CHICAGO -- Snacking is a behavior that is entrenched in the daily routine of American lives, according to a recent report by market research company The NPD Group. Its report, Snacking in America 2008, shows that after experiencing a period of decline between 1996 and 2002, consumption of snacks has grown steadily and is forecasted to grow by 14% by 2017.
"A generation ago, most Americans believed they should 'avoid snacking entirely,' but today, snacking is more acceptable and is clearly the fourth meal of the day," said Harry Balzer, vice president at The NPD Group and author of Eating [image-nocss] Patterns in America; "21% of all meals are snacks."
Although snacking behavior is common among people of all ages, NPD finds that consumption of snack-oriented convenience foods, which generally are eaten between meals as “snacks,” but can be consumed along with meals or as a meal replacement, is growing among kids ages 6 to 12, but declining among adults 18 to 34 (showing greatest declines) and adults 55+. Snacking among younger children ages 2 to 5 is also declining. By 2017, NPD projects kids under 9 and adults ages 30 to 39 and 50 to 59 will account for the largest number of snack eatings.
"There is an aging curve that shows between meal eating peaking at a very young age; although children in general remain the heaviest snackers," said Arnie Schwartz, who heads up the NPD Group food and beverage business unit. "On the other end of the age spectrum, between meal eating shows growth after the age of around 60. Because this is where the population is heading, we would expect this behavior to just outpace population growth."
When Americans snack is changing, as well, according to the Snacking in America report. Most snacking still occurs in the evening at home, but evening snacking is declining. Morning snacking has shown the strongest growth, and snack foods replace more breakfast meals than other meals. Snacking in the afternoon continues but remained stable. The report also found that most snack-oriented convenience foods (e.g., potato chips) are eaten between meals, but these items are increasingly finding their way into meal times as accompaniments or replacements.
Other snacking findings include: Fruit is the top food eaten between meals anywhere and consumption is up from five years ago, driven by more at home consumption. Cookies, candy/gum, ice cream and chips round out the top five items consumed between meals anywhere. Most snack foods are purchased more than a day ahead; just one in 10 are bought within 30 minutes of consumption.
"Regardless of age, lifestyle or health, snacking, whether mindful or mindless, is a component of our daily eating patterns," said Balzer. "Mom's warning about spoiling our appetites with snacks is definitely going unheeded."
Chicago-based NPD is a major provider of consumer and retail information for a variety of industries: automotive, beauty, commercial technology, consumer technology, entertainment, fashion, food and beverage, foodservice, home, office supplies, software, sports, toys and wireless.
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