Snacking In Ireland & UK –

Full Report March 2014

Contents

Introduction & Research Objectives..................................................................................... 1

Research Method .................................................................................................................... 2

Executive Summary ................................................................................................................. 4

Key trends impacting snacking ............................................................................................. 6

Consumer Definition of a Snack ............................................................................................ 9

The changing role and function of snacks ........................................................................ 10

Planned versus Impulse Snacking - Occasion based marketing .................................... 12

How often are we snacking? ............................................................................................... 13

What do we snack on? ........................................................................................................ 14

At home versus out of home snacking………………………………………………………..20

When do we snack ............................................................................................................... 23

Spend on snacking occasions ............................................................................................. 24

Motivations to Snacking – Why do we snack? .................................................................. 26

Snacking and the Youth Segment ...................................................................................... 41

Appendix I –Total Snacking Occasion Specifics ............................................................... 45

Appendix II – Out of Home Snacking Specifics ................................................................. 47

Appendix III – Segment Deep Dives.................................................................................... 49

Appendix IV – Individual Snack Categories ...................................................................... 63

Appendix V – Category Deep Dives .................................................................................. 66

Appendix VI – Need State Deep Dives .............................................................................. 72

Appendix VII – Attitudes to Snacking ................................................................................. 84

Appendix VIII – Regional Differences………………………………………………...…..……85

1

Introduction & Research Objectives

This report looks at snacking patterns in Ireland and the UK and is based on

consumption data and not sales data. The primary research objective was

to understand the snacking occasion in order to identify opportunities for Irish

food and drink companies. The more specific objectives were defined as:

Understanding the consumer

Gain a detailed profile of consumers

Deep dives into key categories

To track patterns of snacking throughout the day and across the week

Understand the key snacking need states across the segments

Purchase decision making

Identify snacking purchase channels

2

Research Method

There were two phases to the research:

Phase One: Qualitative

In Ireland, there were four standard focus groups with the key younger

life stage segments (aged 16 – 35 years)

In the UK, there were several online discussion groups with the sample

broken out by life stage and region, with 56 respondents involved in the

five day discussion based on five topics.

Phase Two: Quantitative

There were two parts to this phase:

Firstly, there was an online survey with adults aged 16+ across Ireland

and the UK. Total sample of 3,000 respondents, who were nationally

representative. This produced 7,358 snacking occasions.

Secondly, in order to understand snacking behaviour of the younger

population, we asked Mums to complete a diary of kids aged 10 – 15

years. This resulted in 4,886 snacking occasions.

In total we have 12,244 snacking occasions. We have continued to keep the

adults and youth data separate in this report.

The research was carried out on our behalf by Coyne Research.

3

Meet the Segments

In the online adult survey, we looked at six segments:

1. Young adults, aged 16 – 24 years

2. No kids, 25 – 39 years

3. Young families, 17 – 39 years

4. Child free, 40 – 59 years

5. Established families, 40 – 59 years

6. Silvers, 60+ years

(We also had the Youth booster of 10 – 15 year olds)

For further information on this study please email info@bordbia.ie or

telephone 01 6685155.

Note: Findings from the study were very similar across Ireland and the UK. Therefore

figures outlined, unless specified, are average across the markets. Where there are

major differences between regions we have highlighted them in the report.

4

Executive Summary

Key trends that are impacting both on a global and local snacking level are

Migration and broadening of tastes; Recession and austerity; Health &

Wellness and the obesity epidemic and Busy lives

Consumer Definition of a Snack

“Something, usually smaller than a meal that is eaten between, or outside of,

regular meals for any reason”

Snacking is considered a personal occasion (I decide when, where and what

I’ll eat). It is convenient in terms of portability, not requiring utensils and little

or no preparation.

Drinks on their own are not considered a snack but accompany 42% of

snacks, with hot drinks being the most popular beverage of choice.

We are starting to see a new emerging role for snacks amongst the younger

demographic. Snacks are now increasingly being seen by them as a ―boost‖

(as opposed to the traditional mindset of a ―treat‖). They are moving to a

more constant grazing throughout the day and less likely to have three set

meals, therefore requiring the snack to perform a broader, more nutritive

function.

