Snacking In Ireland & UK –
Full Report
March 2014
Contents
Introduction & Research Objectives..................................................................................... 1
Research Method .................................................................................................................... 2
Executive Summary ................................................................................................................. 4
Key trends impacting snacking ............................................................................................. 6
Consumer Definition of a Snack ............................................................................................ 9
The changing role and function of snacks ........................................................................ 10
Planned versus Impulse Snacking - Occasion based marketing.................................... 12
How often are we snacking? ............................................................................................... 13
What do we snack on? ........................................................................................................ 14
At home versus out of home snacking………………………………………………………..20
When do we snack ............................................................................................................... 23
Spend on snacking occasions ............................................................................................. 24
Motivations to Snacking – Why do we snack? .................................................................. 26
Snacking and the Youth Segment ...................................................................................... 41
Appendix I –Total Snacking Occasion Specifics ............................................................... 45
Appendix II – Out of Home Snacking Specifics ................................................................. 47
Appendix III – Segment Deep Dives.................................................................................... 49
Appendix IV – Individual Snack Categories ...................................................................... 63
Appendix V – Category Deep Dives .................................................................................. 66
Appendix VI – Need State Deep Dives .............................................................................. 72
Appendix VII – Attitudes to Snacking ................................................................................. 84
Appendix VIII – Regional Differences………………………………………………...…..……85
Introduction & Research Objectives
This report looks at snacking patterns in Ireland and the UK and is based on
consumption data and not sales data. The primary research objective was
to understand the snacking occasion in order to identify opportunities for Irish
food and drink companies. The more specific objectives were defined as:

Understanding the consumer

Gain a detailed profile of consumers

Deep dives into key categories

To track patterns of snacking throughout the day and across the week

Understand the key snacking need states across the segments
Purchase decision making

Identify snacking purchase channels
1
Research Method
There were two phases to the research:
Phase One: Qualitative

In Ireland, there were four standard focus groups with the key younger
life stage segments (aged 16 – 35 years)

In the UK, there were several online discussion groups with the sample
broken out by life stage and region, with 56 respondents involved in the
five day discussion based on five topics.
Phase Two: Quantitative
There were two parts to this phase:

Firstly, there was an online survey with adults aged 16+ across Ireland
and the UK. Total sample of 3,000 respondents, who were nationally
representative. This produced 7,358 snacking occasions.

