PLANO, Texas – Consumers are snacking now more than ever. Eighty percent of consumers say they snack at least once a day, and 34% of those 80% do so twice a day, according to the 2018 Snacking Occasion Consumer Trend Report by CSP sister research firm Technomic.
In honor of National Snack Day on March 4, Frito-Lay revealed who these snack-crazed consumers are through a survey conducted in its U.S. Snack Index. The result: There are four types of snackers, and their preferences vary based on where they live and their age.
"National Snack Day is a perfect occasion for Frito-Lay to engage with consumers and see how they would define their persona when it came to the types of snacks they bring to a party," said Steven Williams, senior vice president of sales and chief commercial officer for Frito-Lay North America. "From the Daredevil Foodie snackers looking for a little spice or an unexpected flavor to the Traditionalist who goes for the classic and timeless options, National Snack Day is a celebration of all types of snackers."
Frito-Lay’s four types of snackers are the Daredevil Foodie, the Traditionalist, the Sweet Tooth and the Last-Minute Friend. Here’s a look at each …
1. The Traditionalist
The Traditionalist is the most common type of snacker. These consumers prefer classic options such as potato chips or nuts and seeds and are most likely to live in New York or California. Traditionalists were the most common type of snackers in every U.S. state except for Colorado, according to Frito-Lay.
2. The Daredevil Foodie
One in four surveyed people described themselves as Daredevil Foodies—the type of snacker who looks to turn every dining experience into an adventure—according to Frito-Lay. The bulk of these consumers are young adults who enjoy cheesy and spicy flavors and live in cities such as Dallas, Atlanta, Houston, Miami and Los Angeles.
3. The Sweet Tooth
The Sweet Tooth snacker is exactly what it sounds like: consumers who enjoy sweet treats, such as candy and cookies. These consumers were the third most common type of snackers in Frito-Lay’s survey, and every two out of five of them still choose potato chips as a top snack they’d bring to a party. Sweet Tooth consumers are likely to live in Michigan and Texas.
4. The Last-Minute Friend
Nine percent of consumers described themselves as the Last-Minute Friend—the snacker who stops at the store en route to the party—which is the least common type of snacker, according to Frito-Lay. These consumers are most likely to live in Illinois, and a quarter of them prefer popcorn as their go-to snack.