A whole lot of snacking goes on during Super Bowl weekend. According to research from MullenLowe Mediahub, ads influence which snacks get snapped up by women who self-identify as healthy frequent snackers.
The agency recently surveyed 570 such women and found that three in four (77%) have looked up or searched for an ad after seeing or hearing about the product. Some 55% have shared an ad or piece of content from a brand with someone else, excluding sales/discounts.
Not only are these women engaged with ads online, they welcome snack brands in tentpole events like the big game, with 83% thinking snack brands should be a part of social conversations and engagements during cultural moments.
Social media appears to be influential with regard to their snack options.
More than half (54%) are more willing to try something after seeing it in their Instagram feed, and 37% use Pinterest to get snack recommendations and ideas.
Visual appeal is vital. Six in 10 believe they can usually tell if something will taste good after seeing it in a video.
Super Bowl weekend is the top snack stock-up time these women get excited about — with 59% making snack purchases to stock up for these two days.
Although these snackers pay attention to their nutrition, they buy a wide variety of brands.
Two in three (63%) have purchased Doritos in the past six months, while 62% have bought Lay’s, 59% have bought Cheez-itz, 48% have bought Wheat Thins, and 48% have snapped up Veggie Straws.