Snack Food’s Highs and Lows

Snack demand rises to its height for the year during the week of Valentine’s Day and the Super Bowl, to its second peak during the week of Halloween, and then a third peak two weeks before Christmas.

Snack foods have a unique place in American culture. They are intrinsically tied to our annual and holiday celebrations, our indulgent habits, and other milestones. When viewed as a whole, our data scientists have uncovered clear seasonal patterns in consumer demand for snacks on Amazon. To measure demand, we use our proprietary algorithm for estimating the number of searches for snacks on Amazon during a given period.

As the leader in global ecommerce acceleration, we’re constantly analyzing trends in online commerce to help brands understand consumer behavior to drive their own sales. So, to celebrate National Junk Food Day (July 21), we asked:

  • Which junk food categories and brands have the highest demand on Amazon?
  • Are there any patterns in junk food demand throughout the year?
  • How has demand for junk food changed since the start of the pandemic?

Demand is Seasonal

Demand reaches its lowest points at the end of June and during the weeks of Thanksgiving and Christmas. It is probable that people are less likely to buy snacks after eating large meals and attending multiple celebrations that are common during the Thanksgiving and Christmas holidays, and have no need to seek their own junk food after eating the snacks provided at holiday parties. This has been the overall pattern for the last three years. It is interesting to note that whoever came up with the idea for a National Junk Food Day probably did so to stoke demand because it occurs at the time of the year when the demand for junk food is typically very low.

Junk Food Categories with the Highest Demand

The junk food categories that have the highest demand on Amazon include chocolates and candy, followed by chips, baked goods, meat snacks, and popcorn. Snack categories that are more difficult to obtain through Amazon, such as soda, pizza and ice cream, have lower demand.

Three Patterns of Seasonality

When we break snack foods down into subcategories, three patterns of seasonality emerge.

The first seasonal pattern concerns chocolate and candy. Demand for these sweets peaks during the weeks of Halloween, Christmas, Easter, and Mother’s Day. It reaches its maximum demand during the week of Valentine’s Day, likely thanks to the tradition of chocolates as a Valentine’s gift.

The second pattern is a low at the end of June, during the week of Thanksgiving, and the week right after Christmas. This pattern has been consistent over the past three years. Interestingly, demand for chocolate and candy did not spike significantly in the three weeks after the announcement of the pandemic on March 11, 2020, unlike the demand for other junk food categories, as we will see below.

The third pattern of seasonality occurs within the healthy snacks, chips, baked goods, and soda categories. These all experienced a spike in demand for three weeks following the declaration of the pandemic on March 11th, 2020. After that, they resumed with our first seasonal pattern: a peak during the week of Valentine’s Day and the Superbowl, a peak during the week of Labor Day, and then low demand during the week of Thanksgiving.

Interestingly, healthy snacks experience their greatest rise from Thanksgiving until early February (Superbowl and Valentine’s Day). It may be that right after overeating on Thanksgiving, people start to try improving their health by consuming healthier snacks and probably do well with their New Year’s diets and exercise until their healthy habits are derailed by Superbowl watch parties and Valentine’s Day chocolates. Demand for healthy snacks on Amazon is greater than the demand for chips, baked goods, and soda, possibly speaking to the types of products consumers have in mind when visiting the ecommerce giant.

Our fourth seasonal pattern in demand for snack food includes meat snacks and popcorn. These categories reach their peak demand two weeks before Christmas and have relatively low demand the rest of the year. Both meat snacks and popcorn experienced a brief spike in demand that lasted for about two months after the pandemic was declared.

Which Junk Food Brands Have the Highest Demand?

When we look at the brands of chocolates, candy, and chips that have the highest demand, we find that demand is dominated by only two or three brands in each category. For chocolates, the brands with the highest demand are M&Ms and Hershey’s Kisses.

Sour Patch Kids and Skittles lead the demand for non-chocolate candy brands on Amazon.

For chips, consumer demand is highest for Doritos, Pringles, and Cheetos.

Changing Consumer Preferences

Consumer demand for all categories of junk food has increased over the past year. Candy led the way with a 19.5% increase in demand YoY. Popcorn and chocolate were next with increases of 16.2% and 15.7%, respectively. Meat snacks grew the least with only 0.1% YoY growth.

