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10 Consumer Insights on Snacking in America

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10 CONSUMER INSIGHTS on Snacking by


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TABLE OF CONTENTS Which best describes how much you eat/drink now compared to 5 years ago? Snacking just isn’t what it used to be. It’s evolving, actually. And for companies that make and sell sweet snacks, salty snacks, carbonated beverages, and other high calorie snacks…that could be good or bad or both. Field Agent recently surveyed 500 snackers, split evenly between men and women, to obtain a better idea of snacking in present day America. We asked 10 questions (right), to understand how snacking behavior has changed, is changing, and will change. The survey addressed other snacking questions as well. 3 Which best describes how much you expect to be eating/drinking 5 years from now? 4 In what ways, if any, do you snack differently today than you did in the past? 5 Why are you snacking differently today than you did in the past? 6 How concerned are you about consuming healthy snack foods and beverages? 7 Rate the following snack items by your perception of how unhealthy they are. 7 When do you snack during a typical day? 8 Which of the following emotions do you at least sometimes feel after you've eaten a high-calorie or otherwise unhealthy snack? 9 Rank the following by how important they are to you when buying and eating snack foods. 10 Where do you regularly purchase snack (i.e., non-meal) foods and/or beverages from? 11


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1 For the following snack categories, which BEST describes how much you eat/drink NOW compared to 5 YEARS AGO? 51% 43% 29% 28% 22% 26% CHOCOLATE CANDY 54% ICE CREAM/ FROZEN TREATS 39% 36% 25% SALTY SNACKS 3 26% 23% 20% SODAS/CARBONATED BEVERAGES 33% 41% SWEET BAKED SNACKS More than 5 Years ago Same as 5 Years ago Less than 5 Years ago


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2 For the following snack categories, which BEST describes how much you EXPECT to be eating/drinking 5 YEARS FROM NOW, when compared to today? 54% 50% 47% 46% 43% 41% 9% 7% 3% 55% CHOCOLATE CANDY 64% ICE CREAM/ FROZEN TREATS SWEET BAKED SNACKS 36% 9% SALTY SNACKS 4 30% 4% SODAS/CARBONATED BEVERAGES More than 5 Years ago Same as 5 Years ago Less than 5 Years ago


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3 In what ways, if any, do you snack DIFFERENTLY today than you did in the past? CHOOSE ALL THAT APPLY. 52% 46% 43% 42% 38% 38% 22% I EAT MORE FRESH SNACKS 5 I HAVE CUT OUT CERTAIN TYPES OF SNACKS I HAVE SWITCHED TO HEALTHIER SNACK BRANDS I MONITOR MORE CLOSELY SNACK CALORIES, FAT CONTENT I EAT LESS FREQUENT SNACKS I EAT SMALLER PORTIONS/ SERVING SIZES I EAT LOWER CALORIE SNACKS


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4 WHY are you snacking differently today than you did in the past? CHOOSE ALL THAT APPLY. 80% 67% 61% 38% 36% 34% 16% TO LIVE HEALTHIER IN GENERAL n = 454 6 TO FEEL BETTER TO LOSE WEIGHT TO LOOK BETTER/ MORE ATTRACTIVE TO SET A GOOD EXAMPLE FOR OTHERS (E.G., KIDS) TO SAVE MONEY TO KEEP SNACKS OUT OF THE HOUSE 9% TO AVOID SUPPORTING COMPANIES THAT CONTRIBUTE TO OBESITY


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5 How concerned are you about consuming healthy snack foods and beverages, on a scale from 0-10, where 10 is extremely concerned and 0 is not at all concerned. 6.90 0 6 10 Rate the following snack items by your perception of how unhealthy they are, on a scale from 0-10, where 10 is extremely unhealthy and 0 is not at all unhealthy. 4.07 0 10 SALTED NUTS 7 7.02 0 10 REGULAR POTATO CHIPS 8.10 7.57 0 10 REGULAR CANDY BARS 0 10 REGULAR SODAS/SOFT DRINKS


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7 WHEN do you snack during a TYPICAL DAY? CHOOSE ALL THAT APPLY. LATE EVENING 55% LATE AFTERNOON 54% EARLY AFTERNOON 37% LATE MORNING 36% EARLY EVENING 34% EARLY MORNING 11% THROUGH THE NIGHT 10% I DO NOT SNACK AT ALL ON THE TYPICAL DAY 8 1%


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8 Which of the following EMOTIONS do you at least sometimes feel AFTER you've eaten a high-calorie or otherwise unhealthy snack? CHOOSE ALL THAT APPLY. GUILTY SATISFACTION/CONTENTMENT 39% JOY/PLEASURE 34% REGRET 33% DEPRESSED/DISAPPOINTED 9 40% 22%


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9 Where 1 is most important and 5 least important, rank the following by how important they are to you when buying and eating snack foods. 39% ranked Taste #1 33% ranked Nutrition #1 21% 38% 25% ranked Price #3 22% TASTE 10 GENERAL NUTRITION 32% ranked Convenience #4 24% PRICE / VALUE CONVENIENCE 53% ranked Specific Label #5 SPECIFIC LABEL CLAIM RANK 1 RANK 2 RANK 3 RANK 4 RANK 5


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10 79% WHERE do you REGULARLY purchase snack (i.e., non-meal) foods and/or beverages from? CHOOSE ALL THAT APPLY. 77% 41% 28% 26% 23% 17% 16% 4% GROCERY STORE 11 CONVENIENCE CHECKOUT MASS STORES LINES MERCHANDISERS DRUG STORES DOLLAR STORES SPECIALTY STORES VENDING MACHINES ONLINE


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Field Agent is changing the way the world collects business information and insights by crowdsourcing data via smart devices from your customers. SUBSCRIBE to our blog to receive the latest studies CONTACT US to get started on your project @FieldAgentInc | marketing@fieldagent.net


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