Vending

Snack index: snacking remains important, but COVID-19 changes buying habits

The majority of Americans are trying new snacks during the pandemic, with variety and convenience helping in how they make their snack choices, according to the U.S. Snack Index sponsored by Frito Lay Inc..

Image courtesy of iStock

June 3, 2020 by Elliot Maras — Editor, Kiosk Marketplace & Vending Times

Americans continue to cherish their snacks during the COVID-19 pandemic as the summer begins, but online buying has become more widespread. 

The majority of Americans — 86% — anticipate their summers will be different compared to last year in light of the COVID-19 pandemic, according to the U.S. Snack Index sponsored by Frito Lay Inc. Many consumers are trying new snacks during the pandemic, with variety and convenience helping in how they make their snack choices.

The poll was conducted by Morning Consult between May 1-4, 2020 among a national sample of 2,200 adults. The interviews were conducted online, and the data were weighted to approximate a target sample of adults based on age, educational attainment, gender, race and region. 

The findings represent both a challenge and an opportunity to convenience services providers. While consumers are buying more snacks online as opposed to workplace break rooms, convenience service operators can offer snacks via their own websites and social media initiatives.

Consumer habits changing

From minimal travel and socially distanced gatherings, to when, where and how consumers shop for snacks, changes in consumer behavior is likely to have a lasting impact on the months ahead, the report said.

"Since the onset of the pandemic — what we eat, where we buy, and how we engage with one another has shifted dramatically — and we've had to reorient our business to address this," Steven Williams, CEO, PepsiCo Foods North America, said in a prepared statement. "Our ability to remain agile at the most critical time has enabled us to successfully meet consumer demand."

IRI data shows snack sales through e-commerce sites are up 44% since March 1.

Snacks to be part of small gatherings

Consumers are also adapting how they snack to fit their changing plans, with 86% saying they will probably bring snacks to a small group gathering and more than one in three (34%) expect to do more virtual hangouts with friends over the next few months. 

As people continue looking for some level of normalcy, many are turning to snacking.

The index found 85% of respondents said eating their favorite snack makes them feel normal.

IRI data indicated salty snacks have been the leading food item that's contributed to sales growth at retail establishments since early March.

Frito-Lay has seen the same demand in its own sales data, as in recent weeks consumers have increased purchasing snack items like Lay's (up 32%), Cheetos

Popcorn (contributing to 65% of the ready-to-eat popcorn category) and Tostitos (up 42%).

Consumers still want to try something new

The index also revealed many consumers are still trying new snacks, with 92% saying they plan to continue to eat them once the pandemic is over, and about one-fifth of respondents are developing new rituals around food.

The most willing groups to try a new snack in the "new normal" skew younger. Gen Z and millennials tend to be the most adventurous as nearly four in 10 (36%) said they are likely to try a new snack option.

Convenience still critical

When choosing snacks to enjoy during the summer, Americans consider several factors. The top deciding factor is convenience (86%), and staying true to favorites (83%), with only 22% of respondents taking budget into account.

And, when they find their favorite snacks, they are stocking up. Seventy-three percent of respondents said they are likely to buy more than usual in store.

Younger and higher income Americans are more likely to try e-commerce, including choosing to buy online from retailers via "click and collect" and pick-up curbside.

While consumers said in-store shopping during this time has been stressful, they're still heading to the store. More than one-third (37%) of respondents said shopping for groceries during the pandemic has been stressful. 

In-store shopping remains popular

However, the data also showed consumers still largely prefer in-person shopping with most survey respondents (74%) saying that's where they look first for their favorite snacks. IRI data also confirmed the in-person shopping preference for snacks as in-store sales of salty and savory snacks each grew more than 15% in the last eight weeks.

Snack availability also leads consumers to new direct-to-consumer channels. Less than half (47%) said they can find all the snacks they want when shopping.

With this in mind, Frito-Lay launched Snacks.com in mid-May, its first direct-to-consumer offering that allows consumers to purchase snacks and have them shipped directly to their home.

For an update on how the coronavirus pandemic is affecting the convenience services industry, click here.

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.