For brands of chocolate, the demand for Hershey’s Kisses on Amazon has increased substantially since Q3 of 2019 and has overtaken demand for M&Ms and Almond Joy. Demand for Kit Kats, Snickers, and Butterfingers has been decreasing. Demand for Twix is low but steady.

With respect to brands of non-chocolate candy, Skittles garners the most demand, with Sour Patch Kids and Hot Tamales battling for second. Meanwhile, demand for Nerds is slowly increasing, but demand for Dots, Tootsie Pops, and Starbursts is flat or decreasing.

Demand for brands of chips has been decreasing since the start of the pandemic with the highest demand being for Fritos and Pringles. Demand for Pringles on Amazon surpassed demand for Doritos for three quarters during the past two years. Perhaps the variety of flavors and ease of delivery of a can of Pringles has made them attractive to Amazon shoppers.

Junk Food Roundup

Our analysis shows that the junk foods with the highest demand on Amazon are chocolates, candies, and chips. The seasonality of demand for these junk foods coincides with major US holidays and the Super Bowl with predictable patterns of peaks and troughs in demand.

The highest demand for individual brands of chocolate, candy, and chips on Amazon is focused on only a few brands for each subcategory that battle for demand each quarter.

Our insights into consumer search and shopping indicate there is seasonality to many junk and healthy food products–from candy to popcorn and more. Understanding shifts in consumer demand timed to specific events or milestones is important for brands and retailers who must forecast inventory to coincide with seasonal demand for different products throughout the year.

To stay up to date on consumer behavior and ecommerce news, info, and trend analyses, be sure to subscribe to Pattern Insights on the right. If you’d like to learn more about how you can leverage our data to help your brand win online, schedule a demo today.

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Sept 27, 2022

Global Ecommerce Weekly News: 27th September 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon drives renewable energy push with 71 new projects Amazon is planning to add 2.7 gigawatts of clean energy capacity through a couple of new projects as the company attempts to use 100% renewable energy by 2025. The ecommerce business will soon have a total of 329 renewable energy projects, generating 50,000 gigawatt hours of clean energy, which is equivalent to powering 4.6 million US homes every year. [Read more on Reuters](https://www.reuters.com/business/sustainable-business/amazon-drives-renewable-energy-push-with-71-new-projects-2022-09-21/) Amazon launches Prime Early Access Sale Amazon is launching a new 2-day shopping event for its Prime members only, beginning on the 11th of October. Across 15 countries, Prime customers will have access to the shopping event, with thousands of deals on offer globall, ranging from fashion to electronics to essentials. The event has the purpose of giving Prime users the chance to spread the cost of items over the winter months, 6 weeks ahead of Black Friday. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/26/prime-early-access-sale/) --- Other Marketplace News --- Shopify unveils new localisation tool Shopify is launching a new localisation tool, called Translate & Adapt, which works with Shopify Markets to offer localisation for sellers who are looking to expand into new markets. The tool translates a user’s online store into different languages, including product pages and information pages. Merchants are also able to create different shipping terms for each market using the new tool, which allows international expansion and offers a more localised consumer experience, unveiling new potential. [Read more on Ecommerce News](https://ecommercenews.eu/shopify-launches-new-localisation-tool/) Etsy is set to invest hundreds of millions into its marketing platform Etsy CEO claims that the company is on route to spend more than $570 million USD on marketing this year. Even during a time of macroeconomic pressure, inflation and rising interest rates, the company is preparing itself and its sellers for the upcoming holiday season and is focused on retaining interest from buyers. [Read more on Yahoo News](https://uk.news.yahoo.com/etsy-600-million-on-marketing-ceo-154054219.html) --- Other Ecommerce News --- Meta looks to cut costs by 10% in the coming months Meta employees are facing job redundancies as the company plans to cut its costs by 10% over the next few months. Meta reported a 22% YoY increase in costs and expenses, totalling over $20 billion USD. The cuts are expected to come in the form of job redundancies as a result of department reorganisations rather than formal layoffs. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/22/meta-to-slash-costs-by-10-over-coming-months/) DHL teams up with Quadient to offer smart locker deliveries in the UK DHL and tech company, Quadient, have partnered to offer smart lockers parcel pick-up throughout the UK. The new contactless, secure locker stations will give recipients more choice and flexibility to receive their parcels at a time and location best suited to them. The partnership plans to install 500 locker stations across the country by the end of 2022. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/21/dhl-partners-with-quadient-to-offer-smart-locker-delivery/) The online fashion market is set to be worth nearly $170 billion USD in 2025 The European online fashion retail market is set to grow 50% by 2025, with an online turnover of $170 billion USD, which is 33% of the retail branch’s total. Cross-border marketplaces prove to be the largest drivers of this growth, with online websites and apps like Vinted largely pushing the market’s online growth. Zalando recently became the largest cross-border fashion retailer/marketplace, responsible for 11.7% of the online market’s share. [Read more on Ecommerce News](https://ecommercenews.eu/online-fashion-market-worth-e175-billion-in-2025/)
Sept 20, 2022

