Grab-and-go mini meals complement a shifting landscape of convenience, indulgence, reward and adventure for time-crunched consumers of all ages.
If you feel like life has shifted into the fast lane, you’re not alone. As the days and months seem to move quicker than ever, things like meal prep are becoming less of a necessity and more of a nice-to-have. But the idea of snacking, or grazing, isn’t all that new. Grazing was an established tradition of the Native Americans until European settlers deemed it “uncivilized” – proving things often come full circle.
Proprietary research from Ardent Mills, Denver, found snacking to be a universal habit with 95% of consumers aged 18 and older snacking at least once per week and at least 15% snacking more often than they did a year ago. 93% say anything can be a snack, but there are some key must-haves such as taste (95%), a requirement of minimal prep (92%), smaller portions (92%), quick to grab and eat on the go (88%) and providing an energy boost (92%).
“Most notably, they are motivated to snack by a diverse and unique set of goals that serve as a reminder that expectations for snacks are also changing,” said Matthew Schueller, director, marketing and analytics, Ardent Mills. “Younger snackers, especially those ages 18 to 34, are pretty open-minded about what qualifies as a snack.”
Younger consumers, aged 18-34, are largely driving the rise in snacking with its frequency rising by 42% from last year, averaging nearly two snacks a day. With rising frequency, snacks are increasingly replacing proper sit-down meals. Research from Chicago-based Circana found the total number of snack occasions are up 11% year over year with a global snack market valued at $214 billion. The fifth annual Mondelez International State of Snacking: Future Trends found that 6 in 10 prefer snacking over meals. Circana found that 74% of snacks are sourced from home, but where snacks are purchased can vary.
“Hand in hand, consumers continue to use snacks as meal replacements,” said Jana Mauck, category marketing manager, snacks, Cargill, Minneapolis. “We’re a society back on the move, and increasingly, snacks are the fuel that keep us going.”
Snack stats
(Source: Mondelez International State of Snacking: Future Trends)
- 6 in 10 consumers prefer snacking over meals.
- 62% leverage social media and search for novelty.
- 67% figure out their meals in the moment versus planning them ahead of time.
- 68% of consumers over the age of 58 snack to pamper, spoil or reward themselves (indulgence).
- 75% report they consume snacks during a special moment or time of day.
- 77% say the novelty of flavor and texture combos are important.
This article is an excerpt from the November 2024 issue of Supermarket Perimeter. You can read the entire Grab-and-go feature and more in the digital edition here.