Snacking Habits

Snacking Habits: Meal-time Fragmentation and Escapism

Consumers Often Skip Meals but Want More Structured Eating Habits

Meal-time fragmentation is a growing trend on a global scale. Consumers are frequently skipping meals, particularly earlier in the day. For instance, FMCG Gurus’ consumer insights reveal that 47% of global consumers say they skip breakfast at least sometimes. This behaviour is often attributed to a lack of time or hunger. This indicates a shift away from traditional structured meal times to more informal eating patterns throughout the day. When meals are skipped, it is common for consumers to opt for snacks to avoid hunger.

However, these choices may lack nutritional value, contributing to rising obesity rates associated with changing meal patterns. Although, in the past year, there has been a noticeable increase in consumer efforts to combat meal-time fragmentation. This is particularly noticeable in the morning. This shift is likely linked to consumers' desires to improve their health. Additionally, this may also be to take greater control of their finances by planning their meals more intentionally. 

Snacking is Driven Mostly by Indulgence

Consumers indicate that they choose a variety of snacks. This can range from those recognized for their indulgent nature to those perceived as balanced and healthy. On the whole, consumers are most inclined to snack on chocolate and potato chips. FMCG Gurus’ market research highlights that 83% of global consumers snack on chocolate and 78% snack on potato chips. This suggests that despite intentions to enhance their overall well-being, snacking is driven more by indulgence rather than health considerations.

From a health perspective, the emphasis is on minimizing feelings of guilt associated with snacking rather than maximizing nutritional intake. In recent years, consumers have navigated through various uncertainties that have heightened their stress levels. This trend is likely to persist for the foreseeable future. As a result, this is leading people to seek snacks for escapism. 

Consumers are Snacking More Frequently, but are Looking to Make their Snacking Healthier

On a global scale, 28% of consumers report an increase in their snacking frequency compared to the previous year. This is partly attributed to the hectic lifestyles that make it challenging to adhere to structured meal plans. Additionally, it is driven by consumer concerns about the cost of living, global conflicts, and other stress-inducing factors. This is prompting individuals to turn to food for escapism. Many respondents expressed efforts to promote healthier snacking habits. This suggests dissatisfaction with their current behaviours, particularly considering the increased frequency of snacking. They are striving to alleviate the guilt associated with their consumption patterns. However, while escapism often outweighs the nutritional value of snacking habits, it is unlikely that consumers will improve the healthiness of snacking.

Consumers are Snacking More as a Means of Escapism

FMCG Gurus surveyed consumers who reported an increase in snacking frequency compared to a year ago. Our findings reveal the reasons behind this change. The main response indicated that individuals are turning to snacks to alleviate stress. This is surpassing the preference for seeking out healthier options. For instance, 45% of these consumers said they are snacking more frequently to alleviate stress. This underscores the significance of not overestimating the impact of health considerations on snacking behaviours. Consumers express dissatisfaction with their emotional well-being. This includes frequently experiencing stress, anxiety, and poor sleep patterns. All of these factors affect their mood, energy levels, and ability to manage daily responsibilities. Considering the persistence of challenges such as price inflation and global conflict threats, consumers will continue to seek snacks as a means of stress alleviation.

This article is based on FMCG Gurus: Snacking Trends – Regional Reports 2024. For more information, please click here.

Snacking Trends: Authentic Ingredients and Ethical Claims

Introduction

Snacking is common among consumers’ who lead busy, fast-paced lives. This often results in consumers’ skipping meals and having a quick snack to gain an energy or nutritional boost. However, in recent years, there has been a growing trend towards healthier snacking options in the food and beverage industry. A significant proportion of consumers are seeking out snacks that are low in sugar, high in protein, and made with natural ingredients. Consumers deem this kind of snack conveniently nutritious and a form of guilt-free indulgence.

Moreover, there has also been a rise in demand for snacks that are plant-based, gluten-free, and suitable for people with dietary restrictions. Many companies are responding to these snacking trends by developing new products that meet these criteria, and are reformulating existing products to make them healthier.

Real and Authentic Ingredients

FMCG Gurus’ market research demonstrates that consumers are looking for snack products that are deemed natural, fresh and healthy. For instance, 59% of global consumers like to see natural claims on snacks. As a result, consumers are paying much more attention to the ingredients in snack products. This has led to a rise in demand for snacks that are both conveniently nutritious, and low in dietary evils such as sugar and chemicals.

This indicates that the formulation of snack products and the ingredients they contain shape consumers’ perceptions around snacking products. This can impact consumer attitudes around quality and healthiness, with consumers finding authentic, green and clean ingredients appealing. FMCG Gurus’ consumer insights reveal that 28% of global consumers feel that snacks which are free-from ingredients deemed bad for health, make a snack more premium or high quality. This highlights that streamlined ingredient lists and free-from claims further enhance perceptions of value, as consumers deem these products better quality, better for the environment and healthier. Brands must ensure that products have enhanced perceptions of value, especially during today’s cost of living crisis, in which consumers are looking for snacks that they deem good value for money.

