Evolving Snacking Needs Discovery Research

@Snack Factory Toronto

This generative research explores how snacking fulfills people’s needs across various occasions and to identify shifts in these needs post-pandemic, aiming to uncover new product development opportunities for the manufacturer.

Background and Goals

The manufacturer seeks research-driven insights to identify key focus areas for product development in their quarterly roadmap and to inform marketing strategies.

Research Objectives

Explore the role of snacking during and throughout the day
Understand what factors into the snacking occasion
Understand the decision making process

Methods

Field Studies

A two-week direct observation of consumers’ snacking behaviors in homes, offices, and retail stores was conducted, utilizing techniques like counting occurrences, timing durations, and mapping movements.

In-Depth Interview

Several 30-40min in-depth individual interviews were conducted to acquire a deeper understanding of the snacking occasion.

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Crucial Insights

Snacking is a Form of Communication

Strong connection between emotions and snacking habits.
Mood and desire can be just as influential as hunger.
Social gatherings can prompt the snacking occasion.

The Snacking Occasion is an Informed Decision

More than ever, consumers want to know what they are eating and how much it will cost them (literally and figuratively).

The Snacking Occasion is both Habitual & Impulsive

Some participants planned snack breaks, others relied heavily on accessibility and availability.
There's a balance between planning and impulsive snacking based on what's readily on hand.

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Recommendations

Snacks with Wellness Benefits:

Align advertising with specific needs fulfilled by snacks (e.g. functional vs. emotional)
Offer a versatile product that offers variety (e.g. healthy options, new flavors, daytime/nighttime packaging, etc.) to satisfy cravings while promoting mindful snacking.

Build Reputation/Community:

Attach product to notable brands and partners prior to launch to promote trust and pique interest.
Utilize social media influencers to promote new products with a focus on taste, and highlight clean ingredients and health benefits for health-conscious consumers.

Beyond the Bag:

Design convenient, portable packaging for on-the-go snacking and develop "social snacks" for easy sharing and catering to different snacking occasions.
Consider customer psychological needs in snack packaging design beyond just size. Enhance user experience in social settings by maintaining elegance in consumption.

Snacks with a Social Element:

Enhance appeal through promotions by associating them with conversation starters.
Organize events or partner with local venues to feature the snack as part of a social event, like a movie night, game night, or a tasting party.

Research Impact

Strategic Impact

Offered direction for new product categories (e.g., wellness benefits) and packaging design, driving a product strategy shift grounded in research insights.

Product Impact

Through collaboration, designers were able to quickly relay feedback from research and incorporate it to the prototype.

My Learnings

Worked with fellow researchers on a project that offered fresh perspectives on problem-solving and research methods. Managing task coordination and schedules further strengthened my communication skills.
Actively engaging stakeholders at every stage of the research process increases their commitment to acting on the findings.