Snack Time; All The Time

Young woman holding bowl with snacks

WHAT:

Whether it’s because there’s more WFH, the increased pace of the modern world or simply the changing consumer tastes, snacking is at an all-time high and shows no signs of abating. The category’s growth continues to accelerate and 57% of consumers report replacing meals with snacks…and maybe the same 57% saying they snack at least twice a day, with some super snackers snacking more than four times a day.

SO WHAT: When is a snack, not a snack?

As the category expands, the edges become more interesting – is a bowl of cereal with milk before bed a snack? How about a handful of almonds, a candy bar, a bag of chips or a sandwich? And, as the category expands, the number of snacking occasions are also expanding: the traditional 4pm tea and biscuits may evolve into a 3pm smoothie and protein brownie. Breakfast may be nothing more than a couple pieces of fruit, a hunk of cheese and a cup of coffee. Or, like Hobbits, we may be looking at a first, second and even third lunch scenario.

NOW WHAT:

The more consumers snack, the more variety of things they will consider as a snack and the more distinct snacking occasions or needs will emerge. This presents a massive opportunity for CPG brands to rethink their offerings. A variety of higher-calorie, better for you snacks can now be better positioned as meal-replacements while other products may become smaller but far more decadent.

As new snacks are developed, they can become more focused on satisfying specific cravings around the main tastes – more salty, more bitter, more sour or more umami – while using more unusual, more distinct flavour profiles and ingredients. Whatever the craving, there is or will soon be a snack to satisfy it – so the question we’re asking is will it be from you or your competitors?

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