《YouGov:2024年美国健康零食报告(英文版)(20页).pdf》由会员分享,可在线阅读,更多相关《YouGov:2024年美国健康零食报告(英文版)(20页).pdf(20页珍藏版)》请在三个皮匠报告上搜索。
1、Healthy Snackers Report 2024U N I T E D S T A T E SThe shifting habits and considerations of health-conscious snackers in the US.Living consumer intelligence| rise of health-conscious snackers in the USConsumers who often prioritize diet or healthy versions of snacks are on the rise and are leading
2、the way with increased snack spending.Leveraging YouGov Profiles,this report explores the demographics of a healthy snacker,key behavioral trends,as well as the brands and retailers they are more likely to consider.2US healthy snackers report 20243US healthy snackers report 2024A growing segment of
3、snack shoppersOver the last 4 years,the percentage of self-described health-conscious snackers among the general population(gen pop)has increased from 28%to 32%.YouGov Profiles+datasets accessed January 17,2021,January 16,2022,January 15 2023,January 14,2024Filter:Agree with I often snack between me
4、als”&“I often choose diet or healthy versions of my favorite products.”(N11,000)28%28%30%32%0%5%10%15%20%25%30%35%20224Growth in healthy snacking over time(US)4Healthy snackers lead the way with increased snack spendingContinuous inflation has led to more Americans spending$50 or more on
5、snacks each month,especially those who often choose diet or healthy versions of their favorite products.US healthy snackers report 2024YouGov Profiles+USA.Datasets accessed:January 17,2021,January 14,2024Filter:Agree with I often snack between meals”&“I often choose diet or healthy versions of my fa
6、vorite products”(N3,200)26%43%21%5%20%39%28%7%0%5%10%15%20%25%30%35%40%45%50%Under$20$20 to$50$50 to$200More than$20030%42%19%3%25%41%23%4%Under$20$20 to$50$50 to$200More than$200Average monthly spend on snacksHealthy snackersGen pop202120245US healthy snackers report 2024Americans who often choose
7、diet or healthy versions of their favorite products are more likely to be younger adults with at least one child under the age of 18.Who is a healthy snacker?YouGov Profiles+USA:January 14,2024Filter:Agree with I often snack between meals&I often choose diet or healthy versions of my favorite produc
8、ts”(N3,200)33%33%22%13%20%27%33%21%0%5%10%15%20%25%30%35%18-2930-4445-6465+AgeHealthy snackersGen pop52%49%48%51%0%50%100%Healthy snackersGeneralpopulationGenderMaleFemale41%24%34%41%31%28%0%20%40%60%No,I am neither a parentnor guardianYes,at least one child 18years old or olderYes,at least one chil
9、dyounger than 18Parental statusHealthy snackersGen popYes,at least one child younger than 18Yes,at least one child 18years old or olderNo,I am neither a parent nor guardian6US healthy snackers report 2024Healthy snackers are slightly more likely to be more affluent than the general population and be
10、 more optimistic about their future finances.Household economics of healthy snackersYouGov Profiles+USA:January 14,2024Filter:Agree with I often snack between meals&I often choose diet or healthy versions of my favorite products”(N4,600)42%38%9%10%44%35%8%13%0%5%10%15%20%25%30%35%40%45%50%Lower inco
11、me:less than 75%medianMiddle income:75%to 200%medianHigher income:more than 200%medianPrefer not to say/Dont knowIncome group17%30%41%20%28%37%0%5%10%15%20%25%30%35%40%45%WorseNo changeBetterFinancial outlook for 2024Healthy snackersGen pop22%27%34%42%41%51%48%77%21%26%35%39%39%43%49%71%0%10%20%30%4
12、0%50%60%70%80%90%Household productsFoodCarsBeauty/personal care productsTelecoms servicesAlcoholic drinksTravel products/servicesClothes/accessoriesNotice of significant increase in product price 7US healthy snackers report 2024Getting to knowhealthy snackersUnderstanding the habits and motivations
13、of healthy snackers.8Types of snacks regularly consumed by healthy snackersFruits and vegetables remain the leading snack among healthy snackers,but many of these consumers are still willing to indulge themselves with a bowl of ice cream,a candy bar,or a cookie each week.US healthy snackers report 2
14、024YouGov Profiles+USA.Datasets January 17,2021,January 14,2024 Filter:Agree with I often snack between meals&I often choose diet or healthy versions of my favorite products”(N900)2021202475%58%60%49%42%37%28%27%27%72%61%59%48%47%38%32%32%28%0%10%20%30%40%50%60%70%80%Fruits&vegetablesChipsNuts,seeds
15、 anddried fruitCrackerCookieIce creamCandy BarEnergy BarCereal BarSnacks consumed at least once per week9How do snack preferences vary by age?Healthy snackers aged 18-34 are eating more candy bars and cookies year-on-year,35-44-year-olds are eating more nuts,seeds and dried fruit,and those aged 55+a
