Snacking: Europeans are boosting snack market as demand for 'proper' meals falls

Why it is the topic trending:

• A new report from Circana reveals that the snack market in Europe is booming as demand for "proper" meals falls.

• European shoppers are reportedly spending extravagantly on "indulgent food moments" despite being frugal with everyday purchases.

• Snacks are no longer just for in-between meals but are eaten alongside or instead of breakfast, lunch, or dinner.

• Snacking now accounts for nearly 40% of all edible grocery value, with a 2.9% increase in sales.

• Consumers view snacking as a way to boost moods, add excitement, and enhance rituals, with almost half considering it self-care.

• In the UK specifically, breakfast and snacking are performing best, with breakfast visits up 5% and snacking up 4% last year, while lunch and dinner saw drops.

• Sweet bakery items are showing strong growth across breakfast, lunch, and dinner dayparts in the UK.

Overview: Research group Circana's latest "Eat Play Love" report indicates a significant shift in European eating habits, with the snack market experiencing substantial growth as consumers increasingly replace traditional meals with snacks. Despite economic pressures, Europeans are indulging in snacks as a way to enhance their mood and everyday rituals. This trend is particularly evident in the UK, where breakfast and snacking are outperforming lunch and dinner, with sweet bakery items seeing growth across all dayparts.

Detailed Findings:

• Source: Circana's new "Eat Play Love" report.

• European Spending Habits: Frugal with everyday purchases but spending extravagantly on indulgent food moments.

• Snacking as Meal Replacement: 13% of Europeans eat snacks instead of a main meal, and 28% consume them alongside.

• Snacking Prevalence: Accounts for nearly 40% of all edible grocery value (€234bn), up 2.9% from 2023.

• Snacking Motivation: Boosts moods, adds excitement, enhances rituals; almost half see it as self-care.

• UK Market Performance: Breakfast visits up 5%, snacking up 4% last year. Lunch down 4%, dinner down 5%.

• UK Breakfast Trends: Sweet bakery items grew by 13% (muffins, brownies, doughnuts, cookies).

• UK Lunch Trends: Sweet bakery items grew by 4%.

• UK Dinner Trends: Sweet bakery items grew by 6%, savory bakery items grew by 3%.

Key success factors of product (trend):

• Convenience and Flexibility: Snacks fit into busy lifestyles and offer adaptable eating options.

• Emotional Benefits: Snacking is linked to mood boosting and self-care.

• Variety and Innovation: A wide range of snack options cater to different tastes and preferences.

• Accessibility: Snacks are readily available in grocery stores and foodservice outlets.

• Daypart Versatility: Snacks are consumed across all times of the day, not just between meals.

Key Takeaway: European consumers are increasingly embracing snacking as a core part of their eating habits, often replacing traditional meals with convenient and indulgent snacks, a trend particularly strong in the UK where sweet bakery items are enjoying growth across all dayparts.

Main Trend: The main trend is the continued "snackification" of meals in Europe, with snacks evolving from mere between-meal treats to significant components and replacements for traditional breakfast, lunch, and dinner.

Description of the trend: The Snackification Era: How Snacking is Reshaping Meal Times in Europe

What is consumer motivation:

• Busy Lifestyles: Seeking quick and easy food options that fit into packed schedules.

• Emotional Comfort: Turning to snacks for mood enhancement and as a form of self-care.

• Desire for Variety: Enjoying the wide range of snack options available.

• Flexibility in Eating Times: Snacking allows for more adaptable eating patterns.

• Indulgence Without Guilt: Snacks are increasingly viewed as deliberate purchases for enjoyment.

What is driving trend:

• Changing Work and Lifestyle Patterns: Less structured meal times due to modern lifestyles.

• Increased Availability of Snack Options: A proliferation of diverse and appealing snack products.

• Marketing and Promotion of Snacking: Food companies actively market snacks for various occasions.

• Consumer Perception Shift: Snacking is becoming more normalized and accepted as part of a regular diet.

What is motivation beyond the trend:

• Taste and Satisfaction: The primary driver for food consumption remains the enjoyment of eating.

Description of consumers article is referring to:

Best Description: The article refers to European shoppers, particularly in the UK, who are increasingly incorporating snacks into their daily eating patterns, often in place of traditional meals, and viewing snacking as a source of indulgence and emotional well-being.

• European Shoppers: The primary consumer group analyzed in the report.

• UK Consumers: Specifically highlighted for breakfast and snacking trends.

• Snack Enthusiasts: Individuals who frequently consume snacks throughout the day.

• Convenience Seekers: Those looking for easy and quick food solutions.

• Indulgent Consumers: Individuals who use snacks for enjoyment and self-care.

Who are the consumers implied by article:

• Who are them: European consumers, particularly in the UK, across various demographics.

• What kind of products they like: A wide variety of snacks, including sweet bakery items (muffins, brownies, doughnuts, cookies), savory bakery items, crisps, chocolate bars, pickles, boiled eggs, frozen pizza.

• What is their age?: Likely a broad range, as snacking is prevalent across different age groups.

