Girl dinners may have grabbed all the attention, but Millennials and Gen Z are leading a larger movement away from three traditional meals a day. Whether that means fueling themselves with multiple snacks throughout the day, or cobbling together several small portions of food for one meal, it’s a bigger trend home and housewares retailers should pay attention to.
What It’s All About
Six in 10 global consumers said they prefer to eat many small meals throughout the day—as opposed to a few large ones, according to a survey earlier this year from Mondelez International and The Harris Poll. But when it comes to young people, those numbers skew much higher. Eighty-three percent of Millennials and 82% of Gen Z proudly consider themselves savvy snackers, according to a Frito-Lay survey.
What’s driving the trend? A good amount of credit goes to busier, on-the-go lifestyles. But when it comes to younger generations, there’s also an element of independence, adventure and creativity at play.
Mondelez sees the experience economy as encouraging young people’s snacking and dining choices.
“We see this real desire for novel experiences—something that’s a little bit out of the ordinary,” Nick Graham, Mondelez senior vice president and global head of insights and analytics, told Fortune magazine.
And no, this isn’t a movement just for females. Men (92%) were just as likely to use snack foods in meals as women (93%), according to Frito Lay.
What They’re Eating
There’s absolutely a lot of variation in what constitutes a snack food. And that’s part of the fun and attractiveness of the movement. A “snack” could mean a bag of potato chips as much as it means a gourmet crab dip served with homemade crostini.
And does snacking mean unhealthy? Not necessarily. NIQ says the demand for healthy snacking options has skyrocketed in recent years, with plant-based snacks, as well as products rich in protein, fiber and natural ingredients, growing in number. Fruit, yogurt, cheese and nuts are all considered healthy and popular snacks, as well.
At the same time, it’s important to point out that many consumers are looking for novelty and indulgence in their snacks or snack-fueled meals. According to Mondelez’s survey, 59% of global consumers consider themselves “snack adventurers” who like to try new things. Their #1 snacking advice is “everything is fine in moderation.”
What It Means
Does this mean consumers are abandoning cooking full meals at home? Not likely. But home and housewares retailers may want to make some adjustments and show shoppers you’re in touch with the trend.
When it comes to products, consider enhancing assortments to include items that cater to the snacking or girl dinner trends. Some obvious choices are charcuterie boards and platters, but this could also include small dishes designed to move hot dips from oven to serving; air fryers or toaster ovens that cook small portions quickly; and anything that helps people transport, chill or warm snacks when they’re on the go.
Even retailers who don’t sell much in the way of food products may want to add a selection of shelf-stable snacks (whether gourmet or otherwise). These can be displayed alongside complementary home products to encourage shoppers to mastermind their own perfect snack-inspired meals.
And don’t forget the element of creativity and novelty that’s important here. Share your own ideas and inspiration for unique snacks, flavors or snack-inspired meals—and the products that go along with them—to current and potential shoppers. Because thirty-two percent of people in the Frito Lay survey said they rely on social media for ideas.