32% of US consumers are healthy snackers, according to YouGov's new report. In addition to this, 64% of healthy snackers do not mind paying more for organic food.
The new report, US healthy snackers trend report 2024, details how health-conscious snackers make purchasing decisions, what their snacking habits are, which brands they trust, and much more. One key finding: Two thirds (66%) say that advertising influences their purchasing decisions.
Among America's healthy snackers, the report also finds:
- 63% are considering lowering their meat and dairy intake (vs 42% of general population)
- 66% are 18-44 years old (vs 34% that are 45+) and 58% have at least one child (vs 42% that don’t have any)
- 47% say their lifestyle does not provide time to prepare and cook food (vs 32% of gen pop)
- 35% of healthy snackers spend $50+ per month on snacks
“Americans are more health-conscious in their snack choices than ever before, and food brands need to understand what drives their purchasing decisions,” said Kenton Barello, VP at YouGov America. “Our report shows that organic food options and advertising are especially powerful to the healthy snacker. These consumers will buy from brands that sponsor their favorite sports teams and prefer brands that support social issues.”
The report also identifies the brands that are winning with healthy snackers. The top of the list in this year’s report featured Yoplait, Blue Almond Diamonds, Special K, Dannon, and Annie’s.
The US healthy snackers report also spotlights the brands that are on the rise in trust level for these consumers, what the media consumption habits of healthy snackers are, and much more.
YouGov’s report is available for download here.
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