Article

Why fast casuals should offer snack-packed menus

Today's consumer no longer eats the standard three meals per day. Fewer than half (43%) of consumers in 2018, said they ate three meals a day with a few snacks between meals, compared to 53% who said so in 2016.

May 23, 2019 by Elliot Maras — Editor, Kiosk Marketplace & Vending Times

Today's consumer no longer eats the standard three meals per day. Fewer than half (43%) of consumers in 2018, said they ate three meals a day with a few snacks between meals, compared to 53% who said so in 2016, according to Technomic. So foodservice providers who want to meet customer expectations have to recognize the growing consumer tendency to "graze" or snack.

But before you overhaul your menu with chips, pretzels and other munchies, keep in mind that snacking no longer means what it did in the past.

While it's true that indulgence remains a strong driver for consumers who are spreading their consumption over more occasions throughout the day, other factors come into play, according to David Henkes, senior principal at Technomic, who delivered a presentation on snacking at the recent National Automatic Merchandising Association show at the Las Vegas Convention Center.

Snacking takes a new meaning

"Consumers are really changing their views of snacking," said Henkes, sourcing his company's 2018 Snacking Occasions Consumer Trends Report. "Snacking has become ingrained in the behaviors of most people. The numbers are pretty striking in the last two years."

Nearly one-third (30%) of all consumers in 2018 said snacking between meals is part of a healthier diet.

Consumers also no longer associate "craving" with being unhealthy, he said. People today associate "craving" with fresh, comfort or savory.

The 'hyper-choice' environment

Foodservice operators cannot afford to surrender consumer preferences to other food channels, given what Henkes called the "hyper-choice" foodservice environment. Today's consumers are sourcing snacks from food trucks, vending machines, micro markets, convenience stores, QSRs, food halls, pantry service, dollar stores, supermarket foodservice, e-commerce, delivery services and subscription services.

"One of the most important trends we're seeing is this idea of hyper-choice," he said.

There are now subscription services specifically for snacks, such as Naturebox, Grazed and Urthbox.

Pantry service offered by convenience service operators is expanding especially fast, Henkes said, and micro markets are especially popular with younger consumers.

Convenience services sector steps forward

The convenience services industry has already targeted the snacking trend, he said.

In its third annual "deep dive" of the convenience services industry, Technomic found that more convenience service operators are promoting "better for you" offerings over a recent two-year period. Eighty-eight percent of convenience service operators said they are promoting healthier beverages in 2016, up from 65% in 2014; the same portion were promoting healthier snacks in 2016, compared to 76% in 2014; and 69% were promoting healthier prepared foods, up from 55% in 2014.

Snacking definitions change

Definitions of snacking are changing among consumers of all ages, especially those 18 to 34 years old, Henkes said. A full third of the younger consumers said snacking now includes more types of food, compared to 22% of all consumers.  

Most consumers (64%) still define snacks based on the time of day snacks are consumed — during non-traditional meal hours. But the percentage is lower (55%) among younger consumers.

About half (49%) of younger consumers define a snack by the type of item — items traditionally sold as snacks, while 44% of those in this age group define snacks by size — smaller portions.

Nearly a third (32%) also said they usually skip or replace one meal per day with snacks, compared to 27% who did so in 2016. Since 2013, the number of snacks between meals rose from an average 2.3 to 2.8 in 2018.

The meal that consumers are skipping the most is breakfast, as about a quarter (26%) eat breakfast, but 44% said they eat a snack as a second breakfast before going to work or school. Younger consumers skip breakfast more. 

Consumers are still motivated mostly by flavor and taste, as 81% cited these as their main drivers, followed by freshness (63%) and satisfying hunger (63%).

"Indulgence still drives a lot of the snack food occasions," Henkis said.

Protein-enriched snacks have become popular, Henkes said, as have cannabis-enriched snacks.

"The implications for cannabis on the food industry are huge," he said, adding that 72% of consumers said they would visit a restaurant that incorporates cannabis in its menu.

Foodservice operators need to pay attention to the importance of snacking and how today's consumers define it in order to win their fair share of sales in a "hyper-choice" market.

Cover photo: iStok

About Elliot Maras

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Elliot Maras is the editor of Kiosk Marketplace and Vending Times. He brings three decades covering unattended retail and commercial foodservice.