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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:
32%44%
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?
