon & Sink FoodThink, 2014. “Snacker Nation,” Sullivan Sullivan Sink FoodThink, 2014. 5


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What’s Driving the Snacking Trend Need for healthy eating Snacking used to be synonymous with unhealthy. “Don’t spoil your dinner,” was once a common phrase among moms and grandmas. Today’s consumer believes eating smaller meals or snacks throughout the day can be just as healthy as eating three bigger meals. In fact, 3 in 4 say snacking can be part of a healthy diet. 3 in 4 shsfoodthink.com say snacking can be part of a healthy diet. ©2015 Sullivan Higdon & Sink. All rights reserved. The data in this report may be reproduced as long as it is cited: “Motivated Meal Planning,” Higdon & Higdon & Sink FoodThink, 2014. “Snacker Nation,” Sullivan Sullivan Sink FoodThink, 2014. 6


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What’s Driving the Snacking Trend Need for bite-sized costs Many people eat snacks or mini meals now just for the cost savings. Heavy snackers are 27% more likely to say cost is important when they’re making choices about what to eat. At a lower price point, it’s more attractive financially to eat a quick snack than a more expensive full-priced meal. VS. $4.29 shsfoodthink.com $8.79 ©2015 Sullivan Higdon & Sink. All rights reserved. The data in this report may be reproduced as long as it is cited: “Motivated Meal Planning,” Higdon & Higdon & Sink FoodThink, 2014. “Snacker Nation,” Sullivan Sullivan Sink FoodThink, 2014. 7


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What’s Driving the Snacking Trend Food is everywhere It used to be that if you were hungry, you’d either go to a sit-down restaurant or eat something at home. Now, food marketers have seen the value in providing options to consumers, and they’ve popped up everywhere, contributing to the death of the “three square meals a day” idea. FOOD OPTIONS ALL AROUND Consumers are exposed to a multitude of food options, creating snacking opportunities throughout the day. Nowadays, nearly onethird of consumers will go to quick-serve restaurants for a snack. shsfoodthink.com ©2015 Sullivan Higdon & Sink. All rights reserved. The data in this report may be reproduced as long as it is cited: “Motivated Meal Planning,” Higdon & Higdon & Sink FoodThink, 2014. “Snacker Nation,” Sullivan Sullivan Sink FoodThink, 2014. 8


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What’s Driving the Snacking Trend Snacking has been redefined Some consumers may be reporting an increase in frequency of snacking simply because their definition of a “snack” has broadened. Almost half (44%) of people say their definition of a snack has evolved. And while past generations equated snacks to nothing more than junk food, today’s consumers have a broader definition. WHAT “SNACKS” USED TO BE shsfoodthink.com EXPANDED DEFINITION OF “SNACKS” ©2015 Sullivan Higdon & Sink. All rights reserved. The data in this report may be reproduced as long as it is cited: “Motivated Meal Planning,” Higdon & Higdon & Sink FoodThink, 2014. “Snacker Nation,” Sullivan Sullivan Sink FoodThink, 2014. 9


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What’s Driving the Snacking Trend Consumers desire variety and fun Consumers seek pleasure through food, and snacking allows them to have fun and try lots of different things. Rather than indulging in a big meal, snacking can allow consumers to sample a range of foods. And with smaller portion sizes, snacks let consumers try a multitude of items with less concern for overindulging on calories. Snacking Attitudes Q: Thinking about snacking, how strongly do you agree or disagree with the following statements? (Strongly/Somewhat agree) 80% 60% 40% 63% 55% Snacking is fun Snacking lets me add variety to my diet 20% 38% 0% shsfoodthink.com Snacks are my favorite kind of food ©2015 Sullivan Higdon & Sink. All rights reserved. The data in this report may be reproduced as long as it is cited: “Motivated Meal Planning,” Higdon & Higdon & Sink FoodThink, 2014. “Snacker Nation,” Sullivan Sullivan Sink FoodThink, 2014. 10


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Snacker Segments THE HEALTHY SNACKER 29% “ I mostly eat healthy, nutritious snacks. ” The healthy snacker is strongly committed to health. They plan many of their meals in advance and tend to eat healthy when they plan ahead. Food production knowledge is more important to them, and they are more likely to stop the use of a product after a food scare. Time of day Snack frequency H L L Commitment to health H WHO ARE THEY? SNACKING ATTITUDE POSSIBLE SNACK OFFERINGS • More likely to buy organic • Part of a healthy diet • Good for you • Good cooks • Lets me add variety to diet • Fresh • Have more education (bachelor’s degree or higher) • Snack definition has evolved • Organic or natural shsfoodthink.com ©2015 Sullivan Higdon & Sink. All rights reserved. The data in this report may be reproduced as long as it is cited: “Motivated Meal Planning,” Higdon & Higdon & Sink FoodThink, 2014. “Snacker Nation,” Sullivan Sullivan Sink FoodThink, 2014. 11


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Snacker Segments THE NON-SNACKER 12% “ I’m not really much of a snacker. ” The non-snacker doesn’t snack frequently but considers snacking part of a healthy diet. Before shopping, they plan ahead by making a shopping list, determining how much they will spend and finding coupons. Also, they are more likely not to care about food scares. Time of day Snack frequency H L L Commitment to health H WHO ARE THEY? SNACKING ATTITUDE POSSIBLE SNACK OFFERINGS • Pre-Boomers • Part of a healthy diet • Small meals • More likely to be lower income • Fresh • Moderation wellness approach • Simple shsfoodthink.com ©2015 Sullivan Higdon & Sink. All rights reserved. The data in this report may be reproduced as long as it is cited: “Motivated Meal Planning,” Higdon & Higdon & Sink FoodThink, 2014. “Snacker Nation,” Sullivan Sullivan Sink FoodThink, 2014. 12