Snacking is becoming more “planned”

From the research we can see that people are anticipating their snacking

needs more, particularly as they get older. Seven out of ten snacks are

purchased in a supermarket, with 59% bought as part of the larger shop. In

terms of total snacks, the leading pack format was multipack at 34% but

when we look at out of home snacks alone, this figure drops to 28%.

5

How often: On average we snack 2.55 times per day, with Young Adults (16

– 24 year olds) being the highest snackers at over three times a

day and the Silvers being the least likely to snack at 2.2. times per

day.

What: The top three snacking categories across all markets are

confectionary (21%), crisps and (15%) and fruit (12%)

Where: Four out of five (78%) snacking occasions occur at home and

22% are out of home. 72% of total snacks are purchased in the

supermarket.

When: We snack regularly throughout the day, with the peak period

being between 3pm and 6pm accounting for almost one

quarter (23%) of all snacking occasions.

Why: Five key need states were identified for snacking – To energise

(26%), as a habit (22%), indulge (21%), nourish (18%) and for

health and wellbeing (13%)

How much: On average we spend €2.13 per snack in the Republic of Ireland

and £1.59 in the UK. In the Republic of Ireland, the Silvers are the

top spenders on snacks and the Youth group the lowest. In the

UK, the biggest spenders are those without children and the

lowest are the Youth Segment.

6

Key trends impacting snacking

On a global level, we are seeing four key trends impacting snacks, which also

came across in the research:

- Migration and Broadening of Tastes

- Recession and Austerity

- Obesity Epidemic

- Busy Lives

Migration and Broadening of Tastes:

More people are travelling, with new tastes being discovered from other

countries and brought back home. This has resulted in an explosion of

choice within grocery and expanding offerings from familiar brands and

products, with the rise of ethnic products on shelf.

There is an increased interest in the rise of ―super foods‖ sourced at home

and aboard. In particular, natural ingredients such as guarana, goji, green

tea etc., which offer new health benefits to the consumer.

Recession and Austerity

While austerity has brought about greater emphasis on cost, discounters

have opened up a world of choice for shoppers. From the research, Mums in

particular felt this abundance of value foods was a key difference from

previous generations. In the past, once the snacks were all eaten, that was it

for the week, but now it is more affordable to have snacks in the house on an

ongoing basis.

7

Health & Wellness and the Obesity Epidemic

It was generally agreed that health is a key consideration today and there is

a need to fight against the obesity epidemic. The younger demographic in

particular were informed about nutrition and healthy eating.

The media is playing a large role in influencing consumers about what to eat

and cook, in terms of celebrity chefs, magazines and cooking

demonstrations.

Slimming clubs and points schemes are very much part of everyday life and

helping consumers to be more informed about snacking.

The healthy lunch box policies implemented by schools are also impacting

what children are allowed to snack on and influencing general attitudes

around what is good to eat.

Busy lives

People are under pressure trying to maintain a work/life balance. They are

looking for ways to make feeding themselves and their families easier.

Whether this means more eating on the go for the consumer or having

convenient solutions which are readily available to eat at home—people

crave convenience.

8

9

Consumer Definition of a Snack

There was broad scale consensus across markets and demographic

segments as to snacks’ main characteristics. It is defined as:

―Something, usually smaller than a meal that is eaten between,

or outside of, regular meals for any reason‖

The main reasons to snack were for energy, nourishment, health & wellbeing,

to indulge and as part of an everyday habit.

Snacking is considered a largely ad hoc personal occasion (versus meals

which have traditionally been more planned and often a shared occasion).

People decide when they wish to snack on and when, without consulting

others. Snacks are convenient in terms of portability, requiring little or no

preparation time and not requiring utensils. Snacks in general contain less

than 300 calories.

Meals are definitely not snacks as they require preparation, utensils, sitting

down and a have a broader nutritional function.

Beverages on their own are not considered a

snack

In the main, beverages were not considered

snacks as snacks should satisfy hunger versus

thirst. Smoothies and healthy shakes were

most like a snack but still a meal in ―liquid

form‖. However drinks do form part of the

snacking occasion with 42% of adults

10

consuming a drink with a snack e.g. coffee and muffin, tea and biscuits or a

sandwich and water. Hot drinks (tea and coffee) make up half of the

beverages.

Northern Ireland is more likely to have a drink with snacks at 44%, compared

with Great Britain at 40% and Republic of Ireland at 43%.

