The State of Snacking 2021: Shopping Habits Keep Retailers Guessing

CHICAGO — Statistics can be intimidating. After a year when ecommerce sales grew by massive double digits, there’s reason to assume consumer behavior has changed, putting brick-and-mortar sales at risk. But recent consumer surveys suggest consumers are more creatures of habit than we might think.

“Since COVID restrictions have eased, 41% [of consumers] say their snack shopping habits have changed,” says Mike Del Pozzo, chief customer officer at Frito-Lay, citing the company’s spring U.S. Snack Index. The report shows one-third of consumers are shopping more online for snacks now, but that “most adults (84%) are still shopping for their summer snacks in-person, at the store.”

Kelley Gutierrez, category manager of candy and snacks for MAPCO Express, is ready to welcome those customers back while also embracing their new habits. “People don’t like change, but once they do it, they don’t like to go back,” she says. “I do think we’re going to see a lot of the same shopping habits [developed during the pandemic] for the next 12 to 18 months.”

And so with assurances that consumers are still willing to visit physical stores to make their purchases, it’s worth recognizing current preferences in the types, styles and flavors of snacks that are most likely to catch their attention now ...

Healthier snacking has been trending for years, and in 2021, “healthy” is most likely to mean sugar-free or keto diet-friendly.

“The pandemic changed how and what consumers are shopping for at all retail outlets,” says Jodi Green, senior marketing manager of British Columbia-based Okanagan Specialty Fruits, a supplier of nonbrowning Arctic apples for retail sale. “They’re eating healthier to boost immunity and wellness.”

Green notes a recent Technomic study that shows 63% of customers would like to see more healthy choices offered in c-stores. “Put fresh options front and center, making it easy for customers to find them and make those healthy choices.”

Spencer Fivelson, vice president and general manager of snacks for Conagra Brands, Chicago, agrees. “Consumers do not always know what they want to buy before they enter a c-store, but a robust assortment and shelving strategy, fully stocked with top brands and exciting innovation, is sure to help any retailer win,” he says.

For Conagra, recent innovation has centered on the keto diet, one high in protein and low in carbohydrates and sugar. As an example, Fivelson singles out the 3-ounce Slim Jim Savage stick, which delivers 18 grams of protein.

Hauppauge, N.Y.-based Shrewd Food is bringing keto-friendly characteristics to snack and candy types that are often identified as indulgent, such as Protein Puffs, Protein Cookies and Keto Dippers, chocolate-covered, low carb protein snacks.

The keto diet is a friend to jerky manufacturers as companies such as Werner Gourmet Meat Snacks, Stryve Biltong Snacks and Krave Jerky, all of which recently introduced new high-protein, zero-sugar products.

“The real star of this product is the food itself,” said Jerry Goldner, vice president of Plano, Texas-based Stryve, while introducing retailers to Stryve’s new Vacadillos line (pictured) of carne seca (air-dried beef) during the Sweets & Snacks Expo in June. “There are no nitrates, no carbs and no sugar, and yet it’s full of flavor.”

Speaking of flavor, spicy is the absolute go-to for savory snacks. Stryve’s Vacadillos line comes in Chile Lime, Habanero and Scorpion flavors. Other spicy meat-snack innovation includes Krave Jerky’s Chili Lime and Sonoma Style BBQ flavors and Oberto’s Cattleman’s Cut Takis stick, which share the chili-lime flavor of the popular tortilla chips.

Similarly, Conagra is bringing Takis’ spicy flavor to its Bigs Takis Fuego Sunflower Seeds.

The National Confectioners Association, Washington, dubbed spice a primary trend of its recent Sweets & Snacks Expo held in June in Indianapolis. “The hottest (and we mean hottest) new spicy snacks [featured] flavors like chili, sriracha, jalapeno and habanero,” NCA said.

“Bold flavor trends are resonating with consumers,” says Daniel DeMeyer, senior director sales strategy, Kellogg Co., Battle Creek, Mich. “Innovation is important and a key to growth.”

For Kellogg, that meant the launch of the spicy Pringles Scorchin’ (pictured) in December in three flavors: BBQ, Cheddar and Chili & Lime.

Gutierrez of Franklin, Tenn.-based MAPCO says she’s totally on board with spicier flavors.

“[Consumers have told us], ‘I want to buy your basic, traditional snack, but I also want to try out that new spicy flavor,’ ” she says. “So you might see that customer trying that new spicy item, but you’re also going to be selling your core items.”

Manufacturers agree keeping those familiar or nostalgic flavors in stock is important to maintain and grow snack sales.

“Ever since the onset of the pandemic, we’ve seen consumers seek more indulgent offerings and comfort foods,” says Sarah Wolfe, marketing manager at General Mills Convenience, Minneapolis.

Much has been written about how pandemic trends affected package size. Consumers, determined to make as few shopping trips as possible to avoid possible COVID infection, stocked up on household products in larger packages that would last longer. The question now is: How will that translate over time?