Environmental Claims

Over the years, consumers have become increasingly aware of the environmental impact of the food production industry and their own dietary, shopping and overall lifestyle habits. This has meant that consumers are looking for snacks that have been sustainably sourced and formulated in some way. FMCG Gurus’ findings highlight that 44% of global consumers say they will put a snack product back if they are not happy with the ethical or environmental credentials of the product or brand. Some companies are responding to this trend by using ingredients that are grown using smart, sustainable farming practices, such as regenerative agriculture and organic farming.

Additionally, some other sustainable practices that brands can incorporate into their production and distribution processes are the use of biodegradable, recyclable, and plastic-free packaging, as well as the implementation of sustainable practices throughout supply chains to minimize and eliminate food waste and carbon emissions.

The sustainability trend in the snack market highlights that consumers want to know the story behind the snacks they purchase. Brands must provide clinically-proven evidence with sustainable credentials and claims, to enhance transparency, reassurance and trust which will combat consumer skepticism and greenwashing concerns.

Functional Claims and Digestive Health

In terms of health, a large proportion of consumers have adopted an avoidance and moderation approach to snacking. This has meant that consumers are actively avoiding or moderating their intake of dietary evils, such as sugar. Importantly, FMCG Gurus’ consumer insights reveal that 34% of global consumers find digestive health claims appealing on snack products. The trend towards digestive health in the snack market is driven by consumers' desire for more functional claims on products for a health boost beyond basic nutrition.

This indicates that consumers are becoming increasingly aware of the importance of their gut health and are seeking out snacks that will aid this area of health. Some examples of these products include snacks that are high in fiber, probiotics, and other nutrients that are deemed good for digestive health. In addition, snacking brands should look to incorporate ingredients such as chia seeds and flax seeds into their products, to offer health-boosting benefits for digestive health.

Nostalgic Snacks

While healthy snacking options are popular amongst consumers, brands must not over promote health and compromise on the taste and sensory appeal of snacks. This is because 64% of global consumers overall prefer traditional snacks such as chocolate and confectionery. Nostalgic and indulgent snacks often provide a sense of comfort and escapism for consumers. These can be high in sugar, fat, and calories, and are not typically considered to be healthy. As a result, brands should aim to offer comfort, indulgence and convenient nutrition in snack products to offer maximum value.

In addition, when it comes to enhancing the sensory appeal of snacks, brands should look into the use of innovative flavors and ingredients, which a significant number of consumers find appealing.

This article is based on FMCG Gurus: Snacking Trends – Country Reports – 2023. For more information, please click here.

Snacking Habits and Rising Costs: How Brands Can Create Value

Introduction

Snacking is a daily ritual for many consumers, whether that is for seeking out of a much-needed energy boost to get them through their long day, or simply as a small moment of indulgence. In this current cost-of-living crisis, many consumers are making all important cutbacks on their food shop as they struggle with everyday living costs. Snacks are an item deemed as non-essential by some, meaning brands need to do all they can to increase perceptions of value and encourage consumers to purchase.

Snacking Habits

Meal skipping is common across the globe and many consumers choose to replace meals with snacks. Our research finds that breakfast is most commonly skipped, with nearly half of global consumers saying they skip it at least some of the time. This tendency to skip meals means that snacking occasions tend to be more frequent and need to satisfy various need states, especially as the concept of what constitutes a meal and a snack becomes more blurred.

Snacking is common across the globe at all times of the day. Even though breakfast is the most commonly skipped meal, consumers are least likely to snack in the morning, demonstrating that snacking is not driven purely by the desire to satisfy hunger. The desire for energy is the main reason why consumers snack in the morning, with 49% saying they snack in the morning for an energy boost. In the afternoon and evening, consumers are snacking as they want to satisfy hunger, with half of consumers saying this.

Consumers state they are snacking more, but are trying to be more-health orientated, however there is likely to be an attitude/behaviour gap. Our research finds that 28% of consumers snack more frequently compared to twelve months earlier and 31% say that their snacking has become healthier over the last year. Consumers could be snacking more due to the current cost-of-living crisis resulting in consumers seeking moments of comfort and escapism, despite this many will choose to seek out better-for-you snacks.

Health

In recent years, consumers have taken a more proactive approach to health, as the pandemic resulted in them re-evaluating their perceptions of wellness. While fear of the pandemic has passed, consumers remain committed to leading a healthier lifestyle, especially as many people feel their health has improved over the last few years. This means consumers are more attentive to the ingredients they consume, seeking out functional ingredients, while minimizing their intake of ingredients they do not deem healthy such as sugar.