Secondly, in order to understand snacking behaviour of the younger
population, we asked Mums to complete a diary of kids aged 10 – 15
years. This resulted in 4,886 snacking occasions.
In total we have 12,244 snacking occasions. We have continued to keep the
adults and youth data separate in this report.
The research was carried out on our behalf by Coyne Research.
2
Meet the Segments
In the online adult survey, we looked at six segments:
1. Young adults, aged 16 – 24 years
2. No kids, 25 – 39 years
3. Young families, 17 – 39 years
4. Child free, 40 – 59 years
5. Established families, 40 – 59 years
6. Silvers, 60+ years
(We also had the Youth booster of 10 – 15 year olds)
For further information on this study please email info@bordbia.ie or
telephone 01 6685155.
Note: Findings from the study were very similar across Ireland and the UK. Therefore
figures outlined, unless specified, are average across the markets. Where there are
major differences between regions we have highlighted them in the report.
3
Executive Summary
Key trends that are impacting both on a global and local snacking level are
Migration and broadening of tastes; Recession and austerity; Health &
Wellness and the obesity epidemic and Busy lives
Consumer Definition of a Snack
“Something, usually smaller than a meal that is eaten between, or outside of,
regular meals for any reason”
Snacking is considered a personal occasion (I decide when, where and what
I’ll eat). It is convenient in terms of portability, not requiring utensils and little
or no preparation.
Drinks on their own are not considered a snack but accompany 42% of
snacks, with hot drinks being the most popular beverage of choice.
We are starting to see a new emerging role for snacks amongst the younger
demographic. Snacks are now increasingly being seen by them as a ―boost‖
(as opposed to the traditional mindset of a ―treat‖). They are moving to a
more constant grazing throughout the day and less likely to have three set
meals, therefore requiring the snack to perform a broader, more nutritive
function.
Snacking is becoming more “planned”
From the research we can see that people are anticipating their snacking
needs more, particularly as they get older.
Seven out of ten snacks are
purchased in a supermarket, with 59% bought as part of the larger shop. In
terms of total snacks, the leading pack format was multipack at 34% but
when we look at out of home snacks alone, this figure drops to 28%.
4
How often: On average we snack 2.55 times per day, with Young Adults (16
– 24 year olds) being the highest snackers at over three times a
day and the Silvers being the least likely to snack at 2.2. times per
day.
What:
The top three snacking categories across all markets are
confectionary (21%), crisps and (15%) and fruit (12%)
Where:
Four out of five (78%) snacking occasions occur at home and
22% are out of home. 72% of total snacks are purchased in the
supermarket.
When:
We snack regularly throughout the day, with the peak period
being between 3pm and 6pm accounting for almost one
quarter (23%) of all snacking occasions.
Why:
Five key need states were identified for snacking – To energise
(26%), as a habit (22%), indulge (21%), nourish (18%) and for
health and wellbeing (13%)
How much: On average we spend €2.13 per snack in the Republic of Ireland
and £1.59 in the UK. In the Republic of Ireland, the Silvers are the
top spenders on snacks and the Youth group the lowest. In the
UK, the biggest spenders are those without children and the
lowest are the Youth Segment.
5
Key trends impacting snacking
On a global level, we are seeing four key trends impacting snacks, which also
came across in the research:
-
Migration and Broadening of Tastes
-
Recession and Austerity
-
Obesity Epidemic
-
Busy Lives
Migration and Broadening of Tastes:
More people are travelling, with new tastes being discovered from other
countries and brought back home. This has resulted in an explosion of
choice within grocery and expanding offerings from familiar brands and
products, with the rise of ethnic products on shelf.
There is an increased interest in the rise of ―super foods‖ sourced at home
and aboard. In particular, natural ingredients such as guarana, goji, green
tea etc., which offer new health benefits to the consumer.
Recession and Austerity
While austerity has brought about greater emphasis on cost, discounters
have opened up a world of choice for shoppers. From the research, Mums in
particular felt this abundance of value foods was a key difference from
previous generations. In the past, once the snacks were all eaten, that was it
for the week, but now it is more affordable to have snacks in the house on an
ongoing basis.
6
Health & Wellness and the Obesity Epidemic
It was generally agreed that health is a key consideration today and there is
a need to fight against the obesity epidemic. The younger demographic in
particular were informed about nutrition and healthy eating.
The media is playing a large role in influencing consumers about what to eat
and cook, in terms of celebrity chefs, magazines and cooking
demonstrations.
Slimming clubs and points schemes are very much part of everyday life and
helping consumers to be more informed about snacking.
The healthy lunch box policies implemented by schools are also impacting
what children are allowed to snack on and influencing general attitudes
around what is good to eat.
Busy lives
People are under pressure trying to maintain a work/life balance. They are
looking for ways to make feeding themselves and their families easier.
Whether this means more eating on the go for the consumer or having
convenient solutions which are readily available to eat at home—people
crave convenience.
7
8
Consumer Definition of a Snack
There was broad scale consensus across markets and demographic
segments as to snacks’ main characteristics. It is defined as:
―Something, usually smaller than a meal that is eaten between,
or outside of, regular meals for any reason
‖
The main reasons to snack were for energy, nourishment, health & wellbeing,
to indulge and as part of an everyday habit.
Snacking is considered a largely ad hoc personal occasion (versus meals
which have traditionally been more planned and often a shared occasion).
People decide when they wish to snack on and when, without consulting
others. Snacks are convenient in terms of portability, requiring little or no
preparation time and not requiring utensils. Snacks in general contain less
than 300 calories.
Meals are definitely not snacks as they require preparation, utensils, sitting
down and a have a broader nutritional function.
Beverages on their own are not considered a
snack
In the main, beverages were not considered
snacks as snacks should satisfy hunger versus
thirst. Smoothies and healthy shakes were
most like a snack but still a meal in ―liquid
form‖. However drinks do form part of the
snacking occasion with 42% of adults
9
consuming a drink with a snack e.g. coffee and muffin, tea and biscuits or a
sandwich and water. Hot drinks (tea and coffee) make up half of the
beverages.
Northern Ireland is more likely to have a drink with snacks at 44%, compared
with Great Britain at 40% and Republic of Ireland at 43%.
The choices of drinks with snacks do vary by cohorts (see appendices for full
breakdown by segments). The Youth drink juice/milk while older cohorts
snack with tea and coffee, or alcohol. Bottled water, carbonated soft drinks
and coffee all show higher incidence of consumption out of home, while tap
water and tea are more favoured in home.
The changing role and function of snacks
We are starting to see two different interpretations emerging as to what the
role of a snack should be.
In general, everyone is eating the same snacks. Therefore it is not what
people snack on that is changing, but more what people expect their snacks
to deliver. Younger consumers demand more from their snacks in terms of
the benefits which they provide.
10
44% of young adults want snacks that will get me through the day and one
third (33%) prefer to snack during the day rather than overeat later on.
Traditional Mindset: Very much consider snacks as ―treats‖ such as
confectionary or biscuits. They are typical of the older segments and C2DE.
They may even omit ―fruit‖ due to the lack of sin or guilt involved.
Emerging View: Snacks are now increasingly being seen as ―boosts‖ by a
younger population, typically ABC1. They consider a wider range of foods as
snacks (fruit, seeds, nuts) and have a wider range of usage occasion. They
are also moving towards a more constant grazing throughout the day.
Amongst younger segments there is appears to be a growing reliance on
snacks to perform a broader, more nutritive function than in the past.
11
Planned versus Impulse Snacking - Occasion based marketing
The majority of snacking occasions recorded come from formats - i.e.
multipacks - are bought that as part of a pre-planned purchases. The
occasions may be impulse. In particular this occurs more with the older, more
experienced generations. They anticipate snacking occasions and purchase
in advance to forestall impulse, which allows them to:

