Teenagers and 20-somethings have emerged as the most important client base that’s ‘snackifyng’ breakfast, by both changing the meal with a snack or having it as an accompaniment. Contrary to what most organisations perceive about this technology, analysis by market intelligence company Mintel reveals there is a hole between intent and motion that’s driving tendencies like binging on snacks.
While Gen Z has an intent to eat ‘wholesome’, they find yourself indulging on snacks, the analysis reveals. The frequency of consumption amongst this cohort can also be the most important amongst all generations.

“While they intend to snack healthily, their consumption tells a different story. They snack out of emotions and boredom, and familiar indulgences act as stress relievers and mood boosters. Therefore, indulgence in snacking will remain pivotal, especially for Gen Zs,” Tulsi Joshi, senior foods and drinks analyst, Mintel Reports India, stated.
This pattern augurs effectively for the snacking sector, and firms are making modifications to cater to this technology. “The Indian snacking sector is expected to grow at over 7% between 2022-26. Our research shows that Gen Z consumers would be the main drivers of this growth,” Joshi stated.
Gits, a 60-year-old model, had restricted engagement with Gen Z customers initially. But now its ‘ready-to-eat’ lineup has boosted its attain inside this phase. “As you move towards a younger generation, culinary skills are diminishing. Hence, ready-to-eat options are preferred over the ready-to-cook ones. Brands now prioritise ‘better for you’ recipes that balance taste and health, departing from the tasteless ‘healthy’ trade-off,” stated Sahil Gilani, director (gross sales & advertising), Gits Food Products.
“As Gen Z enters the workforce and leads busy lifestyles, they will look for time-saving, convenient snacks that can keep them fuller for longer,” Joshi added.

Workplace challenges
On the flip-side, coping with Gen Z might not be a cakewalk for employers. In cognitive behaviour remedy, an intent-action hole is named ‘low frustration tolerance’, trade specialists say.
“Gen Z struggles to control their urges and spontaneity. They find it hard to tolerate the frustration of choosing a long-term goal over a short-term one. It might be probably ‘adulting’ in their terms. That’s the same reason why even though they intend to reduce their phone or internet use, or gaming, they are unable to do so as they can’t stand the discomfort,” stated Hamsaz Wadhwani, founder & CEO of HR agency The seventh Fold.
An worker well-being survey by The seventh Fold additionally factors to a better share of Gen Z that binge-eats as in comparison with Gen X and Gen Y (millennials).
The survey confirmed that emotional and bodily well-being is the bottom in Gen Z. This cohort reported the utmost stress, anxiousness, tiredness amongst all generations. They additionally exhibited a higher extent of feelings akin to anger, resulting in despair and burnout. As a consequence, 67% of Gen Z reported binge-watching video content material to take care of stress, resulting in poor focus on work duties (33% of Gen Z versus 7% in Gen X and Gen Y).
How ought to workplaces be sure that Gen Z stays engaged? “Gen Z could be a lot more productive if they are able to manage their frustrations better. Organisations that have a large employee base of Gen Zers would do well if they have trained coaches that are dedicated to have one-on-one sessions with the younger employees to help them focus on work and enable them to be more productive. Managers, who themselves are very young in many organisations, would not be able to manage a distracted lot of Gen Zers. A coach who can sit with them to ask what they are struggling with and help them with coping mechanisms, would help both the Gen Zers and the organisations,” stated Wadhwani.
“Bringing them to the workplace would be better for their productivity, but a dull and boring office can be off-putting. The positive aspect is that Gen Zers want to have conversations,” he added.
Intent Matters
Experts say the ‘intent’ half will develop with age amongst Gen Zers. “Our research indicates that health is going to play a bigger role because they do have the intention to purchase healthy snacks as they age, much like millennials. A flavour-first approach and strategic pricing will play a big role for snacking companies to tap into the Gen Z customer base,” stated Joshi.