The International Dairy-Deli-Bakery Association™ (IDDBA),
commissioned Datassential Research to conduct a multi-component study that explores
the dynamics and trends that define snacking today. The stated objective of
this study is to provide insight into consumer snacking behavior — the snacks
selected, when and where they are eaten, and how those choices are made. Retailer
research is then used to offer a complementary perspective, not only measuring
the effectiveness to which retailers have aligned their businesses with consumer
behavior and perceptions, but also identifying positive practices to guide the
industry. Consumer snacking behavior has evolved significantly in recent years,
driven by a greater regard for health and convenience, and manifested in the
expansion of the definition of "snacks."
Snacking Trends: A World of Opportunity is presented to
offer insights into the key trends shaping the market, the forces behind those
trends, and what all this means for snack manufacturers and retailers.
A significant event… but one in decline: Americans snack nearly
as often as they eat regular meals. On any given day, nearly 90% of U.S. consumers
have a snack, a figure comparable to those who eat breakfast (75%), lunch (88%),
and dinner (96%). Over the past two years, however, snacking has declined —
particularly among higher income and older consumers. With their revitalized
sense of health-consciousness, many Americans have cut back on snacks, both
for their general health as well as for achieving their weight goals. The declining
trend is a reversible one, though such a reversal is unlikely unless suppliers
and retailers take further steps to satisfy consumers' "healthy" appetites.
Snacks take on new meaning: Having broadened their
view of snacks beyond such items as chips, cookies, and crackers, consumers
today are more likely to consider any small portion of food as a potential snacking
candidate. Retailers, however, have not caught up to this new consumer thinking
(while only 20% of consumers today define snacks traditionally, 40% of retailers
still do so). This perceptual gap separating retailers and their customers is
alarming — an indication that, as a group, retailers do not fully recognize
their competition within the snack market.
A healthy demand: Healthier snacks are in high demand
as consumers today are very interested in products lower in fat, trans fats,
and calories (though demand for low-carb products is markedly lower.
Convenience is king: Busier lifestyles have led to
an increased demand for convenient snacks — those that are easy to access, easy
to prepare, easy to eat, and easy to clean up.
Eating several small meals a day: One of the greatest
opportunities for the snack market — and one that directly addresses the health
concerns that have triggered a decline in consumption — is to position snacks
as part of a healthy diet of eating several small meals a day.
Different snacks for different moods and situations: Rather
than thinking of snacks as a type of product, it is more effective to think
of snacking as a type of event. Almost any type of food today is considered
suitable for snacking.
The Perfect Snack: Consumers define the ideal snack
as one that is healthy, tastes sinful, and is convenient in all aspects. This
"holy grail" definition of snacks, though perhaps difficult to produce
against, is insightful because it is constructed directly from consumer testimony.
In other words, consumers know what they want and are very clear in expressing
it. The question is, which companies will be able to meet this demand most effectively?
CLICK HERE TO VIEW OR PRINT THE SNACKING TRENDS TABLE OF CONTENTS.
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For more information, please contact IDDBA's Education Department
at 608.310.5000, or education@iddba.org
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