Australia has earned its stripes as a nation of committed snackers, but this love affair with snacks isn’t without its quirks. Mintel Food & Drink associate director, Cormac Henry, says its research shows while Australians are chasing healthier options, cravings for indulgent treats remains strong.
Cormac Henry. (Source: Mintel)
Unpacking Aussie snacking habits holds the key for brands eager to engage with the snackers of tomorrow and identify opportunities for new product innovation.
What Australians are snacking on
Snacks are big business, and the data proves it. According to Mintel’s Global New Product Database, in each of the last five years, 10 per cent of all new food product launches in Australia were within the snacks category. That number doesn’t even include the many products tucked away in other aisles that also count as snacks.
Most popular snacks consumed include fruit, chocolate, chips and vegetables, proving that health and indulgence can co-exist.
Demand for healthier options
Today’s Australian consumers are increasingly mindful of what they munch on, favoring snacks rich in protein, low in sugar, and made with natural ingredients. Nearly half are even willing to pay extra for these healthier offerings. Furthermore, there’s a growing trust in nutritional claims backed by science, making it clear that evidence matters.
Still, the snacking aisle can feel like a minefield. With 37 per cent of Australians confessing they find it difficult to make healthy food choices, brands must simplify their messaging. Snacks labeled with clear, compelling benefits – like promoting gut health or boosting fibre intake – can cut through the noise for consumers.
Generational differences in snacking
For Boomers, snacking is a ritual, a deliberate pause in their day. They tend to snack once daily, viewing it as a moment of calm rather than convenience.
While once-a-day Boomer snackers might appear less impactful at first glance, their spending power tells a different story. According to a 2024 report by ACOSS and UNSW Sydney, the average over-65 household is 25 per cent wealthier than the average middle-aged household, and nearly four times as wealthy as households under 35. Brands can appeal to them with elevated, premium offerings that make their once-a-day snack feel special.
Meanwhile, for Gen Z and Millennials, snacking looks different. To them, it’s not just an in-betweener; it’s often a meal replacement. Mintel research shows that over half of Australian Millennials and Gen Z are skipping traditional meals in favor of snacks, relying on them for energy. This presents brands with opportunities to create energy-boosting options, from espresso-infused bars to breakfast-replacement biscuits packed with grains and fruits.
Indulgence is still firmly on the menu
Yes, health-conscious snacking is on the rise, but Australians aren’t giving up their ‘treat-yourself’ moments. Thirty-five percent of Australian consumers eat something indulgent every day.
This enduring hunger for indulgence leaves room for innovation. Exciting flavor and texture combinations can elevate the sensory experience. An analysis of chocolate confectionery launches in Australia, New Zealand, the UK, Ireland, the US, and Canada—using Mintel’s Flavourscape AI—identifies three emerging, high-growth flavours from classic indulgent categories: Neapolitan (ice cream), waffle (bakery), and martini (alcohol). These flavours present an opportunity for brands to communicate both texture and taste, while delivering maximum sensory appeal.
Portion control is also on the agenda to facilitate permissible indulgence. Smaller, single-serve packs give consumers the chance to enjoy treats responsibly while managing their intake guilt-free.
As health concerns such as diabetes due to excessive sugar consumption gain visibility, there is room for low-GI indulgent snacks that help manage blood sugar levels without sacrificing enjoyment.
The future is delicious
Australia’s snacking culture is booming, but it’s anything but static. Generational preferences and the balance of health vs indulgence mean there’s more to munching than meets the eye.
By focusing on clear benefits, carefully targeting different age groups and exciting consumers with unexpected innovation, the snack industry can continue to cater to the evolving snack cravings of Australians.
This article first appeared in the June/July issue of Food & Drink Business magazine.
