Millennial snacking habits opening up opportunities
Over 40% of millennials snack regularly, new research suggests, opening up potential opportunities for snacking brands across the health-indulgence and sweet-savoury spectrum.
A survey by consumer insight firm Canadean found that over one third of consumers globally snack regularly, with those aged 18-34 snacking more than any other age group.
Meanwhile, 39% of 35-44 year olds say they snack regularly, with that figure declining to 31% for people aged 45-55, 29% for 55-64 year olds and 23% for those aged 65 and over.
According to Canadean, 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, as well as needs dictated by occasion, such as watching a movie, attending a sporting event, or socialising with friends.
Katrina Diamonon, principal consumer insight at Canadean, explains, “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 behaviors and preferences will strongly influence other current consumers and also subsequent generations as they pass on these traits to their children.”
Canadean believes a range of rational and emotional needs beside hunger can be addressed through snacking and these reasons differ according to age.
As millennials tend to prioritise meat in their diets more highly than their older counterparts due to its perceived health benefits, it says, manufacturers should capitalise on the meat snack segment and explore new opportunities.
Diamonon adds, “Manufacturers are increasingly experimenting with a range of proteins, formats and gourmet flavours to elevate consumption from convenience store snacks to an exciting taste experience and even credible meal replacement. Improved sourcing transparency and ethical production of such offerings is also enhancing premium credentials.”