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Ben Mckechnie, founder and managing director of UK-based healthy snacks wholesaler Epicurium, explores key snacking trends to reveal consumer buying patterns throughout the year. His analysis identifies four distinct phases that influence snacking choices. Understanding these phases helps businesses optimise stock and align with consumer preferences, from January’s health focus to festive treats during the holiday season.

As part of its strategy to carve out a unique position in the snack industry, Epicurium collates yearly trend data to identify consumer buying patterns through sales analysis within a socio-economic context. This information supports industry professionals in planning stock and pinpointing key categories for the year ahead.

Research suggests that there is a defined pattern to customer purchasing which is made up of four key phases within a twelve-month period: 'a healthy start,' 'spring clean,' 'active summer' and 'big night in'.

Each phase reveals unique characteristics that provide insight into buyer behaviours, influenced by a mix of external events and historical human nature.

A healthy start

Year-on-year sales data shows that January is marked by consumers making New Year’s resolutions focused on adopting healthy habits and eliminating unhealthy ones – this phase is known as 'a healthy start.' This sees an increased demand for health and fitness-focused products, such as protein snacks and drinks, as well as clean energy drinks, as consumers look to cut unnecessary calories.

However, analysis shows that these resolutions don’t tend to last, with category data suggesting that motivation wains after a couple of weeks. This, combined with the cold, dark weather of February, leads to consumers turning back to comfort food after an initial positive start to the year.

Consumers begin to take their foot off the pedal slightly, while still being mindful of their initial commitment, opting for permissible indulgence which won’t undo the work they have put in so far. This takes shape in the form of snacks that offer less guilt upon consumption, in a conscious effort to not revert back to square one.

Spring clean

With the arrival of spring, consumers begin to get a glimpse of sunshine and start to get that spring bounce in line with the improved weather, leading to more deliberate and considered choices in their snacking. As we enter the ‘spring clean’ focus, consumers begin to notice the dust that has gathered over the autumn and winter on their recent consumption decisions.

The impending arrival of the summer, along with the upcoming bank holiday weekends, creates an inspiration to try something ‘new,’ alongside a renewed desire for healthier consumption, placing healthy snacks which fuel an active and healthy lifestyle back to the top of the agenda as the work for a summer physique begins.

This sees the prioritisation of protein-packed products, as well as on-the-go options as consumers seek fuel for their active lifestyles, in addition to lower calorie/lower sugar healthy-indulgence snacks.

Active summer

The ‘active summer’ phase refers to the period where consumers look to capitalise on their hard work and enjoy the rewards of looking and feeling great in time for summer. Their healthy snacking habits over the preceding months are beginning to pay off, as they jet off on holiday and hit the beach.

The primary motivation behind summer snacking is to maintain a healthy physique, as warmer weather encourages more mindful food choices. This trend is further amplified by major summer sporting events, including international football tournaments, the Olympics and Wimbledon. These occasions generate dual motivations: a commitment to healthy eating to support active summer lifestyles and an aspiration to emulate the fitness of celebrated athletes.

Health-conscious hydration is a pertinent example of a product function fitting this particular moment to drive sales, with performance and health-driven drinks being the order of the day, which Epicurium refers to as ‘hydration 2.0’.

As we head into autumn and the summer days and nights begin to tail off, consumers begin to realign their focus with the return to school, university or work, while keeping a conscious eye on staying in shape. This sees a demand for energy-boosting snacks and drinks to support the return of desk stints, to aid focus and mental health levels.

Big night in

From here, the ‘big night in’ phase kicks in, as consumers embrace the darker nights and begin the approach to Halloween. This signals the beginning of the festive season, with consumers opting for snacks for those comfortable nights on the sofa watching a good movie or TV series, or for throwing a memorable party with friends and family.

The arrival of Christmas sees the peak of the blow-out, as consumers enjoy the season in style with loved ones, placing a demand on exciting, indulgent, feel-good snacks including confectionery, chocolate, crisps and popcorn – especially in share sizes. The peak of Christmas results in the height of indulgence, before starting again in January.

Phase in, phase out

The four phases shed light on customer buying habits for those forecasting in the food sector, guiding purchasing choices and promotional strategies. By curating the right product ranges, decision-makers can capitalise on these trends, attract shoppers and boost sales.

Many of the trends are driven by human nature – a desire to get in shape and make positive choices when there is more time spent outdoors, or a desire for increased comfort in the colder, darker months where more time is spent indoors.

If decision-makers can proactively anticipate these trends and tailor their product ranges to align with these motivational shifts, they will better meet shopper needs and maximise opportunities throughout the year, regardless of the season.

Within these phases, there are also sub-trends which drive the demand for particular products. During the summer focus, for example, we see a demand for protein products with energy claims, as well as an increased demand for fibre in line with the growing consciousness of gut health. Meanwhile, the off-season can see an increased demand for world flavours and textures, as consumers look to curate the perfect ranges of drinks and snacks to make the party truly memorable.