Our research finds that 64% of global consumers check the nutritional labelling when seeking out snacks, of these consumers 65% are checking for the sugar content. Following this, 53% check the calorie content and 45% check the fat content. This highlights that consumers are most likely to check the content of ingredients they deem unhealthy rather than ingredients that can boost their health. This shows that when it comes to the average snacking occasions, consumers are more likely to seek out better-for-you products associated with moderated intake of “bad” ingredients, as opposed to seeking out products that are seen to contribute to health positively. Furthermore, consumers are more interested in snacks being guilt free, rather than functional, as 64% of consumers say that Avoiding/moderating the intake of ingredients that are associated with being bad for your health (such as sugar) is the most important priority when buying snacks.

Enhancing Perceptions of Value

Brands in the snacking industry need to promote the concept of affordable indulgence. Although consumers have low financial confidence, they are still willing to purchase non-essential foods and products that elicit an emotional reaction – especially as they cut down spending on bigger ticket products and services, such as visits to the foodservice channel.

Our research finds that convenience is more important than indulgence when seeking out snacks at all times of the day, for example, in the morning 75% of consumers say convenience is most important. By promoting convenient and quick snacks, this will enhance consumers perceptions of value, something which is vital in a cost-of-living crisis. Furthermore, for a snack to be perceived as higher quality, natural claims is the top response given by consumers when asked “what do you think makes a snack more premium/ higher quality?”, with 62% of consumers saying this.

This article is based on FMCG Gurus: How to Create Value in Snacks - Global Report - 2023. For more information, please click here.

Global Confectionery Trends in 2022

Introduction

Confectionery trends have shifted since the pandemic. As a result, it is essential that brands in the confectionery industry are staying up to date with consumer need states in this market. The pandemic brought about a noticeable decline in snacking and greater attention to health-consciousness. This meant that a large portion of consumers monitored and moderated their intake of certain food products during the pandemic. However, this has created a lasting effect among consumers. FMCG Gurus consumer insights reveal that 75% of consumers are drawn to product claims of no GMO’s, followed by no additives, sugar-free, and natural. This indicates that many consumers are prioritizing products deemed as natural and with free-from ingredients which aid health. Interlinked with this are green and clean claims. This is due to consumer interest in products that are not detrimental to the wider environment.

On the other hand, it is important for brands to note that health claims should not be overdone, as indulgence is still favored by consumers. This includes the sensory appeal of traditional and nostalgic flavors for moments of escapism. Further to this, consumers aim to relax and unwind via confectionery products. For instance, FMCG Gurus consumer insights reveal that 66% of consumers purchase confectionery products as a treat or reward. This indicates that consumers associate confectionery products as a form of unwinding from the pressures of everyday life. 

Researching About Products

In terms of the health-conscious approach, the act of researching products before purchasing is common among consumers. For example, our findings demonstrate that one third of consumers who purchase confectionery say that they regularly research confectionery products. 

Not only does this highlight a health conscious approach, it also suggests that consumers are not overly brand loyal and will choose between different products to determine the products that best meet their need states. Moreover, in the process of researching FMCG Gurus findings illustrate that 71% of consumers research into the nutritional information of products. 

Our market research illustrates a noticeable jump between 2020 to 2022 of functional/medicinal confectionery. For example, in 2020, 20% of consumers had said that they had purchased this form of confectionery either for themselves or for a member of their household. This demonstrates that consumers have become increasingly attentive to the nutritional value of food products and ingredients, and are seeking out confectionery products with both sensory appeal and a nutritional boost. In addition, this also reflects the proactive and holistic approach taken by many consumers to maximize their health and wellness through conscious consumption. 

Candies and Gummies

Nevertheless, consumers are continuing to prioritize confectionery as it offers moments of escapism and indulgence. Globally, consumers purchase a variety of confectionery products. This ranges from candies and gummies, to hard boiled sweets, to functional and medicinal confectionery and more. However, the most popular form of confectionery are candies and gummies. FMCG Gurus insights highlight that 76% of consumers have purchased candies and gummies either for themselves or for members in their household within the last twelve months. This highlights that consumers are continuing to seek out confectionery products that will provide them with small indulgences.

Cost of Living

Confectionery brands must note that the current recessionary climate is influencing consumers' shopping habits. FMCG Gurus consumer insights reveal that of consumers who actively research into products, 64% of consumers research the price of confectionery products. This highlights that consumers are looking to reduce their spending on items that they may deem as non-essentials, and are seeking out more cost-effective and value for money confectioneries. This suggests that brands must be promoting perceptions of value around their products, which will enhance the consumer likelihood of purchase, as they will associate these confectionery products with being good quality and good value for money. 

This article is based on FMCG Gurus: Global Confectionery Trends in 2022.