1. Key Trends in Global and American Snacking Behaviors
Snack Attack!
Key Trends in Global and American Snacking Behaviors

2. Laura Hershey, MBA, RD Presenter Health & Nutrition Manager,
Daisy Brand Cottage Cheese

3. Today’s Program Consumer Snacking Data & Trends
Daisy Snacking Behavior Study Insights
Hands-on Snack Creation
Definition of a snack-small amount of food eaten between meals. Lines becoming blurred.
Heftiness of a snack has changed.
Traditional meals are on the decline. Snacks are filling the gap.
Daisy recognized the growing importance of snacking and we wanted to learn more about snacking choices and how to best encourage healthy snacking. What can we do to encourage consumption of cc as a snack?

4. Snacking Data & Trends

5. Snacking is World Wide Phenomenon
“The competitive landscape in the snacking industry is FIERCE. Demand is driven primarily by taste and health considerations and consumers are not willing to compromise on either.”
- Susan Dunn, Executive Vice President, Global Professional Services, Nielsen
Snacking has become a world wide phenomenon.
According to research group Nielson Group, the global snack sales totaled $374 billion in the annual year ending in March 2014 with North American making up a large chunk of that total at $124 billion.
Snack tastes are changing. While sugary snacks are still #1 worldwide, we’re increasingly more and more interested in savory snacks.
References:
Nielson Report 2014
Source: Nielson Snack Attack 2014

6. What Are We Looking For In a Snack?
While sweets are still #1 (fresh fruit and chocolate topped the global favorites list), non-sweet snacks are on the rise.
Savory snacks are #1 for all snack purchases in North America- $28 billion annually.
“Sales of savory snacks, which include crackers, rice cakes and pita chips.
According to Nielson, 63% of consumers in the US chose chips recently as a snack, the largest of all food categories.
Meat snacks, which include jerky and dried meat, grew 25% in the Middle East/Africa and 15% in North America.
Refrigerated snacks, which include yogurt, cheese snacks and pudding, jumped 6.4% in Asia- Pacific, while dips and spreads, which include salsa and hummus, rose 6.8% in Europe.” Nielson Snack Attack 2014
“Taste preferences for snack options are noticeably different around the world. Besides fresh fruit and chocolate, large percentages of
respondents also snack on vegetables in Asia-Pacific (57%), cheese in Europe (58%), bread/sandwiches in the Middle East/Africa (4 7%), ice cream/gelato in Latin America (63%) and potato chips/tortilla chips in North America (63%).”- Nielson Snack Attack 2014
References:
Mintel Report: US Snacking 2014
Nielson: Snack Attack, 2014
Source: Nielson Snack Attack 2014
Mintel Report: US Snacking 2014

7. The “Average” Global Snacker
Is a woman
Cares about all natural, back-to basics ingredients
Cares about a healthier nutritional profile
Snacks to satisfy hunger but also increasingly to replace meals when on the go.
Of course, it’s difficult to describe the “average” snacker, but if you were to look at all of the data you could come up with something close.
First, according to the Nielson Snack Attack report (2014), women report snacking more often than men so the average snacker would probably be a female. Nearly one in four women surveyed said they snack three to four times a day. A little less than one in five men do. Women are also more likely to snack while using the phone or tablets during their downtime. ( boredom)
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The Mintel report states that “natural ingredients” is the top factor consumers look for when purchasing a snack.
Some 30% seek natural claims on the snacks they buy.
Nielson agrees- 45% say that all natural is very important and 32% say that it is moderately important to them when snacking.
Minimally processed-being pushed along by the growing popularity of the paleo diet.
Healthier nutritional profile:
Mintel- 26% of consumers want their snacks to contain low/no claims and 23% want products with added health benefits such as protein.
More than one third (38%) of consumers like to know as much as possible about ingredients before buying food.
Once again, this is corroborated by the Nielson report in which respondents state that it is very important that snacks be low in sugar (34%), salt (34%), fat (32%) and calories (30%) while also looking for increased beneficial ingredients, rating fiber (37%), protein (31%) and whole grains (29%).
References:
Mintel Report: US Snacking 2014
Nielson: Snack Attack, 2014
Source: Nielson Snack Attack 2014
Mintel Report: US Snacking 2014

