September 19, 2024 – In Asia Pacific, individuals snack during the day for various reasons, including hunger between meals, convenience, and the desire for quick energy boosts. Innova’s 360 research into the consumer snacking trends highlights the latest attitude shifts toward snacking, wellness snacking trends, and what shift may develop in the future attitude of Asia Pacific consumers.
Consumer Snacking Habits
Consumer snacking trends research reveals that 30% of Asia Pacific consumers typically snack while traveling or on the go. Snacking habits vary across generations, with Millennials and Boomers snacking more than once a day away from home. While all age groups prioritize home as the top spot for snacking, on the go snacking is the second choice for Millennials and Gen X.
Millennials in Asia Pacific consume more snacks while traveling, in food outlets, outdoors, and at the workplace than any other generation. This highlights the growing demand for convenient, portable snack options among younger consumers.
Consumer Healthy Snacking Trends
Snacking trends show that in Asia, 62% of consumers eat healthy snacks at least once a day over the past year. They prefer natural features like no additives or preservatives, organic, and clean label claims. Consumers prioritize snacks that offer targeted health benefits, with 59% seeking protein, followed by vitamins and fiber. Protein is particularly popular in India and China, especially among Gen Z and Millennials, reflecting a growing interest in nutrition and physical well-being.
Consumers in Asia Pacific link the health benefits they seek, such as feeling better physical and balanced diet and nutrition, to specific ingredients like protein and fiber. This trend has led to an increase in protein rich snacks, including snacks nuts and seeds, bean-based snacks, and meat snacks, catering to the needs of highly active and younger consumers.
Additionally, 54% of consumers in Asia Pacific often consider health-promoting ingredients when buying snacks, significantly higher than the 33% global average. This aligns with Innova’s Top Trend of 2024, “Ingredients: Taking the Spotlight,” as brands highlight product’s star ingredients to cultivate positive consumer attitudes.
Wellness Snacking Trends
Consumer snacking trends research shows that younger consumers are more likely to snack when they are stressed. Gen Z and Millennials, in particular, snack to relieve tension, compared to Generation X and Boomers. In Asia Pacific, consumers often link snacking to positive emotions, with many consumers feeling happy and emotionally uplifted after snacking. However, some also experience guilt after having snacks.
Snacking trends reveal that emotions like comfort, boredom, happiness, and relief drive snack consumption, yet 65% of consumers in Asia Pacific have become more mindful of their snacking habits. Additionally, 64% of consumers say snacking boosts their emotional well-being. Millennials and Boomers positively relate snacking to emotional well-being more than any other generation. This highlights the evolving relationship between snacking and emotional wellness in the region.
Morning Snacking Trends
Consumer snacking trends research displays that healthy snacks are especially important in the morning. Consumers in Asia Pacific are most likely to value healthy choices and nutritious ingredients in morning snacks. Convenience, satiety, and functional benefits are also important for consumers during morning snacking.
Snacking trends highlight the popular choices of morning snacks among consumers, including bread snacks, fruits and vegetables, sweet biscuits, salty and savory snacks, and dairy snack options. Morning snacks often feature flavors like sweet, fruity, creamy, savory and salty, catering to a wide range of preferences. This morning occasion presents an opportunity to provide healthy, guilt-free snacking solutions that help consumers start their day feeling satisfied and mentally at ease.
What’s Next in Snacking Trends?
Consumer snacking trends show a 6% increase in Asia Pacific consumers snacking while traveling compared to 2023. Millennials are more likely to snack away from home in settings like outdoors and at work. Brands can cater to Millennials’ dynamic lifestyles by offering snacks adapted to specific occasions such as traveling, outdoor activities and the gym.
With a growing demand for protein, brands have opportunities to expand their offerings in subcategories like snack nuts and seeds, bean-based snacks, and meat snacks to meet consumer preferences. Stress relief and comfort are key drivers of snacking, particularly for younger consumers, who seek snacks to cope with tension in their lives. This creates space for brands to introduce mental health-focused snacking solutions. Brands that align their products with both functional health benefits and convenience are likely to meet evolving consumer needs.
This article is based on our report, “Consumer Attitudes Toward Snacking in Asia Pacific .” If you are interested in reading this report, feel free to request a demo.
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