You Can Sit With Us: How to Snack With Gen Z
According to Harvard’s medical blog, the official definition of a snack is “any smaller amount of food eaten between main meals.”
Being the equal snack opportunist I am, I believe that today's youth has evolved snacking culture beyond this to include a broader range of finger foods, drinks, and whatever you have left in the fridge.
As a Gen Z snacker, I can confidently say that many "snacking experiences" are driven by feelings. Considering that we are the least satisfied generation, it makes sense that I'll reach for brightly colored Haribo gummy worms at noon. The rise of viral snacking trends like "lil treating" moments and "dirty soda" modifications are another reflection of this carefree paradigm, revealing that, unlike previous generations, sugar and calories aren't our enemies. Dissatisfaction is.
That's why I wanted to dive into the trends and cultural discourse surrounding Gen Z munchers and share some insight into how snack brands can best connect with them.
Going, Going, Gone
TLDR: it’s no shocker that an international pandemic shaped how we view snacking.
But I wonder, are companies listening? After being cooped up for some rather pivotal, youthful years, the kids want to be outside. We reach for snacks that flex to our lifestyles but keep up with them. We look beyond "convenience" to snacks that can fuel our fun, match our energy, and never take away from the moment.
A strategist who led the strategic work across our recent Frito-Lay Minis project, shared some further insight with me, saying, “The launch of Frito-Lay Minis has been reported as the brand's most successful launch ever, beating sales targets and demonstrating immediate share gains. Part of the success is that we injected fun, shareable social moments into consumers’ days through the Minis format. It's no surprise that portable options of people's most beloved childhood snacks are a fan favorite.”
While convenience is a leading factor, through packaging design, brand character, product size, and quantity, snacks like Frito-Lay Minis, Goldfish, and Cheez-It reign supreme for Gen Z snackers because they allow us to control our portions, share with friends, and easily enjoy. They fit our desire for convenient, on-the-go snacks that assist in every aspect of experience on the outside.
Let's Get Real
"Fake it til' you make it" does not apply here. As discourse around things like greenwashing and diversity becomes more salient in Gen Z lives, we demand transparency from the brands we use. If something sounds too good to be true, it most likely is. We’re not stupid and know BS when we see it.
That said, Gen Z digs permissible indulgence. Unlike our parents, we believe life is about balance and a middle ground instead of buying into over-fulfilling marketing promises and "all too good" alternatives. A Mondelez study backs that up, showing that 82% of Gen Z use snacking as a means of treating themselves.
We see this playing out on social media. Just look at how soda has re-emerged in pop culture. No longer a sugar-heavy enemy, soda now offers a moment to relax. New snack brands like Poppi and Rotten Candy capitalize on the middle ground. Neither claim to be the most healthy, but instead, provide options for consumers that want an approachable treat snack rather than a miracle product.
It's About the Journey, Not the Destination
I’ve said it before, but when it comes to brands and products, Gen Z is all about the experience. As trends like girl dinner and social media influencers like Tiffany Magee (aka Mustard Lady) skyrocket in virality, it’s clear that they want to experiment with food and drink.
For previous generations, great packaging might have been enough to lure consumers in, but we want more. We want products that create a moment, and snacks that help us explore our interests or unlock a new experience. Brands like Ghetto Gastro and Popadelics bring an interesting fusion of products with an even more interesting tone of voice that speaks directly to us. We want brands that see snacking as exciting or even fun, not just as a passive, functional activity. We want snack brands we can participate with, not just buy.
Three Ways to Connect With Gen Z
There are many ways to successfully snack with Gen Z. For emerging and established brands, here are three ways you can truly thrive in the eyes of the Gen Z consumer.
Make It Experimental
Gen Z doesn't just want a canister of chips. We want chips we can flip, tilt, and pour. Cookies we can twist, lick, and dunk. We want snacks that serve as a moment to experiment. Wacky new worlds of flavor, weird textures, anything unseen. We want something to hack or customize—and then share with our friends on TikTok. Think about what your product can offer that makes the mundane experience of snacking a little bit more fun and personalized.
Health Hack
Gen Z wants their cake and wants to eat it, too. Unlike generations before, we won’t settle for bland or restrictive snacks. Instead, we want adaptations of our favorite things. Brands like Flings and Magic Spoon elevate our childhood breakfast staples to something new and snackable for today. While we are more likely to swap up, we don’t expect perfection, just some considered adjustments. Sugar and calories have never been our enemy—big corporations that promise one thing and deliver another are. Lying to us will leave you canceled.
Dial Up Your Voice
In a sea of sameness, it’s easy to get lost in the snack world sauce. Youth value those who laugh along with them, not at them. Implementing a strong 360-degree voice for your brand will help you push beyond the white noise. Create an authentic tone of voice, use humor to connect, and think about extra moments like hidden bits of copy for us to discover that make us feel included. Differentiate your offering, build community, and trust around your brand—don’t be afraid to be bold.
Overall, there are many ways brands can connect with Gen Z outside of posting TikToks (still admirable). Through understanding and thoughtful branding, brands can start actively playing with new generations rather than watching from the sidelines.
What’s most important is to let your brand speak for itself. Do it right, and eventually, people will listen.