Understanding generational differences is essential to product innovation, customer loyalty and marketing strategies.
Retail data science firm 84.51deg found that younger cohorts, particularly Gen Z, are more likely to snack than older ones. 74% of Americans under the age of 35 snack multiple times per day, compared to just 50% of adults over the age of 50. The higher frequency of snacking among the younger generation is due to convenience, affordability, and the influence of social media, all factors that encourage the desire for innovative and new treats.
Emily Sheehan is Applications Manager at Edlong EMEA.
They are looking for products that fit their busy lifestyles. It's all about convenience when it comes to snacks and food.
The shift in habits is evident, with 55% of consumers turning at least one meal into a snack each week. Mondelez International reports that the number of global consumers snacking at dinner or breakfast has increased from 52% to 58% by 2023. This is up from 52% in 2019 and 45% in 2018. Millennials are leading the shift from three meals to two, followed closely by Gen Z. They want convenience and new experiences in their busy lives.
Not all young consumers are replacing meals with snacks. Segmanta’s State of Generation Z Snackers report found that employed Gen Zers were twice as likely to stick to a regular meal routine as their unemployed peers, and snacking is often a more affordable alternative. Likewise, the reasons for snacking are varied. Nearly 42 percent of women under the age of 18 say they snack to cope with stress, anxiety, or sadness.
What do people snack on?
Generational preferences have a significant impact on snack choices. According to Mondelez’s State of Snacking report, Gen Z prefers global flavors, comfort foods, and snacks with easily recognizable ingredients. Branded items are also popular with Gen Z. For example, branded desserts like Popeyes Fried Oreos can be found on QSR menus.
Foodies are often identified with Generation Y.
Jamie Howe is the Datassential Trends & Insights practice leader. She says millennials are more interested in healthy eating than other generations.
They also have a lot more money and are attracted to corporate social responsibility, all-natural products or other positive qualities. Clean labels and claims that speak to personal values will attract customers.
Generation X, on the other hand, prefers familiar flavors from around the world, such as traditional Mexican and Chinese cuisines, over emerging cuisines. Baby boomers are often budget-conscious and snack as a reward. They prefer simple flavors.
Snacking trends are also heavily influenced by the health and wellness of young consumers.
Anne Marie Butler is Edlong’s global director of strategy and innovation. “They’re hitting the gym more often, drinking less and generally taking better care of themselves than their predecessors,” she says. The focus on healthy eating is fueling new product innovation as younger consumers look for snacks that not only support an active lifestyle, but also make them convenient.
Despite this health concern, younger generations aren’t afraid to indulge. The Knit Gen Z vs. Millennials Youth Snacking Trends Report found that Gen Z preferred sweeter snacks than Millennials. They showed a slight preference for salty (51.7 %) and spicy (47.9 %) snacks, compared to 47.7 % and 42 % for Millennials.
All age groups enjoy chips, but Gen Z prefers cookies, chocolates and gummies. Millennials tend to choose crackers or snack mixes.
Balance and mindfulness are the latest trends among young consumers. In a 2023 Loacker survey, 39% of Gen Zers said “too much sugar” was a concern they had when purchasing sugary snacks. This compares to 30% of adults over 60. For 67% of shoppers aged 18-34, flavor and taste are the top priority. They value these factors more than convenience or satisfying cravings.
Eat snacks that suit the needs of different generations
The rise of functional snacks with targeted benefits like energy and mental well-being is a result of the generational focus on health and wellness.
Gen Z, who are often busy balancing work, school, and personal life, are looking for energy-boosting snacks without the caffeine or sugar crash. Plus, they prefer snacks that are high in fiber, probiotics, and prebiotics to support their gut health.
Millennials are health-conscious and are drawn to protein-rich snacks. They are also drawn to snacks that contain adaptogens or relaxing ingredients like chamomile or magnesium. These help reduce anxiety and stress.
Gen Xers are more likely to choose brands they know because of their convenience. While not as adventurous as millennials, Gen Xers appreciate marketing campaigns that highlight the benefits of a product. Discounts and loyalty programs can be very effective in retaining millennials.
Snacks that promote digestive comfort, joint health and bone strength are essential for baby boomers who are about to retire or already retired. The group is concerned about label transparency and prefers natural, simple snacks that meet their nutritional needs.
Look to the future
Circana has identified three generational trends that are expected to influence the future of snacking:
Nearly 40% of children aged 2 to 5 choose which snacks they will eat. This age group is likely to find a balance between ease and pleasure in the future.
Generation X is more likely to find a balance between health and indulgence.
Millennials' needs will shift towards more convenient snacking.
There are some common threads across generations. There is a growing universal demand for healthier, more convenient snacks with clean labels. Global flavors and sustainable practices are also gaining popularity across all age groups as the world becomes increasingly connected.
Snack producers that recognize and respond to generational trends can both meet current demand and position themselves well for the future. Understanding the needs of different generations and innovating to meet them is key to success in an evolving industry like snacking.
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