The CPG industry constantly sees the emergence of new products, and Olinger’s latest consumer study examines the evolving snack trends of 2025. The 2025 SnackScape study offers a three-part series filled with data-driven insights into consumer snacking behaviors, emotions, and purchasing motivations. This article highlights key takeaways and provides a look at the trends that are shaping the future of snacking. For a deeper dive into these findings, be sure to download the full report.
A Shifting Landscape for Snack Consumers
Today’s consumers have a plethora of snack options, and as tastes shift and economic pressures increase, their snacking behaviors are undergoing significant changes. From economic considerations to emotional drivers, today’s snacker is far more discerning. Olinger’s study breaks down these behaviors, examining how factors such as Pride, Loyalty, Authenticity, and Nostalgia are deeply intertwined with consumer decisions.
Economic Pressures: The Rising Influence of Budget-Conscious Buying
In a time of rising inflation and tighter budgets, snack shoppers are increasingly influenced by cost-saving options. However, price isn’t the only factor that matters. Consumers are now weighing the value of quality, brand trust, and even emotional connections with the brands they choose to support. While budget-driven decisions are top of mind, the study reveals that even in this climate, consumers still make emotional purchases when they connect with a brand on a deeper level.
High Impact Consumers – those who have a strong emotional connection with brands – are more likely to engage in repeat purchases, even when prices fluctuate. These consumers exhibit brand loyalty that transcends price sensitivity, making them a critical target for snacking brands aiming for long-term success.
The Power of Packaging and Branding
Brand identity and packaging remain pivotal in influencing consumer choice, and our study explores how these elements impact decision-making. The visual appeal of snack packaging can directly correlate with perceived quality and trustworthiness. For many consumers, packaging serves as a first impression, setting the stage for the brand’s emotional connection.
The study goes further by examining the packaging design elements that resonate with consumers, especially those in the High Impact and Persuadable consumer segments. Brands that craft packaging that speaks to their audience’s emotional mind states – such as nostalgia or pride – tend to win consumer loyalty over time.
Snack Trends Across Generations
As the snack market continues to evolve, generational preferences are becoming increasingly important. From Baby Boomers to Gen Z, the study explores how different age groups approach snacking and how their preferences are shifting.
- Gen Z is leading the charge for health-conscious snacks, demanding transparency in ingredients and sustainability in packaging.
- Millennials prioritize convenience, often opting for single-serve or on-the-go snack options.
- Baby Boomers are more likely to stick with trusted brands, but they’re increasingly open to premium, health-focused choices.
By understanding the snack preferences and buying patterns of different generations, brands can tailor their marketing strategies to each group’s unique emotional and practical needs.
Emotional Drivers of Loyalty: How Consumers Build Strong Connections with Brands
Olinger’s proprietary Live Well® Insights methodology shines a spotlight on the emotional drivers that form the backbone of consumer loyalty. Consumers today aren’t just buying a product; they’re buying into a brand’s identity. Through the study, we identify how emotional mind states like Pride, Loyalty, Authenticity, and Nostalgia influence consumer behavior, shaping everything from product selection to brand allegiance.
The Nostalgia factor is particularly significant in the snacking category. Many consumers connect their snacking choices to memories of childhood or family gatherings, leading them to seek out brands that evoke those emotions. This insight is invaluable for brands looking to create campaigns that tap into these nostalgic connections and foster long-term loyalty.
What Drives Trial and Repeat Purchases?
The Snacking Study 2025 also dives into what motivates consumers to try new snack products, and what makes them come back for more. While new product innovation plays a crucial role in attracting initial interest, the study reveals that for a snack to truly succeed, it must satisfy both functional and emotional needs.
High Impact consumers are more likely to try new snacks when they perceive an emotional or nostalgic connection to the product. On the other hand, Functional Consumers – those driven by practicality – prioritize flavor, nutritional value, and convenience. Understanding these distinct segments can help brands develop more targeted strategies for increasing trial and repeat purchases.
The Importance of Loyalty Programs and Consumer Engagement
Loyalty programs continue to be a powerful tool for retaining customers in the snack market. Olinger’s study highlights the growing importance of loyalty initiatives that go beyond traditional rewards. Consumers are now looking for more personalized and meaningful engagement with the brands they support.
The study found that brands that engage with consumers through authentic and transparent communication are more likely to retain Persuadable consumers, who are open to influence but require brands to demonstrate their value.
Key Takeaways and How Olinger’s Snacking Study Can Help Your Brand
The Snacking Study 2025 reveals invaluable insights into what drives today’s consumers to snack, from emotional connections and nostalgic preferences to budget-conscious choices. Understanding these drivers is essential for CPG brands aiming to stay competitive and build long-term relationships with their customers.
Olinger’s Live Well® Insights methodology provides the tools you need to connect with High Impact and Persuadable consumers in meaningful ways. By aligning your brand’s messaging with consumers’ emotional needs, you can foster loyalty, increase repeat purchases, and navigate the complexities of the evolving snack market.
Don’t miss out on these crucial insights – download the full Snacking Study 2025 now to learn how your brand can leverage emotional drivers and market trends to drive growth and stay ahead of the competition.