Consumers are snacking more frequently this year, and they’re doing so around the clock — especially in the afternoon.
A recent shopper survey by Kroger data partner 84.51° revealed that 27% of respondents snack multiple times a day, up from 15% in 2023.
When choosing the perfect snack, taste and flavor is the most important factor (75%). Snacking is also driven by cravings (58%) and habits to accompany an activity (42%), like watching TV.
Cheese Stands Alone
Cheese stands out as the most popular snack among multiple generations.
“Cheese has always played an important role in snacking – especially as shoppers look for fresh, protein-packed, on-the-go snacks,” said Alex Trott, director of insights at 84.51°. “However, there’s a bit of a difference between ‘Gen Z’ shoppers and those that that are 35 plus.”
About 71% of respondents over 35 say they consume cheese as a snack versus 56% of those between the ages of 18-24.
“While this is lower than older shoppers, this is still one of the highest reported snacks that this age group consumes, along with pretzels, popcorn, and dips,” Trott added.
The slightly higher price point of cheese compared to other shelf-stable snacks could also factor into why this age group eats less of it.
More than half of Gen Z respondents said they are cutting back on non-essentials like candy and snacks and 78% consider price to be the most important attribute related to value in snacking.
Health and Snacking: A Complicated Relationship
Healthy snacks are important to consumers, as evidenced by the popularity of fruits.
However, it’s not a leading motivator for purchase. Items like bars and smoothies are among the least purchased snack foods and pita chips were last in the rankings.
“Pita chips have remained relatively flat in popularity (sales, units, visits and households) this year compared to last year,” said Trott. “While health seems to remain an important attribute to shoppers, people primarily snack to fulfill a craving.”
Ultimately, consumers want an increased variety of healthier snacks that taste amazing. Examples mentioned in the survey include:
- Monk fruit snacks
- Pickled eggs
- Chocolate covered fruit
- Wild nuts and jerky
- Pudding pops
Discounts Drive Impulse Snack Purchases
Overall, 73% of shoppers report that snacks being “on sale” is the number one driver of impulse purchases. They’re also using more coupons for snacks and buying less brand-name varieties this year.
“Snacking is a very important category for impulse purchases throughout the store, at checkout, at fuel centers and online,” Trott said.
“It’s important that retailers and suppliers pay attention to this to capture that sale and increase the overall basket value.”
Furthermore, sales and discounts are what drive the majority of shoppers to try new snacks. Interestingly enough, Gen Z is an exception here. Despite their general focus on savings, they make the most impulse purchases when they discover new and unique snacks.
The Food Institute Podcast
Tom Hamill, a food and beverage senior analyst for RSM US LLP, joined The Food Institute Podcast to recap the 2024 Summer Fancy Food Show. Hamill shares his thoughts on burgeoning trends from the show and how emerging specialty food brands can best navigate economic factors in the years to come.
