Snacking trends in the US: 61% of Americans ready for sweet and smoky snacks

Snacking has become an integral part of modern lifestyles in America. As consumer preferences continue to evolve, understanding the nuances of snacking habits is crucial for businesses in the food and beverage industry.

Recent research conducted by YouGov sheds light on the snacking habits of US adults, revealing what types of snacks they prefer, the flavors they are open to trying, and the factors they consider important when exploring new snack products.

Snacking habits and preferences

Americans' snacking habits show a clear preference for certain types of snacks. Survey reveals that 47% of Americans typically eat fruits daily, followed by vegetables (38%). Confectionary items like candy and chocolate (38%), chips (39%), and crackers (38%) are popular weekly choices.

Nuts are another favored snack, with 35% of US consumers saying they eat them weekly. US consumers are split over yogurt with 27% saying they have it every week, while 24% report they rarely eat it. Similarly, cookies are a weekly treat for 34% of Americans, though 24% say they eat them rarely. Snack bars, on the other hand, are less commonly consumed, with only 25% of respondents reporting weekly consumption and around three in ten saying rarely (31%).

Flavor preferences and openness to new ones

When it comes to the flavors that dominate snack choices, salty snacks take the top spot, with 71% of Americans indicating a preference for them. Sweet snacks are nearly as popular, with 70% of respondents enjoying them regularly.

Beyond these traditional flavor profiles, there is a growing curiosity among US consumers to explore new and unconventional flavor combinations. The research highlights that 47% of Americans are very open, and 41% are somewhat open, to trying new snack products.

The flavor combinations that American consumers are most willing to try include:

• Sweet and smoky combinations, such as BBQ and brown sugar, or Chipotle and maple (61%).
• Savory and herbal blends, like rosemary and sea salt, or basil and parmesan (54%).
• Sweet and umami pairings, such as soy caramel or miso and maple (39%).
• Salty and umami mixes, including tamari and seeds, or miso and sesame (39%).
• Spicy and fruity combinations, like sriracha and pineapple, or watermelon and chili (38%).
• Spicy and cool pairings, such as jalapeño and cucumber, or mint and chili (36%).
• Sour and spicy blends, including green mango and chili, or sriracha and vinegar (31%).

Factors influencing snack choices

Keeping price aside - when it comes to trying new snack products, flavor is the most critical factor for American consumers, with 78% of respondents prioritizing it above all else. Ingredients also play a significant role, with 58% of consumers considering them important in their decision-making process. Nutritional value is another key consideration, with 48% of respondents looking at the health benefits of a snack before making a purchase.

Recommendations from friends and family influence 32% of consumers. Brand reputation is a deciding factor for 28% of respondents, followed by packaging, which attracts the attention of 18% of consumers. Sustainable production practices are currently a primary consideration for 14% of American snackers.

Also read: Americans recognize unhealthy foods; what drives them to keep eating?

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Methodology: YouGov polled 1,000 US adults on July 26-27, 2024. The survey was carried out through YouGov Surveys: Self-serve. Data is weighted by age, gender, political affiliation, education level and region. Learn more about YouGov Surveys: Self-serve.

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