Mintel's consumer research findings noted that 51% of consumers surveyed are snacking because they are treating themselves more often, and 50% are snacking as a form of added comfort.
Additionally, 78% of consumers believe snacking can be a part of a healthy diet and 69% want snacks that balance health and taste.
This has broadened the definition of snacking particularly in the area of permissible indulgence, an area in which the frozen aisle is uniquely positioned to win, claimed Mintel senior consultant Paris Hogan in a new report.
According to Mintel, 38% of frozen novelty consumers reported that they are snacking more often than before the pandemic and in the last six months, 59% of consumers said they purchased frozen desserts as a snack.
"As the definition of snacking has widened, frozen snacking has entered the consideration set in a big way," said Hogan.
Flavor and taste outweigh health attributes
"When choosing a snack to eat, 'taste,' 'flavor,' and 'satisfying a craving' out-rank 'health,' in terms of importance," said Hogan.
According to Mintel consumer data, three out of four consumers look for options that are both healthy and taste great, but very few (39%) are willing to sacrifice taste for a healthier option.
This trend towards snack options that balance indulgence with health attributes has given rise to a new breed of snacking options in the frozen set, noted Hogan.
"Frozen treats are no longer solely confined to the late evening/nighttime after dinner occasion, and in consumer’s minds, have likely evolved from frozen treats to frozen snacks," she said.
Rise of frozen snacking driven by consumers' desire for permissible indulgence - FoodNavigator-USA.com
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