Snacking may very well be the new American pastime. According to the recent report from Mintel, “Snacking Motivations and Attitudes U.S. 2015,” nearly all Americans (94%) snack at least once a day. What is more, half (50%) of adults snack two to three times per day with 70% agreeing that anything can be considered a snack these days. Mintel’s research is pointing to the pervasive nature of snacking as only a year ago 64% of consumers said they often snack between meals, according to Mintel’s “The Snacking Occasion U.S. 2014 report.”
Furthermore, research from Mintel’s The Fifty highlights that more frequent snacking may be replacing standard daily meals. Americans also claim a preference for healthier snacking with 33% saying they are snacking on healthier foods this year compared to last year, specifically those with simple ingredients and low calorie counts. However, they most often snack to satisfy a craving (62%), highlighting the important role taste and flavor play on snacking behavior. In fact, research from Mintel’s “Salty Snacks U.S. 2015” report indicates that 63% of U.S. consumers value the taste of salty snacks more than their nutrition.
Millennials (consumers aged 21–38) are significantly more likely to snack compared to older consumers with 24% of Millennials most likely to snack frequently, four or more times per day, and 23% snacking more this year compared to last year. When compared to other generations, Millennial consumers are more likely to be emotional or functional snackers. Nearly a third (27%) snack because they are bored and 17% snack because they are stressed. Mintel research also shows that the Millennial generation snacks for function and to stay focused throughout the day with 39% snacking for energy.
Overall, 62% of U.S. consumers snack mainly to satisfy a craving. This is a strong driver for older consumers, especially those aged 55–62 (70%). Nearly one third of consumers (31%) snack for the practical reason that it’s not the right time to eat a meal (i.e., too early/too late). Other reasons are less functional and more emotional; according to Mintel research, one quarter of Americans snack because they are bored—increasing from 23% in 2014 to 25% in 2015—while 16% do so because they are stressed.
Health plays a prevalent role in the types of snacks consumers are eating. More than one third of snackers limit their intake of sweet snacks, such as cookies, candy, and ice cream (34%). Furthermore, 33% of U.S. consumers indicate they are snacking on healthier foods this year compared to last year. According to Mintel research, the percentage of U.S. adults who snack only on healthy foods has increased over time. In 2008–2009, 25% percent of adults claimed to snack only on healthy foods, compared to 29% in 2013–2014. Despite these increases in healthy eating habits among U.S. consumers, 60% wish there were healthier snack options.