The choices of drinks with snacks do vary by cohorts (see appendices for full

breakdown by segments). The Youth drink juice/milk while older cohorts

snack with tea and coffee, or alcohol. Bottled water, carbonated soft drinks

and coffee all show higher incidence of consumption out of home, while tap

water and tea are more favoured in home.

The changing role and function of snacks

We are starting to see two different interpretations emerging as to what the

role of a snack should be.

In general, everyone is eating the same snacks. Therefore it is not what

people snack on that is changing, but more what people expect their snacks

to deliver. Younger consumers demand more from their snacks in terms of

the benefits which they provide.

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44% of young adults want snacks that will get me through the day and one

third (33%) prefer to snack during the day rather than overeat later on.

Traditional Mindset: Very much consider snacks as ―treats‖ such as

confectionary or biscuits. They are typical of the older segments and C2DE.

They may even omit ―fruit‖ due to the lack of sin or guilt involved.

Emerging View: Snacks are now increasingly being seen as ―boosts‖ by a

younger population, typically ABC1. They consider a wider range of foods as

snacks (fruit, seeds, nuts) and have a wider range of usage occasion. They

are also moving towards a more constant grazing throughout the day.

Amongst younger segments there is appears to be a growing reliance on

snacks to perform a broader, more nutritive function than in the past.

12

Planned versus Impulse Snacking - Occasion based marketing

The majority of snacking occasions recorded come from formats - i.e.

multipacks - are bought that as part of a pre-planned purchases. The

occasions may be impulse. In particular this occurs more with the older, more

experienced generations. They anticipate snacking occasions and purchase

in advance to forestall impulse, which allows them to:

Stock up on healthier options.

Achieve cost efficiencies through buying in bulk.

Choose cost effective channels (the supermarket).

The younger population, who have less of a routine in their daily lives, snack

on impulse for two main reasons:

Caught short by unexpected situations (ability to anticipate these

increases with age)

Tempted by appetising offerings.

13

How often are we snacking?

Across Ireland and the UK, the average number of snacks consumed per day

is 2.55. The Republic of Ireland averages at 2.50 snacks, Great Britain at 2.56

and Northern Ireland at 2.63.

Looking at the segments, it is the Young Adults that are biggest snackers,

averaging 3 snacks per day, followed by Young families at 2.9. Both of these

segments are adjusting to relatively new, chaotic lifestyles which lack a fixed

routine.

In terms of social classes, ABC1/F50+ snack 2.48 times per day compared with

C2DE/F50 at 2.62

Females are slightly more likely to snack at 2.61 occasions versus males at

2.46.

14

What do we snack on?

Over one third of all snacks consumed across Ireland and the UK are

confectionary and crisps. Our top five snacks are confectionary; crisps

(including popcorn and nuts), fruit (dried and fresh), breads and rolls and

sweet buns.

Within confectionary, two thirds of this is made up of milk chocolate.

15

*** see appendices for individual snack category breakdown

If we look at what we snack on by cohort, we can see that Young Adults are

more closely aligned with Fast Food, Confectionery and Non-Confectionery

bars. The Youth show very high incidence of more robust snacks;

Sandwiches/Breakfast Cereals. Biscuits and Sweet Bakery is the preserve of

older Cohorts (aged 40+), who are also the highest consumers of fruit.

16

17

Confectionary Deep Dive

Confectionary makes up one in five of our adult

snacking occasions at 21%. Milk chocolate

accounts for 2 in 3 confectionery occasions. Dark

chocolate is higher within the health & wellbeing

need state. Jellies and hard sweets see minimal

consumption.

Only a third (32%) of confectionery snacks are

accompanied by a drink, with tea representing

the majority of these occasions, followed by

coffee and soft drinks

The key confectionery need-states are nourishment and indulgence. Young

Adults are by far the highest consumers – over a quarter of all Young Adult

snacks are from this category.

Over three quarters (77%) of confectionery consumption was during leisure or

down-time. Other activities include working, studying, housework or while

travelling. Only one in four (23%) confectionery snacks is consumed out of

home with work and car the main out of home locations.

Later day parts are key confectionery consumption times particularly from

3pm on.

Top purchase drivers for confectionary:

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Crisps Deep Dive

Crisps are seen as an excellent on the go

snack –convenient, affordable & portable.