8. What Are Americans Eating?
NORTH AMERICA
Chips/Crisps 63%
Chocolate 59%
Cheese 58%
Cookies/Biscuits 56%
Fresh Fruit 55%
Bread/Sandwich 48%
Crackers/Crispbreads 48%
Vegetables 44%
Peanut Butter 44%
Popcorn 43%
While it’s enlightening to discuss global trends, Americans are unique. Instead of the global favorite fresh fruit topping the list, we love our chips. This just further helps to emphasize the current trend towards salty/savory snacks.
Data both from the Nielson Report as well as the Mintel Report point to salty snacks as a favorite of Americans, in addition to cookies and fruit/vegetables.
More than half (54%) of consumers who snack agrees most snack foods people eat these days are not healthy, Experian Marketing Services data indicate.
So Americans still want indulgent flavors while desiring healthier options.
Mintel Report: US Snacking 2014
Nielson: Snack Attack, 2014
Source: Nielson Snack Attack 2014
Mintel Report: US Snacking 2014

9. What Are Americans Eating?
The macronutrient breakdown, shows that on average, snacks provide 24% of calories.
Snacks provide 38% of the daily intake of added sugars and 21% of fat consumed per day.
This data confirms that people are not making the best snacking choices. And there is a disconnect between what people are saying (that they want to eat healthy snacks) and what they are doing (reaching for snacks laden with fat and sugar.)
References:
Chart Source: USDA Snack Patterns of US Adults 2011
Source: USDA Snack Patterns of US Adults 2011
DGAC 2015

10. Calorie Intake: Meals vs. Snacks
The USDA reports that on average, foods and beverages eaten between meals contribute a daily average of 586 calories for men and 421 calories for women.
The USDA summarizes, and I think this is intuitive to all of us in this room, that snacking more times per day is associated with consuming more calories and that “overall the food and beverages contributing the most calories as snacks are not considered the most nutritious.”
Heftiness of snacks is increasing.
Source: USDA Snack Patterns of US Adults 2011

11. What Are Americans Eating?
And when we eat makes a difference in what we eat.
In the morning, data suggests that consumers stick close to breakfast foods like cereal.
Fruits and vegetables, salty snacks, and cheese are all popular snacks in the post-noon timeframe.
Sweet snacks are most popular as an after dinner snack.
Nearly three quarters (74%) of respondents claim to eat cereal in the morning; by the afternoon, that dropped to 10% and in the evening at 17%.
Just 6% of respondents claim they eat salty snacks in the morning. 43% claiming to eat them in the afternoon and 52% claiming to eat them in the evening.
Soup, an item typically consumed at lunch time, is eaten by one in four (40%) as a snack, according to Mintel data. Some consumers may be eating soup as a late lunch, or as a snack to tide them over until dinner.
Some of the most popular snacks eaten in the evening are those that are sweet. Ice cream (67%) and cookies and cakes (52%) are most commonly eaten in the evening, across demographics, Mintel data find. These sweet numbers above are an average of the ice cream and cookies/cakes consumption rates.
1 in 4 also reported eating soup as a snack.
References:
Mintel Report: US Snacking 2014
Source: Mintel Report: US Snacking 2014

12. When Are Americans Eating?
That midafternoon slump that everyone is familiar with is real, at least in terms of the snacking world. Most Americans are eating snacks around 2-3pm, although they also do report snacking in the evening as well.
Source: Symphony IRI Group State of the Snack Industry 2013

