HEALTHY EATING IS TOP OF AGENDA SAYS YOUGOV
Healthy eating at the top agenda with fresh fruit the most popular snack for adults and children, according to new research from a YouGov SixthSense report on snacking
A major new report from YouGov SixthSense on the snacking habits of adults and children in the UK reveals that over half of adults in the UK (55%) snack on fresh fruit in between meals. Less healthy options are not completely dismissed however, with 45% of respondents admitting to snacking on biscuits, 43% on crisps and bagged snacks and 41% on chocolate.
Children are also keen on fresh fruit, which tops the snack league table at 69% compared to crisps at 64% and chocolates / sweets at 61%. The fact that fresh fruit comes out on top undoubtedly reflects parental choice, with the majority of parents keen for their children to eat healthily.
Commenting on the results, James McCoy, Research Director for YouGov SixthSense says “Whether or not children would actually choose fresh fruit over crisps or chocolate if given the choice is irrelevant. The mere fact that fruit comes top of the list suggests a strong awareness among children of what constitutes healthy eating.”
Home is where the heart is – and the snacks
Although people can essentially snack anywhere and anytime, over three quarters of snackers munch on their chosen product while at home. A third snack at work, college or school, while only 16% snack while travelling or commuting. Snacking while walking down the street is clearly still an anathema in the UK: only 2% admit to breaking this social taboo.
“Snacking occasions are often planned, with snack products forming part of the weekly shopping trip, not necessarily the impulse purchase you might think,” continues James McCoy. “Clearly, home is not only where the heart is, but also the snacks.”
The fact that home is so important to the snacking market may explain the popularity of toast, which is eaten as a snack by 27% of adults and 41% of children. “While toast is clearly not a ready-to-eat product,” says James McCoy, “its prominence in the snacking arena could point towards opportunities in the catering market.”
Mind over stomach
Hunger, of course, drives most people to snack, particularly men. 45% of adults and 64% of children cite this as the main driver when snacking on crisps and bagged snacks. However, women are likely to cite more emotional drivers, such as boredom (44% vs 35% of men), coping with stress (12% vs 4% of men), and to ‘cheer myself up’ (14% vs 7% of men).
“While men and women are both equally likely to snack in between meals, women exhibit much less concrete motivations: their desire to snack tends to come from the mind rather than the stomach,” says James McCoy. “This means that while men seek larger pack sizes, women may opt for more indulgent flavours and concepts to treat themselves or cheer themselves up.”
What’s in a brand?
The report also reveals that brand name a has a strong bearing on deciding what snack to choose. For example, following the recent announcement of Kraft’s takeover of Cadbury, 43% of UK adults say that they will stop buying Cadbury’s products if they change in any way. 5% of respondents claim to be boycotting Cadbury’s products as a result of the takeover.
All figures, unless otherwise stated, are from YouGov Plc. All fieldwork was carried out online. Sample size and fieldwork dates are detailed below:
UK adults aged 16+: sample size 1,066, fieldwork 29th January – 1st February 2010
UK children aged 8-15: sample size 715, fieldwork 29th January – 1st February 2010
The full report on the snacking habits of adults and children in the UK is available to buy now from YouGov SixthSense. This report is part of a series of 32 reports on the food and drink sector. Future reports include chilled and frozen foods, grocery shopping and alcoholic and non-alcoholic drinks.
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