71% of you have snacked in the past 24 hours. But despite the frequency of snacking occasions remaining stable over the past decade, the consumer has evolved. Today, snacking goes far beyond “filler” between meals or mindless munching…they’re often an expression of personal goals and values in our fast-paced, health-conscious world. 36% of all snacking occasions involve some need for “Optimization,” which is up 5 percentage points since 2020. This supports the notion that consumers are looking for a quick energy boost and other functional benefits that help them meet the challenges of their active and demanding lifestyles. Moreover, 23% of Gen Z and Millennials have purchased snacks with functional benefits in the past three months. And place extra attention on these younger health-conscious snackers…as they’re driving trends towards bold, unconventional flavors, as well as novel form factors.

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