Consumers prefer sweet over salty snacks, as healthy options ripe for innovation, IFIC finds

“While most Americans do not consume the daily dietary guidance recommendations for fruits, vegetables, dairy and whole grains, nearly everyone snacks. Given snacking’s widespread popularity and its role in our daily enjoyment, it is important to reconsider, reframe and redefine healthy snacking behaviors to improve the health of all Americans,” IFIC President and CEO Wendy Reinhardt Kapsak shared in a press release​.  

Spicy is no match for sweet, salty

In its “American Consumer Perceptions of Snacking” report, IFIC surveyed more than 1,000 shoppers older than 18 years about their snacking habits, including why they snack and what they eat.

Most consumers (59%) said sweet snacks are part of their snacking habit, slightly above salty at 58%. Additionally, 48%, 36% and 24% of consumers said their snacks consist of crunchy, fresh or spicy foods, respectively.

More than half (58%) of consumers seek fruit in their snacks, while 43% seek protein and grains, 35% dairy and 28% vegetables.                 

Consumers turn to snacks for spontaneous indulgent moments

Two-thirds (66%) of consumers said they spontaneously snack while 11% said they plan snacks, with the remaining 22% doing a mix between the two. Similarly, nearly half (49%) of consumer do not count their typical snack's calories.

Nearly half (45%) of consumers said their typical snack is used to satisfy their hunger in between meals, while 32% say they snack for an energy boost. Additionally, 41% said their typical snack is for an indulgent moment or as an added treat.  

Similarly, 56% of consumers choose a snack based on how well it satisfies their hunger, while 45% said they choose a snack to satisfy a specific taste. Additionally, consumers said they purchase a snack because it is convenient, provides energy-boosting benefits, and out of habit, with 34%, 23% and 22%, respectively saying so. Only 15% of consumers choose a snack because it is healthy.

Despite fewer consumers picking snacks for health reasons, IFIC found that consumers were open to the idea of healthier snack options. 

Of those who said they ate less healthy snacks, 38% said healthy portable snack options would improve their snacking habits, while 26% said tips for planning or preparing snacks in advance would be helpful. However, 33% said they were not interested in improving the healthfulness of their snacks.