How millennials and Gen Z are redefining snacking

Life is becoming increasingly more hectic and this is also changing our eating habits. Snacks that were primarily consumed at home are true to-go companions nowadays. In the year 2024, 19 percent of the global consumers stated that they eat snacks when travelling or on the way from A to B - a significant increase compared to 15 percent the year before.

Particularly younger generations are pushing this change forward. Young people are consuming snacks outside their own four walls more and more frequently. Whereas 24 percent of Generation Z and 25 percent of the millennials regularly eat outdoors, only 20 percent of Generation X and 15 percent of the baby boomers do. The development shows how strongly consumer behaviour has altered across the generations. At the same time, people are snacking more and more frequently in places like restaurants (26 percent of Gen Z, 23 percent of the millennials), food outlets or fitness studios (11 percent of Gen Z, 10 percent of the millennials) - a clear sign of the growing significance of more flexible, more mobile diets.

The food industry is reacting to this development with new snack products that have been developed for the flexible everyday routine. The "Love Earth Real Fruit Crisps" from Malaysia, which came out onto the market in January 2025, are an example of this. These crispy fruit snacks come in a resealable 85-gramme packet and contain no artificial additives or preservatives. They not only promise healthy enjoyment, but also a longer sense of satiety - ideal when travelling and for outdoor adventures. Savoury snacks are also popular. The Polish "Sokolow Klasyczne High Protein Beef Jerky", which was released in September 2024, is a good example here. This high-protein dried meat speciality provides up to 50 grammes of protein per 100 gramme and is thus the perfect choice for anyone, who is looking for a filling and nutritious to-go snack option. It makes an ideal companion especially for physically active people - whether on the way to the fitness studio or during a long day at work.

Healthy snacks are distinguished above all by natural ingredients and transparent labels. A growing number of people prefer products without additives (38 percent) and preservatives, whilst 57 percent are specifically looking for high-protein snacks and 49 percent are looking out for a high fibre content. Furthermore, 33 percent of the consumers don't want any artificial ingredients, whilst 30 percent place high value on natural ingredients and clean labels.

There are diversified reasons for the desire for healthier snacks. Many people want to feel better physically (23 percent), control their weight (21 percent) or strengthen their immune system (17 percent). Stress also particularly plays a role for the younger generations - 28 percent of Generation Z and the millennials consciously eat snacks to relieve stress. Hence, healthy snacks are not only a source of energy, but also provide small well-being moments in the everyday routine.

The innovation landscape of the snack industry is increasingly characterised by health claims. More than every third new snack product in the year 2024 carried a health-related label. Such declarations have especially established themselves in Western Europe (31 percent) and Asia (19 percent), but the demand is also rising rapidly in Africa (+20 percent CAGR), Asia (+9 percent CAGR) and the Middle East (+6 percent CAGR).

In the past years, above all sweet snacks with health claims have asserted themselves - including biscuits (13 percent), muesli and energy bars (8 percent) as well as nut mixtures. Products without sugar substitutes (+4 percent CAGR) and with reduced sweetness (+6 percent CAGR) are enjoying growing popularity. This shows that the consumers not only want practical, but also healthy snacks.

This change shows in which direction the snack industry is developing. Consumers are placing increased value on products that are not only mobile and practical, but which also offer health benefits. Companies are thus faced with the challenge of developing snacks with natural, transparent ingredients that can be enjoyed both en route and at home. The future of snacking thus lies in products that unite convenience, nutritional value and enjoyment - perfect for a generation that is constantly on the move.

*Source: Innova Snacking & Healthy Snacking 2023 & 2024, Innova Database, Global 2024