• What is their gender?: Not specified, likely a mix of genders influenced by the snacking trend.

• What is their income?: Influenced by economic pressures, suggesting a range of income levels, but with a focus on value and indulgence.

• What is their lifestyle: Often busy individuals seeking convenient and flexible food options, as well as those looking for comfort and enjoyment through food.

• What are their category article is referring shopping preferences: Frequent shoppers of snacks in grocery stores and foodservice outlets.

• Are they low, occasional or frequent category shoppers: Frequent shoppers in the snack category.

• What are their general shopping preferences-how they shop products, shopping motivations): Driven by convenience, emotional satisfaction, taste, and value.

Conclusions: The Circana report highlights a significant shift in European eating habits towards snacking, with consumers increasingly relying on snacks for convenience, enjoyment, and even as meal replacements, a trend that is particularly strong in the UK.

Implications for brands:

• Expand and Diversify Snack Offerings: Cater to the growing demand with a wide variety of options.

• Highlight Convenience and Portability: Market snacks as easy solutions for busy lifestyles.

• Emphasize Indulgence and Emotional Benefits: Position snacks as treats and mood boosters.

• Consider Daypart-Specific Snack Options: Offer snacks tailored for breakfast, lunch, and dinner occasions.

• Focus on Sweet and Savory Bakery Items in the UK: Capitalize on the strong performance of these categories.

Implication for society:

• Changing Definition of Meals: Traditional meal structures may become less prevalent.

Implications for consumers:

• More Flexibility in Eating Habits: Greater freedom to eat according to their schedules.

• Increased Availability of Snack Options: Wider variety of choices in the market.

Implication for Future:

• Continued Growth of the Snack Market: Expect the snacking trend to persist and expand further.

Consumer Trend (name, detailed description): The Ubiquitous Snacker: Consumers are increasingly incorporating snacks into their daily diets, blurring the lines between traditional meals and snack occasions, driven by convenience, emotional needs, and a wide array of available options.

Consumer Sub Trend (name, detailed description): Bakery Beyond Breakfast: Sweet and savory bakery items are no longer confined to breakfast but are experiencing growth across all dayparts, indicating a shift in how consumers perceive and consume these items.

Big Social Trend (name, detailed description): The Erosion of Traditional Meal Structures: Modern lifestyles are leading to a deviation from traditional three-meal-a-day routines, with snacking becoming a more integrated part of daily eating habits.

Worldwide Social Trend (name, detailed description): Global Rise of Snacking Culture: Snacking is becoming a more prevalent eating pattern worldwide, driven by similar factors of convenience and changing lifestyles.

Social Drive (name, detailed description): Desire for Convenience, Emotional Well-being, Variety, and Flexibility in Eating: Consumers are motivated by the need for easy food solutions, the use of food for emotional comfort, the enjoyment of diverse options, and the adaptability of snacking to their schedules.

Learnings for brands to use in 2025:

• Snacking is a Major Market: Recognize the significant role snacks play in consumers' diets.

• Cater to Emotional Needs Through Snacking: Develop products that offer comfort and enjoyment.

• Offer Variety and Innovation in Snack Formats and Flavors: Meet the diverse preferences of snackers.

Strategy Recommendations for brands to follow in 2025:

• Invest in Snack Product Development: Focus on creating new and appealing snack options across different categories.

• Market Snacks for Different Dayparts and Occasions: Position snacks as suitable for any time of day.

• Highlight the Indulgent and Mood-Boosting Aspects of Snacks: Appeal to consumers' emotional motivations.

Final sentence (key concept) describing main trend from article (which is a summary of all trends specified), and what brands & companies should do in 2025 to benefit from trend and how to do it: The trend of The Ubiquitous Snacker signifies a fundamental shift in European eating habits towards greater reliance on snacking, urging brands and companies in 2025 to prioritize the development and marketing of diverse, convenient, and emotionally satisfying snack options to cater to this evolving consumer behavior.

Final Note:

• Core Trend: The Ubiquitous Snacker: Snacking is becoming a dominant eating pattern.

• Core Strategy: Expand and Diversify Snack Offerings: Cater to growing demand with varied options.

• Core Industry Trend: Erosion of Traditional Meal Structures: Snacking is integrated into daily eating.

• Core Consumer Motivation: Desire for Convenience, Emotional Well-being, Variety, and Flexibility: Drivers behind snacking choices.

Final Conclusion: The Circana report clearly illustrates the significant impact of the "snackification" of food on European consumers, signaling a continued blurring of traditional meal times and a substantial opportunity for brands to innovate and cater to the evolving needs and preferences of snack-centric eaters.

Core Trend Detailed: The core trend of The Ubiquitous Snacker describes a fundamental shift in European eating patterns where snacking is no longer relegated to occasional in-between-meal consumption but has become a pervasive and integrated aspect of daily food intake, often replacing or supplementing traditional breakfast, lunch, and dinner. This evolution is driven by a confluence of factors including increasingly busy lifestyles, a desire for flexibility in eating times, the availability of a wide array of appealing snack options, and a changing consumer perception of snacks as not just convenient but also as sources of indulgence, emotional comfort, and even a form of self-care.

