In Snacks We Trust: The 5 Snacking Segments in America

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:

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THE FIVE SNACKING SEGMENTS IN AMERIC A

WE TRUSTIN 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 ATTITUDEPart of a healthy diet

Lets me add variety to diet

Snack definition has evolved

POSSIBLE SNACK OFFERINGSGood for you

Fresh

Organic or natural

Time of day Snack frequency

Commitment to healthL

L

H

H

Snack frequency

Commitment to healthI’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 ATTITUDEPart of a healthy diet

POSSIBLE SNACK OFFERINGSSmall meals

Fresh

Simple

Time of dayL

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 ATTITUDESnacking is fun

Lets me add variety to my diet

Would consider fast food for a snack

POSSIBLE SNACK OFFERINGSShareable

Tapas

Appetizer

Time of dayL

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 ATTITUDEIt’s fun

Favorite kind of food

POSSIBLE SNACK OFFERINGSBold, adventurous flavors

Novel concepts

Trendy items

Time of day Snack frequency

Commitment to healthL

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 ATTITUDEIt’s fun

Favorite kind of food

Would consider fast food for a snack

POSSIBLE SNACK OFFERINGSProtein-packed

On the go

Time of day Snack frequency

Commitment to healthL

L

H

H

The Healthy Snacker

The Starving Snacker

The Non-Snacker

The Social Snacker

The Bored Snacker

VERY HEALTHYNOT 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?