One of the reasons that fruit holds the top snack position is that it’s eaten throughout the day resulting in its inclusion in more snack occasions than other snack foods, according to NPD, which examined attitudes and behaviors about snacking as well as snack selection drivers.  During the two-year period ending March 2012, fresh fruit was consumed as a snack in 10 more snack occasions a year than chocolate, the next top snack food, and 25 more occasions a year than potato chips, the third most-popular snack food.

NPD’s snack research finds that consumption of snack-oriented foods is motivated by different needs:  health and weight, hunger satiety, on-the-go/convenience, routine/habit, cravings and a treat/reward when watching TV, visiting friends or other social activities. Fresh fruit ranks No. 1 in five of the six needs states: health and weight, hunger satiety, convenience, routine/habit and satisfying a craving.

Another factor contributing to the popularity of fresh fruit is that it is a favorite snack among all ages. Consumers 65 and older eat the most fruit, followed by children under 12. Teens, ages 13 to 17, eat the least amount of fruit, but their consumption increases as they get older.

An aspect of fruit consumers, other than their age, is the type of snacker they are. Healthier snack consumers snack more often between meals and eat a wider variety of healthy snacks, and fruit is their top go-to snack.

“Taking the who, what, when and where of fresh-fruit consumption into account, the point to be made is that fresh fruit is a top-of-mind snack with most consumers,” says Darren Seifer, NPD food and beverage-industry analyst. “Among the opportunities this trend presents to producers and produce retailers to market and merchandise fruit around the activities during which it is most likely to be eaten, usage can be expanded with packaging innovation and promotions for on-the-go activities when it’s least likely to be consumed.”

Photo: Balsamic fruit salad. Courtesy of DOLE®