Snacks Take Over Meals

Times have changed; Americans, in large part, are no longer sitting down for three distinct meals but opting instead to snack throughout the day, and the implications are making waves in restaurants and grocery stores across the country.

While the grazing trend started in the ’70’s, we’re now eating with even less structure.  In the last 30 years, the percentage of Americans snacking three or more times has day has rise from 10% to 56% in 2010.

Breakfast is the first to go; Kellogg’s sales dropped 3.1% last quarter, and the company is moving its focus from cereal stalwarts to strawberry shakes in order to remain relevant. Meanwhile, General Mill’s snack division–which includes the Nature Valley and Fiber One brands–grew 6% in its last fiscal year.  In a 2013 survey by IRI, about 30% of respondents reported eating an early morning snack–a big jump from 14% in 2010.

Lunch and Dinner, too, are on the move.  Both ConAgra and Kraft are repackaging products in smaller portion sizes at around 200 calories.  And traditional snacks–such as chips and nuts–are also expanding.  Kale chips, vegetable chips, and lentil chips are challenging the long-reigning potato for shelf space, and “nutritional snacks and trail mixes” are up 9.9%, again from IRI.

Smaller businesses can capitalize on the change, as well: “Snacking occasions represent a growth channel for restaurant operators,” said Darren Tristano, Executive Vice President of Technomic, Inc. “The retail market is aggressively promoting snacks, but there’s plenty of room for restaurants to expand their snack programs and grab share. By providing more innovative, healthy and easily portable snacks, and boosting variety, restaurants can position themselves to increase incremental traffic and sales—particularly among a younger customer base.” Look no further than snack-delivery services Graze, Boxtera, and Naturebox, for example. To read more, click here and here.