methodology:quantaveandqualitave...feb 28, 2017 · c 6! snackshaveevolvedsigniﬁcantly...

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Methodology: Quan1ta1ve and Qualita1ve

1) An Online Na,onal Snacking Survey

Sample size and survey sampling error at 95% confidence level: All U.S. adults, n=2,112 ±2.2%

Parents of children under 18, n=1,187 ±2.8%

2) Hartman Group Ea,ng Occasions Compass, a comprehensive database on American ea,ng paLerns, grounded in a complete enumera,on of past-‐24-‐hour ea,ng occasions. Sample size and survey sampling error at 95% confidence level: 2012-‐2016 Adult ea,ng occasions, n=102,340 ±0.3%

2016 Adult ea,ng occasions, n=18,233 ±0.7%

3) One-‐on-‐one, in-‐home interviews in the greater SeaLle metro area 4) Virtual interviews in:

Florida, MassachuseLs, Minnesota, New Jersey, New York, and Texas

Respondents qualified to par,cipate based on: •  Millennials (18-‐37), Gen-‐Xers (38-‐51), Boomers (52-‐70), and

Silent (71-‐79) •  Mix of gender, ethnici,es, incomes, educa,on, and household

composi,on •  Primary HH shopper (50% or more of HH food shopping)

A New Culture of Snacking 1

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The modern era of snackified ea1ng has fully emerged

91% MOD E R N S N A C K I N G MOD E L

snack

snack 8% of these consumers forego meals altogether in favor of all-‐day snacking

of consumers snack mul,ple ,mes throughout the day

How Did We Get Here? And what is in the future for snacking ?

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ShiTs in lifestyle, culture, and values Increase in snacking

Upending of tradi1onal, daily food rituals •  Ea,ng paLerns/,mes disrupted by ,me pressures,

commitments

•  Decline of meal planning and cooking skills

•  Democra,za,on of planning, shopping, and cooking in households

Changing wellness & culinary trends •  Elevated focus on food and beverages for nutri,on

•  Broadening of preferences as food globalizes

•  Reevalua,on of health choices

Growing accessibility to food and food types •  Enables constant consump,on (& requires greater

restraint)

•  Diversity of food types and new brands

Net Effect:

50% of all ea1ng occasions are snacking

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Snacks have evolved significantly

Past and Tradi1onal Emerging and Future

Fresh, Global, Experien1al Take

Prominence Values

Role of

Snacking & M

eals Snacking is

infrequent Meals are central and drive ea1ng

Snacks are for kids – treat only

Moralis1c management of snacking as consciousness of fat/salt/sugar Cracks in the dominance of meals

Snacks become compa1ble with and enablers of wellness

Snacks increasingly fluid, undefined, and ubiquitous Meals at 1mes displaced by snacks though s1ll valued

Iconic “snack” industry-‐created brands emerge Burgeoning “snack

categories” – rise of the salty snack (& accompanying beverages)

New FRESH food values ignite growth of minimally processed food & beverage for snacking

Prolifera1on of small, Premium-‐quality brands compe1ng with legacy

Packaged snack boom

Food

Indu

stry

Bran

ds

Snacks become a shared pas1me – diversion, fun, fill-‐in to meals

Home as Epicenter of Food Management: Industrially Processed Food Delivers Reliable

Convenience

Fresh & Real Defines Quality

Wellness-‐Driven ShiT in Food

Values

Limited calories and por1on-‐controlled op1ons

Legacy brands contemporize to compete

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Meals and snacks defined

The defini5on (though not the prac,ce) of Meals has a lot of consensus: •  Set apart by ,me and place

•  Norma1ve daypart associa,ons that mark their beginning and end

•  Substan1al both for calories and quan,ty of food

•  Nutri1onal balance between proteins, vegetables, and carbs

•  (Ideally) shared with other people

Snacks, on the other hand, have fewer cultural underpinnings:

•  Between meals—punctua,ng and/or bridging larger ea,ngs

•  Low or no prep to sa,sfy demands for immediacy

•  Less substan1al, ohen containing fewer than 200 or 300 calories

•  No requirements for nutri1onal balance or presence of mul,ple food groups

•  Happen fluidly and spontaneously, ohen during other ac,vi,es

•  Individual and personalized

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… However, the boundary between what comprises a meal and a snack is increasingly blurry

“Everyone eats so differently these days. That’s why it’s kinda

confusing, because to a lot of people now, breakfast is just a slice of toast, a cup of coffee, and maybe a fruit on the way out the door. But to me those are

snacks.”

