Snack Sense: Modern Snackers Insights Report
Insights Report
Snack Sense: Understanding the Modern Snacker
Snacking is a huge part of how we eat today – whether it's a mid-afternoon pick-me-up, a celebratory treat, or a meal on-the-go. To bring those habits into clearer focus, Cargill recently conducted primary research into the U.S. snack consumer.
See what makes snackers unique
Consumer Behavior
93% snack daily
93% of consumers have at least one snack daily; 57% eat two or more1
Consumer Attitudes
Life with snacks
79% of those surveyed agree snacking is part of their lifestyle2
Decoding the snack consumer’s mindset
It's safe to say that most everyone snacks, but we found that their motives, attitudes and product selections can be as distinct as potato chips vs. a protein bar. Unwrap the details:
Key need states driving snacking occasions
Defining mindsets influencing snack behavior
6 distinct segments of snack consumers
Preferred snack choices by consumer segment
Enjoy some bite-sized insights
Download free consumer insights and watch how we turn these insights into innovation.
Consumer profile
Indulgent Snackers: Snacking to refuel & reward
Meet the 3 indulgent snack segments. Snacking to refuel, relax, and reward, they can "graze all day without a hint of guilt". Snack choices often elicit strong emotional connections.
Consumer profile
Healthy Snackers: Snacking with a purpose
Introducing the 3 health-minded snacker profile. Smaller bites occupy a larger role in these consumers' daily dietary habits. This group of snackers tend to snack with health in mind.
Snacking solutions
Transforming insights into product innovation
With fresh intel on what motivates snackers to choose a specific type of bite, Cargill food scientists crafted a lineup of concepts designed to hone in on specific consumer segments.
Innovations from Cargill
Creating craveable snacks
Our in-depth snacks survey captures direct insights from more than 4,400 U.S. snack consumers across 18 product categories. Download the complimentary report for the latest snacking motives and help fine-tune your product development strategy.
SOURCES:
1 HealthFocus International. "A New World of Snacking," 2024.
2 Cargill snacking study. 2025