Chicago, Ill., September 15, 2008 – Snacking — despite its reputation for contributing to the expansion of waistlines — is a behavior that is entrenched in the daily routine of American lives, according to a recent report by The NPD Group, a leading market research company. According to the report, Snacking in America 2008, after experiencing a period of decline between 1996 and 2002, consumption of snacks has grown steadily and is forecasted to grow by 14 percent by 2017.
“A generation ago most Americans believed they should ‘avoid snacking entirely,’ but today snacking is more acceptable and is clearly the fourth meal of the day,” says Harry Balzer, vice president at The NPD Group and author of Eating Patterns in America. “Twenty-one percent of all meals are snacks.”
Although snacking behavior is common among people of all ages, NPD finds that consumption of snack-oriented convenience foods, which generally are eaten between meals as “snacks,” but can be consumed along with meals or as a meal replacement, is growing among kids ages 6 to 12, but declining among adults 18-34 (showing greatest declines) and adults 55+. Snacking among younger children ages 2-5 is also declining. By 2017, NPD projects kids under 9 and adults ages 30-39 and 50-59 will account for the largest number of snack eatings.
“There is an aging curve that shows between meal eating peaking at a very young age; although children in general remain the heaviest snackers,” says Arnie Schwartz, who heads up the The NPD Group food and beverage business unit. “On the other end of the age spectrum, between meal eating shows growth after the age of around 60. Because this is where the population is heading, we would expect this behavior to just outpace population growth.”
When Americans snack is changing, as well, according to the Snacking in America report. Most snacking still occurs in the evening at home, but evening snacking is declining. Morning snacking has shown the strongest growth, and snack foods replace more breakfast meals than other meals. Snacking in the afternoon continues but remained stable. The report also found that most snack-oriented convenience foods (e.g., potato chips) are eaten between meals, but these items are increasingly finding their way into meal times as accompaniments or replacements.
Other snacking findings include:
“Regardless of age, lifestyle or health, snacking, whether mindful or mindless, is a component of our daily eating patterns,” says Balzer. “Mom’s warning about spoiling our appetites with snacks is definitely going unheeded.”
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