However healthy would be the key barrier to

increasing consumption. Currently they make

up 15% of all snacking occasions with

standard crisps making up over half of these

occasions.

42% of crisp snacks are accompanied by a

drink – almost one quarter of this (24%) is with

fizzy drinks and one fifth (21%) are with

alcohol.

Four out of five crisp snacking occasions (81%)

take place at home, mainly watching TV,

listening to radio or while on the internet (51%). If out of home consumption, it

will be when walking, playing sport or on transport. Highest preferences for

crisps are found in Northern Ireland, where 18% of all snack occasions are

crisps, compared with 12% in ROI and 16% in Great Britain.

Evening and night time are key consumption time, with over one quarter of

occasions (26%) taking place between 6pm and 9pm

Top purchase drivers for crisps:

19

Fruit Deep Dive

Across the markets, fruit makes up 12% of all

snacking occasion, with fresh fruit representing

three quarters of the fruit snacks.

Only one in five fruit snacks are accompanied

by a drink (mainly tea, coffee bottled or tap

water).

72% of all fruit consumption as a snack takes

place at home. Of the out of home

consumption (28%), two thirds occurs in the workplace.

Child free (40 – 59 years) and Silvers are more likely to snack on fruit.

In terms of time of day, morning (29% between 7am and 12pm) and

afternoon (27% between 3pm and 6pm) are popular fruit occasion, with less

consumption at night versus average.

Key purchase drivers for fruit

20

At home versus out of home snacking

Out of the 7,358 adult snack occasions, 78% of those are taking place at

home, with 22% outside of the home. It is the Silver cohort (87%) that is more

likely to snack at home and the Young Adult and No Kids more likely to snack

outside the home at 27% and 28% respectively.

It comes as no surprise that more out of home snacking happens in the earlier

part of the day and also in the earlier part of the week with school and work

being key locations. 84% of all OOH snacks occur between 7am and 6pm.

85% of all out of home snacks occur during the week. Under one in ten out of

home snacks are consumed in the car.

21

Key differences for out of home snacking versus total snacking

1. Where the snack was purchased: For total snacks, more than seven in ten

snacks are bought in the supermarket.

However for out of home snacks below, less than half are bought in the

supermarket with one fifth bought in a convenience store.

2. Packaging Formats: If we look at packaging formats for the total adult

snacks, more than half are either multi-pack or single serve.

22

However when we look at out of home snack, we see multipacks drop from

34% to 28% and individually sold snacks rising to 28%:

3. For total snacks, 59% were bought as part of a wider shop, with other

items bought. This drops to 34% for out of home snacking.

4. We are more likely to over index on confectionery and fruit, with

preference for coffee, fizzy drinks and water versus in home

(See appendices for further figures)

23

When do we snack?

Based on the adult study, we snack evenly throughout the week and the

weekend. Our snacking needs decline slightly at the weekend due to more

later rising times, longer meals etc.

Snacking is evenly spread across day parts up until 9pm with afternoon being

the peak snacking occasion with almost a quarter of snacks (23%) taking

place during this three hour period. Over a fifth of snacks are consumed in

the morning, before 12pm and a further fifth in the evening between 6 and

9pm.

24

Spend on snacking occasions

The question we asked respondents was ―How much did you spend on the

snack‖ and people would have included a drink (if consumed) as part of the

overall spend.

Half of all snacks, across segments, came in at €2.13/£1.57.

Silvers are highest spenders in ROI and amongst the lowest in UK. In both

markets Child Free (40-59) spend highest amount on each snack while males

and C2DE spend more versus their counterparts. UK market more

homogenous in terms of minimum and maximum spend while greater

differences are evident across demographics in ROI.

25

In the UK, the biggest spenders are those without children and the lowest

spenders are the Youth segment.

26

Motivations to Snacking – Why do we snack?

We have identified five key need states based on the 12,244 snacking

occasions. As you can see below, Energising is the number one need state

representing more than one quarter of all snacking occasions:

Young adults, closely followed by Young Family, are most prolific snackers for

energy needs. Over a third of Silvers’ snacking is driven by habit. Nourishment

and Energy are rationale behind younger No Kids segment. Youth record

high Health & Wellbeing snacking.

27

Health and Wellbeing, Nourishment and Indulgence are evenly distributed

across the week. The Everyday Habit need-state is somewhat more prevalent

at weekends while snacking to Energise is more likely in the later week parts.