16、re eating more chips.US healthy snackers report 2024YouGov Profiles+USA.Datasets January 17,2021,January 14,2024,Filter:Agree with I often snack between meals&I often choose diet or healthy versions of my favorite products”(N900)Snack typeHealthy Snackers(18-34)Healthy Snackers(35-44)Healthy Snacker
17、s(55+)2022420212024Candy barsCandy bars32%43%33%36%22%20%Cereal barsCereal bars31%37%32%31%21%16%ChipsChips60%66%62%63%52%55%CookiesCookies42%52%43%49%41%40%CrackersCrackers45%48%49%49%51%47%Energy barsEnergy bars38%45%31%36%16%17%Fruit or vegetablesFruit or vegetables73%68%73%74%77%75%Ic
18、e creamIce cream41%43%39%38%33%34%Nuts,seeds and dried fruitNuts,seeds and dried fruit58%53%61%65%62%61%10US healthy snackers report 202447%of healthy snackers agree with“My lifestyle doesnt allow me time to prepare and cook food”in comparison to just 32%of the general population.More than 40%of hea
19、lthy snackersalso weigh factors like convenienceand prep time when consideringsnack optionsAs such,they may be more willing toallocate more of their budgettowards convenient snack solutionsWhat motivates healthy snackers?YouGov Profiles+USA.Datasets January 17,2021,January 14,2024 Filter:Agree with
20、I often snack between meals”&“I often choose diet or healthy versions of my favorite products”(N2,700)51%41%46%43%36%52%44%44%41%36%0%10%20%30%40%50%60%Health content offoodTime to prepareConvenienceCostVarietyTop 5 meal planning concerns among healthy snackers2021202411US healthy snackers report 20
21、24Healthy snackers are more likely to consider products with labels that indicate it is sustainably produced,organic,environmentally friendly,or Fair Trade.Labels that indicate a product is low fat or fat free saw a drop in consideration since 2021 among those who often choose diet or healthy versio
22、ns of their favorite products.Food labelsthat drive considerationYouGov Profiles+USA.Datasets:January 17th,2021,January 14th,2024,Filter:Agree with I often snack between meals&I often choose diet or healthy versions of my favorite products”(N3,000)Healthy snackers20212024DiffSustainable production/f
23、ishing17%25%+8%+8%Organic28%34%+6%+6%Environmentally friendly26%30%+4%+4%Fair Trade16%20%+4%+4%Animal welfare17%18%+1%+1%Healthy snackers20212024DiffFree-of(e.g.,gluten free,soy,etc.)12%11%-1%-1%Low fat or fat free23%21%-2%-2%Non-MSG18%16%-2%-2%Country of origin21%18%-3%-3%Non-GMO28%24%-4%-4%Local p
24、roduct24%20%-4%-4%Grass fed meat or poultry19%15%-4%-4%Free range19%14%-5%-5%Low sugar/no added sugar35%27%-8%-8%Meat or poultry raised without antibiotics28%20%-8%-8%Trending food product labelsDeclining food product labels12US healthy snackers report 2024Behavioral attitudes and media trendsExplor
25、ing the behavioral attitudes and media consumption trends of healthy snackers.13Behavioral trends and attitudes of healthy snackersUS healthy snackers report 2024YouGov Profiles+USA:January 14,2024 Filter:“Agree with I often snack between meals”&“I often choose diet or healthy versions of my favorit
26、e products.”(N6,300)Healthy snackersGen pop32%42%45%52%63%64%0%20%40%60%80%I sometimes feel guilty whenconsuming meat and dairyproductsI am considering reducing mymeat and dairy intakeI dont mind paying more fororganic foodFood and drink attitudes31%35%46%46%54%57%66%66%0%20%40%60%80%If you sponsor
27、my team,I willbuy your productsI like to support my teams bybuying products from theirsponsorsI like brands that are willing toget involved in social issuesAdvertising helps me choosewhat I buyAdvertising attitudes29%29%34%38%50%49%54%57%0%20%40%60%80%A music artists socialchannels are the mostimpor
28、tant place for me tocheck in onI usually know all the newand emerging music artistsI like to discover new artistsbefore my friendsI am eager to see my favorite artists video updates on social mediaMedia attitudesI dont mind paying more for organic foodI am considering reducing my meat and dairy inta
29、keI sometimes feel guilty when consuming meat and dairy productsAdvertising helps me choose what I buyI like brands that are willing to get involved in social issuesI like to support my teams by buying products from their sponsorsIf you sponsor my team,I will buy your productsI am eager to see my fa
30、vorite artists video updates on social mediaI like to discover new artists before my friendsI usually know all the new and emerging music artistsA music artists social channels are the most important place for me to check in on14Which ad channels and sponsorships grab the attention of healthy snacke
31、rs?US healthy snackers report 2024YouGov Profiles+USA:January 14,2024,Filter:“Agree with I often snack between meals”&“I often choose diet or healthy versions of my favorite products.”(N14,000)Healthy snackersGen pop23%22%21%16%14%18%17%15%11%11%0%5%10%15%20%25%BillboardsPodcastsMovie theaterPrinted
