Snacking Growth Drivers


  • 39% of snacks consumers look for healthy products all or most of the time when choosing a snack.
  • 41% of snacks consumers say it’s hard to know which snacks are good for you, but 32% actively avoid buying processed ones.
  • 63% of snack consumers would rather eat a naturally healthy snack than a light version of a less healthy snack.
  • 47% of mothers feel that their family has too much sugar in their diets.


  • 95% of innovation fails within its first year, yet snacks consumers want innovation above all else.
  • 53% of savoury snacks consumers say they are prompted to buy when they see new flavours in shops.
  • 25% of UK consumers would be interested in snacks with flavours inspired by authentic street food.
  • 58% of consumers like to eat new things and 37% like looking for new snacks when shopping.


  • 37% of snacks in the UK are consumed with someone else – friends, family, colleagues etc.
  • 25% of shoppers purchase snacks for the family to make them happy.
  • 58% of 16 – 34s and 52% of parents believe snacks are a must-have for an evening in.
  • 71% of people say watching TV in the living room with others is something they enjoy.


  • 50% of snacks consumers working full time say their busy lifestyles makes snacking a necessity.
  • 64% of snacks consumers feel snacks are important to keep energy levels up throughout the day.
  • 37% of consumers will snack instead of having a proper meal at least once a week.
  • 57% among 16 – 24s and 58% among parents of under-fives will use snacks to forgo meals.


  • 52% of snacks consumers think that taste is more important than healthiness.
  • 66% of UK consumers think unhealthy snacks are fine as part of a balanced diet.
  • 38% of UK chocolate eaters believe the emotional benefits of chocolate outweigh any health concerns.
Source: Kantar Worldpanel 52 w/e August 2018