At-home snacking soared during the COVID pandemic but how are todays’ consumers behaving and approaching the category? Prepared Foods talks snack tastes and trends with Sally Lyons Wyatt, executive vice president & practice leader for client insights at Circana. Wyatt delivered a “State of Snacking” address at this year’s Sweets & Snacks Expo and PF Editor Bob Garrison checks in to learn more.

Wyatt shared several insights from Circana’s 2023 Snacking Survey. For starters, Circana finds that 49% of consumers snack more than three times each day, which is up four points in two years. Leading snackers by age groups are those 25 to 34 (68%), 35 to 44 (60%) and 18 to 24 (58%). For those who snack more than three times a day, early morning and late evening represent the largest growth occasions.

From a broad market perspective, economic inflation (resulting in high prices) hurt all of last year’s food and beverage product sales but snacks to a lesser percent. Circana said it found that 25% of consumers were buying what is on sale (rather than their favorite brands) and 72% overall were looking at price before making a selection. Not surprisingly, private label snack options have gained category shares.

Within snacks, non-chocolate confections and tortilla chips led category gains with both dollar and unit sales increases. When it comes to taste trends, Wyatt points to three on-trend flavor groupings: Sweet, Blends (such as Sweet & Salty Kettle Corn) and Hot and Spicy. She recommends that processors mine social media (TikTok, Instagram) for new product inspirations and that they also consider create distinct new offerings for those consumers gaming and snacking the digital metaverse.

About Circana

Circana is the leading advisor on the complexity of consumer behavior. Through unparalleled technology, advanced analytics, cross-industry data, and deep expertise, we provide clarity that helps almost 7,000 of the world’s leading brands and retailers take action and unlock business growth. We understand more about the complete consumer, the complete store, and the complete wallet so our clients can go beyond the data to apply insights, ignite innovation, meet consumer demand, and outpace the competition. Learn more at www.circana.com.