28

Time of the day by Need States

Typically we can class the need states into certain times of the day:

1. Energising (accounts for 26% of all snacking occasions):

Definition: ―To boost physical or mental energy levels‖. The energising need

state can be broken down into physical energy accounting for 15% of all

snacking occasions and mental focus at 11%:

Physical energy snacks are sought for an immediate redress of blood sugar levels,

to redress low batteries so that you can keep going and also in a proactive

manner for stamina and endurance for an upcoming activity.

Mental focus snacks are required to refresh body or mind through sugary or

sweet food boosts.

Who: Young adults are the most frequent “energising” snackers, followed by

younger families and the no kids cohort.

29

When: Energising snacking does occur throughout the day but most

noticeably peaking in the afternoon from 3pm-6pm. It appears to be

less likely at the weekend.

Physical energy boosting snacks are often consumed on an ad-hoc

basis since it is a highly functional occasion. All day grazing

predominantly occurs to ensure that energy levels are topped up.

Mental Focus snacks are often consumed to combat slumps, therefore

featuring at 11am mid-morning and 3pm mid-afternoon.

Where: This need state has a high out of home consumption (25%) with work

being the key location. Cafés/Coffee shops are also another

prominent location.

Physical Energy boost is needed before and after sports activities so as

to boost energy levels and replace energy.

Activities include working or studying or long drives and thus these

snacks are often consumed at the activity point i.e. the work or study

desk or petrol stations.

What: Generally in line with the total snack consumption with confectionary

at 21%, crisps at 14% and fruit at 13%.

30

What are the motivations to purchase energising snacks:

Physical energy boosting snacks need to be accessible, filling and

tasty.

Mental Focus snacks need to be quick, fresh and easy to eat.

Brands that are associated with energising snacking*:

* Brand examples arrived at through qualitative word association exercise

31

2. Habit & Boredom (22% of all snacking occasions)

Definition: As the need state suggests, these snacking occasions occur from

everyday habits, routines and also boredom. It is a state with an aimless

search for food as snackers look for something tasty to pass the time.

These include substantial food types to subdue hunger.

Who: This is a need state which experienced mainly by the older cohorts

particularly the silvers who are +13% above the total everyday habit

snackers.

When: There is a slightly higher frequency in the morning and the evening

time. Since it is a sociable occasion for the Silver cohort, they are more

likely snacking with a partner or friends. The weekend is a key time for

the younger cohort as they have downtime from work.

Where: Almost eight out of ten (79%) instances of habitual or boredom

snacking occur in the home and this is because the need state is often

experienced during activities of watching TV to what we call ―Mindless

munching‖ or when studying. For the younger cohort this ―mindless

munching‖ is used as a procrastination tool to avoid study.

What: Whilst there is a lower incidence of confectionery snacking versus the

total, it is still the most snacked upon food. However there is an over

index on sliced bread, toast and rolls which reflects that need for a

substantial snack to subdue hunger.

32

Nearly 85% of these snacks are prepared at the time of eating as

snackers are willing to spend more time preparing i.e. Slicing cheese,

heating in a microwave. This also helps to prolong the snacking

occasion which helps the younger cohort with their avoidance of

studying.

Purchase Motivations: With almost three quarters (73%) of these snacks being

purchased in the supermarket, ingredients and products must be

accessible in home. Taste and how filling the snack is are also

important.

Brands:

33

3. Indulgence (21% of all snacking occasions)

Definition: To make me feel better / to give myself a reward/ to treat myself.

Why: Treat or reward snacks are often justified on the basis of having been

―earned‖ through exercise, study, hard work. Alternatively they are

used as a deliberate attempt to boost mood and emotional state.

Treating and rewarding sub state makes up the two thirds of the

Indulgent need state at 14% of all snacking occasions.

The cravings sub state describes how self-indulgence can be used to

counter act feeling under the weather physically or emotionally.

Cravings make up 7% of total snacking occasions.

Who: The older child free cohort are more likely to snack to indulge, followed

by established family. These cohorts are more likely to have the

indulgent snacks within their household.

The least likely cohort to snack because of indulgence are the Young

Adults as they claim to make more health conscious snacking

decisions.

