Snacking in between meals on the rise

A whopping 97 per cent of Kiwis regularly snack between meals a survey has found. Photo / Getty

Despite debate around the healthiness of snacking, almost all New Zealanders say they regularly snack between meals, and with $900 million spent on snack food last year alone, snacking is a trend that seems to be increasing.

A Nielsen report released today found that 97 per cent of survey respondents said they regularly snack between meals. Spending on snacks has also increased to $900 million this year, an increase of four per cent from last year.

Although snacking has been labelled an unhealthy habit by some, healthier snacks were still the preferred option, with 69 per cent of respondents having fruit as a snack in the last month. Chocolate came a close second with 67 per cent of people having eaten chocolate in the last month followed by potato chips at 62 per cent.

Director of retail for Nielsen NZ Lance Dobson said the survey provided a good reference point for producers looking to better understand consumer demand for snack products.

"We can definitely be called a nation of snackers," Dobson said. "It's pleasing to see healthy choices come out on top, but only just. The competition for 'share of stomach' is extremely fierce with a range of snack options available," he said.

"A better understanding of consumer demand and the need states that drive demographic profile preferences will help manufacturers crack the code on the right portfolio balance between indulgence and healthy. It will also increase the odds of success in this ultra-competitive landscape."

The most common reason given for snacking was from people who skipped lunch, with 45 per cent of those surveyed saying they had skipped lunch in favour of a snack in the last month. Skipping breakfast was the second most common reason at 34 per cent, and 27 per cent looking to snacks rather than eating dinner.

Dobson said this also reflected the changing, and increasingly busy, lifestyles of New Zealanders.

"There is a perception that snacks are intended more for in-between meals than for actual replacements," Dobson said.

"But busy, on-the-go lifestyles often dictate a need for quick meals, and many opt for fast food options that can be high in calories and low in health benefits."

Dobson added that this also provided a large and "untapped" market share for healthier, on the go snacks.