Global Ecommerce Weekly News: 20th September 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon to raise pay and add extra work benefits for delivery drivers Following the rise in fuel prices and protests by Amazon workers, the ecommerce giant is raising its delivery drivers’ pay and adding more work benefits. Amazon has mentioned that it will be investing $450 million into rate increases along with an education program and a Delivery Service Partners program. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/14/amazon-to-raise-delivery-drivers-pay-and-add-more-work-benefits/) Amazon announces it will give away shipping software to merchants at no cost Amazon has recently announced that it will be giving ecommerce merchants free software to manage shopper orders on and off its platform as it extends its reach. The ecommerce giant will be ending monthly costs for sellers using Veeqo, a shipping software it recently acquired and instead offer to them a new, free shipping software. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/16/amazon-to-give-away-shipping-software-to-merchants/) --- Other Marketplace News --- Walmart unveils new virtual fitting rooms In an effort to drive clothing sales, Walmart has launched virtual fitting rooms while competitors reduce spending amid the cost of living crisis. The virtual try-on tool can be used by Walmart customers to virtually measure the clothing items and see how the products would look on them. Shoppers will now be able to see how over 270,000 clothing items on Walmart’s ecommerce site would look on their bodies. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/15/walmart-launches-virtual-fitting-rooms-to-drive-clothing-sales/?utmsource=Retail+Gazette+Subscribers&utmcampaign=2da7f0f8f8-EMAILCAMPAIGN202209150742&utmmedium=email&utmterm=0d23e2768b6-2da7f0f8f8-61040615) THG slashes sales and profit expectations The Hut Group has slashed its forecasts for 2022 as rising interest rates, inflation and energy costs take a toll on consumers. Previously, THG estimated its sales growth to be between 22-25% but after a recent evaluation, has lowered this prediction to between 10-15%. Initial predictions did not take into account the negative effects of ceasing sales in Russia and Ukraine along with the impact that the cost-of-living has had on consumer spending. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/15/thg-slashes-forecast-as-cost-of-living-crisis-hits-consumers-wallets/) --- Other Ecommerce News --- DHL and Post Office team up to provide click and collect services Through a partnership between delivery company, DHL and Post Office, a new click and collect service is to be tested at Post Offices before rolling out to over 1000 branches across the UK. Online shoppers will now have the option of choosing their local Post Office as a collection point, and DHL will fulfil the delivery aspect, opening up networks for both parties. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/14/post-office-partners-with-dhl-express-to-provide-click-and-collect-services/) US consumer watchdog plans to further regulate the BNPL sector The US Consumer Financial Protection Bureau (CFPB) has raised concerns regarding the collection of consumer data and the fast-growing nature of the BNPL sector, which includes companies such as Affirm and Klarna. The CFPB is worried that these companies could be negatively impacting consumers’ financial health and aims to put better regulations in place to ensure consumers are safe and empowered. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/16/us-consumer-watchdog-to-start-regulating-bnpl-sector/) Japanese ecommerce market estimated to grow by 6.9% in 2022 The ecommerce market in Japan, largely dominated by domestic online retailers including Reakuten and Mercari, is set to reach $194.3 billion USD in 2022, after seeing an annual compound growth rate of 5.2% between 2018 and 2021. This makes Japan the fourth leading ecommerce market globally, following China, the US, and the UK. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/13/japan-ecommerce-market-to-grow-by-6-9-in-2022/) Ecommerce brands are spending more on TikTok ads TikTok may soon be surpassing Facebook and Google as the most lucrative advertising channel, with ecommerce brands spending 60% more on TikTok ads in Q2. Facebook is still ahead as the top choice for ecommerce advertisers but only grew by 5.6% from Q1, while Google grew 20.5% in Q2, and Snap declined 10.8% in Q2. [Read more on SearchEngineLand](https://searchengineland.com/ecommerce-brands-spent-60-more-on-tiktok-ads-in-q2-387876)
Sept 13, 2022

