Less healthy options are not completely dismissed, with 45% of respondents admitting to snacking on biscuits, 43% on crisps and bagged snacks, and 41% on chocolate.
Children are also keen on fresh fruit, which tops the snack league table at 69% compared to crisps at 64% and chocolates/sweets at 61%. The fact that fresh fruit comes out on top undoubtedly reflects parental choice, with the majority of parents keen for their children to eat healthily.
Commenting on the results, James McCoy, research director for YouGov SixthSense, says: “Whether or not children would actually choose fresh fruit over crisps or chocolate if given the choice is irrelevant. The mere fact that fruit comes top of the list suggests a strong awareness among children of what constitutes healthy eating.”
Although people can essentially snack anywhere and anytime, over three quarters of snackers munch on their chosen product while at home. A third snack at work, college or school, while only 16% snack while travelling or commuting.
The fact that home is so important to the snacking market may explain the popularity of toast, which is eaten as a snack by 27% of adults and 41% of children.
“While toast is clearly not a ready-to-eat product,” says James McCoy, “its prominence in the snacking arena could point towards opportunities in the catering market.”
Hunger drives most people to snack, particularly men. 45% of adults and 64% of children cite this as the main driver when snacking on crisps and bagged snacks. However, women are likely to cite more emotional drivers, such as boredom (44% vs 35% of men), coping with stress (12% vs 4% of men), and to ‘cheer myself up’ (14% vs 7% of men).
The report also reveals that brand name has a strong bearing on deciding what snack to choose. For example, following the recent announcement of Kraft’s takeover of Cadbury, 43% of UK adults say that they will stop buying Cadbury’s products if they change in any way. 5% of respondents claim to be boycotting Cadbury’s products as a result of the takeover.
Source: YouGov SixthSense
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