FOOD INDUSTRY 66 JULY / AUGUST 2025 ABASTO.COM Hispanic Snacks: A Family Affair with A Family Affair with Intense Flavors Intense Flavors Cargill study Emotions drive American snacking By Violeta Montes de Oca C argill recently unvei- led key findings from a new snacking study, highlighting the pervasive role of snacking in American diets, including findings among Hispanics. The study finds that while some consu- mer segments prioritize nutrition in their snacking choices, others are driven by lifestyle and emotio- nal needs. In an exclusive interview for Abasto Media during the Sweet and Snacks Expo 2025 at Indianapolis, Janna Mauck, Senior Marketing Manager for Snacks and Cereal at Cargill, shared Hispanic related insights from a new snacking study. Conducted in November 2024, Cargill surveyed more than 4,400 U.S. consumers—including teens and adults—to uncover the why behind snack choices, not just the what. Zeroing in on the conventional side of snacking, the survey unearthed three core snac- king personas — Guiltless Grazers, Impulse Munchers, and Emotional Snackers. The study, said Mauck, revealed that over 90% of consumers snack at least once daily, and nearly 60% snack two or more times a day. The study delved into what drives these choi- ces, examining a broad spectrum of consumers, from those strictly seeking healthy options to others craving indulgent, traditio- nal snacks. Hispanic Snacking: A Family Affair with Bold Flavors Cargill's research took a deeper dive into specific consumer demographics, including a significant slice on the Hispanic popu- lation. This focused analysis uncovered unique and culturally resonant snacking patterns. A key theme that emer- ged was the family-centric nature of Hispanic snac- king. Unlike some broader consumer segments where individuals might prefer solo or private snacking, for Hispanic consumers, snac- king is frequently a shared, communal experience. "They're going to share more; it's more of a family occasion when they're snacking," Mauck confirmed. This deep emphasis on shared moments aligns strongly with the prevalent fami- ly-oriented values within Hispanic culture. When choosing snacks for these occasions, flavors and textures are paramount, often with a pronounced preference for spicy and culturally inspired options, over-indexing significantly compared to the general population. This "ethnic bold exploration of flavors" showcases a desire for vibrant and authentic taste experiences. Read more on page 68…