Global Ecommerce Weekly News: 13th September 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon scales back on US warehouse facilities Amazon is shutting down two facilities with 300 employees, discarding plans for 42 facilities, and delaying plans to open a further 21 buildings across the US. The ecommerce giant is scaling back on hiring as well as the expansion of its vast delivery network, as it was left with an excess of space following its rapid expansion during the pandemic. [Read more on Business Insider](https://www.businessinsider.com/amazon-closes-2-facilities-scraps-plans-42-new-buildings-report-2022-9?r=US&IR=T) --- Other Marketplace News --- JD.com is ‘betting’ on ecommerce grocery market Amidst a slowing economy and a decline in ecommerce, Chinese ecommerce giant JD.com has increased its urgency to seek new growth engines. The company is looking to boost its online grocery business through offline partnerships and expansion into lower-tier cities, where it may be able to unleash more consumption power. [Read more on The Star](https://www.thestar.com.my/tech/tech-news/2022/09/08/chinese-ecommerce-giant-jdcom-bets-big-on-online-grocery-lower-tier-markets-amid-slowing-economy) Shopee shuts operations in Argentina, Chile, Colombia, and Mexico Sea’s ecommerce arm, Shopee, has shut local operations in some LATAM countries but will continue to maintain cross-border operations in a few markets. Latin America is Sea’s most important region following South-east Asia, accounting for close to 19% of its revenue in 2021. The move away from these countries is largely due to increased levels of macro uncertainty and rising interest and inflation rates, and rather putting a focus on its core operations. [Read more on Straits Times](https://www.straitstimes.com/business/companies-markets/seas-shopee-shuts-operations-in-argentina-chile-colombia-mexico-sources) --- Other Ecommerce News --- Instagram scales back in-stream shopping elements Instagram is re-examining its approach as it hasn’t been able to make ‘fetch’ happen. ‘Fetch’ in this context being the online shopping trends which have become all-consuming in China, and what Western social platforms have been hoping to add into their apps to make them more addictive and revenue-generating. Consumers have not been swayed by the latest shopping tools on TikTok and Instagram, leading to Instagram scaling back its in-stream shopping program. [Read more on SocialMediaToday](https://www.socialmediatoday.com/news/instagram-scales-back-in-stream-shopping-elements-as-it-re-examines-its-app/631276/) FedEx Express supporting the growth of cross border ecommerce FedEx express has expanded its international commerce shipping service to four more markets across the Asia Pacific, Middle East and Africa (AMEA) region in an effort to support the strong development of ecommerce in this region. Three of the fastest growing markets, the Philippines, Indonesia and Vietnam are leading Southeast Asia’s ecommerce sales, which is set to reach $100 billion by 2023. [Read more on Post & Parcel](https://postandparcel.info/149889/news/e-commerce/fedex-express-supports-the-growth-of-cross-border-e-commerce-within-the-amea-region/) India ramps up hiring as companies prepare for shoppers Ecommerce companies are getting ready for the festive season by rapidly expanding their temporary workforce. As ecommerce in India grows, the country is predicted to have 372 million online shoppers by the end of 2022. The festive season this year, running from October to December, is expected to see a two-fold increase in logistics and delivery alone. During this period, companies are predicted to add 20% more to their existing workforce base, with a 8-10% higher pay scale compared to last year. [Read more on Business Insider India](https://www.businessinsider.in/business/ecommerce/news/the-great-indian-festival-of-hiring-e-commerce-companies-gear-up-for-indias-shoppers/articleshow/94000346.cms)

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