Snack attack: Innova Market Insights notes rise of “fourth meal” culture among millennials

21 Jun 2019 --- The way people think about snacking is evolving – especially among millennials. This is according to Innova Market Insights, which notes that increasingly busy lifestyles mean that the traditional pattern of three meals a day has been giving way to a less formal eating pattern. This, in turn, is spurring NPD, with the market researcher noting particular activity in the healthy snacking space.

“Fundamental changes in eating patterns, largely driven by increasingly busy lifestyles, are giving way to less traditional meal patterns, explains Lu Ann Williams, Director of Innovation at Innova Market Insights. “This is shifting to a more fragmented and flexible eating style, encompassing multiple small meals or snacks, often eaten alone or on-the-go,” she adds.

This rise in the so-called “fourth meal” culture has increased demand for quick and convenient yet healthy solutions for busy consumers. This is creating opportunities for wholesome, satisfying and sustaining snacks to fulfill the role of mini meals and play a more meaningful role in contributing to refueling and nutritional needs throughout the day. According to data from the market researcher, there has been a 14 percent average annual growth in food and beverage launches with a snacking claim (Global, CAGR 2014- 2018).

Healthy snacking choices are seeing the fastest growth rates for NPD overall, with nutritious options gaining ground. This is led by vegetable-based snacks, with an increasingly high profile for on-trend ingredients such as more unusual ancient grains, hummus, avocado, seaweed, hemp and baobab, for example. 

Nuts are also an ingredient that are increasingly taking center stage in the healthy snacking space. According to an Innova Market Insights report, almonds were the leading nut used in global snack product introductions in 2017. 

Earlier this month, US nut snack supplier Justin’s launched the “world’s first” Organic Nut Butter Covered Nuts. Available in two varieties – Almond Butter Covered Almonds and Cashew Butter Covered Cashews – the snack covers delicious, protein-packed roasted almonds and cashews with the “perfect amount of Justin’s Nut Butter for a sweet-and-salty snacking experience.” 

Meanwhile, Grain specialist GoodMills Innovation is tapping into the increasing demands for healthy nutrition within the snacking sector with its new product RutinX – Tartary Buckwheat. This ingredient is ideal for snack concepts with additional metabolic power, notes the company. 

The market researcher further notes that on-the-go and lighter options such as miniatures, bites and puffs are also increasingly in evidence, as is the search for the right balance between health and indulgence. There are also regional differences in preferred snack types, with Innova Market Insights consumer research indicating that nuts and seeds, chocolate and yogurt/drinking yogurt are the top three choices in the US, for example, while chocolate leads from potato-based snacks and sweet biscuits/cookies in the UK.

Edited by Laxmi Haigh