13. How Often Are Americans Eating?
The Chewing, It Won’t Stop
Nielson asked, “In a typical day, how many times do you snack?”
While most Americans are snacking everyday (91%), they aren’t constantly reaching for food. More than 60% report snacking just 1-2 times per day. Just slightly more than 20% bump that up, though, to 3-4 snacks a day.
Source: Nielson Report 2014

14. What is Driving the Snacking Lifestyle?
Cravings
Hunger
Health
Taste trumps all. While consumers are interested in healthy snacks, they mostly choose what tastes good to them.
According to Mintel, when asked about their reasons for snacking, 66% of respondents aged 18+ who eat snack foods do so to satisfy a craving. Another study incidcated 83% of respondents saying that they will snack to satisfy a craving.
Second to cravings is hunger. Many respondents snack to hold themselves over between meals. 84% of Nielson respondents do so along with 61% of Mintel respondents.
Following those two, some snackers are also focused on health.
66% of Nielson respondents snack to provide additional nutrition.
Along those lines, 24% of respondents in the Mintel report snack to fuel physical activity. This was highest among the Millennial group at 33%.
In this vein, the pressure is mounting on both the government and industry to act by improving access to “better for you” foods and beverages – though BFY have various interpretations. According to IFIC’s 2014 food and health survey 32% US consumers say they buy foods with organic on the label. Data suggests that one of the biggest on-pack health cues of the past years – gluten free – and shows no signs of slowing down. It is suggested to sacrifice the “simple ingredient list” for gluten free.
References:
Mintel Report: US Snacking 2014
Nielson: Snack Attack, 2014
Source: Nielson Snack Attack 2014
Mintel Report: US Snacking 2014

15. The Demographics of Snacking
Great variety of snack types
Less likely to eat a variety of snack
iGen/ Millennials
Swing Gen/ WWII Gen
Enjoy savory snacks and cereal in the evening
Soup is king
Eating on the go
More likely to eat at home
While large generalizations can be made, it’s important to recognize that age does factor into snacking habits and preferences.
Snackers largely differentiates themselves into two groups based on those habits and preferences- those under 35 and those 35 and older.
Younger snackers are more adventurous, will try new flavors (global flavors), new snacks, like a greater variety, and are often eating on the go. As these snacks become increasingly more portable with the help of precut, bite-sized, or individual portion sizes, their appeal will increase among those who enjoy snacking away from home.
Some 84% of those aged eat some type of snack food while they are not at home, compared to 64% of those aged
Some 93% of those in the Swing Generation/World War II group have eaten soup as a snack within the last six months, compared to 88% of iGen/Millennials. This may be because compared to other generations, they are less likely to snack in general and most likely to use soup as a meal replacement.
Younger snackers, specifically those aged 18-24, tend to be more likely to gravitate toward savory snacks in the evening hours. Half of those aged (50%) eat frozen snacks such as pizza rolls and chicken wings in the evening, a significantly higher percentage than nearly all other age groups.
Cereal is one evening snack that is popular across the younger age groups. While just 17% of the total sample consumes cereal in the evening, nearly one quarter (23%) of those aged currently eat cereal at night.
References:
Mintel Report: US Snacking 2014
Snack less than younger generations
More adventurous
Source: Mintel Report: US Snacking 2014

16. Most Popular Snack Time
Snacking Goes Social
Most Popular Snack Time
Just like with everything else, we’re sharing our cravings and snack choices online.
The golden hour for sharing cravings and brand names on social media is between 2-3pm- our favorite time to snack.
1. Twitter mentions make up almost half (48%) of online mentions among snack brand/ snacking. The most chatter is between 2-3pm.
2. Blogs generate the second-highest number of mentions for snack brands, accounting for 36% of chatter.
3. Facebook makes up 16% of online buzz for food brands.
References:
Mintel Report: US Snacking 2014
Source: Mintel Report: US Snacking 2014

17. Daisy Snacking Behavior Study
February 2015
Now that we’ve taken a look at the data about the rise in snacking along with possible drivers and motivators for this increase in snacking, I will take you through a study on snacking behavior conducted this year by Daisy Brand.
This survey about snacking was launched into 10 databases with the qualification of being a snack consumer.
Field dates were : February 2nd-11th, Sample size was = 2606
Participants completed a 25 minute online survey.
The survey was 78% female with age and BMI ranges across the board.

