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Consumer Trends: Snacking Habits And Impulse Trends

Wed, 09/19/2012 - 12:51pm

DALLAS (PRNewswire) — This report offers a completely fresh look at consumer's Snacking and Impulse food habits, allowing marketers to understand people's consumption patterns like never before. This offers unique opportunities to effectively target new consumer groups, behaviors, and trends based on actual empirical data in Snacking and Impulse Foods consumption across 10 core countries.

With all Snacking and Impulse Food markets set to grow faster in the future, it is paramount to understand the key consumer groups and consumer trends driving these markets in order for products to realize their full potential. Some of the highlights of this report include:

  • Analysis of consumer trends indicates that three types of snacking behavior exist: Pure Indulgence, Everyday Treating, and Non-Indulgence. Each of these types of behavior requires a clear set of product positioning and messages, targeted at the right consumer groups, in order for total market potential to be realized.
  • Young Adult Women and Older Men worldwide, and boys under 16 in Non-BRIC markets, are the key consumer groups driving Snacking and Impulse Food markets worldwide.
  • Two consumer trends are vital to reaching these consumers: Indulgence, and Personal Space and Time.

The analysis provided is unique in the market as it tracks snacking behavior through to its actual impact on a product market. This provides readers with a unique analysis of the market, driven by survey-based data on consumer trends and groups, which is integrated with market data. This allows marketing tactics and strategy to be updated in line with the very latest consumer behaviors.

Key Market Issues

  • The Indulgence consumer trend drives a significantly larger volume share of women's Snacking markets than men, though Indulgence still drives a very significant part of men's consumption. Marketers should beware taking stereotypical approaches to targeting women's indulgent snacking: rather than offering to alleviate guilt, at the moment of consumption women want products than provide Indulgence, Personal Space and Time, and Fun and Enjoyment.
  • Quality Seeking is the most important trend in the BRIC region. Products targeting expansion in BRIC countries must be able to communicate their high quality at all touch points with the consumer. Snacking products based around quality ingredients, hand craftsmanship, and authenticity will be particularly well placed.
  • Adults may feel they are increasingly attempting to fit in more activities into the same amount of time in a day, but it's actually children whose consumption habits are most affected by this trend. What's convenient for parents is what is convenient for their children. As such, products targeting parents need to communicate how they will make things easier for their children as much as the adults.
  • Consumers use snacks to create a space where they are free from the constant flow of things to do. This isn't an escape from time pressures, rather the ability to get away from the burdens consumers face in their day to day lives by taking a moment out for themselves.
  • Advances in communication and production technology means marketers can produce personalized products at mass market costs. Small snack producers, previously targeting a niche market limited by geographical area, can now reach consumers hundreds of miles away. Though still small, this consumer trend may hit the mainstream in the next five years.
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