Numerous studies indicate a sustained increase in snacking habits; however, the motivations behind these choices have evolved over the past year. The impact of the COVID-19 pandemic has significantly influenced consumer behavior, highlighting the increasing role of emotions in their snacking decisions. “Snacking habits tend to be more flexible compared to other traditional habits,” stated Brad Schwan, vice president of category marketing at Archer Daniels Midland (ADM). The ingredient supplier has been analyzing various data sources to understand how the pandemic has affected snacking behavior.
A recent analysis revealed several noteworthy changes. Although the frequency of snacking throughout the day has stayed consistent, the total volume has risen, as noted in an October 2020 survey by The Hartman Group referenced by ADM. Additionally, 35% of consumers reported snacking more frequently, and 20% indicated a change in their snacking habits compared to the previous year. A desire for nourishment—through food that meets health and wellness needs—accounted for more than half of all snacking occasions. However, some motivations have shifted; distraction contributed to 40% of snacking instances, an increase of 8 percentage points since 2019. In 2020, 43% of consumers admitted to snacking as a way to combat boredom or frustration, a rise of 7 points since 2016. Furthermore, 55% of respondents turned to snacks for comfort, marking a 9-point increase during that same period. “Snacking provides various benefits, including stress management and mood enhancement, offering emotional comfort,” Schwan noted.
While an increase in snacking might seem detrimental to nutrition, there has been a long-term transformation in how eating occasions are perceived. “Three decades ago, snacking was often viewed as something to avoid, primarily associated with children,” Schwan explained. “Now, consumer attitudes have evolved significantly, seeing snacking as a potential contributor to a healthy lifestyle.” According to the 2020 Hartman survey, 25% of consumers reported choosing healthier snacks since the pandemic began, although this varies widely by age group. Baby boomers tend to stick to three meals a day and are less likely to use snacking as a strategy for health goals. They are also less driven by emotional factors such as stress or boredom compared to younger generations.
Generation X, on the other hand, is “highly focused on snacking for nourishment,” Schwan remarked. While they may indulge occasionally, this group recognizes snacks as a component of a healthy lifestyle. Millennials, who not only represent a significant portion of the workforce but also care for young children, prioritize flexibility. “More millennials are snacking to alleviate stress or meet what we term ‘optimization needs’—managing alertness and focus,” he explained. Sixty percent of millennials reported snacking to cope with stress, in contrast to only 23% of baby boomers. Households with children under 18 are particularly inclined to snack for enhanced alertness and focus.
Gen Z consumers also snack for comfort, with 72% citing this motivation, compared to only 42% of baby boomers. This generation shares similar stress-related snacking behaviors with millennials. “This age group experiences a generally higher level of stress and anxiety,” Schwan added. Dr. Janice Rueda, vice president of Nutrition Science Business Development at ADM, noted that one positive outcome of the pandemic has been an increased focus on nutrition for health and well-being. According to the Hartman survey, 50% of consumers reported seeking more fresh fruits and vegetables as snacks, while 37% looked for low-sugar or low-salt options and another 37% chose nutritious snacks more frequently.
“We understand from nutrition research that changing dietary habits is challenging,” Rueda said. “The observed shifts in snacking habits suggest that people are making healthier choices to enhance their overall physical health.” ADM anticipates that the motivations of nourishment and optimization will endure post-pandemic, presenting food manufacturers with ample opportunities, especially to cater to millennial parents. A recent study by the International Food Information Council (IFIC) found that 31% of parents reported their children’s nutrition improved during the pandemic, thanks to healthier eating, more home-cooked meals, and better monitoring of eating habits.
“We’re witnessing a conscious effort among parents to select snacks made with higher-quality ingredients, such as beans and peas in extruded snacks,” Rueda remarked. “Rather than merely consuming starch-based items that are colored to resemble vegetables, we see a trend toward snacks made with key ingredients that are more nutritious and higher in fiber.” Brands like Hippeas, which focuses on chickpea-based products, Outstanding Foods, known for plant-based pork rinds, and PeaTos, a maker of pea-based snacks, are part of this new wave of healthier snack options. Major companies like PepsiCo are also entering this space, having recently partnered with Beyond Meat to develop snacks made from plant-based proteins.
“When consumers are asked about the nutrients they wish to incorporate into their diets, fiber and protein consistently rank at the top,” Schwan noted. “Snacking is an excellent category for delivering these nutrients.” Rueda sees potential in integrating whole food ingredients like whole grains and pulses into snacks, emphasizing the significance of flavors and colors in creating appealing products. “Often, these ingredients can have bitter or off-putting tastes that children dislike, so there’s a real opportunity to utilize flavor to enhance these experiences positively,” she explained. For instance, flavors like chamomile and lavender could be incorporated as a top note in cookie icing or bakery items, replicating the soothing sensation associated with drinking tea.
“There is tremendous potential to combine the benefits of whole food ingredients to promote nutrition, alongside an emphasis on exciting new flavors to make snacks more appealing,” Rueda concluded. Incorporating elements like calcium citrate and vitamin D into snacks could further enhance their health benefits, helping consumers meet their nutritional needs while enjoying the experience.