Future of Snacking 2024: Balancing Intent with Indulgence
With snacks accounting for half of all eating occasions, consumers are working to shift their snacking mindset and the result is ever-shapeshifting snacking occasions. Built around our proprietary Modern Snacking Framework, this report helps marketers understand both the needs and benefits consumers seek when snacking.
“Future of Snacking 2024” provides deeper understanding of where and why consumers make tradeoffs in their snack choices, which considerations are most important, and how sourcing and discovery have evolved. Ultimately, this report lays the foundation for identifying opportunities in product development and positioning that will spur growth.
Published April 2024 | Report length: 116 pages | U.S. market coverage
- Executive summary
- General report (PowerPoint and PDF)
- Demographic data tables (Excel)
- Primary Quantitative Research: Online national survey January 28, 2024– February 6, 2024, n=2,011 U.S. residents aged 18-77. (MOE) ±2.2 pts at 95% confidence level.
Respondents recruited based on age-based quotas and balanced to match the 2023 Census Bureau Current Population Survey by gender, region, income, household structure, and ethnicity.
- Primary Qualitative Research: Digital ethnographies: n=14 participants. Week-long immersive engagement via asynchronous virtual platform.
Follow-up in-depth interviews: n=9 participants. Hour-long interviews focused on delving into responses from digital ethnography.
- Methodology
- Executive Summary
- Chapter 1: Evolving Snacking Culture
- Chapter 2: Snacking Today
- Chapter 3: The Modern Snacking Framework
- Chapter 4: Snacking Considerations
- Chapter 5: Discovering and Sourcing Snacks
- Chapter 6: Spotlight on Snacking with Children
- Chapter 7: Category Focus
- Salty Snacks
- Sweet Snacks
- Fresh Produce
- Dairy and Dairy Alternative Snacks
- Beverages
- Energy, Nutrition and Protein Bars
- Fresh Snack Packs
- Chapter 8: Innovation and Recommendations
- Role of intentional snacking and healthy/premium snacks
- How Hartman Group’s proprietary Modern Snacking Framework underscores both the needs and benefits consumers seek when snacking
- How to identify opportunities in development and positioning
- Cultural importance of snacking in fostering connection and celebration
- Where your brand or company can make the greatest impact
