Snackonomics 3.0: Today’s Snacking Trends

Snacking is no longer just about satisfying hunger, it’s a reflection of identity, emotion, and evolving health priorities. According to NielsenIQ’s Snackonomics 3.0 study, generational differences and new health journeys are reshaping how shoppers approach snacks, making personalization the new baseline for relevance in today’s fragmented market.

Generational Snacking Motivations

• Gen Z: Often snack for emotional support and to ease loneliness while transitioning into adult life. They seek snacks that deliver both nutrients and comfort.
• Millennials & Gen X: Turn to snacks for an energy boost or mid-day pick-me-up. Functionality, like protein, fiber, or gut health claims, is often as important as taste.
• Boomers: Prefer pure indulgence. A cookie is a cookie, and they don’t want health messages tied to their treats. For this group, clarity matters: indulgent snacks should be marketed as just that.

GLP-1 Users: A New Consumer Segment

The rise of GLP-1 medications is introducing a new layer of complexity. While these consumers experience appetite suppression, they still snack, just differently. Their cravings shift in phases:

• Suppression: Reduced desire for indulgent snacks.
• Stabilization: Increased focus on intentional, functional options.
• Re-engagement: Gradual return to indulgent choices, but often with a more mindful approach.

Independent grocers can offer a range of options — functional, indulgent, and hybrid snacks — that meet shoppers wherever they are in their health journey.

Personalization Over Generalization

The biggest takeaway for grocers? One-size-fits-all no longer works. Snacking is deeply personal, shaped by age, lifestyle, health, and even mood. To stay relevant:

• Stock indulgent favorites for Boomers without overcomplicating the message.
• Feature nutrient-rich, functional snacks that appeal to Millennials, Gen X, and GLP-1 users.
• Highlight emotionally supportive and innovative snack options that resonate with Gen Z.

By recognizing that snacks are not just appetite-fillers but emotional and identity-driven choices, independent grocers can better curate assortments that drive loyalty across generations.