September 9, 2024 – Snacking is the opportunity for eating on the go. Consumer snacking trends reveal that, compared to 2023, more Europeans say they are snacking on the go. In fact, the percentage of European consumers snacking while traveling or on the go increased by four percentage points in 2024.
Snacking Occasions and Generations
Recent consumer snacking trends research shows that consumers of different generations have different snacking habits. Younger consumers are the most likely to snack away from home. The proportion of consumers snacking away from home is highest among Generation Z and Millennials, lower among Generation X, and lowest among Boomers. While consumers of all ages say that home is the number one spot for eating snacks, on-the-go is the number two spot for Gen Z and Millennials.
Snacks and Special Occasions
Based on information from consumer snacking trends research, manufacturers are adapting snacks to specific occasions. These occasions can include traveling, outdoors, and the gym. Formulations, taste, and texture are modified to match the occasion.
Because young consumers live a more dynamic lifestyle than older consumers and they often are on the go, they respond to snacks that are tailored to their specific activities. Snacks for outdoors can reach a higher proportion of Generation Z and Millennial consumers, compared to Boomers and Gen X, who usually snack outside. Several other settings capture snacking for Generation Z and Millennial consumers, including food outlets, in the gym, and during a workout.
Snacking Trends for Wellness
Younger consumers are more likely than older consumers to snack when they are stressed or tense. When asked in recent consumer snacking trends research about reasons for snacking, the highest percentage of Millennial consumers said they snack to relieve stress. This was their #4 ranked response.
Consumers say that they feel good and have positive emotions after snacking. But some European consumers feel guilty after having snacks. European consumers were asked which emotions led them to snack. The most common answers given by European consumers and especially Millennial consumers were that they were snacking mindfully and that snacking helps boost their emotional wellbeing.
Morning Snacks and Health
In consumer snacking trends research, European consumers say that healthy snacks are especially important in the morning. They also like snacks that are satiating as well as nutritious and mentally healthy. Younger consumers, including Millennials, have concerns about mental health. They look for snacks that help relieve stress and are comforting. That is why morning snacks are so beneficial. They give consumers a guilt-free and mentally healthy start to the day.
Snack Health Versus Indulgence
European consumers, led by Gen Z consumers, enjoy eating indulgent snacks. They say that indulgent snacks can be both tasty and healthy, although European consumers also say that snacks are about enjoyment more than health. Also, only slightly higher percentages of European consumers say that snacks are tasty yet healthy, compared with those who say that snacks are about enjoyment and not health.
European consumers in recent consumer snacking trends research were asked which attributes they are unwilling to compromise on to have a healthier snack. In Germany and Spain, consumers said that they want to separate indulgence and health when snacking.
Making Indulgent Snacks Healthier for Consumers
Manufacturers who are trying to make indulgent snacks healthier need to maintain their rich flavor and their naturalness. This is because solid proportions of European consumers are not willing to compromise on rich taste and flavor or on natural. These snack features help deliver comfort and enjoyment. European consumers may need to be convinced that a snack labeled healthy will be as comforting and enjoyable as a snack that is indulgent. They don’t want to give up richness of flavor when switching from a purely indulgent snack to one that also is healthy.
Opportunities in Snacks for European Consumers
The first opportunity in snacks for European consumers is to tailor snacks to the dynamic and active lifestyle of young consumers. This means adapting snacks for out-of-home occasions like traveling, outdoor activities and the gym.
Seek ways to connect snacks with better mental and emotional health. Younger generations of European consumers feel stress and tension in their lives. Snacks can provide a tasty solution.
Formulate snacks that combine indulgence with comfort, enjoyment, and health. European consumers want indulgent snacks but they also want snacks that are healthy. Features such as low-sugar and low-fat in a natural, indulgent snack can help maintain the richness of flavor that European consumers are looking for.
This article is based on our report, “Consumer Attitudes Toward Snacking in Europe.” If you are interested in reading this report, feel free to request a demo.
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