It’s 3 PM…what are you reaching for? Whether it’s crunchy chips, creamy yogurt, or a protein-packed bar, research shows that while consumers crave snacks that that are indulgent and flavorful, they also want to make healthier choices. In fact, almost 60% of consumers pay attention to the amount of sugar in snack foods and 42% seek snacks high in protein to help keep them satiated between meals₁.

In addition to better-for-you snacks, consumers are looking for higher quality—one study found that 62% of consumers choose “premium-quality snacks,” and 40% say they reach for “organic snacks” at least once a week₂. At the end of the day, the most successful snack brands are those that both taste great and consumers feel good about eating. Now, let’s dig into how America snacks.

Top 4 Reasons Americans Reach for a Snack

1               Fulfill a craving

2               Treat myself

3               Stay full between meals

4               To keep energy up

Time for A Bite

Almost 1/3 of Americans snack at least twice a day and 22% snack three or more times per day.

 The Great Snack Divide

Unsurprisingly, there are regional differences in the way Americans snack.

Northeasterners appreciate novelty: 52% enjoy trying new-to-me snacks

53% of those in the West are open to new flavor innovations

40% of Midwesterners are replacing meals with snacks

34% of Southerners say that snacks are more affordable than meals.

What we look for in a snack

Top attributes among consumers:

Appealing flavor

Something I know I like

Convenient

Fun to eat

Trending Snack Categories

High Protein (55% of consumers point to protein as the most important health claim)

Salty Snacks (potato chips lead the salty category, but tortilla chip sales have increased by 9.5%)

Energy Boosting (7 in 10 parents and Millennials say they seek snacks to supply energy)

Oh, That Looks Good!

32% of Millennials and Gen Z turn to social media for snack ideas

65% admit to creating unusual snack combos

This article has been published in the Association of National Advertisers (ANA) Marketing Knowledge Center. Click here to visit their blog.

Sources:

1. Circana The Snack Journey, Where We Are Going
2. Hartman Group Future of Snacking 2024
3. Food Navigator: Mondelez’s 2024 State of Snacking
4. Mintel Snacking Motivations & Attitudes US 2024
5. Snacking Closeup: 2024 State of the Industry Report