Stock up on healthier options.

Achieve cost efficiencies through buying in bulk.

Choose cost effective channels (the supermarket).
The younger population, who have less of a routine in their daily lives, snack
on impulse for two main reasons:

Caught short by unexpected situations (ability to anticipate these
increases with age)

Tempted by appetising offerings.
12
How often are we snacking?
Across Ireland and the UK, the average number of snacks consumed per day
is 2.55. The Republic of Ireland averages at 2.50 snacks, Great Britain at 2.56
and Northern Ireland at 2.63.
Looking at the segments, it is the Young Adults that are biggest snackers,
averaging 3 snacks per day, followed by Young families at 2.9. Both of these
segments are adjusting to relatively new, chaotic lifestyles which lack a fixed
routine.
In terms of social classes, ABC1/F50+ snack 2.48 times per day compared with
C2DE/F50 at 2.62
Females are slightly more likely to snack at 2.61 occasions versus males at
2.46.
13
What do we snack on?
Over one third of all snacks consumed across Ireland and the UK are
confectionary and crisps. Our top five snacks are confectionary; crisps
(including popcorn and nuts), fruit (dried and fresh), breads and rolls and
sweet buns.
Within confectionary, two thirds of this is made up of milk chocolate.
14
*** see appendices for individual snack category breakdown
If we look at what we snack on by cohort, we can see that Young Adults are
more closely aligned with Fast Food, Confectionery and Non-Confectionery
bars. The Youth show very high incidence of more robust snacks;
Sandwiches/Breakfast Cereals. Biscuits and Sweet Bakery is the preserve of
older Cohorts (aged 40+), who are also the highest consumers of fruit.
15
16
Confectionary Deep Dive
Confectionary makes up one in five of our adult
snacking occasions at 21%. Milk chocolate
accounts for 2 in 3 confectionery occasions. Dark
chocolate is higher within the health & wellbeing
need state. Jellies and hard sweets see minimal
consumption.
Only a third (32%) of confectionery snacks are
accompanied by a drink, with tea representing
the majority of these occasions, followed by
coffee and soft drinks
The key confectionery need-states are nourishment and indulgence. Young
Adults are by far the highest consumers – over a quarter of all Young Adult
snacks are from this category.
Over three quarters (77%) of confectionery consumption was during leisure or
down-time. Other activities include working, studying, housework or while
travelling. Only one in four (23%) confectionery snacks is consumed out of
home with work and car the main out of home locations.
Later day parts are key confectionery consumption times particularly from
3pm on.
Top purchase drivers for confectionary:
17
Crisps Deep Dive
Crisps are seen as an excellent on the go
snack –convenient, affordable & portable.
However healthy would be the key barrier to
increasing consumption. Currently they make
up 15% of all snacking occasions with
standard crisps making up over half of these
occasions.
42% of crisp snacks are accompanied by a
drink – almost one quarter of this (24%) is with
fizzy drinks and one fifth (21%) are with
alcohol.
Four out of five crisp snacking occasions (81%)
take place at home, mainly watching TV,
listening to radio or while on the internet (51%). If out of home consumption, it
will be when walking, playing sport or on transport. Highest preferences for
crisps are found in Northern Ireland, where 18% of all snack occasions are
crisps, compared with 12% in ROI and 16% in Great Britain.
Evening and night time are key consumption time, with over one quarter of
occasions (26%) taking place between 6pm and 9pm
Top purchase drivers for crisps:
18
Fruit Deep Dive
Across the markets, fruit makes up 12% of all
snacking occasion, with fresh fruit representing
three quarters of the fruit snacks.
Only one in five fruit snacks are accompanied
by a drink (mainly tea, coffee bottled or tap
water).
72% of all fruit consumption as a snack takes
place at home. Of the out of home
consumption (28%), two thirds occurs in the workplace.
Child free (40 – 59 years) and Silvers are more likely to snack on fruit.
In terms of time of day, morning (29% between 7am and 12pm) and
afternoon (27% between 3pm and 6pm) are popular fruit occasion, with less
consumption at night versus average.
Key purchase drivers for fruit
19
At home versus out of home snacking
Out of the 7,358 adult snack occasions, 78% of those are taking place at
home, with 22% outside of the home. It is the Silver cohort (87%) that is more
likely to snack at home and the Young Adult and No Kids more likely to snack
outside the home at 27% and 28% respectively.
It comes as no surprise that more out of home snacking happens in the earlier
part of the day and also in the earlier part of the week with school and work
