Salty snacks reign supreme and more insights for the snack industry
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What snacks are at the top of consumers’ lists in 2022? Learn what consumers want to eat in this latest blog from Suzy.
Snacks: they’re quick. They’re convenient. And they’re changing the way Americans eat.
Snacks fill the gap between larger meals, offering everything from comfort to fuel to the cure for boredom. And snacking is increasingly essential in the lives of Americans. In a recent Suzy survey, 50% of Americans said they snack once to twice a day, and over a third (37%) said they frequently replace a meal with a snack.
The switch to snacks is driving incredible growth in the snack industry. The global snacks market size is estimated to be worth 1,450.4 billion dollars in 2021. That market is supposed to grow at a compound annual growth rate (CAGR) of 2.7% up until 2030.
So, how are Americans snacking these days? In 2021, Suzy reported that healthy, functional, and novel snack trends were at the top of consumers’ lists. But what trends are they interested in today? We asked 1000 Americans to discover their snacking habits and what they think of today’s snack trends. Let’s explore our findings.
What’s most important to consumers when they choose a snack?
The primary thing consumers look for in a snack is delicious flavor (65%). 12% said the main thing their snack has to have is healthy ingredients. 10% said their snacks need to have their favorite texture, be that crispy, crunchy, or chewy. 6% of respondents cared about the high-protein count, and 5% wanted low-calorie snacks.
What snacks do Americans like the most?
Salty snacks reign supreme. 62% of respondents said that salty snacks, like potato chips and pretzels, were among their favorites. When asked what their favorite snack brands are, 20% of respondents mentioned Lay's brand,15% said Doritos, and 8% cited Pringles.
Next, 58% said they like sweet snacks, including chocolate and candy. 8% of respondents said that Oreos were one of their favorite brands.
32% of respondents said they like fresh snacks, like fruit and vegetables. 31% said they prefer natural snacks, including nuts and dried fruit. Frozen snacks, like popsicles, appealed to 26%, and 23% liked savory snacks, like beef jerky. Low-calorie snacks appealed to 16%, and functional snacks, including energy bars, appealed to 15%.
Women were more interested in fresh snacks than men, who preferred savory and functional snacks more.
Who do consumers buy snacks for?
Snackers put themselves first. 84% of respondents said they buy snacks for themselves. Next, 59% of respondents said they shop for their family, and 41% purchase them for a significant other. 22% bought snacks for friends, and 9% bought snacks for their coworkers.
When do Americans snack?
Most Americans like to grab a snack to enjoy during their favorite show. 63% said they are most likely to have a snack while watching TV, while 36% said they have one just for fun. Almost a third (28%) snack when they hang out with friends. 21% said they snack while working from home, while only 16% said they snack at the office.
The youngest respondents (ages 15 to 24) are most likely to snack socially with friends or “just for fun.” On the other end of the spectrum, 73% of the 55+ age group like snacking while they watch TV.
On a weekly basis, consumers said they snack when they’re hungry (68%) and to satiate cravings (62%). Almost half (49%) said they also snack when bored. 29% snack when they feel anxious, and 27% said they snack when they need fuel for fitness. 19% snack when they’re feeling sad.
Why do consumers replace meals with snacks?
While over a third (37%) said they frequently replace a meal with a snack, 41% said they don’t. Women replace meals more frequently than men, as is the entire 25-34-year-old age group. When consumers replace meals, it’s because they don’t have time (17%), aren’t hungry enough for a complete meal (11%), or say eating a snack is easier (11%).
How frequently do Americans snack?
Half of Americans snack once or twice a day. 22% said they snack just once a day, while 16% said they snack three to four times daily. Only 2% said they snack more than five times a day. Women tend to snack more frequently throughout the day than men do. 10% of Americans said they don’t eat snacks, and the bulk of that population (23%) is people ages 25-34.
How do Americans feel when they snack?
Most Americans feel joy or delight when they snack (44%). Almost a third (29%) feel bored. 28% feel calm, and 26% feel relief. 22% said they feel excitement when they snack. 24% said they don’t associate emotions with snacks, and 14% said they feel guilty.
Snack trends 2022
So, what snacks excite consumers the most? 26% cited high-protein snacks. 22% want to eat spicy flavors, and 21% like the idea of snacks sweetened naturally. Some of the least appealing trends included botanical flavors, like lavender (3%), keto snacks (5%), and vegan or vegetarian snacks (5%).
As for packaging, 42% said they wanted resealable packaging. 38% prefer to buy their snacks in multi-packs, and 33% said they like variety packs. Another third (33%) like single-serving packaging. Some consumers were interested in compostable packaging (17%) and edible packaging (11%).
Delicious insights for the snack industry
Indulging after COVID
Consumers aren’t snacking like they were last year when they focused on healthy ingredients. Instead, they’re going back to chips and chocolate. Consumers are eager to get back to enjoying what they eat without the large threat of the pandemic hanging over their heads.
Healthy snacking
That doesn’t mean Americans don’t care about health. Almost a third (26%) of consumers are excited about high-protein snacks, and 21% are excited about natural sweeteners. Indulgence can be healthy but should be delicious above all else.
Convenient nutrition
With over a third of consumers replacing meals with snacks and 28% frequently snacking on the go, snacks need to be convenient and nutritious. A third of consumers prefer their snacks to come in single-serve packaging, and 42% want to be able to reseal their snacks. With delicious flavor being a top priority for 65% of consumers and respondents indicating high interest in protein snacks, brands need to deliver the types of snacks that make consumers want to skip a bigger meal.
“At times, I’m just not hungry for a meal, or I don’t like to eat full meals before going to the gym. So instead, I’ll just eat a bunch of healthy snacks with a lot of protein in them. It helps me to feel less full, and I can control the portions better.”
