The Rise of Little Treat Culture: How Grocerants Are Meeting the Mini Meal Demand

 

In today's fast-paced world, Americans are embracing the joy of small indulgences—affectionately known as "little treats." According to research conducted by NCSolutions, 62% of Americans consider little treats crucial to their self-care routines, turning to sweet, salty, and even spicy snacks for comfort, reward, and motivation. This cultural shift presents an opportunity for grocerants—hybrid grocery and restaurant concepts—to redefine how consumers experience meal occasions.

Grocerants, positioned at the intersection of convenience and culinary innovation, are uniquely suited to capture this growing trend. With bite-sized indulgences becoming part of consumers’ daily rituals, grocerants can provide mini meals tailored for Breakfast, Lunch, Dinner, and Late Night cravings—enhancing their appeal to on-the-go diners who want variety without committing to a full meal.

Mini Meals & Snacks Inspired by the Little Treat Movement

Using insights from NCSolutions, here are five examples of mini meals across different dayparts that grocerants can introduce:

Breakfast

1.       Mini Croissant Trio – A selection of bite-sized croissants with flavors like chocolate, almond, and matcha to satisfy the morning sweet tooth.

2.       Protein-Packed Greek Yogurt Cups – Layered with granola and honey, tapping into the 41% of consumers who love baked goods.

3.       Milkshake & Espresso Shot Combo – For those pairing indulgence with function, this mix satisfies both caffeine cravings and the desire for a small reward.

4.       Fruit & Dark Chocolate Skewers – A health-conscious yet sweet snack aligned with the trend toward chocolate and candy bars.

5.       Savory Mini Breakfast Tacos – Eggs, cheese, and spiced potatoes wrapped in mini tortillas for a balanced treat.

Lunch

1.       Snack-Size Charcuterie Box – A portable assortment of meats, cheeses, and crackers that blend indulgence with salty and savory appeal.

2.       Mini Bánh Mì Sliders – A fun, bold option featuring pickled vegetables and spicy mayo, perfect for Gen Z’s love of spice (28%).

3.       Smoothie Bowl To-Go – A nutrient-packed option with granola and fresh fruit, aligning with trending beverage preferences.

4.       Crunchy Tempura Bites – Small, lightly battered shrimp and veggies that satisfy midday snack cravings.

5.       Soft Pretzel Nuggets & Beer Cheese – An approachable snack that resonates with comfort-food seekers.

Dinner

1.       Gourmet Mac & Cheese Cup – A rich, portion-controlled meal that satisfies savory cravings.

2.       Mini Taco Trio – A variety of tacos featuring bold flavors for customers who prefer spicy or salty treats.

3.       Miso Glazed Salmon Skewers – A premium, small-plate meal catering to health-conscious indulgence seekers.

4.       Bite-Sized Flatbreads – A mix of BBQ chicken, Margherita, and pesto varieties for late-day snackers.

5.       Stuffed Mushroom Caps – A sophisticated option that pairs well with wine or craft beverages.

Late Night

1.       Ice Cream & Cookie Bites – A fun fusion reflecting ice cream’s top spot in favorite treats (56%).

2.       Mini Sliders with Loaded Fries – A playful indulgence combining fast food appeal with portion control.

3.       Chocolate-Dipped Pretzel Sticks – Sweet and salty balance in a portable format.

4.       Hot Honey Chicken Bites – A late-night favorite aligning with Gen Z’s love of spice.

5.       Boba or Bubble Tea – A trendy beverage option satisfying the impulse-buy culture.

Why Grocerants Should Invest in Little Treat Culture

Grocerants are uniquely positioned to capitalize on this demand by offering carefully curated mini meal experiences. With consumers spending a median of $30 monthly on little treats, and nearly 73% considering small indulgences important to their quality of life, grocerants can build loyalty through well-designed snack-sized offerings.

The research by NCSolutions highlights that most Americans purchase their treats in grocery stores (57%) and superstores (54%), presenting grocerants with an advantage in integrating a menu that blends convenience with indulgence. From pre-portioned snacks to limited-time creations inspired by trending flavors, grocerants can create a habit-forming treat culture that resonates with today’s consumers.

Think About This 

As the Grocerant Guru® knows, today's consumers crave personalized, fun-sized indulgences. Grocerants can embrace the Little Treat Movement by rolling out bold, snackable innovations that align with evolving purchasing behaviors. Whether it's a morning milkshake, a mid-day charcuterie bite, or a late-night slider, small indulgences are redefining the way consumers experience food—one treat at a time.

Success Leaves Clues—Are You Ready to Find Yours?

One key insight that continues to drive success is this: "The consumer is dynamic, not static." This principle is the foundation of our work at Foodservice Solutions®, where Steven Johnson, the Grocerant Guru®, has been helping brands stay relevant in an ever-evolving market.

