Within expanded snacks, viral trends, protein and convenience are part of consumers’ consideration set, said Sally Lyons Wyatt, global executive vice-president and chief advisor of consumer goods and foodservice insights of Chicago market research firm Circana on May 13 at Sweets & Snacks Expo in Indianapolis.
Up 2.7 percentage points vs. 2024, 48.8% of consumers eat more than three snacks per day, Lyons Wyatt said in the opening session Snack Unwrap the Insatiable Craving for Growth. She said that the younger generation aged 18-24 is spearheading this increase.
When it comes to what selection, Lyons Wyatt said snack purchases have been gravitating toward snacks with functional and or healthier benefits.
Lyons Wyatt said 51.6% of consumers state they are purchasing products with probiotics to help with digestion, which is up 13.5 percentage points from 2020.
As for brand loyalty, Lyons Wyatt said this still matters. She said 63.1% of consumers state they purchase the brand of their choice, which is up 4 percentage points from 2020.
Turning to the GLP-1 dynamics, Lyons Wyatt said that it continues to evolve.
“GLP-1 households are turning more toward high-protein savory snacks and scaling back on sweet options,” she said.
Forms, textures and flavor mashups are adding “newness” to the snacking universe, she said.
The way consumers are connected to snacks is changing, said Lyons Wyatt.
She said 59.3% of consumers state they like to eat snacks that add “excitement” to their daily diet—up 8.6 percentage points from 2020.
Members help make our journalism possible. Become a CSP member today and unlock exclusive benefits, including unlimited access to all of our content. Sign up here.