being key locations. 84% of all OOH snacks occur between 7am and 6pm.
85% of all out of home snacks occur during the week. Under one in ten out of
home snacks are consumed in the car.
20
Key differences for out of home snacking versus total snacking
1. Where the snack was purchased: For total snacks, more than seven in ten
snacks are bought in the supermarket.
However for out of home snacks below, less than half are bought in the
supermarket with one fifth bought in a convenience store.
2. Packaging Formats: If we look at packaging formats for the total adult
snacks, more than half are either multi-pack or single serve.
21
However when we look at out of home snack, we see multipacks drop from
34% to 28% and individually sold snacks rising to 28%:
3. For total snacks, 59% were bought as part of a wider shop, with other
items bought. This drops to 34% for out of home snacking.
4. We are more likely to over index on confectionery and fruit, with
preference for coffee, fizzy drinks and water versus in home
(See appendices for further figures)
22
When do we snack?
Based on the adult study, we snack evenly throughout the week and the
weekend. Our snacking needs decline slightly at the weekend due to more
later rising times, longer meals etc.
Snacking is evenly spread across day parts up until 9pm with afternoon being
the peak snacking occasion with almost a quarter of snacks (23%) taking
place during this three hour period. Over a fifth of snacks are consumed in
the morning, before 12pm and a further fifth in the evening between 6 and
9pm.
23
Spend on snacking occasions
The question we asked respondents was ―How much did you spend on the
snack‖ and people would have included a drink (if consumed) as part of the
overall spend.
Half of all snacks, across segments, came in at €2.13/£1.57.
Silvers are highest spenders in ROI and amongst the lowest in UK. In both
markets Child Free (40-59) spend highest amount on each snack while males
and C2DE spend more versus their counterparts. UK market more
homogenous in terms of minimum and maximum spend while greater
differences are evident across demographics in ROI.
24
In the UK, the biggest spenders are those without children and the lowest
spenders are the Youth segment.
25
Motivations to Snacking – Why do we snack?
We have identified five key need states based on the 12,244 snacking
occasions. As you can see below, Energising is the number one need state
representing more than one quarter of all snacking occasions:
Young adults, closely followed by Young Family, are most prolific snackers for
energy needs. Over a third of Silvers’ snacking is driven by habit. Nourishment
and Energy are rationale behind younger No Kids segment. Youth record
high Health & Wellbeing snacking.
26
Health and Wellbeing, Nourishment and Indulgence are evenly distributed
across the week. The Everyday Habit need-state is somewhat more prevalent
at weekends while snacking to Energise is more likely in the later week parts.
27
Time of the day by Need States
Typically we can class the need states into certain times of the day:
1. Energising (accounts for 26% of all snacking occasions):
Definition: ―To boost physical or mental energy levels‖. The energising need
state can be broken down into physical energy accounting for 15% of all
snacking occasions and mental focus at 11%:
Physical energy snacks are sought for an immediate redress of blood sugar levels,
to redress low batteries so that you can keep going and also in a proactive
manner for stamina and endurance for an upcoming activity.
Mental focus snacks are required to refresh body or mind through sugary or
sweet food boosts.
Who: Young adults are the most frequent “energising” snackers, followed by
younger families and the no kids cohort.
28
When: Energising snacking does occur throughout the day but most
noticeably peaking in the afternoon from 3pm-6pm. It appears to be
less likely at the weekend.
Physical energy boosting snacks are often consumed on an ad-hoc
basis since it is a highly functional occasion. All day grazing
predominantly occurs to ensure that energy levels are topped up.
Mental Focus snacks are often consumed to combat slumps, therefore
featuring at 11am mid-morning and 3pm mid-afternoon.
Where: This need state has a high out of home consumption (25%) with work
being the key location. Cafés/Coffee shops are also another
prominent location.
Physical Energy boost is needed before and after sports activities so as
to boost energy levels and replace energy.
Activities include working or studying or long drives and thus these
snacks are often consumed at the activity point i.e. the work or study
desk or petrol stations.
What: Generally in line with the total snack consumption with confectionary
at 21%, crisps at 14% and fruit at 13%.
29
What are the motivations to purchase energising snacks:

