View a regular version of this page.
Snacks & Sips: Seizing the snacking surge
JUNE 2025
Bite-sized view of the fastest-growing meal occasion.
The Current Snacking Surge
Snacking is the fastest growing meal occasion, boasting an impressive 6.5% CAGR.
Over the past several years, macro impacts such as COVID-19, a boom in health and wellness trends, and recent factors such as inflation, have each shaped a degree of changes in meal occasions, or the blurring of eating occasions.
While snacking itself is not new, what people snack on and why they snack has shifted with each macro disruption. The evolution of consumer preferences and behaviors around snacking occasions demands a fresh perspective and approach from the market.
Understanding Snacking Occasions
There are traditionally three meal occasions in a day, but snacking adds additional consumption opportunities within each occasion. Snacking is not just an act of eating; it’s often viewed as a portion size adjustment rather than a full meal replacement. These occasions can be broadly categorized by the time in which the person is seeking a snack: morning snacks, afternoon snacks, and evening snacks.
An infographic of stacked circles showing when people say they snack during the day. Morning snacks are 19% morning, 50% midday. Afternoon snacks are 76%. Evening snacks are 56% evening, 43% late night. A blurb adds that snacking is both a meal and a portion size, creating an opportunity for new trips and types of shoppers.
Bar chart highlighting snacking personalities: 40% say they are a enjoyment snacker, 19% say they are a necessity snacker, 13% say they are a boredom snacker, 11% say they are a healthy snacker, 9% say they are a meal replacement snacker, 8% say they are an emotional snacker, while 1% say they never snack. A circle reads that it is estimated that more than 90% of all Americans eat one to three daily snacks.
Self-Checkout vs Lanes
Additionally, snacking can be categorized by the type of snacker the person identifies as, which connects to a swirl of emotions that differs by person. Snacking moments engage with each person’s unique need for enjoyment, satisfaction and comfort, calm and relaxation, to re-energize, or to boost their health.
“Snacking is almost always enjoyable. I mean who really has anything they snack on that’s not good tasting?”
- Snacking Survey Respondent¹
Each occasion throughout the day provides an opportunity for stores to engage customers when they are hungry and why they are hungry. Understanding more about why they are snacking provides an opportunity to communicate with customers on how your store or product can help them meet their snacking needs.
Opportunities for Retailers & Operators
The changing snacking trends affect trips, which opens significant avenues for both pre-planned and impulse purchasing behaviors.
PRE-PLANNED TRIPS
Shoppers often purchase in bulk, intending to break down larger packs into smaller, snack-sized portions for later consumption. Retailers can inspire these future snacking moments by offering bulk packages complemented by beverages, enhancing the attractiveness of these premeditated purchases.
IMPULSE TRIPS
On-the-spot snacking demands immediate access and convenience, a great avenue for foodservice trips. Ensuring that the right assortment of single-serve, ready-to-eat and drink options is available can capture these spontaneous buying decisions.
The Beverage Attachment Opportunity
Snacking moments present additional chances for basket and check building, particularly through beverage attachments. Snacks are often accompanied by drinks, making beverages a critical complement in snacking sales and occasions.
“Beverages definitely play a role in my snacking. Sometimes a drink is the snack – like a protein shake, smoothie, or even coffee with cream and sugar. Other times, it’s more of a complement [to the food], like water or soda alongside chips or a granola bar.”
- Snacking Survey Respondent¹
Retail and food service locations alike can focus on key snacking categories, ensuring that food and beverage options are readily available, appropriately portioned for a snack rather than a meal, and conveniently located or easy to order.
Two charts show the opportunity for retailers. The top chart shows the top five categories purchased for snacking in the past three months: 73% fresh fruit, 69% chips, 68% chocolate candy, 64% cookies and cakes, and 64% cheese. The bottom chart shows the top five beverages purchased for snacking in the past three months: 48% bottled water, 46% coffee, 40% soft drinks, 36% tea, and 34% dairy.
The Final Bite
The snacking sector is ripe with opportunity for growth and innovation. By understanding the complexity and evolving nature of snacking, and strategically positioning products to meet both pre-planned and impulse snacking needs, retailers and operators can seize this opportunity.
Snacking isn't just a fleeting trend; it’s a thriving lifestyle choice. Embrace this dynamic market to drive increased trips and build baskets and checks through assortment and inspiration in-store to capture the full potential of the snacking surge.
Source: 1) Ipsos custom survey on Snacking, Feb 2025. 2) Forbes article Dec 2023 Snacking Epidemic: New Research On America’s Obsession With Snacks 3) The Future of Snacking 2024 - The Hartman Group
Want to see more?
Discover more through the lens in the articles below.
