Who’s eating what? Are you selling to the right audience?
We decided to plant a garden this year and our zucchini seemed to explode all at once. Maybe this is how it goes with squash but looking for other ways to eat it, I decided to try my hand at zucchini bread. Looking to cut out some of the sugar to make it healthier for us (and not tell my hubby because he assumes if it’s healthy, it will taste bad), I bought the natural, zero calorie sweetener, Swerve®. The logo & package design reinforce the “natural & simple” aspect of the product and much to my surprise, the taste was undetectable from regular, refined sugar. I could not tell the difference and apparently my husband couldn’t either because he’s still consuming it without even realizing it (ssshhh!).
Anyway, this got me thinking, would most people be willing to try a product if it’s in the Better-For-Space? Or do most people feel you sacrifice on taste? Who is the big shopper in the BFY category?
FONA International did a recent report on this topic and some of their findings surprised me. We know most people snack but read on for the specifics.
- Snackers between ages 25 & 34 who snack 3x’s daily is up 13% since 2015 and those between 35 & 44 is up 9%.
- 53% of those between 18 & 34 consume 3 or more snacks per day.
- GenZ segment (born roughly between 1996 and 2012) like portable, healthy foods and lean more towards organic and natural foods.
- Parents are key buyers of healthy snacks for their kids and tend to eat healthier snacks themselves.
- Younger men are THE MOST LIKELY to eat snacks in general and healthy snacks in particular. (This is the finding that surprised me the most, anyone else surprised??)
- Seniors snack less frequently but also consume smaller portions of regular meals.
The findings also point out the different reasons for snacking in certain portions of the population.
- Consumers between 35 & 54 claim “energy” as the reason for healthy snacking.
- Women between 35 and 54 look for snacks for weight management, while men in that age bracket look to snacking for “post-workout refueling or meal replacement.”
- Older consumers are driven to snacks for a healthier lifestyle.
Snacking has been around forever, that will never change but the demographic and reasons for snacking will. Here are some points to consider while evolving your brand.
- Don’t ignore your target demographic and what their specific needs are.
- Think about your product and packaging, be sure they are aligning with your target audience(s) and the benefits they offer these groups.
- Immerse yourself in your brands’ engagement with consumers. Think about how they purchase your product, what path lead them to your brand and if you’re offering enough options for your demographic.
With so many opportunities in the Better-For-You snacking space, doing your homework and getting your product in front of the right consumer is imperative to your success. If you’re unsure how to start on that path or want to learn more, schedule a free, 30-minute introductory call TODAY!