When: Nearly one quarter of all indulgent snacking takes place in the

evening between 6-9pm and is less likely to be see in the earlier day

parts. An interesting point to note is that these occasions are spread

over the week and are only marginally higher at the weekend.

Cravings can appear throughout the day therefore there is a constant

snacking over the course of the day with an average of 3.4 snacks

being consumed.

Where: Again eight out of ten indulgent snacking incidences occur in the

home. When out and about, locations such as the beach and park

have a higher incidence.

34

Mums report that this occasion is frequent once the children are in

bed.

Professionals use this occasion after a long hard day’s work and

students engage during their study period or to reward themselves for

studying.

The craving snacking occasion is typically craved after nights out and

following alcohol consumption.

Youths have the lowest level of empathy and failed to identify boosting

mood with treat/reward snacks. These snacks are typically consumed

in the home associated with warmth and comfort/ the couch and

even bed.

What: As you’d expect, milk chocolate and hard sweets consumption is very

high. This is followed by all crisps including standard but also the likes of

tortilla chips and puffed snacks. Fresh sponges, cakes and cupcakes

take third place followed by biscuits and ice cream.

Only 13% of these snacks are pre-prepared as few are willing to spend

time and effort to prep their treats. Therefore supermarket and

convenience store purchases are high. A higher than average bulk

buying is seen as many ensure they have these treats at home in their

cupboards.

Purchase Motivations: For cravings, we look for convenience of the snack,

taste and how indulgent the snack is. For treats and rewards we focus

on indulgence, how familiar with are with the brands and promotions /

offers.

Brands:

These types of brands are often stocked up on a weekly basis in the

supermarket which allows foraging at home when the snacking need

state arises.

35

Convenience is also a big player as snackers stop on their way home

from work or college to pick up a treat.

There is a high incidence of confectionery, fast foods and

biscuit/bakery with a particular focus on brands by the snacker.

36

4. Nourishment (18% of all snacking occasions)

Definition: ―To subdue hunger‖. Whilst nourishment sounds like it has health

cues this need state relates to snackers looking to subdue hunger and in

particular provide a satisfying taste sensation instead of meals.

Managing hunger makes up the majority of this need state and

accounts for 14% of total snacking occasions. It’s one that is associated

with a high number of snacks particularly in home and in the evening

time.

Social sustenance accounts for only 4% and is associated with social

occasions and nightlife.

Therefore this occasion is usually from lunchtime until late night when

people meet out of home or in the home.

Who: The common theme for those snackers looking for nourishment is that

they don’t have children. Those with busy daily routines in work and

college mean that they may skip meals or require something to subdue

hunger during the day.

The least likely cohort to engage with the nourishment need state are the

silvers.

When: These snacking occasions are spread out throughout the day with a

high incidence at main meal times since they are often used to

replace a meal. There is a slightly higher incidence of nourishment

snacking after 9pm.

37

Where: Again there is a bias to in-home consumption (80%) around the main

meal times. This extends further to snacking in someone else’s home.

There is a minimal increase in snacking whilst driving or on public

transport in comparison to other need states.

When we look at the in home consumption we can see that it is an

occasion that is typically planned for. These options are purchased in

the weekly shop so that when the need state arises snackers can

forage in their cupboards.

In relation to out of home snacking which occurs earlier in the day,

supermarkets are too time consuming and snackers look to vending

machines and also convenience stores.

Activities such as having visitors over for tea/coffee is a common

occasion for this need state.

Also social events such as meeting friends out of the home, going to

the pub and social events. Cinema visits and movie nights also come in

to play.

What: There is a high preference for milk chocolate and confectionery is the

most commonly consumed nourishment snack. Crisps and salted

snacks are +2 above the total and there is also a preference for bread

and toast.

Very low levels of planning for this occasion as snackers are less likely to

prepare in advance they purchase in supermarkets and convenience

stores.

Purchase Motivations: Hunger snacks need to be accessible as they are

subduing hunger so snackers want something to hand. This doesn’t

38

need to be too filling but substantial enough to manage hunger. It also

has to be quick to prepare or involve minimal preparation. For social

sustenance it’s all about visibility of the snack (I’ll know I want it when I

see it) and on pack cues>

39

5. Health & Wellbeing (makes up 13% of all snacking occasions)

Definition: ―To nourish and care for the body‖. This need state exists as

snackers look to nourish and care for the body and also provide a feeling

of balance.