—Audie (49)

Snacks are not just complemen1ng but replacing meals

21% of consumers are snacking more than they were 5 years ago …

… Of that number, 42% have done so while cunng back the number of meals eaten in a day.

What classifies as a “snack” is broadening

38% of consumers say they ohen have lehovers as a snack.

In turn, the structure of meals is changing, crea1ng new gray spaces

50% of “mini meal” eaters say that the occasion replaced a tradi,onal breakfast, lunch, or dinner (20% were in addi,on to a meal).

2 Modern Snacking Framework

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The Modern Snacking Framework: Genng to the “why” of snacking

OPTIMIZATION Snacking that helps one fulfill physical

and mental performance demands

NOURISHMENT Snacking that meets needs for daily sustenance, long-‐term wellness, and health

management

PLEASURE Snacking that fulfills emo,onal desires for enjoyment, craving,

and comfort

TOP OPTIMIZATION NEEDS •  Quick Energy •  Recovery & Rejuvena,on

•  Mental Focus •  Stress Management

Key ADributes: Protein, Fat, Fiber, Caffeine, Condi,on-‐specific vitamins and minerals, An,oxidants, Botanicals (plants, herbs, and extracts), Adaptogenic botanicals, LOW sugar

TOP NOURISHMENT NEEDS •  Hunger Abatement •  Hydra,on Management •  Sustained Energy •  Condi,on Management

Key ADributes: Water, Whole grains, Fiber, Protein, Fat, Probio,cs, Minimal sugar

TOP PLEASURE NEEDS •  Indulgence & Reward •  Comfort & Craving •  Variety •  Discovery

Key ADributes: Good taste, Dis,nc,ve flavor/texture, Iconicity/nostalgia, Surprise & delight, Beauty/design, Global flavor, Interac,ve

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Key needs during snacking occasions Presence of Needs on Occasions

(By Percentage of Total Occasions)

39%

26%

12%

9%

45%

26%

17%

7%

I was just hungry

Tide me over un1l the next meal

Sustained energy

Would rehydrate me

42%

26%

14%

8%

Total Occasions

56% of all snacking

occasions reflect some need for Nourishment

33%

14%

9%

5%

5%

36%

9%

11%

8%

6%

A familiar taste experience

Would help me relax/unwind

Something other than the usual flavors

I wanted something different to eat

Something other than the usual textures Snack occasions

Meal occasions

34%

12%

10%

6%

5%

49% of all snacking

occasions reflect some need for

Pleasure

19%

16%

9%

3%

16%

13%

8%

2%

Would refresh me

Would quench my thirst

Would wake me up

Would support athle1c training/performance

15%

18%

8%

2%

34% of all snacking occasions reflect some need for

Op1miza1on

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Approaches to and antudes about snacking

Approaches to Snacking (By Total Consumers)

48%

41%

38%

30%

29%

Snacking is a way for me to include more fruits and vegetables in my diet

I manage my snacking to ensure I have sustained energy to get through the day

Ea1ng more snacks allows me to manage my appe1te

Snacking is a cri1cal tool in my weight management strategies

Snacking allows me to control my calories throughout the day

Nourishment

48%

45%

39%

Snacking is a way for me to refuel aTer strenuous ac1vity

I consume beverages throughout the day to manage my alertness or focus

Snacking is a way for me to maintain focus throughout the day Op1miza1on

46%

41%

32%

30%

I snack for comfort

Snacking is something I use as a reward/treat myself

I try to have healthier meals so I can indulge when I snack

Snacking allows me to try new/global flavors Pleasure

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52%

52%

51%

34%

35%

48%

44%

36%

30%

30%

46%

30%

29%

25%

23%

Snacking helps me include more fruits and vegetables

I manage my snacking to ensure I have sustained energy to get

through the day

Ea1ng more snacks allows me to manage my appe1te

Snacking is a cri1cal tool in my weight management strategies

Snacking allows me to control my calories throughout the day

Millennials (18-‐37)

