The younger you are, the better you eat

Younger generations are snacking more – and better – according to an intriguing new survey.

Numbers compiled by the global research company NPD Group suggests Millennials (ages 24-37) and the 23-and-under Generation Z are not only making healthier choices; their buying power is nudging the snack-food industry to adjust.

“When look at the three mega-categories of snacking – sweet, savory and better-for-you – what we’re finding is that there’s a slow shift away from some of the sweetened snack foods,” NPD Group analyst Darren Seifer tells Yahoo Canada.

“Better-for-you is actually the fastest-growing segment of the three,” Seifer said. He expects “better-for-you” snack foods to surpass snack foods by 2018.

Seifer says younger people are consistently making greater use of fresh foods and beverages – vegetables and dairy, for example.

“They’re not becoming home chefs by any stretch of the imagination,” he noted, “but they’re spending a little bit more time in their kitchens so they can achieve that freshness, and get the foods they desire with their own personal flair to it.”

The survey suggests the overall purpose of snacking has shifted.

“It’s no longer a time for extraneous calories, or ‘I’m having a sweet snack so I can treat or reward myself’,” Seifer said.

“Today, there’s many more health reasons for why we snack. We also see a lot of snack foods present at mealtime, as well – maybe even a side dish to a main meal.”

The numbers highlight a growing separation in snacking habits between younger consumers and the now middle-aged Generation X – ages 37-47.

“What’s really interesting when we look at Generation X is we find that the notion of convenience is still pretty traditional with them. We still see that group forecast to use things like cold cereal in the morning in the same numbers that they used to. They’re still eating frozen dinners and entrees the same amount, and even more.”

“When you start going to the Millennials and even Generation Z, we find the notion of convenience is a little different,” he added.

“Take breakfast, for example. We’ve seen those groups are preparing eggs in the morning, and pancakes. Not frozen pancakes. Pancakes from batter, in greater numbers than Gen-X did. And we’re also seeing them consume cold cereal less often. That generation is definitely starting to look more towards fresher options, that give them the opportunity to customize the end result.”

The data also shows younger consumers have an increasing taste for bolder, stronger flavours.

“Who ever even heard of chipotle 20 years ago?” Seifert asked.

For Seifert, the biggest surprise in the whole exercise is how fast things are changing.

“That was the real ‘wow!’ I was not expecting that. I was really expecting to see the Millennial generation using frozen items in greater numbers than they actually are. Maybe those younger generations aren’t the lazy Millennials that we always portray them to be.”