Want to strengthen your brand’s connection with today’s consumers? Let’s talk. Call 253-759-7869 for more information.

Stay Ahead of the Competition with Fresh Ideas

Is your food marketing keeping up with tomorrow’s trends—or stuck in yesterday’s playbook? If you're ready for fresh ideations that set your brand apart, we’re here to help.

At Foodservice Solutions®, we specialize in consumer-driven retail food strategies that enhance convenience, differentiation, and individualization—key factors in driving growth.

👉 Email us at Steve@FoodserviceSolutions.us
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Gen Z and Millennials: The Relevance of Timely Content

 

From the bustling aisles of your favorite restaurant, deli, or convenience store to the dynamic feeds of social media platforms, one thing is clear: capturing the attention of Gen Z and Millennials is crucial for any brand's success. Steven Johnson the Grocerant Guru® at Tacoma, WA based Foodservice Solutions®, has said confidently, understanding and leveraging creator-generated content is a game-changer. Let's dive into the fresh facts and insights from a recent consumer sentiment survey commissioned by NCSolutions (NCS) to explore why this timely content matters more than ever.

The Influence of Creator-Generated Content

Creator-generated content, often referred to as influencer content, has become a driving force in consumer purchasing decisions. According to the NCS survey, nearly half of Americans (48%) have purchased a product they saw featured in creator-generated content on an entertainment app or social media platform. This impact is even more pronounced among younger generations: two-thirds (66%) of Generation Z and more than half (55%) of Millennials have made purchases based on influencer content.

Engagement and Emotional Connection

The survey reveals that Americans feel a range of emotions when they encounter influencer-generated advertising. Nearly half (47%) feel entertained, and 43% are prompted to research the product. Additionally, 24% are likely to share the endorsed product with friends and family, and 23% feel inspired. These responses highlight the power of emotional engagement in driving consumer action.

For brands, this means that incorporating influencer-generated content into marketing strategies can enhance both reach and resonance. Deirdre McFarland, chief marketing and communications officer of NCSolutions, emphasizes this point: "Given the growth of creator-generated content and the quality and size of the audience that these social/entertainment platforms attract, brands have an opportunity to complement their branded marketing campaigns with these influencer-created ads."

Generation Z: Leading the Charge

Generation Z, those born between 1997 and 2012, demonstrates a particularly strong affinity for creator-generated content. The survey found that 37% of Gen Zers appreciate creators sharing personal aspects of their lives, compared to 23% of all other generations. Furthermore, 27% of Gen Zers feel strongly connected to influencers, and 27% believe influencers endorse only top-quality products. This trust and connection make Gen Z a prime target for brands looking to build lasting relationships.

More than one in five Gen Zers trust influencers and their recommendations (21%), and 16% feel represented by creators. These figures are significantly higher than those of older generations, underscoring the unique bond between Gen Z and influencers. For brands, tapping into this connection can lead to increased loyalty and sales.

Key Elements of Effective Content

Understanding what makes creator-generated content effective is essential for brands aiming to engage younger audiences. Humor tops the list, with 50% of Americans citing it as the most appealing attribute of influencer ads. "How-to" videos (40%), music (37%), authenticity (34%), storytelling (33%), and product suggestions (27%) also resonate strongly with viewers.

As McFarland notes, "Knowing the elements that consumers like the most and drive purchase behaviors is vital intel for brands." By incorporating these elements into their influencer partnerships, brands can enhance their creative impact and drive incremental sales.

Economic Impact

The influence of creator-generated content extends across income levels. The NCS survey found that 52% of consumers earning $100,000 annually made a purchase based on influencer content, while 46% of those earning $50,000 to $99,000 and 41% of those with incomes less than $50,000 did the same. This widespread impact highlights the broad appeal of influencer marketing.

Strategic Implications for Brands

To stay relevant and drive growth, brands must recognize the value of timely, creator-generated content. By aligning with the right influencers and incorporating key content elements, brands can create memorable and impactful campaigns. As McFarland concludes, "Pairing your brand with the right creator not only raises the power of creative but also enhances brand connections, allowing advertisers to make lasting impressions with consumers."

Think About This, Gen Z and Millennials are more than just demographics; they are dynamic, influential consumers who respond to authentic, engaging content. Brands that embrace this shift and invest in creator-generated content will not only capture the hearts and wallets of these generations but also pave the way for sustained growth and success in the ever-evolving marketplace.

