Millennials are rejecting the three-meals-a-day tradition in favour of frequent snacking, and brands are responding with more snack food innovation.
These were the findings of researcher Canadean, who has issued a report on consumers' snacking habits.
“Over a third of consumers globally say they snack regularly, with the figure rising to just over 40 per cent for young people aged 18-34,” Canadean's principal of consumer insight, Katrina Diamonon, said.
Millennial consumers are believed to snack for reasons such as the functional need for an energy or nutritional boost; the psychological need to de-stress or indulge; and needs dictated by an occasion such as watching a movie, attending a sporting event, or socialising with friends.
“The opportunities for snack brands are enormous right across the health-indulgence and sweet-savoury spectrums,” Diamonon said.
“While it's important for brands to acknowledge and address the snacking needs of all consumers, it's 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 subsequent generations as they pass on these traits to their children.”
Canadean has also found that millennials tend to prioritise meat in their diets more than their older counterparts due to its perceived health benefits.
“More manufacturers are 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,” she said.
“Improved sourcing transparency and ethical production of such offerings is also enhancing premium credentials.”