Physical energy boosting snacks need to be accessible, filling and
tasty.

Mental Focus snacks need to be quick, fresh and easy to eat.
Brands that are associated with energising snacking*:
* Brand examples arrived at through qualitative word association exercise
30
2. Habit & Boredom (22% of all snacking occasions)
Definition: As the need state suggests, these snacking occasions occur from
everyday habits, routines and also boredom. It is a state with an aimless
search for food as snackers look for something tasty to pass the time.
These include substantial food types to subdue hunger.
Who: This is a need state which experienced mainly by the older cohorts
particularly the silvers who are +13% above the total everyday habit
snackers.
When: There is a slightly higher frequency in the morning and the evening
time. Since it is a sociable occasion for the Silver cohort, they are more
likely snacking with a partner or friends. The weekend is a key time for
the younger cohort as they have downtime from work.
Where: Almost eight out of ten (79%) instances of habitual or boredom
snacking occur in the home and this is because the need state is often
experienced during activities of watching TV to what we call ―Mindless
munching‖ or when studying. For the younger cohort this ―mindless
munching‖ is used as a procrastination tool to avoid study.
What: Whilst there is a lower incidence of confectionery snacking versus the
total, it is still the most snacked upon food. However there is an over
index on sliced bread, toast and rolls which reflects that need for a
substantial snack to subdue hunger.
31
Nearly 85% of these snacks are prepared at the time of eating as
snackers are willing to spend more time preparing i.e. Slicing cheese,
heating in a microwave. This also helps to prolong the snacking
occasion which helps the younger cohort with their avoidance of
studying.
Purchase Motivations: With almost three quarters (73%) of these snacks being
purchased in the supermarket, ingredients and products must be
accessible in home. Taste and how filling the snack is are also
important.
Brands:
32
3. Indulgence (21% of all snacking occasions)
Definition: To make me feel better / to give myself a reward/ to treat myself.
Why: Treat or reward snacks are often justified on the basis of having been
―earned‖ through exercise, study, hard work. Alternatively they are
used as a deliberate attempt to boost mood and emotional state.

Treating and rewarding sub state makes up the two thirds of the
Indulgent need state at 14% of all snacking occasions.

