Snacking Trends

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.