Snackers Fall Into One of Four Unique Personas

Press enter to search
Close search
Open Menu

Snackers Fall Into One of Four Unique Personas

02/26/2019
Frito-Lay U.S. Snack Index

WHITE PLAINS, N.Y. — With National Snack Day approaching on March 4, Frito-Lay is celebrating consumers' diversity when it comes to snacking.

According to the results of Frito-Lay's U.S. Snack Index, consumers fall into four snacking personas: Daredevil Foodie, the Traditionalist, Sweet Tooth and Last-Minute Friend.

Frito-Lay's U.S. Snack Index is a national survey that reveals which snack profile consumers from different generations, regions and cities selected when they were asked to describe which snacks they bring to a party.

Key insights include:

  • The Traditionalist is the most common persona. These consumers have a classic style and prefer options like potato chips, nuts and seeds.
  • The Daredevil Foodie goes above and beyond when it comes to dining experiences. One in four consumers described themselves as "foodies." These snackers tend to be young adults and love cheesy and bold, spicy flavors.
  • Sweet Tooth snackers love candy and cookies. This is particularly true of consumers in Texas and Michigan. However, two in five consumers still choose potato chips as a top snack they bring to a party.
  • Last-Minute Friends represent only 9 percent of snackers. These consumers will stop at a grocery store en route to a party and are more likely than other groups to pick up popcorn.

Additionally, two-thirds of consumers polled in Frito-Lay's U.S. Snack Index purchase snacks at least once a week, and nearly all respondents snack at least once a month.

Headquartered in White Plains, Frito-Lay North America Inc. is a division of PepsiCo Inc.

Frito-Lay U.S. Snack Index infographic