Snacking 2026: Balancing Purpose and Pleasure
Snacking now accounts for half of all eating and drinking occasions—making it a dominant food and beverage behavior. But even with its significant role, snacking culture is evolving rapidly. The latest installment of our longstanding research series, Snacking 2026: Balancing Purpose and Pleasure will explore the shifting benefits and motivations behind snack choices, guided by Hartman Group’s proprietary Modern Snacking Framework.
Strategic insights from the report will help you uncover the macro shifts driving health and value expectations, understand the occasion dynamics that shape snacking needs throughout the day and translate emerging priorities across 8 specific snack categories.
The report will also include an Executive Report, now included as an enhanced deliverable within your syndicated study purchase. This offering helps you extend the impact of the research and support informed decision-making at the executive level.
Publishing June 2026 | U.S. market coverage
- Executive Report with key insights (PDF)
- General report (PowerPoint and PDF)
- Demographic data tables (Excel)
Quantitative research: Nationally representative online survey of U.S. food shoppers aged 18-79, with a minimum total sample of n=2,000 and readable samples of demographic audiences such as age cohorts, race/ethnicity and income tiers. Includes trend data against similar questions fielded in 2024.
Qualitative research: Multi-day engagement (journaling, prompts, photos and videos) with demographically and regionally diverse consumers. Research will involve a dynamic online qualitative research platform paired with in-depth, virtual interviews with a subset of participants.
Cultural analysis: Literature review of marketing, consumer publications and discourse in food and beverage sourcing; engagement with writings/podcasts by cultural informants; social listening on key consumer platforms.
- Methodology
- Executive summary
- Primary report content, including charts, graphs and in-depth analysis of key findings
- Implications and recommendations
- How is "snackification" reshaping the food landscape? Understand how consumers seek functional benefits and health positioning—without sacrificing flavor, texture or indulgence.
- Which channels and trends are winning? From e-commerce to private label, discover what's driving growth in today's snack market.
- How do economic pressures influence purchase decisions? Map where consumers trade down, trade up, or hold firm on priorities like organic and why.
- How do consumer motivations and expectations vary by need state? Understand both the needs and benefits consumers seek when snacking.
- What's gaining traction vs. losing resonance? Pinpoint which product attributes and certifications matter most across categories to today's discerning shoppers across retail and foodservice.
- How do generational differences shape snacking? From Gen Z's identity-driven choices to parents with kids (ages 0-12 and 13-17) and Boomers' longevity focus, uncover how need states differ by age cohort and occasion.
- Which consumer segments represent the biggest opportunities? Identify high-value targets based on frequency, willingness to pay and alignment with your innovation pipeline.
Categories included:
- Salty snacks
- Sweet snacks
- Dairy/dairy alternatives
- Energy/nutrition/protein bars
- Frozen snacks
- Fresh snack packs
- Nutritional/protein shakes
- Juices
