Consumers use indulgence as a form of escapism

25th July 2019

25 July 2019

Snacking: Indulgence a greater driver than health when it comes to snacking

FMCG Gurus Q1 research of 25,000 respondents shows that irrespective of what consumers say about leading healthier lifestyles, indulgence is a greater driver of snacking occasions compared to health. This is linked to consumers having high levels of self-entitlement and seeking out moments of indulgence as a form of escapism from the pressures of everyday life.


A total of 85% of consumers say that they snack. When it comes to the time of day, snacking occasions tend to peak in the mid-afternoon when a total of 44% of consumers say that they are prone to snacking. Mid-afternoon is a time when indulgence is particularly likely to influence the choice of food product. This is because factors such as aa lack of energy, desire for escapism and a cure for boredom have a greater impact on consumer behaviour.

Additionally, the research shows that 55% of consumers say that they regularly snack on food simply because it is in front of them, whilst 30% say that they often snack for indulgence purposes compared to 23% who do so for health reasons. The desire to satisfy hunger is cited as the key reason for snacking.

These attitudes are important when it comes to formulating and positioning new snack products in the market. Indeed, it is important not to over-estimate the extent that consumers are seeking out better-for-you/healthy snack options. Instead, daily pressures and high levels of self-entitlement means that consumers will continue to prioritize factors such as taste and enjoyment over claims such as low sugar and high protein.

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