A Societal Shift in How We Eat
The traditional concept of three square meals a day has evolved. In its place, a dynamic and flexible approach to eating is taking shape, where snacks and meals seamlessly blend to fit modern lifestyles.
Today, snacking is no longer just a casual pastime; it now accounts for half of all eating occasions in the U.S.1, with more than half of Americans occasionally or regularly replacing traditional meals with smaller meals and snacks.
This shift reflects a larger transformation in how we view health — a move from simply avoiding illness to embracing a more holistic approach that nurtures physical, mental, and emotional wellbeing. In this new era, snacks are not just a treat; they have become an essential part of how we fuel and nourish ourselves.
74%
of people report eating at least one snack a day2
56%
replace traditional meals with snacks occasionally or regularly3
54%
say snacks are an important part of their healthy eating plan4
As people embark on their health journeys, they expect their food choices, including snacks, to play a pivotal role
The modern snack is no longer a guilty pleasure but a critical component of a balanced lifestyle, designed to fuel both indulgence and nourishment. For many, snacks are an integral part of their daily healthy eating plans, offering more than just convenience.
Consumers are increasingly seeking snacks that provide essential nutrients like protein, vitamins, and minerals, as well as fruits, vegetables, and whole grains. But it doesn’t stop there. Today’s snackers also want functional benefits — snacks that boost and provide energy, enhance performance, support recovery, and improve immune response and mental, emotional, and gut health.
83%
find snacks a convenient way to get the healthy nutrients they need5
66%
of consumers snack to fuel their day6
46%
eat snacks before, during or immediately after a workout as an energy7
43%
buy snacks to support the diet they follow8
In response to this evolving demand, the snacking industry has adapted, launching a wave of innovation that caters to this new era of mindful eating
Whether it’s functional ingredients, creative flavors, or on-the-go formats, the snack market is rapidly evolving to meet the needs of today’s health-conscious and wellbeing seeking consumers. And as our understanding of wellbeing deepens, the role of snacks in our daily lives continues to expand, proving that even the smallest bites can play a big part in supporting a healthier, more balanced life.
1Hartman Group Future of Snacking October 2024
2IFIC Sweet & Savory Insights: New Consumer Research Reveals What’s Behind Americans’ Snacking Surge August 15, 2024: https://ific.org/media-information/press-releases/sweet-savory-insights-consumer-research-snacking-surge/
3IFIC Sweet & Savory Insights: New Consumer Research Reveals What’s Behind Americans’ Snacking Surge August 15, 2024: https://ific.org/media-information/press-releases/sweet-savory-insights-consumer-research-snacking-surge/
4Circana Snacking Supernova Webinar April 11, 2023: https://acrobat.adobe.com/link/review?uri=urn%3Aaaid%3Ascds%3AUS%3A491d901a-c9fa-365d-b8e9-a6f323b05301
5Hartman Group Future of Snacking October 2024
6Circana Snacking Supernova Webinar April 11, 2023: https://acrobat.adobe.com/link/review?uri=urn%3Aaaid%3Ascds%3AUS%3A491d901a-c9fa-365d-b8e9-a6f323b05301
7Circana Snacking Supernova Webinar April 11, 2023: https://acrobat.adobe.com/link/review?uri=urn%3Aaaid%3Ascds%3AUS%3A491d901a-c9fa-365d-b8e9-a6f323b05301
8Circana What’s New with the American Consumer? It’s a Snack Journey April 2024
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