Posted in Snacking on July 23, 2024
Driven by a need to boost energy, improve mood and align with fitness goals, consumers continue to feed the global growth of snacking, according to the 2023 State of Snacking Report from Mondelēz International.
Snacking has become much more than an occasional bite between meals. It has become a central part of consumers’ lives—and given the importance of their snack consumption, they’re becoming more mindful and intentional in their snack selections.
As Mondelēz International Chairman and CEO Dirk Van de Put explained: “The trend lines of the past half-decade of our State of Snacking report reinforce that despite a continued dynamic environment and changing preferences, snacking remains an integral pillar in the lives of global consumers. As a more intentional consumer evolves, embracing mindful snacking, we continue to help empower them with choices across our brands as we aim to become a global snack leader.”
Snacks for Thought
Foodservice operators should bear in mind that snacks are increasingly seen as a source of functional nutrition. “Health-conscious consumers are searching for food that will make them feel better both physically and mentally,” reported Snack Buyer magazine, which cited survey results from ingredients company Kerry showing that 86% of consumers would pay a premium for food and beverages with added functional benefits.1
That said, consumers tend to look for personal solutions to their nutritional needs, since there is no one-size-fits-all fix. Seventy-four percent would prefer snacks tailored specifically to their needs, and 65% hanker for customizable snacks that allow them to add preferred flavors and ingredients.2 As America’s #1 wheat cracker, Wheat Thins combines 100% whole grain goodness with the customizability that invites consumers to add cheese, hummus, salsa or any topping they prefer.
A New Kind of Nibble
As part of the mindful snacking trend, consumers are adopting a balanced perspective on snack intake. “Everything is fine in moderation,” is the #1 snacking principle for global consumers.2 As a result, portion control has become a top priority for 67% of consumers surveyed. Seven in 10 prefer a smaller portion of an indulgent snack than a bigger portion of a low-fat and/or low-sugar alternative version.2
“Consumers are looking for three things,” said Beth Carreon, president of Coco Bakery: “Functional ingredients to address health-and-wellness trends, snacks that allow them to indulge — but often in single-serve formats — and flavors that are either exotic and adventurous or bring a sense of nostalgia.”3
For Coco Bakery, an area of growth is single-serve indulgences in on-trend flavors, including macarons in nostalgic flavors like Birthday Cake and Peanut Butter and Jam. The brand also offers cake pops in Birthday Cake, Red Velvet and other nostalgic varieties, “but in the single-serve format that is easy to say ‘yes’ to,” Carreon said. “We heard from our customers and consumers that ‘snacks on a stick’ were exciting for them, and launched our Mac Pops, chocolate dipped macarons on sticks, which have been a source of growth for Coco Bakery in the last six months.”3
Mindful snacking also means snacking with a purpose: to promote sustainability. Seventy-four percent of survey participants recycle snack packaging, and 67% choose snacks that are packaged with less plastic.2 Millennials are most likely to favor snacks with sustainable packaging (71%).2
Designing the Ideal Mix
- Include grab-and-go options from trusted brands while being mindful to offer a mix that covers the three Ps–portable, palatable and portioned. Made with real peanut butter, RITZ Peanut Butter Sandwich Crackers allow for portioning and on-the-go flavor gratification.
- Increase snack variety, including artisanal, specialty items and packaged retail brands, with sustainable sourcing, environmentally friendly packaging, functional ingredients and fair pricing.
- Consider snacks that offer an afternoon pick-me-up or a better-for-you boost after school or work, or pre-dinner. Available in an array of flavors, belVita snack packs are both delicious and nutritious. CLIF Bar varieties also combine function and flavor, and include ZBars—energizing treats for kids.
- Break snack items out under a separate menu header, opting for whatever will best capture diners’ attention in online ordering, full-service restaurant and other settings.
- For customers who are placing an order at a counter, display a basket or tray of snacks near the POS for an impulse sale.
- For mobile and/or kiosk menu orders, list snacks in their own category, with photos.
- Offer value-priced deals for snack options to drive sales between traditional mealtimes.
- Be consistent and promote snacks, or snack-size versions of regular menu items, that reflect your restaurant brand category—e.g., crudités and dip or granola and yogurt for a gourmet salad concept.
Whether operators decide to supply prepackaged or prepared-on-site fare, items that tie into some of today’s popular food trends, ranging from eating healthily to an occasional sweet splurge, can help attract consumers who are looking for a burst of energy, break from work—or another reason to grab a light bite before their next meal.
For a roadmap of snackable insights to help drive small-bite sales, be sure to check out our 6 Foodservice Industry Trends for 2024.
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1 Snack Buyer, 2023.
2 Mondelēz International, 2023 State of Snacking Report.
3 Food Business News, “ Snack Trends: Tapping Into People's Impulses,” April 1, 2024.
