Sunday, October 31, 2021

Gen Z and Millennials Find Discovery in Snacking


There is not a regular reader of this blog that does not know that both Gen Z and Millennials drive for food discovery is the number one undercurrent driving new avenues of fresh food distribution and branded customer migration according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®. 

If success does leave clues and it does The Hartman Group is one of the very best at picking them up and refining the detail within those clues. So, now The Hartman Group’s new research indicates that as younger populations with more exposure to new global flavors and a desire to seek them out, Generation Z and millennials are more likely to see snacking as an avenue for discovery of new taste experiences.

According to the firm's Snacking: Emerging, Evolving and Disrupted report, 56 percent of Gen Z and 56 percent of millennials agree that snacking allows them to try new global flavors vs. 42 percent of Gen X and 20 percent of baby boomers.

Now consider the New Korean BBQ Chicken Taquito Rolls at 7-Eleven Stores.  For most foodies 7-Eleven is not top of mind for new flavors, fresh food, but when you think food discovery and full- flavored Korean BBQ Chicken Taquito Rolls on a roller grill?  Well, it that is not a platform for discovery for new foodies, nothing is.  Our Grocerant Guru® believes it will be a hit.  Once again nice job Joe! (Joseph DePinto CEO 7-Eleven)

So, the Hartman Group's Modern Snacking Framework helps explain how consumers approach and think about snacking today.

It is presented in four pillars.  We think you will like this, and will share an article about it it with you.

“As the report captures how snacking motivations and needs shift according to the occasion, context and individual.

The four pillars are:

1.       Nourishment: Snacking that meets needs for daily sustenance, long-term wellness and health management

2.       Optimization: Snacking that helps one fulfill physical and mental performance demands

3.       Pleasure: Snacking that fulfills emotional desires for enjoyment, reward and discovery

4.       Distraction: Snacking that arises from the need to distract, whether due to stress, boredom or other reasons

The report found that more than half of all snacking (51 percent) reflects some need for pleasure — a driver that intentionally addresses consumer needs for enjoyment, sensory engagement, taste exploration, and permissible indulgence.

A top motivation in this pillar is discovery and play. With a growing number of food types, provenances, preparation methods, and food purveyors, discovery has never been greater or more accessible. Cultural values that embrace diversity and new experiences have further heightened the desire for food exploration. Snacking occasions involving smaller quantities, lower price points, and fewer nutritional, social, or cultural expectations provide a way to discover and play with food through lower-risk occasions, according to The Hartman Group.

Many pleasure-oriented snacking occasions tend to showcase sweeter flavors, and though some seek out bold or unusual flavors, familiar tastes and formats remain important. Key attributes of the pleasure snacking driver include:

·         Good taste

·         Distinctive flavor/texture/aroma

·         Iconicity & nostalgia

·         Surprise & delight

·         Product design & aesthetics

·         Global flavors

·         Interactive characteristics

·         Convenience

Want more information on from the Hartman Group? Click this link: Snacking: Emerging, Evolving and Disrupted

Success does leave clues. One clue that time and time again continues to resurface is “the consumer is dynamic not static”.  Regular readers of this blog know that is the common refrain of Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.  Our Grocerant Guru® can help your company edify your brand with relevance.  Call 253-759-7869 for more information. 

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