Gen X (38-‐51)

Boomers (52-‐70)

Snacking for Nourishment

48%

41%

38%

30%

29%

Total

Approaches to Snacking (By Age Cohort)

Significantly different from Older Genera,on(s) at 95% CL

Popular Consumer Examples:

(Greek) yogurt

nut and granola bars

Whole fruits & vegetables

Grain chips and crackers with healthy dips

RTD tea, water, and smoothies

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Snacking for Op1miza1on


62%

54%

52%

46%

45%

42%

39%

36%

26%

Snacking helps me to refuel aTer strenuous ac1vity

I consume beverages to manage my alertness or focus

Snacking is a way for me to maintain focus throughout

the day

Millennials (18-‐37)

Gen X (38-‐51)

Boomers (52-‐70)

48%

45%

39%


Total Popular Consumer Examples:

Meat protein snacks

Coffee

Kombucha

Energy & sports drinks

Energy & granola bars

Func,onal beverages and ingredients

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Snacking for Pleasure

52%

49%

35%

42%

46%

43%

31%

28%

41%

33%

29%

20%

I snack for comfort

Snacking is something I use as a reward/treat myself

I try to have healthier MEALS so I can indulge when I SNACK

Snacking allows me to try new/global flavors Millennials (18-‐37)

Gen X (38-‐51) Boomers (52-‐70)



Popular Consumer Examples:

Chocolate & candy

Ice cream & novel,es

CSDs

Baked goods

Chips Popcorn

Globally inspired

The Customized Balance of Snacking Behaviors and Parerns 3

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Snacking is a pursuit of Customized Balance

Work

Mental needs

Physical needs

Emo1onal needs

Taste preferences

Social situa1ons Budget

Lifestyle/ dietary choices

Personal goals

Family / living situa1on

NOURISHMENT

OPTIMIZATION PLEASURE

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Snacking can be fraught with tension

22% of all snacking is Aimless

Aimless snacking is characterized by:

•  Boredom

•  Ea,ng that is not food focused

•  Trigger for physical sensa,on—to just “have something”

•  Convenient access

•  Guilt and regret aherwards

•  Unmemorable ea,ng (and thus underreported)

•  Unplanned (and thus jus,fied as purposeful aherward)

50%

45%

36%

36%

36%

I snack when I am bored

I snack more than I should

I snack to cope with stress/frustra1on

Snacking is a serious obstacle for my weight management strategies

I am trying to eliminate or limit snacks

Tensions of Snacking (By Total Consumers)

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When: Snacking tends to increase as the day progresses, when there is a greater desire to indulge rather than exercise restraint

23% Early

Morning Snack

68% Breakfast

25% Morning Snack

69% Lunch

43% ATernoon

Snack

82% Dinner

45% ATer-‐ Dinner Snack

26% Late Night

Snack

Percentage of Total Popula1on Par1cipa1ng in Ea1ng Occasions (Past 24 hours)

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When & What: Top food & beverage choices reflect how snacking drivers change across the day

OPTIMIZATION

NOURISHMENT

PLEASURE

30% Coffee 16% Fruit/Fruit Snacks 16% Breads and bread-‐like foods 15% Water 15% Fruit Juice/Nectar 12% Bars 10% Cheese

19% Water 14% Fruit/Fruit Snacks 14% Carbonated SoT Drink 13% Salty snacks (chips, popcorn, etc.) 11% Crackers 10% Sweets (candy, cake, ice cream) 10% Cheese

23% Sweets (candy, cake, ice cream) 15% Water 14% Carbonated SoT Drink 12% Salty snacks (chips, popcorn, etc.) 10% Fruit/Fruit snacks 9% Dairy (milk, yogurt, etc.)

