Over the past year, consumers have adjusted their budgets to combat higher grocery prices, with 68% actively seeking sales, deals and coupons, and 55% reducing non-essentials like snacks and candy, according to 84.51’s 2024 Consumer Digest Snacking Trends report. Price remains the primary factor influencing snack purchases for 32% of consumers, followed by quality (15%) and flavor (13%).
Most consumers (85%) still purchase snacks in grocery stores, with 60% also shopping at mass retailers, underscoring physical stores’ role in grabbing consumers’ attention. By creating engaging displays and strategically placing products near the register, brands can proactively encourage impulse purchases and maximize sales from shoppers.
Snacking frequency on the rise
Despite budget constraints, snacking frequency is rising. Twenty-seven percent of consumers now snack multiple times daily, a 12-point increase from the previous year.
Late afternoon is the most popular snacking time (84%), followed by late morning (68%) and late evening (65%), highlighting key opportunities to target marketing and product placements to better align with consumers’ snacking occasions.
Convenient, on-the-go snacks like cheese, fruits, potato chips, crackers and chocolate remain popular choices.
Taste and flavor are the top priorities for 75% of snack consumers, followed by fulfilling a craving (down 7 points from 2023 to 55%) and convenience at 46%. Nutritional factors like high protein and low sugar are less important, with only 29% and 24% of consumers prioritizing them, respectively, according to the report.
For better-for-you snacks, consumers are avoiding ingredients like high fructose corn syrup, artificial sweeteners, hydrogenated oils, trans fats and sugar. However, 28% of shoppers admit to not checking ingredient labels when selecting snacks, underscoring taste’s role in consumers’ preferences.
Global flavors continue to drive consumers’ culinary exploration
Consumers remain curious about different snack options that combine both value and taste. Shoppers reported an interest in flavor combinations like sweet and salty, savory and spicy and global flavors from Mexico, Korea, India, Asia and the Caribbean.
According to a Consumer Curiosity report by Curious Plot, 65% of consumers are “very curious” or “extremely curious” about global flavors, with more than half (52%) of respondents who prefer to try new foods at home, compared to 26% who prefer to explore new flavors outside of home.
Inspired by flavors from Greece, India and Korea, Lay’s introduced three chip flavors in Wavy Tzatziki with yogurt, lemon, dill and garlic; Masala featuring cumin, coriander, turmeric and pepper; and Honey Butter, which blends togethers buttermilk honey and butter flavors.
Instant ramen-maker, Maruchan, introduced its summer-inspired flavors for its Yakisoba noodle line in Chili Cheese and Orange Chicken for a convenient snack. The Chili Cheese flavor blends cheddar cheese, sour cream and beef with yakisoba noodles, while the Orange Chicken incorporates a sweet and tart blend of soy sauce, vinegar, garlic and mild chili and comes packaged with a garnish blend of cabbage, onions and carrots.
Launching nationwide this month, Maruchan and Funyons collaborated for a limited-edition collaboration, blending familiarity and novelty, with its Funyons x Maruchan Hot & Spicy Chicken Ramen Onion Flavored Rings. The snack blends the onion profile of Funyons with the savory notes of Maruchan’s Hot & Spicy Chicken Flavor Instant Lunch in a ring shape.
