Put simply, snacking is increasingly important in American life, and it is likely here to stay. As the 2020 Dietary Guidelines Advisory Committee (DGAC) stated in their Report, “Snacking is prevalent – almost universal.” The 2025 DGAC agrees, presenting at a recent meeting that 93% and 95% of children/adolescents and adults older than 20 years, respectively, consume one or more snacks per day.

Recognizing A Real Opportunity For Continuous Improvement

While snacking can get a bad rap among the public health community – particularly compared to its mealtime compatriots – the scientific verdict is out. Recently, the 2025 DGAC reported that they did not have enough scientific data to render conclusions regarding the relationship between snacking and consuming a dietary pattern more closely aligned with the Dietary Guidelines for Americans (DGA). They did, however, state that there is “limited evidence that overall snacking may not be associated with outcomes related to body composition and risk of obesity in children, adolescents, and adults.”

Snack occasions provide approximately one-fourth of daily energy consumed, along with a mixed bag of nutrients to encourage and those to limit. For instance, children and adolescents consume significant amounts of important yet under consumed nutrients from snacks daily, including dietary fiber (26%), calcium (25%), potassium (24%), iron (20%), and vitamin D (20%). In those aged 20+ years, snacks provide the same nutrients of public health concern in slightly different amounts – calcium (25%), dietary fiber (21%), potassium (21%), iron (18%), and vitamin D (16%). On the other hand, depending on the age group, Americans also consume snacks that provide 42-43% of daily intake from added sugars, 22-26% from saturated fats, and 14-17% from sodium.

Approaching Snacking With Strategic Intent

The International Food Information Council’s (IFIC) extensive work to understand and improve food and nutrition behaviors has taught us one thing above all – that it is complicated. Incrementally changing individual and population eating behaviors must always start with what consumers are thinking, feeling, and doing. From there, we overlay our most robust understanding of nutrition science, behavioral research, and psychology. In the newest IFIC Spotlight Survey, we acknowledge that Americans have a snacking habit and, therefore, made a strategic decision to examine the behaviors of the snacking public. Here’s what we found:

Snacking has function.

Volumes could be written on the differences between consumers’ and health professionals’ views on snacking.

If registered dietitian nutritionists, other health professionals, and nutrition scientists were to craft dietary guidance specific to snacking, it would likely sound something like, “Plan for healthful snack choices that include under consumed food groups and corresponding nutrients, consumed within overall calorie needs.” However, the IFIC Spotlight Survey findings indicate, not surprisingly, that most consumers do not think or act as registered dietitians or nutrition scientists. For example:

1. Spontaneity is a hallmark of consumer snack occasions. Only 11% of respondents say their snacks are planned and two-thirds report they are unplanned.
2. Snacking is utilitarian. Survey respondents most frequently say they snack to satisfy their hunger (56%), a specific taste (45%), and/or a need for convenience (34%). Only 15% report choosing a snack because it is healthy.
3. Calories are not top-of-mind. Close to half (49%) of those surveyed say they do not set calorie goals when snacking.

Consumers distinguish between their snack and meal occasions.

Compared to a typical meal, consumers largely say that their typical snack “satisfies hunger to keep me going between meals” (45%), “is an extra treat or indulgence” (41%), and/or “provides energy to keep me going between meals” (32%).

Snacking is associated with positive human emotions.

When asked how they usually feel when snacking, the top responses are positive emotions – contentment (42%) and happiness (41%). Relatively few report they feel guilty (10%), sad (4%), or tense (3%). Perhaps this is due to the functionality that snacking provides.

Snacking loses its luster for healthfulness as the day wears on.

Consumers acknowledge that their snacking healthfulness declines as the day goes on. Respondents give morning snacking a +34% net healthy rating, compared to afternoon (+27%), evening (+17%), and late-night (+1%). The 2025 DGAC also notes that adolescents, adults, and older adults who engage in late-night snacking consume more calories than those who do not.

Connecting Consumers To Smart Snack Hacks

While snacking behaviors have increased over time, the US dietary landscape has not changed appreciably. Intake of added sugars, sodium, and saturated fats remain higher than recommended. Conversely, the vast majority of consumers continue to exhibit fruit, vegetable, dairy, and whole grain intakes well below recommended levels.

As with many issues we discuss in the food and nutrition field, we have the opportunity to evolve our communications to better align with consumer priorities, needs, and behaviors, as well as improve the nutritional value of Americans’ snacks – if we do it right. In other words, if we are going to harness Americans’ snacking habit to help move the needle in the direction of greater diet quality, we must change the narrative around this now core eating occasion.

Here are some considerations supported by IFIC’s consumer research on snacking:

1. Embrace consumers’ love of snacking to increase diet quality by knowing what consumers are looking for in snacks. For example, consumers say they seek fruit in a typical snack most often (58%), followed by protein (43%), grains (43%), dairy (35%), and vegetables (28%). Consumers typically choose food options that are sweet (59%), salty (58%), and crunchy foods (48%), and nearly half include a beverage when snacking. Help consumers choose healthy, yet satisfying choices, based on their preferences.
2. Understand that consumers have different need states when snacking – snack hacks must be personalized, not only to the individual, but also to the time, place, and situation, as well as with consideration for certain moods or emotions.
3. Acknowledge that planning is good – and likely doable for some. For those who are open to planning, share specific skills and provide options focused on healthy snack choices. Still, not everyone is readily a planner. For those less inclined to plan, share helpful hacks that support healthful choices for spontaneous snacking.
4. Harness the opportunity to be helpful to consumers with snacking “how-tos”. Two-thirds are interested in improving the healthfulness of their snacks. Of these, 38% say that ideas for healthy, portable snacks would be helpful; 26% say tips for planning/preparing snacks in advance; 25% say more information about what a healthy snack includes; and 22% ask for reminders and prompts to choose healthier snacks.
5. Work together – everyone has a role to play. In addition to food and nutrition communicators and educators, those participating at all points of consumers’ consumption journey—from inspiration to intake—can answer the call and deliver on consumers’ desire for convenience, taste and flavor preferences, as well as various need states to improve.