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Snacking may be a large part of daily life already, but things are changing, according to Innova Market Insights, such as the way people think about snacking and what they consider to be a snack.

Snacking is no longer the optional extra, but the definitive occasion, Innova says, and is a central focus of innovation across all food and beverage categories.

Global food and beverage launches tracked with a snacking claim have a CAGR of 10 percent over the past five years.

63 per cent of millennials are replacing meals with snacks because they are busy, according to Innova Market Insights’ director of innovation Lu Ann Williams, 50 per cent of Gen X are cutting down on the sweet snack consumption, and 67 per cent of Boomers are making changes to their diet to become healthier.

Examples of the snackification of brands include Baby Bel with crackers, and Pringles snack packs, with healthy snacking options leading the charge.

“Snacking is continuing to evolve, but is becoming a definitive an occasion that crosses the entire supermarket,” Williams says.

The fastest growing snack categories are vegetable-based, followed by fruit-based, root-based and rice-based snacks.

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