“We adjusted our promotional strategy, adjusted our merchandising, making sure we had enough space for those kind of items,” Gutierrez says. “[We’re] currently still expanding that because shopper behavior seems to be here to stay for a while.”

To accommodate stock-up behavior, meat-snack manufacturers, including Werner and Bridgford Foods Corp., have added 10-ounce packages of meat sticks and jerky, respectively.

“Look at the pack sizes you are offering,” Richard Mueller, national account sales manager for the convenience-store channel of trade for Chicago-based Bridgford, suggests for retailers. “If you do not offer a large-size bag, we would recommend giving it a place on your shelf.”

As it’s introduced larger, shareable pack sizes, Kellogg Co. has been sure to make packages resealable to retain freshness, such as a 7-ounce package of Cheez-Its that comes in a zipper bag. Similarly, new products Gratify Pretzels (pictured) are available in 2-ounce, 10.5-ounce and 1.54-pound bags, and Bamba Peanut Butter Puffs launched in 0.7-ounce, 2.5-ounce and 12-ounce packages.

Of course, for every trend, there’s a reverse trend: NCA says smaller pack sizes are also growing in the name of healthier choices.

Also in the name of healthier choices, the ingredients going into snack products have become more important than ever. From the base source itself to how they’re marketed, consumers and manufacturers are taking notice.

Increasingly, suppliers are reaching beyond corn, wheat and nuts as base ingredients and launching snack varieties built on unexpected fruits or vegetables.

PeaTos, known for its pea-based puff snacks created as a “more natural” alternative to Plano, Texas-based Frito-Lay’s popular Cheetos, doubled down on its challenge to the No. 1 snack maker with the June launch of PeaTos Crunchy Chips. The tortilla-style chips made on a base of peas are intended to compete directly with Doritos, the leading tortilla chip in c-stores and beyond.

With peas as the primary ingredient, “consumers can now have that junk-food taste and the nutrition they seek for a balanced lifestyle,” the Los Angeles-based company says.

PeaTos isn’t alone in its mission. During the Sweets & Snacks Expo, manufacturers unveiled new snacks built on plantains, seaweed, mushrooms, eggs and even chicken.

Munster, Ind.-based Gone Rogue Chicken Chips aim to combine the crunchiness of a potato chip with the protein-rich benefits of chicken. Each serving offers more than 17 grams of protein.

On the other side of the coin is a jerky made from tomatoes. Bella Sun Luci’s Tomato Jerky is made from sun-dried tomatoes and comes in three flavors: Hickory Smoked, Sriracha and Teriyaki & Cracked Pepper.

“The vegan population is growing, and with it we are bringing forward-thinking foods that appeal to both vegans and non-vegans alike,” says Mary Mooney, owner of Chico, Calif.-based Mooney Farms, which produces Bella Sun Luci’s Tomato Jerky.

The term “plant-based” has joined organic, gluten-free, low-sodium and other familiar attributes on snack packaging to appeal to a demographic that’s embracing products seen as healthier and environmentally friendly.

“Now more than ever, consumers are focused on how their diet can help improve their overall health and wellness,” says Maya Erwin, vice president of innovation and research and development for Blue Diamond Growers, Sacramento, Calif. “Many are choosing to purchase foods and beverages that are clean-label, plant-based and full of added health benefits.”

Erwin cites a recent study from SPINS, Chicago, that found plant-based retail sales reached $7 billion in 2020, growing 27% over the year.

“Convenience stores will need to continue to diversify the range of products they offer,” she says. “Research from SPINS shows that 57% of Americans now purchase plant-based alternatives, and 78% are repeat buyers. Offering a wide range of plant-based snacks could entice consumers to explore new snacks and encourage return visits.”

Recent product launches aimed at c-stores and calling out their plant-based roots run the gamut of snacking segments, such as Nova Crisp, a line of grain-free cassava chips available in multiple flavors; ProBar, a snack bar made with chia and flax seeds and sporting 20 grams of plant protein; and coming soon from Krave Jerky (pictured), a plant-based line extension that aims for the texture and flavor of beef jerky but with the benefits of a plant-based diet (lower cholesterol and fat, plus more fiber, among other things).

“People are educating themselves,” says Matt Houlihan, a representative of Park City, Utah-based ProBar. “They’re learning that there are a lot of benefits to plant-based foods and protein.”

“The COVID-19 pandemic had sweeping effects for retailers and consumers alike. Across the convenience channel, we’ve seen a major transfer toward pantry items such as full-size cereal boxes or larger, resealable snack items, while people are spending more time at home,” says DeMeyer of Kellogg Co.

At the same time, he adds, “As more consumers return to their daily routines [from] prior to the pandemic, they are once again looking for ‘on the go’ snack options, as well as health and wellness options.”

It’s on retailers to decide which and how many of these items they need to satisfy the people coming through the door.