Different consumers have different snacking habits. SHSFoodThink examines the 5 snacking segments in America, who they are, what are their attitudes, and what possible snack offerings they would be interested in.
For the full report on Snacking in America, visit http://www.shsfoodthink.com
In Snacks We Trust: The 5 Snacking Segments in America
1. All data sourced from “Snacker Nation,” Sullivan Higdon & Sink FoodThink, 2014.
The study was built on research from nearly 2,004 U.S. consumers.
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Consumers snack in different
ways for a variety of reasons,
and with the rise of snacking,
distinct snacker segments are
starting to emerge.
Snacking Styles
Infographic created by:
32%
44%
THE FIVE SNACKING SEGMENTS IN AMERICA
WE TRUST
IN SNACKS
10%
29%
28%
21%
12%
The Healthy Snacker The Bored Snacker The Starving Snacker The Non-Snacker The Social Snacker
I mostly eat healthy,
nutritious snacks.
“ ”
THE HEALTHY SNACKER 29%
WHO ARE THEY?
More likely to buy organic
Good cooks
Have more education
(bachelor’s degree or higher)
SNACKING
ATTITUDE
Part of a healthy diet
Lets me add variety to diet
Snack definition has evolved
POSSIBLE SNACK
OFFERINGS
Good for you
Fresh
Organic or natural
Time of day Snack frequency
Commitment to health
L
L
H
H
Snack frequency
Commitment to health
I’m not really much
of a snacker.
“ ”
THE NON-SNACKER 12%
WHO ARE THEY?
Pre-Boomers
More likely to be lower income
Moderation wellness approach
SNACKING
ATTITUDE
Part of a healthy diet
POSSIBLE SNACK
OFFERINGS
Small meals
Fresh
Simple
Time of day
L
L
H
H
Snack frequency
Commitment to health
I tend to snack when
I’m around others
who are snacking.
“
”
THE SOCIAL SNACKER 10%
WHO ARE THEY?
More likely to be Hispanic
Dads
West Coast
SNACKING
ATTITUDE
Snacking is fun
Lets me add variety to my diet
Would consider fast food for a
snack
POSSIBLE SNACK
OFFERINGS
Shareable
Tapas
Appetizer
Time of day
L
L
H
H
I snack because
there’s nothing
else to do.
“
”
THE BORED SNACKER 28%
WHO ARE THEY?
Millennials and Gen-Xers
More likely to be single
Bad cooks
Not concerned with health
Food splurge when lonely, sad
or stressed
SNACKING
ATTITUDE
It’s fun
Favorite kind of food
POSSIBLE SNACK
OFFERINGS
Bold, adventurous flavors
Novel concepts
Trendy items
Time of day Snack frequency
Commitment to health
L
L
H
H
I snack because
I’m hungry all
the time.
“
”
THE STARVING SNACKER 21%
WHO ARE THEY?
Millennials
Moms
Bad cooks
Heavy QSR users
More likely to value convenience
SNACKING
ATTITUDE
It’s fun
Favorite kind of food
Would consider fast food for a
snack
POSSIBLE SNACK
OFFERINGS
Protein-packed
On the go
Time of day Snack frequency
Commitment to health
L
L
H
H
The Healthy
Snacker
The Starving
Snacker
The Non-
Snacker
The Social
Snacker
The Bored
Snacker
VERY HEALTHY
NOT AT ALL
HEALTHY
Three out of 10 Americans are healthy snackers, a group
ripe with opportunity.
Snack Health
Get to Know Each Snacker Segment
Take our snacker quiz at shsfoodthink.com/snackerquiz and receive a
complimentary in-depth profile of your snacker segment.
WHAT SNACKER SEGMENT ARE YOU?