The COVID-19 pandemic has multiple lessons for the snack industry. Overall, the snack industry has had a strong, up year. But the degree of a "COVID bump" varied from category to category. As we emerge and plan for the future, recent, and current, product purchase behaviors can help provide a roadmap for what's to come.
While consumers were already snacking more throughout the day, this was escalated even more while people were working and nesting at home during the pandemic. 46 percent of consumers said they were snacking more during the pandemic and 58 percent of consumers said snacking with be part of the post pandemic "new normal."
The crackers category is home to multiple iconic brands synonymous with snacking, including Cheez-It, Goldfish, and Ritz, all billion-dollar brands. As part of the foundation of the grain-based baking industry, crackers also present significant opportunities for growth through incrementally better-for-you offerings and highly innovative nutrition-forward products, as well as premium and specialized lines.
Variety is the spice of life when it comes potato chips. While classic chips still own the lion's share of the U.S. market, salty snack companies are offering new flavor combinations in a variety of packaging sizes. New flavors include spicy buffalo, hot BBQ and cauliflower, and many new offerings are gluten-free and Non-GMO Project verified.
In many ways, the tumultuous COVID-19 pandemic has catalyzed continued growth of existing patterns across snacking. For many consumers, day-to-day snacking increased, sometimes fueled by external pressures related to disrupted work, school, and the overall societal status quo. We seek solace in comfort, and the snack industry delivered.
One clear message from shopper behavior during the COVID-19 pandemic era is the "essential" nature of baked goods. In a crisis, the industry provides sustenance, nutrition, and yes, comfort.
Pizza is essential to a high percentage of Americans, a fact reflected in the over $6 billion annual sales for this market segment in frozen retail pizzas alone. While diversification of crusts and ingredients is attracting health-conscious consumers, there is still demand for high quality, Italian-style premium frozen pizza.
The ongoing pandemic has certainly shifted consumer attitudes and behaviors when it come to foods and the foods they choose. Consumers are looking to connect with food and are gravitating to more familiar comfort foods and indulgent items.
During the COVID-19 pandemic, consumers have been staying home more often, and searching for familiar snacks. Cookies have helped fill that void, and top brands have taken note of what is trending.