CONSUMER INSIGHTSon Snacking

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Which best describes how much you eat/drink nowcompared to 5 years ago? 3

Which best describes how much you expect to be eating/drinking 5 years from now? 4

In what ways, if any, do you snack differently today than you did in the past? 5

Why are you snacking differently today than you did in the past? 6

How concerned are you about consuming healthy snack foodsand beverages? 7

Rate the following snack items by your perception of how unhealthy they are. 7

When do you snack during a typical day? 8

Which of the following emotions do you at least sometimes feel after you've eaten a high-calorie or otherwise unhealthy snack? 9

Rank the following by how important they are to you when buying and eating snack foods. 10

Where do you regularly purchase snack (i.e., non-meal) foods and/or beverages from? 11

TABLE OF CONTENTS

Snacking just isn’t what it used to be. It’s evolving, actually. And for companies that make and sell sweet snacks, salty snacks, carbonated beverages, and other high calorie snacks…that could be good or bad or both.

Field Agent recently surveyed 500 snackers, split evenly between men and women, to obtain a better idea of snacking in present day America. We asked 10 questions (right), to understand how snacking behavior has changed, is changing, and will change. The survey addressed other snacking questions as well.

Snacking just isn’t what it used to be. It’s evolving, actually. And for companies that make and sell sweet snacks, salty snacks, carbonated beverages, and other high calorie snacks…that could be good or bad or both.

Field Agent recently surveyed 500 snackers, split evenly between men and women, to obtain a better idea of snacking in present day America. We asked 10 questions (right), to understand how snacking behavior has changed, is changing, and will change. The survey addressed other snacking questions as well.

For the following snack categories, which BEST describeshow much you eat/drink NOW compared to 5 YEARS AGO?

CHOCOLATE CANDY ICE CREAM/FROZEN TREATS

SWEET BAKED SNACKS

SALTY SNACKS SODAS/CARBONATEDBEVERAGES

22% 26%

51%

29% 28%

43%

26%33%

41%

39% 36%25% 23% 20%

54%

More than 5 Years ago

Same as 5 Years ago

Less than 5 Years ago

3

1

For the following snack categories, which BEST describes how much you EXPECT to be eating/drinking 5 YEARS FROM NOW, when compared to today?

CHOCOLATE CANDY ICE CREAM/FROZEN TREATS

SWEET BAKED SNACKS

SALTY SNACKS SODAS/CARBONATEDBEVERAGES

3%

43%54%

7%

47% 46%

9%

41%50%

More than 5 Years ago

Same as 5 Years ago

Less than 5 Years ago4%

30%

64%

9%

55%

36%

4

2

In what ways, if any, do you snack DIFFERENTLY today than you did in the past? CHOOSE ALL THAT APPLY.

5

I EAT MOREFRESH SNACKS

52%46% 43% 42% 38% 38%

I HAVE CUT OUT CERTAIN

TYPES OF SNACKS

I HAVE SWITCHED TO

HEALTHIER SNACK BRANDS

I MONITOR MORE CLOSELY

SNACK CALORIES, FAT CONTENT

I EAT LESS FREQUENT

SNACKS

I EAT SMALLER PORTIONS/

SERVING SIZES

I EAT LOWER CALORIE SNACKS

22%

3

WHY are you snacking differently today than you did in the past? CHOOSE ALL THAT APPLY.

6

TO LIVEHEALTHIER IN GENERAL

80%67%

61%

38% 36% 34%

TO FEELBETTER

TO LOSEWEIGHT

TO LOOK BETTER/

MORE ATTRACTIVE

TO SET A GOOD

EXAMPLE FOR OTHERS

(E.G., KIDS)

TO SAVEMONEY

TO KEEP SNACKS OUT OF THE

HOUSE

16%

TO AVOID SUPPORTING COMPANIES

THAT CONTRIBUTE TO OBESITY

9%

4

n = 454

How concerned are you about consuming healthy snack foods and beverages, on a scale from 0-10, where 10 is extremely concerned and 0 is not at all concerned.

Rate the following snack items by your perception of how unhealthy they are,on a scale from 0-10, where 10 is extremely unhealthy and 0 is not at all unhealthy.

7

0 10

6.90

0 10

4.07

SALTED NUTS REGULAR POTATO CHIPS

REGULARCANDY BARS

REGULARSODAS/SOFT DRINKS

0 10

7.020 10

7.570 10

8.10

5

6

WHEN do you snack during a TYPICAL DAY? CHOOSE ALL THAT APPLY.

8

55%

54%

37%

36%

34%

11%

10%

1%

LATE EVENING

LATE AFTERNOON

EARLY AFTERNOON

LATE MORNING

EARLY EVENING

EARLY MORNING

THROUGH THE NIGHT

I DO NOT SNACK AT ALL ON THE TYPICAL DAY

7

Which of the following EMOTIONS do you at least sometimes feel AFTER you've eaten a high-calorie or otherwise unhealthy snack? CHOOSE ALL THAT APPLY.

9

40%

39%

34%

33%

22%

GUILTY

SATISFACTION/CONTENTMENT

JOY/PLEASURE

REGRET

DEPRESSED/DISAPPOINTED

8

Where 1 is most important and 5 least important, rank the following by how important they are to you when buying and eating snack foods.

10

RANK 1

RANK 2

RANK 3

RANK 4

RANK 5TASTE GENERAL

NUTRITIONPRICE /VALUE

CONVENIENCE SPECIFICLABEL CLAIM

39%ranked

Taste #1

25% 38%ranked

Price #3

21%

32%ranked

Convenience #4

53%ranked Specific

Label #5

33%ranked

Nutrition#1

22% 24%

9

WHERE do you REGULARLY purchase snack (i.e., non-meal) foods and/or beverages from? CHOOSE ALL THAT APPLY.

11

79% 77%

41%28% 26% 23%

17% 16%4%

GROCERYSTORE

MASSMERCHAN-

DISERS

CONVENIENCESTORES

CHECKOUTLINES

DRUGSTORES

DOLLARSTORES

SPECIALTYSTORES

VENDINGMACHINES

ONLINE

10

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