Key Characteristics of the Core trend:

• Snacking as Meal Replacement: A significant portion of consumers regularly substitute snacks for traditional meals, indicating a change in how they structure their daily food intake.

• All-Day Snacking: Snacks are consumed throughout the day, across all dayparts, rather than being confined to specific times, highlighting the flexibility of snacking in modern lifestyles.

• Emotional Connection to Snacking: Consumers increasingly associate snacking with mood boosting, enjoyment, and self-nurturing, suggesting a deeper psychological role for snacks beyond basic sustenance.

• Broad Definition of Snacks: The category of "snacks" has expanded to include a wide variety of food items beyond typical snack foods like crisps and chocolate bars, encompassing bakery items, fruits, and more.

• Growth in Snack Sales and Value: The snack market is experiencing significant financial growth, indicating increased consumer spending in this category and its growing importance to the food industry.

Market and Cultural Signals Supporting the Trend:

• Increased Availability of Diverse Snack Products: Retailers and manufacturers are offering a wider range of innovative and appealing snack options to cater to evolving consumer tastes and needs.

• Marketing and Promotion of Snacking Occasions: Food companies actively promote snacks for various times of the day and different needs, reinforcing the idea of snacking as an integral part of daily eating.

• Changing Consumer Perceptions of Meals: Traditional meal structures are becoming less rigid in modern lifestyles, with snacking fitting more seamlessly into busy schedules.

• Prevalence of Snacking in Media and Culture: Snacking is frequently depicted and normalized in popular culture and media, reflecting and further solidifying its role in everyday life.

How the Trend Is Changing Consumer Behavior:

• More Frequent Snacking: Consumers are eating more often throughout the day, with snacking becoming a regular habit and a significant part of their daily food consumption.

• Less Emphasis on Formal Mealtimes: Traditional breakfast, lunch, and dinner routines are being disrupted by more flexible eating patterns centered around snacking.

• Increased Spending on Snack Items: Consumers are allocating a larger portion of their food budget to snack purchases, highlighting the growing economic importance of this category.

Implications Across the Ecosystem:

• For Brands and CPGs: Significant opportunities for innovation and growth in the snack food sector, requiring them to develop diverse and appealing products.

• For Retailers: Need to adapt their store layouts and product offerings to cater to the prominence of snacking, ensuring a wide variety and convenient placement of snack items.

• For Consumers: Greater flexibility and variety in their daily food choices, with more options for on-the-go consumption and indulgence, fitting diverse lifestyles and preferences.

Strategic Forecast:

• The trend of the ubiquitous snacker is expected to continue its upward trajectory in Europe and globally, driven by ongoing lifestyle changes and evolving consumer preferences.

• Brands and retailers will likely continue to invest heavily in the snack market to meet evolving consumer demands, with further innovation and diversification of snack options anticipated.

Areas of innovation :

• Functional Snacks for Specific Needs: Snacks designed with specific health benefits, such as high protein for energy, or probiotics for gut health.

• Personalized Snack Recommendations: Utilizing AI and data to suggest snacks based on individual preferences, dietary restrictions, or time of day.

• Sustainable and Eco-Friendly Snacking Options: Development of snacks with environmentally conscious packaging and sustainably sourced ingredients.

• Snack Kits for On-the-Go Lifestyles: Conveniently packaged snack combinations designed for different times of the day or specific activities.

• Global Flavor-Inspired Snack Creations: Exploring and incorporating international flavors and ingredients into snack products to cater to adventurous palates.

Final Thought (summary): The Circana report underscores the profound and ongoing "snackification" of European diets, signaling a fundamental shift in how consumers approach eating. This trend, driven by convenience, emotional needs, and a growing array of enticing options, presents a significant and evolving market landscape where snacking has transcended its traditional role and become a central pillar of daily food consumption.

Description of consumers article is referring to:

• Age: Likely a broad range across adult demographics in Europe, as snacking is a widespread behavior that is not limited to a specific age group.

• Gender: Not specified in the article, suggesting that the trend of increased snacking and replacing meals with snacks is prevalent across genders in the European market.

• Income: Encompasses a range of income levels, as the article notes consumers are being frugal with everyday purchases but still indulging in snacks, indicating that snacking is prioritized across different economic segments.

• Lifestyle: Characterized by busy schedules and a desire for convenient food solutions. It also includes individuals seeking emotional comfort and enjoyment through food, fitting into various lifestyles from on-the-go professionals to those spending more time at home.

Conclusion: The consumers driving the growth of the snack market in Europe are a diverse group of adults across ages, genders, and income levels who are increasingly adopting snacking as a flexible and appealing way to manage their daily food intake, often driven by convenience and the desire for enjoyable and mood-boosting food experiences.

Source: https://www.conveniencestore.co.uk/news/report-shows-europeans-are-boosting-snack-market-as-demand-for-proper-meals-falls/705663.article