The snack food consumer journey

Kelly Jones
Microsoft Advertising

Faced with huge choice and divergent family tastes, mothers are making more considered snack food purchases. Microsoft Advertising's Kelly Jones reveals opportunities to influence the five key steps in the path to purchase.

Kate is a working mom in the US facing all the challenges and joys of parenthood – including what to feed her family on a day-to-day basis. In any typical day, Kate's seven-year-old daughter refuses to eat any food item beyond white rice and yoghurt, while her five-year-old son goes after anything containing sugar with stunning determination. Meanwhile, Kate's husband Steven has a weakness for salty snacks, but his doctor says he needs to lose weight. Kate herself is less picky, but like 78% of moms, she prefers to find snacks that she would enjoy eating alongside her children.