As snack producers navigate the market's complexities, understanding generational differences in snacking habits has become crucial for product innovation, marketing strategies and customer retention.
Younger cohorts – particularly Gen Z – are more likely to snack than their older counterparts, with 74% of Americans under 35 snacking several times a day, compared to 50% of older adults, according to retail data science and insights company 84.51°. This higher snacking frequency among younger generations is driven by convenience, affordability and the influence of social media, which fosters a desire for new and innovative treats.
“Younger generations are constantly on the move,” says Emily Sheehan, applications manager for Edlong EMEA.
“They’re searching for products that can keep up with their fast-paced lifestyles. When it comes to food, especially snacks, it’s about convenience on the go.”
This shift is reflected in consumer habits, with 55% of consumers turning at least one snack into a meal weekly. According to Mondelez International, the number of global consumers who snack at breakfast or dinner increased to 58% in 2023, up from 52% and 45%, respectively, in 2019. Millennials and Gen Z are leading this shift away from traditional three-meal routines, as they seek convenience and new food experiences amid their busy lives.
However, not all younger consumers replace meals with snacks. Segmanta’s State of Generation Z Snackers report revealed that employed Gen Z-ers are twice as likely to maintain their regular meals routine compared to their unemployed peers, who often find snacking an affordable and satisfying alternative. Additionally, motivations behind snacking vary, with nearly 42% of females under 18 reporting they snack to cope with anxiety, stress or sadness.
Who’s snacking on what?
Generational preferences significantly influence snack choices. Gen Z tends to favor global tastes, comfort foods and snacks made with recognizable ingredients, according to Mondelez’s State of Snacking Report. Branded ingredients also resonate with this group, with branded dessert items, for example, appearing on QSR menus, like deep-fried Oreo bites at Popeyes.
Millennials are often identified as foodies.
“Millennials, more than any other generation, are very invested in lifestyle eating,” says Jamie Howe, Datassential Trends & Insights Practice lead.
“They also have more money to spend and enticed by all-natural ingredients, corporate citizenship or other positive attributes. Claims on clean labels, as well as claims that touch on personal values, are going to bring people through the door.”
In contrast, Gen X leans toward familiar global flavors, such as traditional Mexican or Chinese dishes, rather than emerging cuisines. Baby Boomers, often more budget-conscious, snack as a reward and prefer straightforward flavors.
Health and wellness is also a major driver of snacking trends among younger consumers.
“They’re going to the gym, drinking less and generally looking after themselves more than previous generations,” notes Anne Marie Butler, Edlong’s global director of Strategy & Innovation. This focus on health fuels innovation, as younger consumers seek snacks that are not only convenient but also support their active lifestyles.
Despite this health-consciousness, younger generations aren’t afraid to indulge. Knit’s Gen Z vs. Millennials Youth Snacking Trends Report found that Gen Z prefers sweeter snacks more than Millennials. They also show a slightly higher preference for savory (51.7%) and spicy (47.9%) snacks versus 47.7% and 42%, respectively, for Millennials.
Chips remain popular across all age groups, but Gen Z tends to favor cookies, chocolates, and gummies, while Millennials often opt for crackers and snack mixes.
However, the latest trend among younger consumers is balance and mindfulness. A 2023 survey by Loacker found that 39% of Gen Zs cited ‘too much sugar’ as a concern when buying sweet snacks, compared to 30% of adults over 60. Taste and flavor are top priorities for 67% of shoppers aged 18-34, with taste being more important than convenience or fulfilling cravings across all age groups.
Tailoring snacks to generational needs
This generational focus on health and wellness has led to the rise of functional snacks that provide targeted benefits, such as energy, mental wellbeing and immune support.
Gen Z – often juggling studies, work and social life – look for snacks that offer a quick energy boost without the crash associated with high sugar or caffeine. They also favor snacks that support gut health, such as those with probiotics, prebiotics or a high fiber content.
Millennials are health-conscious and seek out products that support muscle maintenance, energy levels and satiety, thus often turning to high-protein snacks. They’re also drawn to snacks with adaptogens or calming ingredients like chamomile and magnesium, which help reduce stress and anxiety.
Gen X prioritizes convenience and reliability and are likely to stick with brands they know. They may not be as adventurous as Millennials, but they appreciate straightforward marketing that highlights the practical benefits of the product, such as its nutritional content, portion control or long shelf life. Loyalty programs and discounts can also be effective in retaining this demographic.
For Baby Boomers, who are either approaching or enjoying retirement, snacks that support digestive comfort, bone health and joint mobility are crucial. This group values transparency in labeling and favors snacks with simple, natural ingredients that align with their dietary needs.
Looking ahead
As the snacking landscape evolves, Circana reports three generational trends that are expected to shape the future of the industry:
Nearly 40% of kids ages 2-5 decide on which snacks they want to eat and this age group will balance convenience and indulgence in the future.
Wellness-driving snacking needs will grow in younger generations, while Gen X will balance wellness with indulgence.
Millennials needs will shift toward grab-and-go convenience-driven snacking.
While each generation has unique preferences, commonalities do exist. The universal demand for healthier, more convenient snacks with clean labels and transparent sourcing is growing. As the world becomes more interconnected, global flavors and sustainable practices, too, are gaining popularity across all age groups.
By recognizing and responding to these generational trends, snack producers can meet current demands while positioning themselves for future success. The key to thriving in the evolving snacking sector lies in understanding the diverse needs of each generation and innovating accordingly.