Top Food and Beverages Consumed on Snacking Occasions

Early and mid-‐morning snacking ATernoon snacking ATer dinner and evening snacking

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Where: While most snacking happens at home, evening snacking in par1cular orients to home

Early Morning Snack

Morning Snack

ATernoon Snack

ATer Dinner Snack

Late Night Snack

75% Home 11% Work 8% Restaurant 6% Other*





*Other includes on-‐the-‐go (bus, car, etc.), Retail store, Other place away from home

Loca1on of Snacking by Daypart

OPTIMIZATION

NOURISHMENT

PLEASURE

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With Whom: Snacking alone

51% Early

Morning Snack

53% Breakfast

54% Morning Snack

44% Lunch

50% ATernoon

Snack

27% Dinner

40% ATer-‐ Dinner Snack

52% Late Night

Snack

Por1on of Ea1ng Alone by Occasion

49% of all snacking occasions are

alone

The Impact of Children

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73%

71%

63%

57%

55%

48%

46%

45%

41%

40%

I try to give my child(ren) nutri1onally balanced snacks

The snacks I give to my child(ren) are ones that I would eat

I try to limit the number of snacks my child(ren) has in a day

Snacking is an integral part of my child's(ren's) day

I am usually firm about which snacks my child(ren) can eat

Providing snacks to my child(ren) helps give me enough 1me to prepare meals

My child(ren) can freely choose which snacks they want to eat

I oTen give my child(ren) packaged 'fun' treats because they are easy/convenient

I oTen treat my child(ren) with a snack for good behavior

A quick snack is an effec1ve way to calm my child(ren) when upset

Parents are seeking a customized balance of fun and nutri1on in their kids’ snacking

Approaches to Children’s Snacking (Among All Households With Children)

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45%

39%

37%

36%

30%

27%

26%

25%

25%

23%

22%

20%

18%

18%

18%

17%

16%

15%

26%

43%

41%

24%

19%

19%

24%

13%

18%

11%

16%

13%

14%

15%

13%

23%

30%

10%

Is low in sugar

Ease of prepara1on

Price of snack

Is a high-‐quality item

Is made with fresh ingredients

Made with simple, recognizable ingredients

That are high in protein

Has no ar1ficial flavors/colors/preserva1ves

That are minimally processed

Has added vitamins and minerals

That are low-‐salt/lower in salt

Does not contain GMOs

Made with good fats

That is low-‐fat/lower in fat

Is made with a short list of ingredients

That are lower calorie

Will prevent me from being hungry again

Is made with organic ingredients

Parents’ Considera1ons When Choosing Snacks

Parents choosing snacks for children

Parents choosing snacks for themselves

Parents hold a higher bar for snacks for their children than for themselves

The Snack-‐Shopping Landscape 4

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There is some significant change in where consumers buy their snacks

4%

4%

2%

3%

15%

79%

5%

4%

3%

3%

11%

81%

Other

Work

Vending Machine

Another person

Food Service

Food Retailer

Snack Occasions

Meal occasions

Significant difference from 2012 at 95% CL

3% pts

4% pts

4% pts

2% pts

1% pts 1% pts

2%

1%

3%

4%

3%

7%

11%

19%

73%

2%

2%

4%

4%

6%

6%

11%

20%

67%

Other

Drug

Dollar

Natural

Convenience

Club

Supercenter

Mass

Grocery

Snack occasions

Meal occasions

3% pts


1% pts

1% pts

3% pts

1% pts

1% pts

3% pts

1% pts

Where Snacks and Meals Come From Snack and Meal Sourcing Among Food Retailers

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In this diversifying topography, consumers use retailers based on how they meet specific sourcing needs

Snack Des1na1ons (Convenience, Dollar, Drug)

Such des,na,ons are uniquely posi,oned to sa,sfy snack

occasions more so than meals.

Snack Generalists (Tradi,onal Grocery)

Despite aLri,on, grocery remains the

most enduring channel for rou,ne snack shopping.