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Snacker Segments THE SOCIAL SNACKER 10% “ I tend to snack around others who are snacking. ” The social snacker enjoys snacking because it adds variety to their life. They like using apps or programs to help plan meals and consult recipes often. Only one in ten would never eat a product again because of a food scare. Time of day Snack frequency H L L Commitment to health H WHO ARE THEY? SNACKING ATTITUDE POSSIBLE SNACK OFFERINGS • Dads • Snacking is fun • Shareable • West Coast • Lets me add variety to my diet • Tapas • More likely to be Hispanic • Would consider fast food for a snack • Appetizer shsfoodthink.com ©2015 Sullivan Higdon & Sink. All rights reserved. The data in this report may be reproduced as long as it is cited: “Motivated Meal Planning,” Higdon & Higdon & Sink FoodThink, 2014. “Snacker Nation,” Sullivan Sullivan Sink FoodThink, 2014. 13


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Snacker Segments THE BORED SNACKER 28% “ I snack because there’s nothing else to do. ” The bored snacker snacks frequently and considers snacks their favorite food. They are interested in getting recipe suggestions and learning how to plan meals. They aren’t sure how to prepare healthy meals, and they find it daunting to try to change their diet. Time of day Snack frequency H L L Commitment to health H WHO ARE THEY? SNACKING ATTITUDE POSSIBLE SNACK OFFERINGS • Millennials and Gen-Xers • It’s fun • Bold, adventurous flavors • More likely to be single • Favorite kind of food • Novel concepts • Bad cooks • Trendy items • Not concerned with health • Food splurge when lonely, sad or stressed shsfoodthink.com ©2015 Sullivan Higdon & Sink. All rights reserved. The data in this report may be reproduced as long as it is cited: “Motivated Meal Planning,” Higdon & Higdon & Sink FoodThink, 2014. “Snacker Nation,” Sullivan Sullivan Sink FoodThink, 2014. 14


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Snacker Segments THE STARVING SNACKER 21% “ I snack because I’m hungry all the time. ” The starving snacker snacks frequently and considers QSR food a snack. They make shopping lists but still want to be better at planning meals. They live a faced-paced life, so health often gets put on the back burner. Time of day Snack frequency H L L Commitment to health H WHO ARE THEY? SNACKING ATTITUDE POSSIBLE SNACK OFFERINGS • Millennials • It’s fun • Protein-packed • Moms • Favorite kind of food • On the go • Bad cooks • Would consider fast food for a snack • Heavy QSR users • More likely to value convenience shsfoodthink.com ©2015 Sullivan Higdon & Sink. All rights reserved. The data in this report may be reproduced as long as it is cited: “Motivated Meal Planning,” Higdon & Higdon & Sink FoodThink, 2014. “Snacker Nation,” Sullivan Sullivan Sink FoodThink, 2014. 15


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Implications Put Snacks on the Menu Capitalize on consumers’ interest in QSR snack solutions with snack sizes of traditional meal options or an expanded appetizer menu. Feed the Fun Consumers love snacking for the fun and variety it provides. Keep things exciting with novelties that depart from standard mealtime fare. shsfoodthink.com Focus on Health Healthy snacking is where it’s at. Consumers recognize that snacking can be healthy, but not all snacks are healthy. Food marketers who can deliver healthy, convenient options will win big. Think Beyond Three Meals Look for opportunities to provide consumers with food options outside of breakfast, lunch and dinner. Other key snacking times include late-night and afternoon (e.g., Taco Bell’s Fourth Meal, SONIC Drive-In’s Happy Hour). ©2015 Sullivan Higdon & Sink. All rights reserved. The data in this report may be reproduced as long as it is cited: “Motivated Meal Planning,” Higdon & Higdon & Sink FoodThink, 2014. “Snacker Nation,” Sullivan Sullivan Sink FoodThink, 2014. 16


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About the study In early 2014, SHS conducted the latest round of its FoodThink research study monitoring how consumers think about what they eat and America’s relationship with food. The study was executed among 2,004 consumers across the country via an online email survey 
 (confidence interval of +/-2.19% at a confidence level of 95%). Respondents had to be at least 18 years of age and have joint or primary responsibility for the grocery and food decisions in their household. They came from a mix of demographic backgrounds and regions across the U.S. The study covered a wide range of topics, such as perceptions of food production, cooking trends and changing thoughts about food. shsfoodthink.com ©2015 Sullivan Higdon & Sink. All rights reserved. The data in this report may be reproduced as long as it is cited: “Motivated Meal Planning,” Higdon & Higdon & Sink FoodThink, 2014. “Snacker Nation,” Sullivan Sullivan Sink FoodThink, 2014. 17


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FOR MORE about Sullivan Higdon & Sink’s FoodThink study, please visit www.shsfoodthink.com shsfoodthink.com ©2015 Sullivan Higdon & Sink. All rights reserved. The data in this report may be reproduced as long as it is cited: “Motivated Meal Planning,” Higdon & Higdon & Sink FoodThink, 2014. “Snacker Nation,” Sullivan Sullivan Sink FoodThink, 2014. 18


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shsfoodthink.com ©2015 Sullivan Higdon & Sink. All rights reserved. The data in this report may be reproduced as long as it is cited: “Motivated Meal Planning,” Higdon & Higdon & Sink FoodThink, 2014. “Snacker Nation,” Sullivan Sullivan Sink FoodThink, 2014. 19


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