{"id":16060,"date":"2020-10-08T08:20:18","date_gmt":"2020-10-08T08:20:18","guid":{"rendered":"https:\/\/thesocialelement.agency\/?p=16060"},"modified":"2020-10-21T09:22:45","modified_gmt":"2020-10-21T09:22:45","slug":"sweet-snacks-buying-habits-across-generations","status":"publish","type":"post","link":"https:\/\/thesocialelement.agency\/sweet-snacks-buying-habits-across-generations","title":{"rendered":"Sweet snacks buying habits across generations"},"content":{"rendered":"\n<h3 class=\"wp-block-heading\"><strong>Different generations have different interests when it comes to snacks, but not all brands use this insight to their advantage.&nbsp;<\/strong><\/h3>\n\n\n\n<p><strong>When looking into age and lifestyle decisions in the United States, the younger generations (namely Gen-Z and Millennials) have more interest in sports, fitness and healthy foods<\/strong>. They show an interest towards buying snacks, but they buy the ones which are being marketed as \u201chealthy\u201d. Gen-X and Baby Boomers, however, seem to have a different approach: instead of gravitating towards healthy snacks, they buy less snacks in general and indulge in non-alcoholic beverages. Indeed, when looking specifically at \u201chealth foods\u201d, 36% of Gen-Z say they, or their household, made a purchase in this category in the last month. This decreases gradually through generations, ending with only 19% of Boomers.&nbsp;<\/p>\n\n\n\n<p><strong>A sweeter tooth for the older generations?<\/strong><\/p>\n\n\n\n<p><strong>Baby Boomers are, in fact, 38% less likely than the average American to buy \u201chealth foods\u201d and tend to have a sweet tooth for cookies<\/strong>, with 55% reporting purchases in the month prior. <strong>Gen-X purchases are also on the sweeter side<\/strong>; with 54% buying chocolate, 53% cookies and 50% candy.&nbsp;<\/p>\n\n\n\n<h4 class=\"has-text-color wp-block-heading\" style=\"color:#2e3967\">A few brands are tapping into the healthy snack market such as Kind, Kitchfix, Hippeas and Munk Pack &#8211; but for those with a sweeter tooth, the confectionary industry is relatively untouched.<\/h4>\n\n\n\n<p><strong>Hershey\u2019s \u201cHERSHEY&#8217;S SPECIAL DARK Mildly Sweet Chocolate Bars\u201d could be seen as an attempt to please all generations, but it does not appear to be marketed as such.<\/strong> It is a sweet treat, but it\u2019s also being marketed as a healthier alternative with low sugar. The brand has however been shying away from marketing this broadly, and the only identifiable organic mention of this on Hershey\u2019s social channels in the last year was a response to a user asking about chocolate suitable for diabetics on Twitter. <\/p>\n\n\n\n<figure class=\"wp-block-embed-twitter wp-block-embed is-type-rich is-provider-twitter\"><div class=\"wp-block-embed__wrapper\">\n<blockquote class=\"twitter-tweet\" data-width=\"550\" data-dnt=\"true\"><p lang=\"en\" dir=\"ltr\">Hi William! We actually offer a line of Sugar Free candy (Hershey&#39;s SF Milk Chocolate, Hershey&#39;s SF Special Dark Chocolate, Reese&#39;s SF Peanut Butter Cups, York SF Peppermint Patties). We hope you get to try them out soon!<\/p>&mdash; HERSHEY&#39;S (@Hersheys) <a href=\"https:\/\/twitter.com\/Hersheys\/status\/1222800362412953601?ref_src=twsrc%5Etfw\">January 30, 2020<\/a><\/blockquote><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script>\n<\/div><\/figure>\n\n\n\n<p>In fact, the brand seems to be completely avoiding marketing to the younger generations\u2019 consumption habits as that one tweet is the only mention of \u201csugar free\u201d on the brands social channels in the last 2 years.<\/p>\n\n\n\n<p>On the other side of the spectrum is health confectionary brand <strong>SmartSweets<\/strong>, who centre campaigns and products around the consumers with taglines such as \u201cYour top request #KickSugar candy is here!\u201d \u2013 placing consumer \u201cdemands\u201d at the forefront of their branding.