18. Why People Snack
The Study revealed a wide variety of reasons why people snack.
Including to boost metabolism, as part of a healthy diet, to add protein, to satisfy cravings, to curb hunger, after exercise and in place of meals.
Certain attributes of a snack include: single-serve (portable), on-the-go ( convenience)
Daisy Brand Research, 2015

19. Snacking “Personalities”
Health Conscious Consumer
Everything in Moderation Consumer
Not Health Conscious Consumer
First study, noted there were the emotional versus health conscious eaters. Clear distinction that Health conscious-eating to boost metabolism, picking the high protein, fiber. Putting those attributes above taste. Emotional-eating because of stress or bored. They chose salty, confections over healthy attributes.
Looked at body weight perception, eating habits, physical activity, and coping methods to stress, which led to identifying three snacking personalities (HC-active metabolism, addition of pro. Mod/NHC-emotional eaters)
The health conscious consumer- 24%
Average BMI 24.83
Exercises 4-6 times/week
This group eats snacks to keep metabolism up and looks for protein rich healthy snack solutions that are lower in calories but still tasty and flavorful.
They are more aware of the benefits of protein and fiber.
2. Everything in moderation consumer- 47%
Average BMI 27.11
Exercises 2-3 times/week
3. Not health conscious consumer- 29%
Average BMI 30.24
Exercises between never and 1 time/week
Daisy Brand Research, 2015

20. Top of Mind Snacks Health Conscious Moderation Not Health Conscious
Veggies – carrots, hummus, peppers
All types of Fruits
Yogurt and string cheese
Almonds
Popcorn
Named specific chocolates
Named specific candies
Cakes
Cookies
Chips
Ice Cream
These are the foods listed when asked to think of what a snack food is.
Source: Daisy Brand Research, 2015

21. Reasons Why We Snack
Health conscious consumers snacked for added health benefits such as
Keeping up their metabolism
Reasons to keep up metabolisms
Keep energy up
Regulate blood sugar
Gained this information from various sources
Magazines, dieticians, nutritionists, internet, common knowledge
Benefits of additional protein
Reasons to add protein
Build muscle, keep energy up, and regulate blood sugar
Filling
Magazines, dieticians, nutrition class, internet
Source: Daisy Brand Research, 2015

22. Emotional Reasons Why We Snack
Yet we don’t just snack for health reasons. We also snack for emotional reasons.
Overall, the health conscious group did not snack as much for these reasons than the other groups, except to keep energy up, which should not come as a surprise since this group is much more aware of the benefits of food on health and seek out snacks to help their health.
The not healthy group snacks for emotional reasons such as: boredom and to fulfill a craving.
Source: Daisy Brand Research, 2015

23. What’s Important in a Snack
Health Conscious
1. Protein
2. Calories
3. Flavor/Taste
Moderation
1. Flavor/Taste
2. Protein
3. Calories
Not Healthy
3. Protein
When given 16 options and forced to pick a top 3, these are the attributes that were most important to each type of snacker.
It is important to note that regardless of what type of consumer, they each ranked the same 3, just in different priority.
While everyone was concerned about flavor/taste, it was a bit lower for the health conscious consumer while both the moderation and not healthy groups ranked it as #1.
Source: Daisy Brand Research, 2015

