17 July 2019

Guilt a key driver of on-the-go snacking occasions

Across the globe, over 85% of consumers say that they snack on food and drink, Q1 2019 research of 25,000 consumers conducted by FMCG Gurus reveals. Whilst much attention has been given to increased snacking occasions being the result of changing mealtime occasions and time-scarcity, the reality is that many consumers snack simply because they can. Indeed, approximately 55% of consumers say that they regularly snack not because they are hungry but because food is in front of them.

However, these snacking habits are something that can create feelings of guilt afterward. This is particularly true if such snacking habits misalign with health goals, such as attempts to lose weight. Consumers can often find themselves in a scenario whereby they are telling loved ones about their health goals but at the same time, enjoying impulsive and non-essential snacking occasions. As a result of this, approximately one in five consumers across the globe say that they regularly snack in their car in order to keep their snacking habit secret from others.

Secret snacking is something that will continue amongst consumers, particularly as rising obesity rates across the globe show no sign of slowing down and consumers continue to demonstrate high levels of self-entitlement when it comes to enjoying indulgent moments. As such, the industry needs to recognize that out-of-home snacking occasions are not only being driven by changing mealtime habits and time scarcity, but also feelings of guilt.