Snacking habits of millennials an opportunity for food brands

Young adults are the biggest snackers, according to research released by Canadean, with 40% of 18- to 34-year-olds engaging in regular snacking.

But rather than an extra treat on top of regular meals, the practice is part of an emerging trend dubbed ‘modular eating’, which is replacing the traditional practice of eating three meals a day, according to the market research company.

The company’s latest report finds that consumers snack for a variety of reasons such as the functional need for an energy or nutritional boost, the psychological need to de-stress or indulge, and needs dictated by occasion, such as watching a movie, attending a sporting event or socialising with friends.

And as more consumers turn to snacks, the potential opportunities for snacking brands grow across the health-indulgence and sweet-savoury spectrums.

Katrina Diamonon, principal Consumer Insight at Canadean, explained: “While it is important for brands to acknowledge and address the snacking needs of all consumers, it is particularly crucial to understand the motivations of younger consumers. Not only are they more frequent snackers, but their purchase behaviours and preferences will strongly influence other current consumers and also subsequent generations as they pass on these traits to their children.”

As millennials tend to prioritise meat in their diets more highly than their older counterparts due to its perceived health benefits, Canadean believes manufacturers should capitalise on the meat snack segment and explore new opportunities.

“Improved sourcing transparency and ethical production of such offerings is also enhancing premium credentials,” said Diamonon.