24. What Are We Eating In the Morning?
While the types of snacks eaten by each group varied, fruit and dairy remains a popular option among all 3 groups. Fruit was a clear favorite with 61%, 59%, and 47% of each group choosing it.
The top 3 favorites for:
healthy- fruit, dairy, seeds or nuts
Moderation- fruit, dairy, seeds or nuts
Not healthy- fruit, dairy, pastries
Respondents chose dairy largely because of the taste while also citing it’s healthy attributes and the easy to grab and go nature.
Respondents chose fruit largely for it’s healthy and tasty. It’s easy to grab and go nature was also a popular reason.
Given this information, the morning appears to be the best time to do fruit demos, displays, and promotions.
Source: Daisy Brand Research, 2015

25. What Are We Eating in the Afternoon?
Fruit along with seeds or nuts continue to be a favorite while dairy drops off in the afternoon to be replaced by chips.
The top 3 favorites for:
healthy- seeds or nuts (49%), fruit (49%), dairy (34%)--- chips were a close 4th w/ 33%
Moderation- chips (47%), seeds or nuts (47%), fruit (39%)
Not healthy- chips (51%), seeds or nuts (36%), fruit (35%)
The reasons we snack in the afternoon are the same across the board- taste, easy to grab and go, and convenience. We also seem to have a preference for salty foods, as evidenced by the responses when asked why the respondents didn’t choose dairy or fruits.
This information is important to know when choosing which times of the day to demo and display salty snacks.
Source: Daisy Brand Research, 2015

26. What Are We Eating in the Evening?
Health conscious snackers snacked less throughout the day, but it is definitely more noticeable in the evening.
A whole 20% of health conscious snackers did not choose an evening snack versus 9 and 6% for moderation/not healthy snackers, respectively.
The top 3 favorites for:
healthy- fruit (22%), dairy (22%), no snack (20%)
Moderation- dairy (24%), seeds or nuts (23%), fruit (21%)
Not healthy- dairy(30%), chips(27%), chocolate (24%)
Dairy continues to be a popular snack among all groups, ranging from 22-30% of respondents choosing it as a type of evening snack.
Source: Daisy Brand Research, 2015

27. What About Cottage Cheese?
Health Conscious consumers
Moderation consumers
Not Health Conscious consumers
#1, First--what do you think it would it take to convert a non-cottage cheese eater to become an eater of cottage cheese? ie offering tasty and delicious serving ideas for B, L, D and snacks. Offer a live sampling event in store featuring simple & delicious pairings #2 Second, how can retail RDs help make cottage cheese a snack of choice for those that say they do like to eat cottage cheese? We know that all 3 snacker types seek protein as a key attribute, but still may not think of cottage cheese as a satisfying source of the protein, flavor/taste and low calorie attributes they seek.
Nutrition Label-Not health conscious reviewed cc nutrition label, more likely to choose cc and salty chips decreased
% of respondents who eat cottage cheese as a snack
% of respondents who don’t eat cottage cheese as a snack
Source: Daisy Brand Research, 2015

28. How does this relate to Daisy?

29. The average snacker cares about the ingredients
The average snacker cares about the ingredients. “Natural ingredients” is the top factor consumers look for when purchasing a snack.
Daisy has the least amount of ingredients compared to other brands

30. Protein Power
Consumers are looking for snacks to taste delicious, contain protein to curb hunger, while keeping calories in mind. This educational infographic puts calories and protein into perspective.

31. Consumers say they want healthy, convenient, protein rich, nutrient snacks, that fulfill either a sweet or savory craving. We created perfect pairings materials to illustrate the versatility of Daisy Cottage Cheese. We have created a pairings bar and I’d love for you to create your pairing.

32. Hands on Healthy Snack Creation
Design the Perfect Snack with Daisy Cottage Cheese!

33. Share Your Snack Photo via Social Media!
Tweet your snack!
@DaisyHealthRD
Post your snack!
On Facebook

34. For recipes, resources and more Visit: Daisybrandhealth.com
Thank You!
For recipes, resources and more
Visit:
Daisybrandhealth.com