Snack Innovators (Natural/Specialty)

The Natural/Specialty channel provides

unique, playful, and globally inspired items that have a health and quality connec,on.

Snack Specialists (Online Subscrip,on Services)

A small but diversified channel, online subscrip,on services

specialize in snack explora,on.

Snack Pantry Stockers (Mass, Supercenter, Club)

These channels orient to large stock-‐up

purchases and allow for one-‐stop shopping of snacks and beyond.

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Food service is mee1ng the need for Immediate Consump1on occasions

63%

32%

16%

14%

3%

2%

Food retailer

Food service

Work

A vending machine

Another person

Other

Sourcing for Immediate Consump1on Snacking Occasions (Not Including Dining at Food Service)


10% pts

11% pts

Immediate Consump1on (IC): Ea1ng occasions in which at least some items for that occasion were purchased within an hour of ea1ng/drinking (includes ea,ng out/restaurant occasions)

18% of snacking occasions are IC

Since 2012

5% pts

Final Takeaways from the Future of Snacking 5

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The future of snacking presents mul1ple opportuni1es for companies to relate with consumers around new, flexible ea1ng styles

ERA OF EXPLORATION

Ø  Recommenda1on: Posi,on snacks as a chance to engage in playful food explora,on.

MEAL-‐SNACK BLURRING

Ø  Recommenda1on: Create and promote new offerings that service the malleability of the snackified meal.

NEW LANGUAGE FOR NEW OCCASIONS

Ø  Recommenda1on: Draw on the variety of exis,ng consumer language around snacks to define new snacking moments.

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MODERN NEEDS

Ø  Recommenda1on: Orient your offerings to at least one of the three fundamental drivers of Nourishment, Op,miza,on, or Pleasure.

MODERN TENSIONS

Ø  Recommenda1on: Recognize your role in crea,ng as well as resolving some of the tensions that consumers have around snacking behaviors and choices.

The future of snacking presents opportuni1es for companies to guide product development from a needs-‐based perspec1ve

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The future of snacking demands an understanding of occasion dynamics in addi1on to needs in order to develop the most compelling solu1ons

FLEXIBLE PATTERNS

Ø  Recommenda1on: Explore not only what needs your product(s) addresses but how those needs are expressed through occasions that have a daypart or week-‐part relevance.

PORTABILITY FOR MOBILITY

Ø  Recommenda1on: Consider not only how package design simplifies the OTG user experience but how the essence of the product itself enables a mobile lifestyle.

Ø  Recommenda1on: Retail store designs can op,mize layouts to serve snacking occasions and facilitate quick throughput and checkout experiences.

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The future of snacking will fully embrace freshness

FRESH EXPECTATIONS

Ø  Recommenda1on: Consider how product formula,on as well as all aspects of the consump,on currently signal contemporary no,ons of quality or may need to be revamped.

Ø  Recommenda1on: The right product mix at retail that reflects the desire for fresh as well as iconic or more processed favorites is key.

FRESH & FAST RETAIL

Ø  Recommenda1on: Retailers can disrupt expecta,ons by making moves to overlap with food service offerings in ways that are believable and deliver on quality and experience.

Ø  Recommenda1on: Food service—par,cularly QSR and fast casual—must con,nue efforts to message directly to snacking occasions.

ABOUT THE HARTMAN GROUP

The Hartman Group is the premier food and beverage consultancy in the world. Companies and brands across all segments of the food and beverage industry benefit from our unparalleled depth of knowledge on consumers, culture, trends and demand-‐side market strategy. We listen closely to understand our clients’ business challenges and tailor solu,ons that deliver transforma,ve results. Through a unique suite of integrated custom, primary research capabili,es, market analy,cs, and business strategy services, we uncover opportunity spaces and avenues for growth. We deliver more compelling insights that fuel inspira,on and ideas for innova,on.

3150 Richards Road, Ste. 200 Bellevue, WA 98005 Tel (425) 452 0818 Fax (425) 452 9092 www.hartman-‐group.com

methodology:quantaveandqualitave...feb 28, 2017 · c 6! snackshaveevolvedsigniﬁcantly...

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