Sticker shock at the grocery store has yet to wear off and shrinkflation only added fuel to the fire. But rather than rid ourselves of simple pleasures, more than half of consumers continue to buy snacks to relieve stress during economic uncertainty.

In the current cost-of-life crisis, personal finances are the No. 1 concern for consumers in terms of impact on them and their family, according to Innova Market Insights. And 35% are concerned about the lack of affordable, nutritious food. When prices rise, consumer shopping habits are impacted.

Over the past 12 months, more than half of consumers noticed price increases in the category and around 30% of respondents said they changed their snacks because of it. And while snacks may seem to be a non-essential and easily cut out of the budget, consumers are not eliminating snacks.

Wellness Snacking

Snacking has not been eliminated from consumers’ shopping lists because the products amplify positive emotions, including comfort, happiness and calmness, according to a recent Innova Market Insights report. Millennials positively relate snacking to their emotional wellbeing more than any other generation, but at least 50% of all respondents in each generation had the same positive correlation.

Younger consumers, including both Gen Z and Millennials, say they eat snacks to cope with stress and tension in their lives. Innova Market Insights’ survey found the top emotions reduced through snacking include cravings, boredom, stress and anxiety.

Snacking often gets a bad rap for being associated with unhealthy habits and weight gain. However, when done thoughtfully, snacking can be a powerful tool to maintain energy levels, our mood and mental health.

Healthy Snacking

Choosing snacks that support emotional wellness involves being mindful of the nutritional value and effects on the brain. Foods rich in omega-3 fatty acids like walnuts and flaxseeds have been shown to improve brain function and reduce symptoms of depression. Snacks high in antioxidants like berries and dark chocolate can combat oxidative stress and inflammation. And complex carbs found in whole grains and legumes can increase serotonin production, a neurotransmitter that regulates mood.

Consumers decide if a snack is healthy primarily by looking at the ingredients to determine if it will deliver on their desired health benefits. Those interested in feeling better physically and boosting energy are looking for protein in snacks, while those looking for fiber are focused on weight control, immunity, and mental and emotional wellbeing, according to Innova Market Insights.

Protein is of particular interest among nearly 60% of active consumers, and the increase in protein snack launches reflect this as we are seeing more snack nuts and seeds, corn-based snacks and meat snacks.

In the US, meat and nuts and seeds snacks continue to grow year-over-year and had nearly 700 new product launches last year. Most of those new products featured nuts and seeds, but meat snacks continue to grow with more than 250 new launches last year. The top flavors in nuts and seeds are sea salt, salt and honey; and the top flavors in meat snacks are smoked, Japanese teriyaki and pepper.

Indulgent Snacking

 Rich flavor or taste is what makes a snack indulgent, according to consumers globally, followed by other attributes like sweet, savory and natural origins. European consumers rate sweet flavor slightly higher than rich flavor when they think of indulgence, which tracks with consumers looking to sweet goods for comfort and enjoyment.

Nearly 50% of consumers say they consume indulgent snacks for enjoyment, and most turn to cakes, pastries, cookies, sweet biscuits and chocolate confectionery to meet that need. The US, Canada and UK separate indulgence and health when it comes to snacking, but consumers in Indonesia, India and Mexico reported they think it can be both.

Flavors to Watch in Snacking

The top flavors in snacking are sea salt, barbecue, cheddar cheese, chili and milk chocolate. In North America, chili flavor leads in the number of savory and salty snack launches per country. Apart from the top five flavors, other growing flavors in the US include pizza, dark chocolate and honey mustard.

Contact us for more information on the snacking category and to connect with our sweet or savory flavor experts to ensure your product line meets consumer taste and trend demands.

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