Discover Snacking Behaviours

Challenge

Exploring people’s projected, post-rationalized and actual behaviours when it comes to Better For You snacks, to identify what truly influences choice and why.

A leading food and beverage company sought to unravel the complexities surrounding consumer behavior related to Better For You (BFY) snacks. Despite consumers often expressing a preference for healthier options, there existed a notable disconnect between their projected intentions and actual purchasing behaviors. This discrepancy underscored the necessity for an in-depth exploration into what truly influences consumer choices when it comes to snacking. Understanding these underlying motivations was critical for the brand to align its offerings with genuine consumer expectations.

Approach

To gain profound insights into consumer behaviors and perceptions, we implemented innovative in-store show-and-tell activities designed to elicit authentic reactions to various BFY snack brands and communications. Our research spanned both mainstream grocery and premium retail environments, enabling us to capture diverse consumer responses in real-time. By observing shoppers’ interactions and gauging their emotional responses during the purchase, consumption, and post-consumption phases, we gathered rich qualitative data that illuminated their decision-making processes. This immersive approach allowed us to understand not just what consumers thought about BFY snacks but how they felt throughout their snacking journey.

Impact

Our findings revealed a complex landscape where consumers frequently articulated preferences for healthier snacks yet struggled to translate those intentions into actual purchases. We provided nuanced insights into the emotional drivers behind snack choices, demonstrating how these factors varied significantly based on context. This research equipped the brand with a deeper understanding of consumer motivations and informed strategic adjustments in branding and communication efforts. Ultimately, this enhanced their ability to connect with health-conscious consumers more effectively, paving the way for future growth in the BFY snack category.