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Snacking 101



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Health Focused, Not Conscious

    • This group is not health-conscious, they are health-focused. Many decisions regarding foods they purchase are driven by their physiological needs rather than pleasure
    • Increasingly, they expect their snacks to deliver added benefits targeted for specific health conditions, including:
    •  Keeping energy up, stabilizing blood sugar, alleviating aches and pains, avoiding muscle cramps through protein,  fulfilling nutrition requirements
    • Snacks that provide “slow-release” benefits with ingredients over time such as caffeine and medicine are desirable
    •  Snacks that contain the “right” amount of benefits for their bodies are also valuable
    •  They want fewer ingredients in their snacks, but they do not want them to be bland
    • Many will choose healthy snacks like fruit or vegetables, but prefer to eat them with dips, though they feel these add-ons are unhealthy. More natural options would help them feel as though they are not jeopardizing their decisions
    • Key packaging insights focused around portion control (not eating too much), freshness with an extended shelf life and easy to open with one hand

Tailor Made

    • Snacks should fit their lifestyles
    • They value variety when it comes to snacks, and desire for snacks, like “choose-your-own-mix”
    • Controlling the amount they eat to feel satiated, not stuffed, is important
    • Convenience and ease of use are important characteristics of snack foods, however versatility and variety are preferred; peanut butter, cheese and crackers were mentioned as key favorites
    • They would like more snack foods in general to “cater to their health needs versus their wants”, but they do take pleasure in indulgent combinations, such as sweet and salty, hard and soft and crunchy and creamy
    • Gender-oriented snacks were appealing to them, whether it is through marketing, size of portions, nutrients, or the way they eat it (They discussed how women tend to pick at smaller pieces versus men who grab handfuls of things)

Planning Ahead

    •  These participants plan ahead, not just for themselves but for their families, especially their grandchildren. When purchasing snacks, they choose healthy foods that they can create and enjoy together
    • They buy snacks in anticipation of occasions. Holidays and special events cause them to stock up on more traditional snack foods like chips, candy and chocolate
    •  For themselves, they tend to purchase snacks that are more health-focused that accommodate their activities such as travelling, watching tv and reading. For these activities, they consider qualities like ease of use (i.e. can I use this with one hand? Is it messy?), versatility (i.e. peanut butter), storage as well as shelf life (can I reseal it and keep it for another time?)
    • -They do not like excessive and unnecessary packaging, not only because it is cumbersome but also because it is wasteful
    • -They also mentioned that many packages have too much air in them, causing them to feel as though they are not getting the maximum value

Satisfaction Defined

    • When it comes to snacks, they expect them to be satisfying above all else
    • Given that the majority of participants are primarily concerned with their health, they want the “most bang for their buck” from snack foods.They define satisfaction as being “the right combination” of sweet/salt, volume density/ calories, healthy/ indulgent, hard/ soft, having less ingredients and not being bland or boring
    • Visceral qualities of snacking matter; many mentioned aspects of nostalgia and memories relative to snacks, and they also associated them with the appropriate activities; for example, some classify snacks as being “relaxing” or “busy” snacks
    • Additionally, many align their snack choices based on their drinks like wine, coffee, milk, tea, etc., careful not to combine items that will leave them to regret it later (i.e. heartburn from too much acidity)
    • The time of day is also important in what they choose to snack on; the morning calls for a different kind of snack versus what they eat while cooking their dinner

 

 

 


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