&nbsp;<\/p>\n\n\n\n<p><strong>#KickSugar is huge on social, and SmartSweets is clearly tapping into an existing trend with its products and campaigns. <\/strong>On Instagram, the hashtag has been used in 14.4k posts to date. On Twitter, from January to August, #KickSugar or \u201cKick Sugar\u201d has been mentioned 2,400 times. On both platforms, influencers seem to play a large role in the volume of mentions and the brand is clearly tapping into a larger movement, with their own tweets making up only 6% of the total number of Twitter mentions. The brand is leveraging and fueling this engagement trend by using prompting posts, hosting frequent giveaways, and using the hashtag along with multiple call-to-actions.&nbsp;<\/p>\n\n\n\n<h4 class=\"has-text-color wp-block-heading\" style=\"color:#2e3967\">Most brands have been aware of this shift in consumer behavior for many years now, and many saw it as a change that was being driven by Millennials. <\/h4>\n\n\n\n<p>Large brands have however been slow to adapt, possibly seeing the Millennial mindset as an exception to a broader trend. Gen Z\u2019s buying habits now seem to indicate that the trend towards healthy snacks is here to stay, and that the perceived risk of marketing to that trend may in fact be more of an opportunity for large confectionary companies to move with the time.<\/p>\n\n\n\n<p><strong>If you want some social insights for your brand, we\u2019d love to chat and see how we can help. Take a look at what we can do and get in touch <\/strong><a href=\"https:\/\/thesocialelement.agency\/social-media-services\/social-media-insights-reporting\/\"><strong>here<\/strong><\/a><strong>.<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Different generations have different interests when it comes to snacks, but not all brands use this insight to their advantage.&nbsp; When looking into age and lifestyle decisions in the United States, the younger generations (namely Gen-Z and Millennials) have more interest in sports, fitness and healthy foods. They show an interest towards buying snacks, but&hellip;<\/p>\n","protected":false},"author":64,"featured_media":16062,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sync_status":"","episode_type":"","audio_file":"","transcript_file":"","castos_file_data":"","podmotor_file_id":"","cover_image":"","cover_image_id":"","duration":"","filesize":"","filesize_raw":"","date_recorded":"","explicit":"","block":"","footnotes":""},"categories":[40,16],"tags":[477,131,202],"series":[],"episode_featured_image":"https:\/\/thesocialelement.agency\/wp-content\/uploads\/2020\/10\/pexels-sharon-mccutcheon-1191639.jpg","episode_player_image":"https:\/\/thesocialelement.agency\/wp-content\/uploads\/2019\/01\/Genuine-Humans.jpg","download_link":"","player_link":"","audio_player":false,"episode_data":{"playerMode":"light","subscribeUrls":{"amazon":{"key":"amazon","url":"https:\/\/music.amazon.com\/podcasts\/3abc34c3-ff60-4a78-b347-6119461b7ed1\/GENUINE-HUMANS","label":"Amazon","class":"amazon","icon":"amazon.png"},"apple_podcasts":{"key":"apple_podcasts","url":"https:\/\/podcasts.apple.com\/gb\/podcast\/genuine-humans\/id1561811296","label":"Apple Podcasts","class":"apple_podcasts","icon":"apple-podcasts.png"},"google_podcasts":{"key":"google_podcasts","url":"https:\/\/podcasts.google.com\/feed\/aHR0cHM6Ly90aGVzb2NpYWxlbGVtZW50LmFnZW5jeS9mZWVkL3BvZGNhc3Q?sa=X&ved=0CAYQrrcFahcKEwiQz-mM7dzvAhUAAAAAHQAAAAAQAQ","label":"Google Podcasts","class":"google_podcasts","icon":"google-podcasts.png"},"spotify":{"key":"spotify","url":"https:\/\/open.spotify.com\/show\/7jkfw0qeUlwrauhfy2pCGU","label":"Spotify","class":"spotify","icon":"spotify.png"},"youtube":{"key":"youtube","url":"","label":"YouTube","class":"youtube","icon":"youtube.png"}},"rssFeedUrl":"https:\/\/thesocialelement.agency\/feed\/podcast","embedCode":"<blockquote class=\"wp-embedded-content\" data-secret=\"cUoiRaAZBu\"><a href=\"https:\/\/thesocialelement.agency\/sweet-snacks-buying-habits-across-generations\">Sweet snacks buying habits across generations<\/a><\/blockquote><iframe sandbox=\"allow-scripts\" security=\"restricted\" src=\"https:\/\/thesocialelement.agency\/sweet-snacks-buying-habits-across-generations\/embed#?secret=cUoiRaAZBu\" width=\"500\" height=\"350\" title=\"&#8220;Sweet snacks buying habits across generations&#8221; &#8212; The Social Element\" data-secret=\"cUoiRaAZBu\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\" class=\"wp-embedded-content\"><\/iframe><script type=\"text\/javascript\">\n\/*! 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