Don’t over reach. Are you ready for some fresh ideations? Do your food marketing ideations look more like yesterday than tomorrow? Interested in learning how Foodservice Solutions® can edify your retail food brand while creating a platform for consumer convenient meal participation, differentiation and individualization?  Email us at: Steve@FoodserviceSolutions.us or visit us on our social media sites by clicking the following links: Facebook,  LinkedIn, or Twitter

Do you Want to Build A

Larger Share of Stomach?

Timely Content Matters 

Foodservice Marketing Messaging Matters When Speaking to Gen Z.

 

Do your branded marketing messaging campaigns look more like 2005, 2015, or 2025?  Here is the question are you looking a customer ahead?  All food retailer know that Gen Z is their key target customer for the next 12 years. Steven Johnson Grocerant Guru® at Tacoma, WA based Foodservice Solutions® often repeats this catch-phrase “consumers are dynamic not static”. 

Evolving with your target customer is a must. We Generation Z is the first to be digitally native and if you are wondering what's driving the cohort's brand loyalty is shopping and advertising preferences, keep reading.

So, according to a new consumer sentiment survey commissioned by NCSolutions (NCS),

1.       nearly six in 10 members of Gen Z (58 percent) don't like advertising that interrupts the content they're enjoying

2.        vs. 38 percent of baby boomers.

3.       At the same time, more than half of Gen Zers (52 percent) say they'll engage with creative and entertaining ads,

4.       compared to 42 percent of boomers,

5.       Generation Z (sometimes called zoomers), born between 1997 and 2012, is now flowing into the workforce and represents significant spending power in the consumer packaged goods (CPG) marketplace. Gen Z households spend an average of 12 percent more on consumer packaged goods than all other households,

Below are the four advertising factors that NCS identified as driving the Gen Z cohort's buying decisions:

A social and sustainable mindset drives brand loyalty.

Gen Zers prefer brands whose missions align with their values and are more willing to support and be loyal to purpose-driven brands. Thirty percent of Gen Zers value brands that prioritize the environment, compared with 15 percent of baby boomers, and 27 percent of Gen Z will stay with brands that use sustainable packaging vs. 18 percent of baby boomers.

As a result, Gen Z is less concerned than other generations about being loyal to brands that provide the best quality or value for their budgets. For instance, fewer Gen Zers (59 percent) find the quality of a brand important than boomers (75 percent). Boomers also believe value is more important (79 percent) to them than zoomers (68 percent).

Alan Miles, CEO of NCSolutions, stated, "Gen Z undoubtedly will raise the bar for CPG brands, as they differ from older generations in some meaningful ways. Having grown up with — not alongside — the internet, they are used to having instant access to information, products and services. They bring to the marketplace a fully informed and defined point of view about advertising and brands," ... "That presents both an opportunity and a risk for brands, which is why we conducted this analysis. The findings will support brands as they consider how best to connect with and build relationships with this generational force."

Unobtrusive, funny and social ads connect.

More than other generations, Gen Z is most engaged when advertising is humorous or entertaining. Almost six in 10 (58 percent) dislike ads interrupting their content. More than half (52 percent) prefer creative and entertaining advertising, while only 42 percent of baby boomers, 44 percent of millennials and 40 percent of Generation X agree.

Brands that tickle the funny bone are more likely to capture Gen Z's attention, NCS found. Forty-three percent say they prefer ads to be humorous. Ads with a social message also resonate well with Gen Z; 17 percent like ads when they are aligned with the social messaging of the ad compared with 6 percent of baby boomers.

Social media sways decisions.

Zoomers are most receptive to advertising that appears in social media feeds, much more so than ads that appear on either cable TV or broadcast television. Nearly three in four Gen Zers (72 percent) say they're open to seeing ads in their newsfeeds vs. 28 percent who say they're receptive to ads on cable TV and 20 percent who say they're open to broadcast TV advertising.

Conversely, 19 percent of baby boomers are more receptive to ads on social media vs. 58 percent who say they're receptive to broadcast TV advertising and 45 percent to cable TV ads.

Miles continued, "The economic impact Gen Z will have in the coming years makes understanding what makes this generation tick particularly significant for brands' long-term marketing strategies," ... "The purpose-driven mindset and significance of social media in the lives of zoomers are notable differences."  

Zoomers love convenience.

The analysis also found the younger generation values convenience in several different ways. Fifty-five percent of Gen Z keep frozen meals on hand compared to 49 percent of older generations. Twenty-two percent of Gen Z shop for food items at convenience stores, and 18 percent look for food products in drug stores. At the same time, only 8 percent of Gen X shop for food at a c-store and 6 percent seek food products at a drugstore.

The convenience factor also applies to eating patterns for Gen Z. Just more than half (51 percent) are frequent snackers compared with 42 percent of baby boomers. One-fifth are meal planners, while 34 percent of baby boomers plan weekly meals.