The cravings sub state describes how self-indulgence can be used to
counter act feeling under the weather physically or emotionally.
Cravings make up 7% of total snacking occasions.
Who: The older child free cohort are more likely to snack to indulge, followed
by established family. These cohorts are more likely to have the
indulgent snacks within their household.
The least likely cohort to snack because of indulgence are the Young
Adults as they claim to make more health conscious snacking
decisions.
When: Nearly one quarter of all indulgent snacking takes place in the
evening between 6-9pm and is less likely to be see in the earlier day
parts. An interesting point to note is that these occasions are spread
over the week and are only marginally higher at the weekend.
Cravings can appear throughout the day therefore there is a constant
snacking over the course of the day with an average of 3.4 snacks
being consumed.
Where: Again eight out of ten indulgent snacking incidences occur in the
home. When out and about, locations such as the beach and park
have a higher incidence.
33
Mums report that this occasion is frequent once the children are in
bed.
Professionals use this occasion after a long hard day’s work and
students engage during their study period or to reward themselves for
studying.
The craving snacking occasion is typically craved after nights out and
following alcohol consumption.
Youths have the lowest level of empathy and failed to identify boosting
mood with treat/reward snacks. These snacks are typically consumed
in the home associated with warmth and comfort/ the couch and
even bed.
What: As you’d expect, milk chocolate and hard sweets consumption is very
high. This is followed by all crisps including standard but also the likes of
tortilla chips and puffed snacks. Fresh sponges, cakes and cupcakes
take third place followed by biscuits and ice cream.
Only 13% of these snacks are pre-prepared as few are willing to spend
time and effort to prep their treats. Therefore supermarket and
convenience store purchases are high. A higher than average bulk
buying is seen as many ensure they have these treats at home in their
cupboards.
Purchase Motivations: For cravings, we look for convenience of the snack,
taste and how indulgent the snack is. For treats and rewards we focus
on indulgence, how familiar with are with the brands and promotions /
offers.
Brands:
These types of brands are often stocked up on a weekly basis in the
supermarket which allows foraging at home when the snacking need
state arises.
34
Convenience is also a big player as snackers stop on their way home
from work or college to pick up a treat.
There is a high incidence of confectionery, fast foods and
biscuit/bakery with a particular focus on brands by the snacker.
35
4. Nourishment (18% of all snacking occasions)
Definition: ―To subdue hunger‖. Whilst nourishment sounds like it has health
cues this need state relates to snackers looking to subdue hunger and in
particular provide a satisfying taste sensation instead of meals.

Managing hunger makes up the majority of this need state and
accounts for 14% of total snacking occasions. It’s one that is associated
with a high number of snacks particularly in home and in the evening
time.

Social sustenance accounts for only 4% and is associated with social
occasions and nightlife.
Therefore this occasion is usually from lunchtime until late night when
people meet out of home or in the home.
Who: The common theme for those snackers looking for nourishment is that
they don’t have children. Those with busy daily routines in work and
college mean that they may skip meals or require something to subdue
hunger during the day.
The least likely cohort to engage with the nourishment need state are the
silvers.
When: These snacking occasions are spread out throughout the day with a
high incidence at main meal times since they are often used to
replace a meal. There is a slightly higher incidence of nourishment
snacking after 9pm.
36
Where: Again there is a bias to in-home consumption (80%) around the main
meal times. This extends further to snacking in someone else’s home.
There is a minimal increase in snacking whilst driving or on public
transport in comparison to other need states.
When we look at the in home consumption we can see that it is an
occasion that is typically planned for. These options are purchased in
the weekly shop so that when the need state arises snackers can
forage in their cupboards.
In relation to out of home snacking which occurs earlier in the day,
supermarkets are too time consuming and snackers look to vending
machines and also convenience stores.
Activities such as having visitors over for tea/coffee is a common
occasion for this need state.
Also social events such as meeting friends out of the home, going to
the pub and social events. Cinema visits and movie nights also come in
to play.
What: There is a high preference for milk chocolate and confectionery is the
most commonly consumed nourishment snack. Crisps and salted
snacks are +2 above the total and there is also a preference for bread
and toast.
Very low levels of planning for this occasion as snackers are less likely to
prepare in advance they purchase in supermarkets and convenience
stores.
Purchase Motivations: Hunger snacks need to be accessible as they are
subduing hunger so snackers want something to hand. This doesn’t
37
need to be too filling but substantial enough to manage hunger. It also
has to be quick to prepare or involve minimal preparation. For social
sustenance it’s all about visibility of the snack (I’ll know I want it when I
see it) and on pack cues>
38
5. Health & Wellbeing (makes up 13% of all snacking occasions)
Definition: ―To nourish and care for the body‖. This need state exists as
snackers look to nourish and care for the body and also provide a feeling
of balance.

