Modular eating a trend among millennials

FOR MORE than one-third of consumers worldwide, regular snacking is a common thing. The figure is rising to over 40 percent for people aged between 18 and 34. This practice of modular eating is accepted now as an alternative to eating three main meals a day, according to Canadean in its latest report.

The consumer insight firm said that people snack to fulfill the functional need for an energy or nutritional boost, the psychological need to de-stress or indulge, and needs dictated by occasion, such as watching a movie, attending a sporting event, or socializing with friends.

This trend offers enormous potential opportunities for snacking brands right across the health-indulgence and sweet-savory spectra, the firm said.

Katrina Diamonon, Principal Consumer Insight at Canadean, explains: “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 behaviors and preferences will strongly influence other current consumers and also subsequent generations as they pass on these traits to their children.”

Canadean finds that a range of rational and emotional needs beside hunger can be addressed through snacking, and these reasons differ according to age. As millennials tend to prioritize meat in their diets more highly than their older counterparts due to its perceived health benefits, manufacturers should capitalize on the meat snack segment and explore new opportunities.

Ms Diamonon continues: “Manufacturers are increasingly experimenting with a range of proteins, formats, and gourmet flavors 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.”

For more information, access the report Top Trends in Snacks, Confectionery, and Desserts; Exploring consumer and innovation trends in key categories. All information correct at time of publication and based on Canadean's research methodology.