Stressed, bored Americans are increasing their consumption of salty snacks

Salty snacks are becoming the new comfort food for U.S. consumers, reported global market research firm Mintel in its April "Salty Snacks US" report. Its latest research reveals that three in five consumers (62 percent) are eating salty snacks as a stress reliever, compared to only 16 percent of American snackers who attributed stress as a reason for snacking one year ago. What’s more, 30 percent of consumers eat salty snacks when they are bored, with half (51 percent) agreeing that salty snacking is a good way to relieve boredom. In 2015, Mintel research found that half as many consumers (25 percent) snacked because they were bored.

Additionally, salty snackers enjoy eating their snacks on-the-go, Mintel reported. One-third  of salty snackers (33 percent) eat their salty snacks away from home, and 26 percent eat them at work. Parents are among America’s most prevalent salty snackers and are increasingly likely to snack on salty options while on-the-go (41 percent), at work (36 percent) and throughout the day (34 percent). What’s more, U.S. parents are more likely than non-parents to agree that snacking is a stress reliever (73 percent compared to 55 percent of non-parents). Mintel research revealed that one-third of parents (35 percent) are indulging in the same salty snacks as their children. Moreover, parents  are significantly more likely to agree that it’s healthier to snack throughout the day than eat regular meals (58 percent compared to 21 percent of non-parents).

“Consumption of salty snacks is largely driven by emotion, including stress and boredom," said Amanda Topper, senior food analyst, Mintel. "Consumers are looking for ways to manage their wellbeing, and the impact of food on emotional and mental health is becoming more important. Our research reveals this is especially true among parents, with the majority agreeing that salty snacks relieve stress.

"Not only do parents’ hectic lifestyles force them to snack while on the go, but the majority who buy salty snacks agree that snacking throughout the day is a healthy alternative to regular meals," she added. "Brands that highlight health and wellness benefits can appeal to parents that are often buying snacks that can be consumed by themselves and their children.”

With 94 percent of Americans purchasing salty snacks and 13 percent replacing meals with them, Mintel research revealed that three-quarters of consumers (74 percent) are interested in healthier salty snacking options. Along these lines, another three in five (61 percent) agree that salty snacks have too many artificial ingredients, while four in five (79 percent) find it important to be able to recognize the ingredients in salty snacks. What’s more, 58 percent of salty snack purchasers agree that it is important to buy salty snacks that contain only a few ingredients.

Despite interest in more healthful options, taste trumps all when choosing salty snacks: Three in five consumers (62 percent) agree that taste is more important than how healthy a salty snack is. In fact, a new flavor (38 percent) is the most influential purchasing factor for American salty snackers, along with spicy flavor (30 percent) and limited-edition/seasonal flavor (22 percent). Taste remains a key purchase factor as consumers tend to view snacking as a guilty pleasure (69 percent) and indulge in salty snacking as a way to reward themselves (63 percent). However, taste and health are not polarizing Americans, as four in five consumers (82 percent) agree that salty snacks can be both healthy and tasty, Mintel stated.

“Striking a balance between good tasting and good for you is key for salty snack brands," Topper said. "While consumers are concerned about ingredients and express interest in seeing healthier options on shelves, they still want to indulge, and flavor is a highly motivating factor. Brands that focus on products with bold, new flavors that incorporate simple ingredients will offer the best of both worlds to consumers."