It’s not all about healthy – at least when it comes to snacking. That’s the take-away from the latest consumer research from Cargill. The study finds that while some consumer segments prioritize nutrition in their snacking choices, others are driven by lifestyle and emotional needs. 

In November 2024, Cargill surveyed more than 4,400 US consumers—including teens and adults—to uncover the “why” behind snack choices—and not just the what. Zeroing in on the conventional side of snacking, the survey unearthed three core snacking personas — “Guiltless Grazers,” “Impulse Munchers,” and “Emotional Snackers.”

Where some consumer segments prioritized nutritional considerations, these respondents often made snack choices rooted in emotional comfort, convenience or pure craving satisfaction. 

“This underscores the tension many consumers feel between what they think they should eat and what they want in the moment,” said Jana Mauck, marketing manager at Cargill. “Understanding their motivations – and how they shift based on specific occasions – offers a roadmap for production innovation.”

Meet the snackers
• Impulse Munchers satisfy cravings in the moment. They reach for small indulgences whenever cravings or boredom strike. But they’re not without remorse for their snacking habits: Nearly eight in 10 (78%) admit to feeling snack guilt. Yet, while many aspire to smarter choices, taste typically wins out. 

• Emotional Snackers chose comfort over calories. Snacking is emotional therapy for this group, but it’s often done in secret, away from prying eyes. Nine in 10 (92%) snack when they’re anxious or stressed, 90% report guilt after overindulging and 87% wish they made healthier snack choices. However, despite post-snacking regrets, nutrition is often sidelined to decompress after a hectic day.

• Guiltless Grazers snack all day, with no regrets. They view snacking as an integral part of their daily rhythm. Two-thirds graze all day long, and they do so unapologetically. Boredom is a key driver — 80% snack when bored, and flavor matters more than function. Guiltless Grazers don’t let dietary rules dictate their enjoyment. For this segment, snacking is about indulgence and guilt has no place at the table.

The Cargill study explores the attitudes, consumption trends and needs driving consumers’ snack decisions, providing insight into why they choose certain products over others. “For brands looking to innovate, the real opportunity isn’t just about identifying what people want to eat — it’s about understanding their underlying motivations,” said Mauck. “Along with Cargill’s ingredients and technical capabilities, these insights become actionable tools that help brands develop products with greater relevance and staying power.”

About the Study
In November 2024, Cargill surveyed 4,452 U.S. consumers, including teens (13-17) and adults (18+), to uncover unmet needs and motivations driving their snacking purchase behaviors. The research delves beyond consumer preferences to uncover the real drivers of snacking behavior — exploring not just what consumers buy, but why – offering brands actionable insights to craft products that align with shifting consumer expectations.

Learn more about Cargill snacking ingredients and insights.