Savory, sweet, or something else? British snack preferences

As more Britons incorporate snacks into their daily routines, understanding their preferences could be essential for brands looking to capture a share of the market. From fruits and vegetables to indulgent confectionary and savoury treats, the snacking landscape in the UK is diverse.

When it comes to daily snacking frequency, fruits and vegetables lead the way. Research shows that 57% of Britons snack on fruits daily, while 41% eat vegetables just as often. These healthy options are staples in the British diet; however, indulgence also has its place in the snacking routine. 

Confectionary items are a popular choice, with 45% of Britons indulging weekly. Similarly, crisps (41%) and savoury biscuits (32%) are go-to snacks for many, highlighting the nation’s love for salty and crunchy treats. 

Yogurt is another favoured option, with 24% of Britons enjoying it daily and 30% weekly. Despite being promoted as nutritious options, only a small percentage of respondents consume snack bars daily or even weekly. Snack bars and cookies are more occasionally consumed, 34 and 30% of Britons say they eat these items rarely, respectively. Around a fifth have snack bars weekly, and only 7% of Britons munch on cookies daily.

Flavour preferences 

Savoury snacks emerge as the most preferred choice among Britons, with around two-thirds indicating they typically opt for these flavours (63%). The appeal of savoury snacks is closely followed by sweet snacks, which is popular among 55% of the population. 

New snack flavours

When exploring new snack products, a significant portion of Britons are open to experimenting with new flavours (39% are very open and 46% are somewhat open). 

The most popular among them is the sweet and smoky blend, such as BBQ or Chipotle, appealing to 62% of those surveyed. Following closely are savoury and herbal combinations like rosemary and sea salt or basil and parmesan (61%). 

Other popular pairings include spicy and cool flavours (45%), sweet and umami combinations (44%), salty and umami blends (42%), sour and spicy duos (41%), and spicy and fruity mixtures (39%). 

Factors influencing new snack choices

Flavour is the primary consideration for Britons when trying new snacks, with 74% indicating that taste is paramount. However, several other factors also influence their decisions. 

Besides price, ingredients are a significant consideration, with 50% of consumers examining what goes into their snacks. This focus on ingredients ties into broader concerns about health and wellness, with many Britons seeking snacks that offer nutritional value (41%).

Recommendations from friends and family also play a role, influencing 32% of consumers, while brand reputation sways 28%. Packaging (18%) and sustainable production practices (16%) are lesser but still notable considerations for a portion of the population, reflecting awareness around environmental impact and brand ethics.

Source: Savory, sweet, or something else? British snack preferences (yougov.com)