The vast majority American millennials eat a snack in place of a standard meal at least once a week, a new survey has revealed.
Researchers in the US questioned snackers between the ages of 18 and 35 about their snacking habits and preferences. When asked how often they eat a snack instead of having breakfast, lunch or dinner, 92% of them said they do so a minimum of once a week. Half of the respondents said they replace a meal with a snack at least four times a week, while more than a quarter (26%) said they do so at least seven times a week.
The findings are good news for brands like Belvita and Weetabix, which make their own lines of breakfast snacks and breakfast replacements. Such products could increase their appeal among busy millennials as an only alternative to skipping meals entirely.
The online survey – conducted among 300 male and female millennials – was commissioned by Welch’s Global Ingredients Group and conducted in January 2017.
Welch’s Global Ingredients Group vice-president Wayne Lutomski said: “The survey quantifies and expands on what we already suspected: the replacement of mealtime with snacktime among Millennial snackers is widespread. These consumers need their snacks to be convenient for their busy lives and contribute to their daily nutrition needs. Our survey findings tell us that there is an opportunity for snack products that can check all of the boxes – taste, convenience and natural nutrition.”
According to the survey, American millennials are snacking both at home and on the go, with almost half consuming snacks in the workplace and more than a third (34%) eating snacks in the car.
39% said that they snack because they are too busy to eat a proper sit-down meal, while 17% admitted to doing so because they ‘can’t be bothered to cook a meal’.
The findings from the survey highlight the importance of using specific ingredients when creating snack products. Key learnings point towards demand for those that deliver excellent taste, convenience and authentic nutrition, with a preference for whole food ingredients that offer a strong story around provenance, Welch’s said.
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