Many millennials shun the conventional three meals a day, with almost half of 25-34 year olds snacking regularly between meals, according to new research from Canadean.
With as many as 41% of consumers aged between 18 and 24 regularly eating snacks between meals, rising to 44% among the 25-34 age bracket, modular eating has become a more accepted practice as an alternative to eating three main meals every day, Canadean claimed.
But as well as a desire to indulge, its report found that consumers snack for a variety of reasons, including a functional need for an energy or nutrition boost, the psychological need to de-stress, and for social reasons. The breadth of occasions for snacking represented an opportunity for brands across the health-indulgence and sweet-savoury spectrums, it added.
Katrina Diamonon, principal consumer insight for Canadean, said: “While it is important for brands to acknowledge and address the snacking needs of all consumers, it is 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 also subsequent generations as they pass on these traits to their children.”
Canadean also claimed that meat snacks were far more likely to appeal to millennials than older age groups, meaning manufacturers should capitalise on and explore new opportunities in the meat snacks segment.
The proportion of consumers in older age groups that regularly snack between meals was far lower than those aged between 18 and 34, and becomes gradually lower as the demographic group increases in age, falling from 39% among 35-44 year olds to as little as 23% among the over-65s.
Diamonon continues: “Manufacturers are increasingly 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. Improved sourcing transparency and ethical production of such offerings is also enhancing premium credentials.”
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