bake - September/October 2024 - 39

and 11% report that their typical snack
contains similar foods in similar portions
as their typical meal.
Still, while data suggest Americans
are mindful of calorie intake, interestingly,
half of Americans do not set
calorie goals when snacking. Among
those who say they have a target, 17%
of consumers aim for 200 calories
per snack, while only 10% aim for 100
calories.
Which foods are Americans grabbing
for snacks? Sweet (59%), salty
(58%), and crunchy (48%) foods
take the top slots, and nearly half
of snacks are paired with a beverage.
When asked what type of food
they seek in their typical snack,
most Americans seek fruit (58%),
compared to only one-third who report
vegetables. Protein, as well as
grains, contend for second place.
" Data from the latest IFIC Spotlight
Survey align with what we've
seen consumers prioritize before.
Fruit is a sweet yet healthy snack
that can be easy to pack and eat on
the go, which hits on both taste and
convenience, " explains Milton Stokes,
IFIC senior director, food & nutrition.
" People are also seeking protein,
which is a necessary nutrient in helping
them feel satiated and satisfied.
And, according to our data, 56% of
Americans choose snacks to satisfy
their hunger between meals. "
Snacking duality
It's not just important to look at which
snacks consumers are choosing, but
also when they are snacking. More
Americans say they snack in the afternoon
and evening, yet morning snacks
get the highest " healthy " rating.
Consumers report that their latenight
snacks are the least healthy.
This insight raises further questions
about what motivates their choices
and what benefits they seek from different
snacking occasions-whether
it is a treat after a long day, a stress
reliever, or a form of reward.
" What's interesting is that when
we asked consumers why they snack,
their first response was purely functional:
to satisfy their hunger (45%)
followed closely by enjoyment with
41% claiming it provides an extra treat
or indulgence in their day, " Stokes
says. " Conversely, only 15% of consumers
choose a snack because it is
healthy. "
" Unlike other meals, this latest IFIC
Spotlight Survey speaks to snacking's
ambiguity, complexity, and the need
for context. Snacking holds different
roles for different people at different
times. "
Health habits
While only 15% of consumers report
they reach for a snack because it's
healthy, the data show that Americans
want support to improve the
healthfulness of their snacks, including
ideas for healthy, portable snacks;
tips for planning and preparing snacks
in advance (currently two in three say
their snacks are more spontaneous
than planned); and more information
about what a healthy snack includes.
" We see consumers' interest and
enthusiasm for healthy snacking as an
amazing invitation to food and nutrition
communicators everywhere and
in every setting where consumers eat
and enjoy food, " explains Reinhardt
Kapsak.
bakemag.com | SEP-OCT 2024 > 39
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