Rejuvenation makes up 8% of all snacking and is associated with older

cohorts and it revolves around boosting physical and emotional health

& wellbeing.

Healthy stamina on the other hand is only 5% of snacking occasions

and is a more proactive or functional need state. It can be image

driven and therefore it is relevant to the younger cohorts.

This need state has the highest incidence of preparing foods on the day

although less likely at time of snack. One quarter of all snacks in this state

are pre-prepared.

Who: The youth cohort is the most significant snacking group of healthy

snacks however we must remember that it was mums who answered and

therefore they have the control as to what they want their children to eat

and what they get as snacks.

Younger adults are the second most likely to be health conscious looking

for snacks to care for the body. Silvers take third place as they look to

proactively manage health via snacking.

When: We see a lot more of the healthy snacking occurring in the early

morning particularly from 7am -12pm. However it tapers off as the day

goes on as intentions gradually decline over the day.

It is generally more common in the later week but less so at the weekend.

40

Where: A higher incidence of health & wellbeing snacking takes place at

work when out and about but still we see the majority snacking in home.

This occasion is also relevant before or after sports training or the gym. It

can also be the default snacking mindset for some and can accompany

almost any activity e.g. studying, travelling.

What: Snackers look to substitute non-stodgy, non-filling healthy alternatives

which an provide energy and fight hunger i.e. Snack solutions without

negative impacts on health. Again confectionary is top at 21% but we see

a higher incidence of jellies and dark chocolate. Fruit comes in at 14%

which includes dried fruit. Non-confectionery bars take third place with

the likes of cereal bars and flapjacks.

For some this category can be bland hence a preference for the diet

targeted sweeter snacks.

Purchase Motivations:

Health and wellbeing snacks must be non-stodgy, non-filling healthy

alternatives to provide energy and fight hunger i.e. snack solutions

without negative impacts on health.

41

Snacking and the Youth

Segment

We asked mums to complete a

diary on behalf of one / two kids

(aged 10 – 15 years) and their

snacking habits. In total we

recorded 4,886 snacking occasions.

Key differences in this segment from the total adult survey are:

1. More out of home snacking – 26% of their occasions are out of home

versus 22% of adult occasions. For their out of home snacking, two

thirds of this take place in school.

2. Higher snacking in the afternoon :

The youth segment has the same peak snacking period as adults: 3pm

– 6pm. However the

percentage of snacks

at this time is higher

with 31% of their

snacks take place in

the afternoon

compared with 23%

of adult snacks. This can be attributed to the need to snack after

school to boost energy levels.

42

3. Not responsible for purchases of

snacks: It is the mother who

purchases more than three quarters

of their snacks (unlike the adult

population where 74% of snacks are

purchased by themselves).

4. Where snacks are purchased:

Youth snacks are more likely to

be purchased in a supermarket,

accounting for almost nine out of

ten of their at home snacks.

5. Higher spend in Britain among youths than Ireland: The cost per

snacking occasion (which could include a drink) is €1.86 in Republic of

Ireland and £1.62 in the UK, which means that the British youths are

spending more on snacks than the Irish.

43

6. Multipack formats more

prominent – 44% of their

snacks are from multipacks

(compared with 34% of all

adults’ snacks).

7. Beverage choice varies: Drinks continue to accompany 42% of their

snacks (which is the same figure as the adult population). However the

difference is the choice of beverages:

44

8. More variety and healthier snack

options: They under index on

confectionary and fruit categories

and over index on dairy / eggs and

sandwiches. Slightly healthier

snacking could be attributed to the

control of the parent on their

snacking choices.

45

Appendix I – Total Snacking Occasion Specifics

46

47

Appendix II - Out of Home Snacking Specifics

48

49

Appendix III – Segment Deep Dives

50

51

52

53

54

55

56

57

58

59

60

61

62

63

Appendix IV Individual Snack Categories

64

65

66

Appendix V Category Deep Dives

67

68

69

70

71

72

Appendix VI - Need State Deep Dives

73

74

75

76

77

78

79

80

81

82

83

84

Appendix VII – Attitudes to Snacking

85

Appendix VIII – Regional Differences

86

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Snacking in Ireland & UK

March 2014

For further information please contact

info@bordbia.ie or Tel: 01 6685155