Taste is king: 46 percent of US consumers seek flavorful, nutritious salty snacks, says Innova Market Insights

18 Nov 2019 --- Snacking has become an all-day habit in the US, with 46 percent of consumers opting for salty snacks between meals in the afternoon. This is according to a new report from Innova Market Insights, which notes that consumers are growingly replacing traditional meals with quicker bites. Moreover, about 37 percent consume salty snacks in the evening, 23 percent at lunchtime and 17 percent at dinner, while 8 percent are consuming them during breakfast. As competition for the US snacking dollar intensifies, pressure is mounting on the salty snacks category to adapt and diversify in order to maintain its relevance. NPD is already reflecting the industry’s push toward added value in both nutrition and taste.

“Enjoyment is still a very strong driver behind snacks purchase,” says Lu Ann Williams, Head of Innovation at Innova Market Insights. “When asked why they buy salty snacks, 40 percent of US consumers named taste and a further 22 percent said it was to treat or reward themselves. This means innovators need to balance nutrition and taste to ensure that salty snacks remain competitive for all snacking occasions.”

For most consumers, snacking is an integral part of daily nutrition, prompting a “fourth meal” culture. It is also becoming a central focus of innovation across all food and beverage categories from dairy to spreads. This fourth meal is about adapting eating patterns to busy lifestyles. This means that concerns prevalent in the diet as a whole are likely to continue to be reflected in food choices. More and more people are trying to squeeze a small fourth meal into their day, often in the late evening to bridge the gap between dinner and breakfast.

This substitution of meals has encouraged many consumers to choose snacks with an enhanced nutritional value. The salty snacks industry is clearly working to meet this need, with launches of snack nuts and seeds growing at a CAGR of 11 percent between 2014 and 2018.

Launches of snack nuts and seeds grew at a CAGR of 11 percent between 2014 and 2018.Taste remains the most important factor in repeated purchasing decisions. Snacking serves the purpose of a pick-me-up during a hectic day and enjoyment is an important part of it. Snack mixes appear to be benefiting from this trend, with introductions up at a 16 percent CAGR over the same period. Many mixes contain naturally nutritious fruits, nuts and seeds, but they can also include sweeter, more indulgent elements such as chocolate-coated ingredients.

Millennials up with the trend
The trend is particularly pronounced among younger demographics, according to Innova Market Insights. Millennials, for example, tend to focus on heightened eating experiences, with interest in unusual and novel options, often with intense flavors and extreme textures. The market researcher reports that 63 percent of Millennials are replacing meals with snacks because they are busy (Consumer Lifestyle and Attitudes Survey, 2018). 

But it is not only about addressing this demographic. With 50 percent of Gen X’ers “inclined to cut down on their sugar consumption” and 67 percent of Boomers “making changes to their diet to become healthier,” there are numerous potential product development avenues to follow for healthier snacking. 

Late-night snacking
The “late-night” snacking category is also rising with consumers looking for snacks that will satisfy their cravings and may even boost their resting time. Several studies involving athletes have reported that consuming protein, for example, before bed-time may actually contribute to muscle gain and does not disturb overnight belly fat metabolism or whole-body fat burn. 

Indulgent yet healthy snacking late-night is also having a day under the sun, with several brands tapping into the trend. Nightfood launched a line of ice creams that boast a low-calorie, sleep-friendly formulation. Although the products do not contain any sleep activating chemicals such as melatonin, they are touted as not interfering with sleep due to their reduced sugar, caffeine and fat content.

By Kristiana Lalou