Miles went on to say, "Creative executions and advertising platforms that worked for previous generations may not drive the same sales impact for Gen Z consumers," ... "Marketers will need to test, measure and learn to understand what messages, platforms and creative work best for their brand. Although zoomers have a different set of expectations than previous generations, the fundamentals of effective advertising remain the same."

NCS conducted an online survey of 2,186 consumers in February. Half of the respondents are from Gen Z, with the other half split among baby boomers, Generation X and millennials. The full report is available for download.

Invite Foodservice Solutions® to complete a Grocerant ScoreCard, or for product positioning or placement assistance, or call our Grocerant Guru®.  Since 1991 Foodservice Solutions® of Tacoma, WA has been the global leader in the Grocerant niche. Contact: Steve@FoodserviceSolutions.us or 253-759-7869

Restaurants Lose Edge on Innovation

 

Restaurants that are just trying to survive, are finding that is not enough in a world that is evolving so fast your 12 percent pay raise will not keep up with the rising price of food.   According to Steven Johnson Grocerant Guru® at Tacoma, WA based Foodservice Solutions® who stated, “Millennials and Gen Z consumers are in constant search for something different, fresh, and flavorful.  They seek food discovery and if you are not evolving your customers will move on.”

Now I want you think about this; American consumers frequent convenience stores at least once a week and use their visits as a way to discover new products and brands, according to a new survey commissioned by NCSolutions (NCS).

This online survey of 2,216 respondents, ages 18 and older, fielded from Oct. 7–10, found that more than seven in 10 (71 percent) adult consumers say they discover new products and brands at c-stores.

If that was not insightful enough, nearly four in 10 (38 percent) respondents shop at c-stores two or more times a week. Overall, nearly two-thirds (62 percent) visit c-stores at least once a week.

Alan Miles, CEO of NCSolutions, stated, "These new consumer insights accentuate the considerable role convenience stores play in America today. At the c-store, the shopping moment is low risk for the consumer and high opportunity for brands,"... "With mostly single-serve portions, consumers are looking for products on the go. It is a perfect place to engage and secure new brand buyers and identify the viability of new products."

Let’s see what lese the survey reveal:

C-stores provide a good shopping experience and value.

American consumers find shopping at c-stores offers numerous benefits. Seventy-nine percent of shoppers say c-stores offer a lot of product variety, while 77 percent say they provide a good shopping experience. Sixty-three percent see c-stores as delivering good value for their budgets.

It's all about the experience and delivery for Generation Z.

CPG brands looking to engage Gen Z can tap into this generation's favorable view of convenience stores. Ninety-one percent of Gen Zers say c-stores provide a good shopping experience.

They're also more likely to use a delivery service for c-store items, with almost half (49 percent) reporting they have used a service such as 7-Eleven Inc.'s 7-NOW, Instacart, DoorDash, Uber and other delivery services. This is 96 percent higher than all Americans who reported using a delivery service (25 percent) for c-store shopping.

Location, Location, Location

Americans visit convenience stores for various reasons, but location is the number one reason, cited by 65 percent of consumers. Fifty-nine percent say c-stores meet their immediate needs, while 54 percent like that they can conduct transactions quickly and be on their way.

Nearly one-third (30 percent) say price brings them into the store, while 28 percent enjoy the variety of products c-stores have to offer. Thirty-four percent also shop at c-stores because they are less crowded.

NCSolutions Chief Revenue Officer Dan Malmed, stated, "The c-store channel offers a compelling potential for CPG brands to motivate new buyers to try their products. It's an especially attractive channel to reach the Gen Z consumer, who is very loyal to c-stores," ... "Appealing to Gen Z c-store enthusiasts enables advertisers to build and drive loyalty as well as improve the return on ad spend of their campaigns."

Satisfying Their Sweet Tooth & Quenching Their Thirsts

More than two-thirds (67 percent) of Americans feed their sweet tooth with candy purchases from convenience stores, and many rely on c-stores as a place to quench their thirst. Fifty-seven percent of consumers said they purchase on-the-go drinks like coffee, tea or fountain beverages at c-stores, while 40 percent buy milk, juice and other staples. In addition, 32 percent pick up packaged beverages and 23 percent buy beer.

Beyond beverages, almost one third (30 percent) pick up prepared foods while in the store and 37 percent purchase lottery tickets.

Getting Social

Consumer purchase behaviors are also influenced by what they see on social media. Seventy percent of c-store shoppers say they’re more likely to purchase products they see promoted on c-store social media channels.

The grocerant niche is filled with Ready-2--Eat and Heat-N-Eat fresh prepared food.  Consumers continue migrating to the grocerant niche for simple time saving solutions that are full flavored and that save them time according to Johnson.

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.