Snacking habits change as the day progresses. Consumers’ stress levels rise later into the day, causing them to seek escapism and relaxation. Snacking on indulgent or nostalgic treats aids this for many consumers, helping them to achieve a sense of reward and comfort.
Chocolate, crisps and savoury snacks are most commonly consumed later in the day, with 80% of consumers who snack on chocolate bars doing so in the afternoon or evening. This consumption pattern is especially common in office environments, where the convenience of snacking products and rising levels of stress and boredom go hand in hand to encourage unhealthy snacking.
“There are emerging opportunities for marketers to target healthier snacks for afternoon consumption by focusing on the indulgence offered,” said Canadean analyst Kirsty Nolan, “and keeping health as a secondary benefit to the consumer.”
The success of effective positioning can be seen across the market. As an example, Belvita Breakfast Biscuits targeted for morning consumption have rapidly increased sales through positioning as a healthy, convenient breakfast alternative or morning snack. Similarly, Galaxy chocolate has positioned itself as an indulgent treat that allows consumers to escape momentarily.
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