32、magazinesPrintednewspapersAd channels that grab attention20%23%27%31%33%26%26%31%36%37%0%10%20%30%40%Product placement(e.g.in a film or TVshow)Sponsor of an event(e.g.Sporting event ormusic festival)Sponsor of user-generated content(e.g.aYouTube video or podcast)Sponsoring a social media post(e.g.in
33、fluencer posts)Sponsor of a TV programSponsorships noticedSponsor of a TV programSponsoring a social media post(eg.Influencer posts)Sponsor of user-generated content(e.g.a YouTube video or podcast)Sponsor of an event(e.g.Sporting event or music festival)Product placement(e.g.in a film or TV show)15W
34、hich podcast and music services do healthy snackers listen to?US healthy snackers report 2024YouGov Profiles+USA.Datasets January 14,2024,Filter:Agree with I often snack between meals”&“I often choose diet or healthy versions of my favorite products.”(Podcasts:N14,000;Music:N8,600)1 in 3 healthy sna
35、ckers listen to podcasts for more than 6 hours per week,compared to 21%of the general population.Healthy snackersGen pop29%24%20%16%23%15%14%10%0%5%10%15%20%25%30%35%SpotifyAmazon MusicApple PodcastsGoogle PodcastsWhere they are more likely to listen to podcasts26%23%14%6%23%18%9%3%Amazon Prime Musi
36、cApple MusicAmazon Music UnlimitedDeezerWhere they are more likely to stream music16US healthy snackers report 2024Reaching healthy snackers on social mediaHealthy snackers are comparable to the general population with their social media usage,with Facebook,YouTube,and Instagram as the most popular
37、channels.YouGov Profiles+USA:January 14,2024 Filter:Agree with I often snack between meals”&“I often choose diet or healthy versions of my favorite products.”(N18,000)68%51%45%29%26%20%19%16%14%69%47%45%31%24%19%17%16%10%0%10%20%30%40%50%60%70%80%FacebookYouTubeInstagramX(formerly Twitter)TikTokSnap
38、chatPinterestLinkedInRedditSocial networks used in the last monthHealthy snackersGeneral pop17US healthy snackers report 2024Based on the difference compared to the general population.Standout brands considered by healthy snackersYouGov BrandIndex:January 1-December 31,2023,Filter:Agree with“I often
39、 snack between meals”&“I often choose diet or healthy versions of my favorite products.”(N2,400).Consideration percentages rounded to nearest decimal number.Differences calculated following rounding.Rankings by difference.Brand nameHealthy snackersGen popDifferenceFiber One15.9%11.9%+4.0%Special K25
40、.3%21.5%+3.8%Blue Diamond Almonds25.9%22.3%+3.6%Annies19.7%16.1%+3.6%Kashi14.4%10.9%+3.5%Dannon23.5%20.1%+3.4%Yoplait30.6%27.3%+3.3%KIND18.1%14.9%+3.2%Chobani28%25%+3.0%18US healthy snackers report 2024Brand nameHealthy snackers(2023)Healthy snackers(2022)Difference YoYCrunchmaster4.5%2.7%+1.8%KozyS
41、hack9.1%7.3%+1.8%Noosa7.4%6%+1.4%Pirates Booty9.1%7.7%+1.4%Brunswick4.5%3.2%+1.3%Bumble Bee25.6%24.4%+1.2%Cabot12.9%11.8%+1.1%Siggis6.1%5%+1.1%Stacys9.6%8.5%+1.1%Trending brands with healthy snackersBased on the difference compared year-on-year.YouGov BrandIndex:January 1-December 31,2023;January 1
42、December 31,2022;Filte:Agree with“I often snack between meals”&“I often choose diet or healthy versions of my favorite products.”(N2,400)Consideration percentages rounded to nearest decimal number.Differences calculated following rounding.Rankings by difference.19Want a deeper analysis?YouGov BrandI
43、ndex tracks 16 key brand health metrics including:AwarenessCustomer SatisfactionPurchase ConsiderationRecommendationAnd much moreWith YouGov Profiles,you can segment your analysis by:Demographics andpyschographicsGrocery preferencesSnack type preferredAnd much moreGet demoRun a surveyUS healthy snac
44、kers report 2024YouGov,2023,all rights reserved.All materials contained herein are protected by copyright laws.Any storage,reproduction or distribution of such materials,in whole or in part,in any form without the prior written permission of YouGov is prohibited.This information(including any enclos
45、ures and attachments)is propriety and confidential and has been prepared for the exclusive use and benefit of the addressee(s)and solely for the purpose for which it is provided.We make no representations,warranties or guarantees,whether express or implied,that the information is accurate,complete o
46、r up to date.We exclude all implied conditions,warranties,representations or other terms that may apply and we will not be liable to you for any loss or damage,whether in contract,tort(including negligence),breach of statutory duty,or otherwise,even if foreseeable,arising under or in connection with use of or reliance on the information.We do not exclude or limit in any way our liability to you where it would be unlawful to do so.Thank youLiving Consumer Intelligence|