Spotlight on snacking cultureFrom AI-powered Doritos to the #picklechallenge to Squid Game chicken nuggets, a new wave of disruptor snacks is challenging the humble mealtime. Tuesday 27 Feb 2024
Summary‘Gamer wellness’ among Gen Zers is replacing traditional stereotypes of unhealthy snacking habits, with a focus on natural supplements and holistic health. Gen Z gamers are always a group to watch, and when it comes to snacking this is no different – from girl dinners to kidult lunchables and collectable chocolate, something is shifting in snacking culture. So what are the real treats when health is front of mind, and what brings the most joy when people want to optimise the feel-good factor of their indulgent moment?
Why now?

Hype-bitesGen Z are turning snacks into accessories and status symbols
Personalised grazingPeople want that perfect snack to match their character and lifestyle
Multi-purpose snacksPeople expect snacks to respond to multiple conflicting needs

51%of UK snackers snack to satisfy their hunger, while 41% snack to treat themselves MINTEL, 2023
73% of Americans had a snack at least once a day in 2022, up from 58% in 2021IFIC, 2022
86%of Indian consumers say they have room in their budget for snacks despite inflationMONDELEZ INTERNATIONAL, INC., 2023

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