In its 2024 IFIC Food & Health Survey, the International Food Information Council revealed that more than half of Americans (56%) replace traditional meals with snacking or by eating smaller meals.
Emerging as its own eating pattern, snacking has become increasingly popular among consumers, especially Gen Z, Millennials, women, and those whose relationship status is single.
While nutrition scholars have struggled to formally define the word snack, nearly all Americans tell us that when they eat or drink something between meals, to them, it is a snack. A rarity that widespread agreement emerges around food and nutrition, this noteworthy finding is one of many eye-opening takeaways from the IFIC Spotlight Survey on snacking.
As consumers make food decisions, nothing outcompetes taste and price: They want to enjoy the food they eat and require affordability—the foundational elements consumers need before considering healthfulness. Regarding taste, most consumers favor sweet and salty flavors in their snacks, followed by the sensation of crunchiness and the inclusion of beverages.
Likewise, consumers tend to snack spontaneously, and very few emphasize nutrition.
Half (51%) say they have calorie goals for their snacks, and only one in ten consumers confirm they leverage their typical snacks as a moment to add nutrition.
Related Article: Snacking Surge: What, When, and Why We Snack More Than Ever
Whether a result of busy schedules or on-the-go lifestyles, data from this IFIC Spotlight Survey show that opportunities exist to help consumers get more from their snacks— more nutrition without sacrificing taste. Snacking is poised to be one eating occasion to meet multiple goals, and understanding the heterogeneity of consumer desires and their associated snacking profiles is an important element to meet the challenges associated with snacking and to fully realize the health and nutrition opportunities.
IFIC commissioned this IFIC Spotlight Survey: American Consumer Perceptions of Snacking to study U.S. consumer mindset related to snacking.
KEY FINDINGS
- Almost 9 out of 10 Americans call what they eat or drink between meals a “snack.”
To gain alignment on terminology, when asked if they eat or drink something between meals, and what they call it, 89% of Americans call it a snack. Less than one-in-ten call it “grazing,” “a mini meal,” “a treat,” and “picking.”
- More than 4 in 10 Americans say they feel content and/or happy when snacking.
Americans feel a range of emotions when snacking, but the most common is content (42%) followed closely by happy (41%). Only 21% of Americans say that they feel bored when snacking while 17% express feeling energetic. Fewer still, 10%, say that they experience a sense of guilt.
- Americans typically snack on sweet, salty, and crunchy foods; nearly half include a beverage.
Most Americans favor sweet as well as salty for at least one part of their snacks: 59% say sweet and salty is a close second at 58%. Crunchy is just a little behind (48%), tied with choosing a beverage (48%). Fresh and packaged foods vie for the fourth spot at 36% and 34%, respectively. While spicy is only preferred by 24% of Americans under 45, a consumer prefers spicy snacks more than those 45-64 and 65+ years old.
- Half of Americans do not set calorie goals when snacking.
Half of Americans say they do not have calorie goals when snacking: 49% of Americans do not have such a goal whereas 51% do. Among those who say they have a target, 17% of consumers favor 200 calories per snack while only 10% aim for 100 calories. People earning less than $40,000 annually are less likely to have calorie goals for their snacks than other income brackets (i.e., $40,000 – $79,000 and $80,000+).
- 2 in 3 Americans say their snacks are more likely to be spontaneous than planned.
Most snackers report that they consume spontaneous snacks. While two-thirds (66%) are enjoying unplanned snacking, only 11% of Americans have a planned snack. One in five Americans say they have a relatively equal mix of planned and spontaneous snacks.
- Among the five food groups, most American snackers seek fruit in their snacks followed equally by protein and/or grains.
When we asked consumers what they seek in their typical snack, most Americans seek fruit (58%) whereas only one-third say vegetables. Protein, as well as grains, contend for the second most preferred component of a typical snack (43% each). Twenty-one percent of Americans say they do not seek to include any of the provided options (i.e., fruit, protein, grain, dairy, vegetables, specific nutrients) in their snacks. Most Americans tend to lean toward eating based on specific foods (preferences) instead of prioritizing nutrients as only 18% say they seek specific vitamins, minerals, or other nutrients.
- More than 4 in 10 Americans say their typical snack satisfies their hunger between meals and is an extra treat.
As consumers compare their typical snacks with their typical meals, 45% say their typical snack satisfies their hunger to keep them going between meals, and 41% say their typical snack provides an extra treat or indulgence. Around one in ten say their typical snack contains similar foods as their typical meals, but in smaller portions (14%); and 11% report that their typical snack contains similar foods in similar portions as their typical meal. Ten percent of Americans use their typical snack to add nutrition that their typical meal falls short on.
- Americans choose their typical snack to satisfy hunger, a specific taste, and/or desire for convenience.
Consumers choose snacks primarily to satisfy their hunger (56%) followed by the need to meet a specific taste (45%), convenience (35%), and to feel more energetic (23%). Only 15% choose a snack because it is healthy.
- More Americans say they snack in the afternoon and evening, but morning snacks get highest net healthy rating.
When asked to consider their typical snacks throughout the day, consumers say their morning snack is the most healthy, and their latenight snack is their least healthy. Net healthy ratings decline over the day: morning +34%; afternoon +27%; evening +17%; and late-night +1%. Consumers who are 65+ years are more likely to avoid late-night snacking as compared to other age brackets, under 45 years and 45-64 years.
- Among those who rate at least one of their typical snacks less than healthy, nearly 4 in 10 say healthy, portable snack ideas would help them improve the healthfulness of their snacks.
A subset of consumers who describe their snacks as either very unhealthy, somewhat unhealthy, or neither unhealthy nor healthy, provided feedback regarding what would help them improve the healthfulness of their snacks. Nearly forty percent of Americans would like ideas for healthy, portable snacks (38%). Still, one-third are not interested in improving the healthfulness of their snacks. Onequarter would like help with planning and preparation, while the same amount would like information on what constitutes a healthy snack.