Rejuvenation makes up 8% of all snacking and is associated with older
cohorts and it revolves around boosting physical and emotional health
& wellbeing.

Healthy stamina on the other hand is only 5% of snacking occasions
and is a more proactive or functional need state. It can be image
driven and therefore it is relevant to the younger cohorts.
This need state has the highest incidence of preparing foods on the day
although less likely at time of snack. One quarter of all snacks in this state
are pre-prepared.
Who: The youth cohort is the most significant snacking group of healthy
snacks however we must remember that it was mums who answered and
therefore they have the control as to what they want their children to eat
and what they get as snacks.
Younger adults are the second most likely to be health conscious looking
for snacks to care for the body. Silvers take third place as they look to
proactively manage health via snacking.
When: We see a lot more of the healthy snacking occurring in the early
morning particularly from 7am -12pm. However it tapers off as the day
goes on as intentions gradually decline over the day.
It is generally more common in the later week but less so at the weekend.
39
Where: A higher incidence of health & wellbeing snacking takes place at
work when out and about but still we see the majority snacking in home.
This occasion is also relevant before or after sports training or the gym. It
can also be the default snacking mindset for some and can accompany
almost any activity e.g. studying, travelling.
What: Snackers look to substitute non-stodgy, non-filling healthy alternatives
which an provide energy and fight hunger i.e. Snack solutions without
negative impacts on health. Again confectionary is top at 21% but we see
a higher incidence of jellies and dark chocolate. Fruit comes in at 14%
which includes dried fruit. Non-confectionery bars take third place with
the likes of cereal bars and flapjacks.
For some this category can be bland hence a preference for the diet
targeted sweeter snacks.
Purchase Motivations:
Health and wellbeing snacks must be non-stodgy, non-filling healthy
alternatives to provide energy and fight hunger i.e. snack solutions
without negative impacts on health.
40
Snacking and the Youth
Segment
We asked mums to complete a
diary on behalf of one / two kids
(aged 10 – 15 years) and their
snacking habits. In total we
recorded 4,886 snacking occasions.
Key differences in this segment from the total adult survey are:
1. More out of home snacking – 26% of their occasions are out of home
versus 22% of adult occasions. For their out of home snacking, two
thirds of this take place in school.
2. Higher snacking in the afternoon :
The youth segment has the same peak snacking period as adults: 3pm
– 6pm. However the
percentage of snacks
at this time is higher
with 31% of their
snacks take place in
the afternoon
compared with 23%
of adult snacks. This can be attributed to the need to snack after
school to boost energy levels.
41
3. Not responsible for purchases of
snacks: It is the mother who
purchases more than three quarters
of their snacks (unlike the adult
population where 74% of snacks are
purchased by themselves).
4. Where snacks are purchased:
Youth snacks are more likely to
be purchased in a supermarket,
accounting for almost nine out of
ten of their at home snacks.
5. Higher spend in Britain among youths than Ireland: The cost per
snacking occasion (which could include a drink) is €1.86 in Republic of
Ireland and £1.62 in the UK, which means that the British youths are
spending more on snacks than the Irish.
42
6. Multipack formats more
prominent – 44% of their
snacks are from multipacks
(compared with 34% of all
adults’ snacks).
7. Beverage choice varies: Drinks continue to accompany 42% of their
snacks (which is the same figure as the adult population). However the
difference is the choice of beverages:
43
8. More variety and healthier snack
options: They under index on
confectionary and fruit categories
and over index on dairy / eggs and
sandwiches. Slightly healthier
snacking could be attributed to the
control of the parent on their
snacking choices.
44
Appendix I – Total Snacking Occasion Specifics
45
46
Appendix II - Out of Home Snacking Specifics
47
48
Appendix III – Segment Deep Dives
49
50
51
52
53
54
55
56
57
58
59
60
61
62
Appendix IV Individual Snack Categories
63
64
65
Appendix V Category Deep Dives
66
67
68
69
70
71
Appendix VI - Need State Deep Dives
72
73
74
75
76
77
78
79
80
81
82
83
Appendix VII – Attitudes to Snacking
84
Appendix VIII – Regional Differences
85
86
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Snacking in Ireland & UK
March 2014
For further information please contact
info@bordbia.ie or Tel: 01 6685155